In order to get the best out of your content marketing reach, you need to have a clear image of what makes your customers special or different from each other. You need to have a general idea of who they are, what drives and moves them and why they chose to react in a certain way to the content you’re delivering to them.
Dividing up your customers into distinct segments makes it possible to target your content more effectively. You won’t be wasting time and effort on generalized content. You’ll be able to distinctly identify the values and dreams of a specific market segment and show them why your product matters for their lives. Statistics show segmented email campaigns have a higher open rate then non-segmented campaigns, and if you segment by interest groups, you’ll definitely get more opens and clicks than non-segmented campaigns.
Segmenting your customers to increase your content marketing reach will get you better results and provide you with a clearer image about your audience’s behavior.
Spot the differences
Learn who your customers are by demographics and other variables. Try dividing up your customers by demographic variables, such as income, age, ethnicity, marital status, occupation, seniority and company they are working for. If you’re providing legal services, for example, you may be able to divide your customers up like this:
- Legal advisors in big corporations who need to be updated regarding regulations, risks and latest trends
- Young professionals in search of expanding their knowledge and upgrading their career in the legal industry.
- Entrepreneurs with businesses in a certain area, for example, Europe.
This way you can put together content that speaks in relevant terms to them. Demographics aren’t the only variables, of course. You can split up your customer groups by geographic variables like country, region, city, street. It’s also possible to divide customers into groups based on psychographic variables (interests, political orientation, or activities) or by behavioral variables (new customers vs. repeat customers; buying habits, etc.).
Design new segments
Based on the differentiating factors that you’ve found, you should be able to split up your customers into separate categories. We don’t recommend going too deep with the segmentation, or you’ll end up with too many tiny segments. The idea is to divide your customer pie into large wedges. Segments should be stable. Ask yourself if a customer remains in this particular segment for months or years. Or will you always have customers who fit the parameters of the segment? If a particular segment seems like a moving target, perhaps you can find a new way to divide your customers into groups, so you’re not wasting your efforts on a group that may not exist in a few months or one year. As you assign your customers to their respective segments, determine how reachable those segments are. Does your company have the resources it needs to connect with those people right now? If not, you may need to invest in tools or create a social media channel to connect with individuals within a specific segment.
Delivering targeted content
Now stepping into adjusting your content strategy. It’s important to refocus your message and vision for each new customer segment. For an example, let’s go back to the idea of legal services. When you’re talking to the legal advisors in big corporations you might emphasize on the latest regulations and how these can impact their business. You might want to provide them whitepapers and relevant tips that can help them mitigate risks. For the young professionals, you might leverage content related to steps to be followed in the legal industry, books and procedures that can help them expand their expertise. For the entrepreneurs activating in Europe, you might blog about the legal frame & business environment in that area offering useful insights. No matter what product or service you sell, you can design content for four specific categories of buyers. Either you introduce new customers to your company and offer helpful information and tips, focus on convincing and converting them with thoroughly researched information and plenty of details, or use self-promoting content and help them feel like part of a club, try working with your content team to define clear content parameters and goals for each customer segment you’ve identified. Have in mind the sales-funnel-specific content and create content that resonates with your potential buyer each step of the way, from awareness to consideration, and then to the sale.
Learning more about B2B segmentation and content marketing
If you’re in the B2B field rather than dealing with individual consumers, your approach to segmentation will need to be a little different. The example of legal services given above is B2B related. You can use similar geographic variables to create market segments, or you can differentiate by company size, industry, company policy, buying habits. Who makes the decisions for these businesses? Are there certain policies or needs that make some of your B2B customers special?
Remember, buyers or influencers at a business may have little time to “listen” to your content, and they might be feeling pressure from stakeholders or board members. Keep your content for them succinct and clear across the board. When you personalize the content for each segment, focus on the concrete benefits for that specific group of businesses. Design content that speaks to each business’s unique needs. Be unique and strive to deliver content that brings added value.
If until now you have been speaking to all your customers in the same way, regardless of their differences, the effectiveness of your content marketing was little. Once you split up your customers into segments, you can tailor your content marketing to each segment as its own unique audience. We believe that’s a recipe for more powerful and genuine customer connections, greater shareability for your content, and expansion of your marketing perspective.