Audience targeting can be the key to honing your sales funnel, making more conversions, and reducing your ad spend on Facebook for a better ROI.
Saying all of that is pretty darn easy.
But what about actually doing it? In real life, it's not always easy to segment your audience.
No matter what kind of online business you have — an ecommerce store, a blog, a niche product review site, a SaaS product, or anything else — there's a very high chance that it's possible to separate out your target audience into several key groups of people.
Part of this involves segmenting based on where they are in the funnel.
But there's more to it than just that.
You might have regular customers, then VIPs or big spenders. You might have a couple different demographics that are into your products, like both college students, and young urban couples without kids.
Figuring all of this out can be hard.
Fortunately, AdEspresso comes to the rescue with a simple three step process you can use to start parsing out your audience into groups that you can target individually.
1. Help multiple personas self-select
Let’s say you’ve got the same product or service (more or less), that might appeal to multiple segments.
The easiest method might be to simply help those people self-select. Give them the option to ‘identify’ themselves to you, so everything can be properly recorded and segmented in your database.
Software companies, like Wix, do an excellent job of this on their Pricing pages. Here they list five different buyer types, from VIP down to the most casual of users.
This persona-based pricing is in stark contrast to the nameless, faceless, (and meaningless) “Gold, Silver, Bronze” split you typically see. The same vague pricing plan problem used to plague Bidsketch in the past, too.
You can even extend this strategy beyond the pricing page to case study pages. For example, you can highlight a bunch of different ecommerce stores and then see which ones result in the most signups.
2. Now personalize (as much as possible)
Once people self-select (to a certain degree), you can begin personalizing what they see (vs. everyone else).
Personalization just depends on that ‘trigger.’ That self-selection.
There’s no better example than Amazon.
You express interest in specific books (through product views and purchases) and site content gets tailored to the specific category (like business or memoir).
Other common options include online behavior and site history, visitor location, and even what kind of device they are using.
You can even use link clicks in an email, that automatically ‘tag’ or pull people into the proper list after downloading a topic-related lead magnet.
Your database information (i.e. lists for different segments) can then be tied back into Facebook ads to create (and update) unique custom audiences.
3. When all else fails, embrace funnel segmentation
True personalization like you just witnessed takes a lot. It requires a lot of interconnected steps.
We just saw how a central database picks up on site or app activity and even channel engagement (e.g. email link clicks), tying all the way back into retargeting messages based on funnel stage (e.g. awareness, consideration or decision).
There’s a lot happening. Tons of moving pieces.
Dedicated pages are created for a specific channel or medium. So that all of your variables (like text, design, etc.) can be appropriately aligned.
MarketingExperiments.com has shown that tying copy to buying stage (for a chronic pain medical center) was able to increase their website leads boost conversions by 331%.
The site listened to the user’s needs, attracted those looking for answers, conversed with those who wanted more information and nurtured new relationships. (In other words, altering the appropriate messaging and CTAs along the way).
The simple new layout of the page was able to cater to the needs of four different groups.
You can read more about segmenting your audience over at AdEspresso.
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