Apr 27 Posted 2 years ago
Taking the basis presented (it is a great overview!) one step further...
Understanding an idea of who customers are before beginning marketing reduces the need to test every platform (that's a lot of effort, and for solo-prenuers and marketing or social departments of 1-2).
Knowing your target audience, even if that means creating Character Customer Profiles which are profiles with faces, names and lives, that represent the inherent aspects of the core audience. The profiles provide a sense of who the audience is, what in their life creates the opportunity for using the product, and how/when they are ready for the product can be compared to demographics of where and how they use social media.
Character Customers offer a deeper way to integrate demographics and socio-graphics to make educated decisions about where to spend time and resources for the best outcome. Testing is still needed as it doesn't create a silver bullet.
Social is long term marketing, so if there are only resources for 1-2 effective 6-month tests, make smart choices with the knowledge you have.
Apr 24 Posted 2 years ago
At this point I'd guess the need to segment our audiences is widely known and accepted. Still, having a post like this is occasionally useful for making the case to new marketers and I've sent it to a couple of our new interns.
But I have to second what Natashca said - understanding and keeping up on how to do it is of greatest value to me, and was the reason I'd clicked through originally.
And Natashca - thank you for those links - I hadn't seen this newest research from Pew and found it really useful to read through.
Apr 23 Posted 2 years ago
when I read "segmentation" I was hoping you'd talk about HOW to segment people on Twitter and Facebook not that it's needed and what the criteria should be.
I agree with everything you are saying, but the challenge is dissecting ones following to find out who they are and to find out where our target audience is getting their information. I don't think testing is good enough. It requires tools and luckily there is a lot of research out there, e.g. :
So, thanks for the blog. The hard work is to figure out how to find where the segments are (and identifying a target audience in a meaningful way, in my case for B2B, is a challenge for most companies in itself).
Best, look forward to more blogs,
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