How to improve customer segmentation using digital marketing

One of the biggest problems companies face is dispersion in communication. Many of them end up communicating with the customer using an incorrect tone and message, decreasing the return rate. This happens because these companies need to improve customer segmentation, but they don't know how.

Digital marketing has as one of its differences the possibility of assembling different and segmented lists. Just use some tools correctly. Find out how in this post.

Use social media

It is possible to build good segmented lists using social media. O Facebook, for example, has great targeting tools in its ads. These segmentations allow us to choose the audience in different ways, by location, interests, gender, occupation and much more.

By being very careful, using the tools well and segmenting the messages, you will be able to put together a great strategy. These advertisements may generate leads directly or can lead to capture pages (landing pages). This way, you can generate your leads directly for specific lists, using marketing automation software.

Other social media allow for great segmentation, like YouTube, for example, which allows you to create your lists according to the channel. These lists can be crafted to lead to other capture pages, much like Facebook.

Target using Google Ads

The Google Ads It also allows great segmentation lists to be built. You can work ads according to different audiences, generating traffic to your website or directly to landing pages. You can also take specific ads to service pages, for example, by including forms on each of them. This way, you will know where each lead converted and place it in the corresponding list with the type of service searched.

Content Marketing and segmentation

Using content marketing is one of the most objective and functional ways to improve segmentation. Working with personas different types, you will be able to direct the content to each of your prospects, transforming them into previously segmented customers. A content production must be 100% directed, so that you can set up different funnels and different flow flows lead nurturing.

The success of this strategy will depend on excellent work, both in blog, as well as rich materials, which must be aligned with each of the identified personas.

Segment your email list

But what if you already have an email list? How to segment without intensive and manual work? The answer, once again, is content marketing. Imagine that you have a list of more than 1,000 emails, without any type of segmentation. The tip here is to start working on different content, analyzing the responses in each campaign and taking each customer to a specific list.

Create different rich materials for each audience you want to target and offer them to your list. Naturally, there will be a specific interest for each person in specific content and your list will begin to segment automatically.

Work with nutrition streams

In addition to offering different materials for new conversions of your base, you can also use nutrition streams. In addition to the proven efficiency in inbound marketing, flows help you understand the anatomy of your list as well.

If you already work with nutrition flows to bring leads to the bottom of the funnel, you can also put together a nutrition flow strategy with information targeted to each segment. Click-through rates will tell you if you're on the right track, and analyzing which leads are responding well to these flows will show you which list they should be funneled to.

Understand your customers' pain

The most important thing is here at the end. You must always put yourself on the customer's side. Understanding your problem, your pain and your expectations will allow you to better identify where it fits within your model.

Do research to create an overview of these desires and work with an Empathy Map. There are several models of Empathy Maps that basically show the needs and pains of this client. It will also help you define other personas that may be within your customer base, but are going unnoticed.

In the traditional model, the Empathy Map is divided into 4 main points:

• • • • • First: what does your customer think and feel?
        • Second: what does he hear?
        • Third: what does he see?
        • Fourth: what does he say and do?

See the Empathy Map model:

This customer mapping will not only allow you to improve segmentation, but also serve your customer more efficiently. And thus, better understand your business. You will be able to segment it, in order to have total focus on its business, seeing its desires and needs. Furthermore, the Return on Investment (ROI) your actions will be much better, increasing your profitability and reducing marketing and sales expenses.

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Marcel Castilho

Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.