Niche Market Segmentation When Less Is More
90% of marketers say that Segmenting Your B2B Content Marketing is important.
BUT only 45% of marketers are actually doing this!
We’re not surprised by this because we know it’s not that easy.
The thing is that by doing this level of market segmentation will provide BIG Results.
It’s not our opinion, This is a Fact!
Here is a real example of how we’ve seen this work (and it’s really simple)
An Engineering company had a service that was specific to servicing public parks.
They wanted to get their offering in front of the decision makers who could hire them to do this work.
They wanted to run ads in specific cities to promote their service.
But that was it, run ads targeting all people in those cities.
BAD IDEA!
While targeting specific cities is a level of segmentation, it’s not even close to good enough.
They would have wasted a ton of money.
So we investigated with them further and found that the people they really needed to get in front of were Parks and Recreation Directors, City Managers and Mayors.
And guess what? We can target those people!
We put a campaign in place targeting All Three of those job titles on LinkedIn and Facebook. Created ads that messaged directly to them and led them to a landing page that again spoke directly to them.
City + Job Title = Winning Combination
“To be honest we went even deeper with them but we’ll keep it simple for our example.”
This is a perfect example of how this works. Especially when this campaign was generating 5 – 15 leads per day for months!
Takeaways are to Know Your Audience / Customer / Buyer / Investor demographics, traits and characteristics so they can be targeted and Know their Pain Points, Questions and Philosophies so you can message them correctly.
Know Your Audience for Segmentation
This is the MOST IMPORTANT part of all because it will maximize your effort. It’s getting in front of the right people.
- Geography (country, state, city)
- Industry
- Company(ies)
- Job Title(s)
- Age Range
- Sex
- Etc.
These elements allow you to target very specifically, not waste ad spend and generate way more leads than you ever have in the past.
Messaging for Segmentation
Saying what they want to hear and need to hear.
For us message segmentation is more about solving a problem and speaking very clearly about how that is done. We don’t fluff it up with ambiguous words that will leave people confused as to what you actually do.
- What are current industry wide problems
- What are trends your prospects are talking about
- What problems do you solve that these prospects are facing most often
- What does your prospect care about
- What is your prospects asking most often?
Answering these questions leads to clear and compelling messaging for your campaign and content strategy.
If you have been struggling to create a content marketing strategy that actually delivers results, leads, customers and revenue then follow the steps we outline in this post or call us with questions if you need help.
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