This is the sentence business owners tell us when it comes to the target customers. However, even tech giants like Google and Microsoft don’t target “everyone”. Customer segmentation is the very first step in building a business and a crucial step toward the marketing strategy. With a nicely selected customer segment, you can find the funnels for reaching out to your audience and spend your marketing budget with more caution. If you created marketing campaigns on digital platforms like Facebook, Google Ads, and Youtube and you don’t get enough engagement there are two very possible reasons:
1- Wrong selection of customer segment
2- Poor content for showing it to the customers
Here we will focus on the first point and later on will talk about the importance of content marketing and content strategy.
Consider you are selling online summer clothes and you have an e-commerce website up and running, next thing you would do is planning for driving customers to your website and send out parcels to your customers. Thanks to Facebook, Google, and many other online Ad platforms, anyone with even very little Digital Marketing knowledge can create marketing campaigns. At this stage, you can spend 100$ to attract 100 potential customers or either 1000$ to attract 50 customers. Based on our experience, the second scenario is the common one among small businesses. The reason for that lays down to the answer to the following question: “Who is your customer that you are trying to engage?” If you answer anyone because all people need summer clothes, then you are about to ruin thousands of dollars.
“Who is your customer? Everyone.”
At Marketgram, we start by narrowing down the answer. First, we identify the Unique Selling Propositions(USPs). In this example, our assumption is the products are in a low range of pricing and the material is colorful just like the following picture:
By digging deep into the products offering to the customers, we can narrow down the customer segmentation to the “young adults interested in loose colorful clothes”. This can be one of our Customer Personas. Then we need to find out their interests, habits, and traits. With a careful and specific customer persona, you will know where and how to engage the audience to your business. You will know that they are interested in affordable summer camps where you can put ads in tourism pages on different social media platforms and this is the knowledge where spend 100$ and get 200 customers in return.
Now, think about this question for the second time: