Who you target through your marketing and advertising can define the success of your business. Your website, social media, email marketing and everything else is crafted to appeal to your target audience. You try to deliver a single message to all of them. That message could be that you are best accounting service in Alberta.
Who is your target audience? It would include:
Owners of small and medium sized businesses
Family owned business
The problem with sending out a single message to your target audience is that you are spraying and praying. It is impossible for a single message to appeal to all the groups within your target audience. Rather, you are hoping that your single message will appeal to at least some within your target audience. That’s called spray and pray. While it seems like you are doing everything possible to bring in clients to your accounting service, you are not.
Micro segments is a method through which you can target various audience segments. The biggest advantage is that you present the right communication to appeal to that audience segment.
Before we go further, micro segmentation is very effective for accounting businesses that receive high traffic on their site. For this, your website needs to be a resource center and a go-to place for accounting information. The Blunt Bean Counter is one of the most popular accounting blogs on the web and is a good example of a high traffic accounting site.
To segment your audience, you require data. Not just any data, but relevant data that you utilize to segment your target audience.
For example, your website receives 10,000 unique visitors in a month. 10,000 unique visitors only tells you that your website only had 10,000 new visitors. You do not know from where they have come, what’s their age group, gender, or even device usage.
Only with in-depth data, will you be able to start micro segmentation.
Segmentation divides your audience based on their behavior, demographics, geo-locations and more.
You need to ask questions like:
What’s the traffic source of customers?
What’s their user flow?
Which service pages did they look at?
Find that Data
Look at the data at your disposal. This will assist you in understanding your audience and enable you to create micro segments of your audience.
Google Analytics has a ton of information on your audience.
Don’t restrict your data source to only Google. Social media can be a great source of data on your audience too.
Similarly, gather data from Twitter and LinkedIn and other platforms you are on. Once you understand how to use these analytical platforms, you are able to find relevant data that you can use.
User flow can provide critical data on how your visitors interact with your website. You track how visitors use your website. For example, you become aware that visitors were on your home page, then moved on the service page and then your contact page.
And now we come to the crux of this post – How do you segment your audience?
Taking the data you have discerned, you build a chart wherein your segment your audience. For example:
Essentially, you make your micro segment an identifiable person.
Targeting your Micro Segment
What if you could personalize your brand communication with every person? This would be a game changer. However, to do so for every single person, would be difficult. Hence, the next best move is micro segments. Now that you have your micro segments ready, you craft communication that specifically targets them.
Here’s what you can do.
Different Home Pages
The home page is the store front of your accounting business and if you don’t have the right communication, then the customer won’t explore your accounting services. Generic communication on your home page, wherein you plainly list your top services is spraying and praying and this is not enough.
With micro segment, you can optimize your communication. You can have different home pages for your micro segments. For example, if the web visitor is from Calgary, you present a home page that specifically offers information on Calgary accounting issues, such a new tax law introduced by the City of Calgary.
LinkedIn allows you to put up posts that can be shared with only a certain micro segment audience.
This allows you to send out customized messages to micro segment personas. You provide information that would only interest that particular person, rather than a wide range of content that may or may not be interested in.
Email marketing is a crucial tool to build a relation with your customers and there’s no better way to do so with email marketing. Once again, micro segments allow you to craft custom and personalized emails to each of the micro segment personas.
These three are just the starting points. As you use micro segments more, you will discover more communication avenues and opportunities open to simply target your audience better.
If you start and implement micro segmentation, be prepared for a communication overhaul, and it’s for the better for your accounting service.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.