Segmenting Your Audience Online: Are You Doing It Right?

Targeting content to consumers isn’t something new; marketers have been doing it for years. First you decide who your customers are, segment them based on different characteristics and then tailor the language you use to interact with them to optimize engagement. You might have a customer type that is data driven and will only be persuaded by the facts and figures. On the other hand you might have someone that is an idealist, someone that is more interested in what could be. The big question is: Are you doing it online? Have you taken a step back, looked at the consumers you are creating content for and segmented them based on their online personas? Online consumers have quite a few personas, each sharing content in different ways, for different purposes. This is based on many different factors and will vary based on the sharing platform. One person might share for career gain, only sharing content that will show them as up to date with the latest information in the industry. Probably sharing more on LinkedIn than other networks, wanting what they share to contain facts, figures and carry credibility. If you are tailoring content for these types of people make…

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