To start, targeting specific audiences requires businesses to identify and reach them based on knowable dimensions – like the aforementioned behavioral, demographic, geographic, and psychographic traits.
Consider an advertising campaign for the team plan of an enterprise software. Despite diverse products and price points, the team plan only suits a specific subset of the overall audience. By using LinkedIn Ads, the company could focus on specific job titles in companies identified as fitting the right audience profile.
Segmenting an audience enables custom content creation. Modern marketing technology allows personalization across touchpoints; from the ad to website content, to the blog and email campaigns that nurture leads into becoming customers.
For instance, let’s consider a business that creates three core content offers – an interactive demo, a gated whitepaper, and an email newsletter subscription. Depending on which offer someone signs up for, the business could craft custom email automation campaigns addressing the specific pain points of that segment.
Finally, audience segmentation is the foundation for marketing automation. Marketing automation includes automated triggers and actions based on audience data points. Establishing these data points and incorporating them into marketing automation tools allows for more effective automation campaigns.