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SocialBro > Blog > CMO SERIES: UNLOCKING TRUE PERSONALISATION THROUGH SEGMENTATION
CMO Series: Unlocking True Personalisation ThroughSegmentationPosted on March 19, 2015 by Andy Vale 2 Comments
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At the Argyle CMO Executive forum, 35% of executive attendees agreed that delivering personalised contentwas their greatest challenge, while audience segmentation was also highlighted as a real headache issue formany. Poor targeting and disjointed communication with zero personalisation across your marketing channelswill result in dismal ROI, so marketers need a way of reaching their customers on a level that syncs as closely totheir actions, needs and preferences as possible.
To help overcome this challenge, Marketo CMO Sanjay Dholakia outlined a framework for marketers to usewhen engaging with potential customers. According to these principles, you should be looking to engagecustomers in the following way:
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As individuals
Based on behaviour
Continuously over time
Directed towards an outcome
Everywhere they are
The open nature of Twitter and its segmentation possibilities when combined with SocialBro mean that Twittershould be a prime focus for when adhering to these principles. Here’s how it can be used to engage customerson a more personal level using these five principles:
As IndividualsCreate Tailored Audience Lists & Campaigns
With Tailored Audience campaigns in Twitter Ads, you can run a campaign that will only be seen by a selectnumber of people, narrowing down to the individual user you want to target. So let’s say you ran a real timeTwitter marketing campaign with thousands of engagements. You can determine which users don’t follow you,put them into a Twitter list and then further segment the list based on sub-sections of your target audiences’behaviour. With the new insight into these users, you can run a more tailored follow-up Twitter Ad campaignsspecifically for them. This way your Promoted Tweets will be more relevant.
Take Advantage Of Granular Segmentation Of Twitter Users
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With Twitter users publicly making so many facets of themselves available, marketers are able to usesegmentation tools to identify a precise cross-section of their audience, a competitor’s audience, or any groupof Twitter users they wish to target or learn more about.
Based On BehaviourUse Insights From Their Tweets
Your Twitter Ads campaigns can be used to target prospects based on specific things they’ve Tweeted. Furthersegmentation available with Twitter marketing tools allows you to target them based on behaviour such aswhen they’ve Tweeted, who they’re following (or not following), how influential their behaviour has made them,and how often they Tweet.
Use Their Email Campaign Responses
Using your email marketing database, you can use Twitter to retarget your campaigns based on how peoplereact to your email campaigns. If a group failed to respond to an email offer on shoes, but opened one onscarves, then you can take all of those email addresses and import them into SocialBro to find each individual’sassociated Twitter profile. You can then further segment the list based on the Twitter insights you discover. Usethe list as a tailored audience in Twitter Ads to promote a Tweet related to scarves, which your email campaignfindings suggest they may be more interested in.
Monitor Which Groups Are Spending The Most
Twitter’s new Transaction Values feature (more details here) you can now see how much people are actually
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spending when they respond to your Twitter Ads campaign. This gives you the opportunity to set up multiplecampaigns with different segmentations applied to them, allowing you to test which groups of people aredriving the highest ROI and increase spending on the campaigns targeting those groups.
Continuously Over TimeKeep On Top Of Changes In Your Audience’s Behaviour
Once you have begun to create segmented Twitter lists to target your audience with, you can simply rerun yoursearch queries on a continuous basis. Or tweak them based on your campaign needs. This keeps yourcommunications relevant to individual users by adapting to any changes in their Twitter activity, influence, orpreferences.
Enrich Your Email Database Based On Twitter Segmentation Insights
Communication across channels can be kept consistent by taking those lists on Twitter and marrying them upwith your email database. As you update your Twitter lists with the aforementioned segmentation over time,you can put people into different email lists depending on the signals you are receiving from them on Twitter.This helps your whole digital marketing strategy adapt to the individual.
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Directed Towards An OutcomeUse Truly Personalised DM Campaigns
Your Twitter marketing should also be directed towards outcomes that are relevant to the person receivingthem. Use segmentation to provide a list of users who are most likely to be pleased to receive your messageand offer via DM. For example, let’s imagine you are running a London based event for professionals in aspecific industry. The outcome you want would be event registration. So you can build a personalised campaigntargeted at London based followers with specific job titles that had been active on Twitter in the last monthmentioning specific keywords relevant to your industry.
Segment Your Audience To Give Offers/Content That They Want
A segmented Tailored Audience list can be used to deliver content, offers, and discounts to the exact peoplewho would be the most likely to convert into customers. One instance where this could deliver results would beif you were a high-end shoe retailer, who wanted to connect with influential fashionably-minded females byoffering them a downloadable style bible for the upcoming season.
So the outcome you’re after would be downloads of that eBook, giving you email addresses of desirablecustomers. You could segment a list of Twitter users to target who had mentioned ‘shoes’ in the last month,who have ‘fashion’ in their bio, who have a Kred score of over 500 (showing they have some influence), who arebased in your country, and who are following Vogue magazine. This means you’re not potentially paying for
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your Tweet to drive leads from people that your brand is not aimed at.
Everywhere They AreUse Twitter Insights For Your Cross-channel Marketing
Marketing professionals naturally want to be everywhere their target audience is. Twitter insights about thetarget audience can help marketers enrich their customer database and be more efficient when executingother channel campaigns, like email and direct mail.
For example, a retail group with multiple subsidiaries wanting to acquire more customers for one of theirfashion chains could use SocialBro and identify new customer opportunities by targeting followers of the othergroup subsidiaries. They could then identify where there are prominent follower crossover patterns (but thefollowers are not customers of the fashion brand) and target these follower with exclusive offers through DM,email and direct mail messages.
These are a selection of the ways that Twitter can help you to engage with your audience in the manner.What are some other ways that you have found to deliver personalised communication with your audienceusing Twitter?
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@✈NatSchooler • a day ago
Love this article...the personalisation has made a huge impact for some dm campaigns I have been running, oneachieved a 33% click through rate! Social Bro is ace!
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Internet Local Listings • 2 days ago
Love the email campaign responses idea! That's a really great way to take advantage of a marketing strategy thatdidn't play out as you thought it would.
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