Microsegmentation
What is content microsegmentation?
The vast majority of people treat their target audience like a gray mass without being aware of it. I want to reach people who like to run marathons. Do you think this segmentation is accurate enough? Let's see…
You could also segment as follows .
People who want to run a marathon to lose weight.
Managers who want to improve their marathon brand.
Marathon runners below 3 hours.
Women who run marathons.
Men and women who run a marathon for the first time.
People who run a marathon abroad for tourism.
You see it? An infinite variety hides within your gray mass. I have stopped here but I could have continued like this without problems for 5 more minutes.
Microsegmentation therefore consists in defining your micro-audience and creating the appropriate content (posts, videos, courses, etc.) for each of them.
How does content microsegmentation work?
Once you have understood that your audience is not a gray mass but rather a colorful group that is divided into tens, hundreds or even thousands of segments, you are ready to take the next step.
Segment definition and identification
First you have to define the 3-5 most important groups. It is impossible to attack everything at once so we will go step by step. Do not only consider the mere size in number of potential customers. Give a more important weight to the probability that they buy you and the options you have to reach them at low cost.
Create a content plan
The users you have identified are typically at different times and have diverse interests. Therefore it is key to have the right content just when you are looking for it. If you control the timing , you detect the needs before anyone else so you will be the first to also be able to offer products or services related to this interest.
Develop different hooks or lead magnets for each segment
One thing is to be able to identify your most relevant groups. It is already another thing to be able to address them precisely. The most direct way I know (apart from the phone) is to send them an email. To do this, you previously need the mail. How to get it? Creating the right hook .
It is important to have controlled that each lead that is registered goes to your list so that we can then work with the different segments.
The vast majority of people treat their target audience like a gray mass without being aware of it. I want to reach people who like to run marathons. Do you think this segmentation is accurate enough? Let's see…
You could also segment as follows .
People who want to run a marathon to lose weight.
Managers who want to improve their marathon brand.
Marathon runners below 3 hours.
Women who run marathons.
Men and women who run a marathon for the first time.
People who run a marathon abroad for tourism.
You see it? An infinite variety hides within your gray mass. I have stopped here but I could have continued like this without problems for 5 more minutes.
Microsegmentation therefore consists in defining your micro-audience and creating the appropriate content (posts, videos, courses, etc.) for each of them.
How does content microsegmentation work?
Once you have understood that your audience is not a gray mass but rather a colorful group that is divided into tens, hundreds or even thousands of segments, you are ready to take the next step.
Segment definition and identification
First you have to define the 3-5 most important groups. It is impossible to attack everything at once so we will go step by step. Do not only consider the mere size in number of potential customers. Give a more important weight to the probability that they buy you and the options you have to reach them at low cost.
Create a content plan
The users you have identified are typically at different times and have diverse interests. Therefore it is key to have the right content just when you are looking for it. If you control the timing , you detect the needs before anyone else so you will be the first to also be able to offer products or services related to this interest.
Develop different hooks or lead magnets for each segment
One thing is to be able to identify your most relevant groups. It is already another thing to be able to address them precisely. The most direct way I know (apart from the phone) is to send them an email. To do this, you previously need the mail. How to get it? Creating the right hook .
It is important to have controlled that each lead that is registered goes to your list so that we can then work with the different segments.
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