How do you segment and personalize your performance marketing campaigns for different audiences and stages?

You need two approaches, depending on whether you're talking with existing customers or prospecting to acquire new customers. In re-marketing to your own users with first-party data, you have a ton of control in creating cohorts, microsegments, and even 1:1 personalization. You should test and iterate to drive growth with current customers, but in prospecting, you have a lot less control. For prospecting, you should have a separate testing roadmap to test the targeting levers offered on each platform. On some, you can target based on intent signals that you can specify, which usually outperform looser signals like interests or demographics. But you'll only know by testing. Meta and Google's AI does targeting as well, so test that too.

Demographics: Tailor your message based on age, gender, location, or income. Behavior: Categorize audiences based on their online activity, such as purchase history or browsing preferences. Interests: Identify segments that share common interests or hobbies to provide more personalized content. Customer Journey Stage: Group users based on where they are in the buying cycle, from awareness to post-purchase. Psychographics: Consider personality traits, values, or lifestyles for more in-depth segmentation.

We recognize the distinct needs and preferences of each audience segment by identifying them with empathy and understanding. Using data from demographic, behavioral, and interest analyses, we design customized performance marketing campaigns for every market niche and phase of the customer lifecycle. This enables us to send meaningful messages that connect, encourage interaction, and result in conversions.

STP approach is the one word answer to this question. STP approach means segmentation, targeting and positioning. This means that you must divide your target audience into segments, then take each segment target them with a personalized message which highlights their pain point. Positioning here means you position yourself as a need to that target segment rather than a want. More like a perfect solution to what they specifically need.

One of the first places I like to start when working on an audience plan is to take a deep dive into buying behavior across various cohorts to understand how important those segments are to the brand. When the data is available, for example in a category like consumer goods, it's helpful to create a matrix that segments light, medium, and heavy buyers for your own brand compared to the category. This helps identify where the largest dollar opportunities exist. You can then profile those segments to understand "who" they are and how similar or different they are from your average customer.

~ Develop detailed buyer personas for each audience segment, including information such as demographics, motivations, pain points, and preferred communication channels. ~ Map out the customer journey for each persona, outlining the steps they take from initial awareness to conversion and beyond. ~ Identify touchpoints and interactions where personalized messaging and offers can be most effective in guiding prospects through the sales funnel.

Use AI to create your buyer personas to start if you feel confused. With Open AI, we had an interesting experiment creating ones for weight loss and wellness. Think of a very precise prompt, such as: "Please, give me six buyer personas for product X. Each persona should represent a different stage of product awareness." Add the brand's website and a short product description. Work with your Product Team to adjust the results so they are relevant to your brand or service. Use them to develop customer journeys and marketing creative strategies.

In my experience, the key factor to take into consideration is conversion funnels. When the different stages of the consumer journey are kept in mind, marketing creatives can impact and generate a much more robust and permanent ROAS over time. Communicating a message to a cold audience (who does not know us) is not the same as communicating a message to a loyal audience. This applies even when it comes to influencers. A mega influencer with millions of followers helps me communicate a message to a wide audience (but perhaps not my specific target), while a micro influencer (with a niche community) does serve to generate perhaps not a great amplification ( TOFU) but consideration (MOFU).

Unleash the power of personalisation! Here's the secret to crafting campaigns that convert: 1) Know your tribe: Build buyer personas - detailed profiles of your ideal customers. What keeps them up at night? What are their dreams? 2) Map their adventure: Craft customer journeys - track their steps from awareness to purchase. Identify moments to chime in with your message. 3) Segment strategically: Group audiences based on personas and journey stages. Tailor messages for first-time lookers vs. loyal fans. 4) Personalisation magic: Craft messaging, offers, and creatives that resonate with each segment. It's like mind-reading, but with data!

Develop detailed profiles for each segment, called buyer personas. Include information like age, job, goals, and challenges. Map out their customer journey, which is the path they take from discovering your product to making a purchase. This helps tailor your marketing to their needs.

You can't understand in which buying stage the prospect is. In order to reach them with the right message, run a full-funnel approach, and they will interact with the content that is relevant to their situation. And in future when they see bottom of the funnel offer, it will be final push when they come in-market.

Considere o público-alvo, a mensagem e os recursos de cada canal. Utilize dados e análises para selecionar os canais mais eficazes. Mantenha uma abordagem integrada e coerente entre os diferentes canais para maximizar o impacto da campanha.

~ Define clear campaign objectives for each audience segment and stage of the customer journey, such as driving awareness, generating leads, or increasing sales. ~ Select the most appropriate marketing channels and tactics to reach each audience segment effectively, considering factors such as reach, engagement, and cost-efficiency. ~ Ensure consistency and coherence across channels to provide a seamless experience for consumers as they progress through the customer journey.

Match your campaign goals with the right channels for each segment. For example, use social media for younger audiences and email for professionals. Ensure your objectives, like increasing awareness or driving sales, align with the preferences of each segment.

To effectively segment and personalize your campaigns, align your objectives and channels with your audience's stage in the customer journey. For awareness, use channels like social media or video ads, focusing on metrics like reach and impressions. For lead generation or conversions, leverage email, landing pages, or search ads, and track clicks, sign-ups, or sales to measure success.

~ Use dynamic content and personalization techniques to deliver relevant messages to individual customers based on their behavior, preferences, and stage in the customer journey. ~ Experiment with different messaging angles, creative formats, and incentives to optimize engagement and conversion rates for each audience segment.

Machine learning is exceptionally effective for personalization in advertising. I strongly recommend leveraging the dynamic messaging approaches provided by most advertising platforms. Customer touchpoints are increasingly nuanced and diversified across multiple channels. Managing this growing complexity can be best achieved through the use of AI in various aspects, including creative development, inventory selection, audience targeting, and bidding for advertising slots. I have observed significant success in campaigns and offers that are sequential and time-gated. This strategy generates fresh content and capitalizes on the principle of scarcity, leading to a more direct response from customers. Constant A/B testing is key to success.

Crafting personalized messages and offers involves tailoring content to resonate with the specific needs and preferences of each audience segment. Develop unique value propositions that address the pain points or aspirations identified in your buyer personas. Customize the tone, language, and imagery to align with the characteristics of each segment, ensuring relevance. For example, if a customer hasn't made a purchase in a while, you can create a personalized "We Miss You" message expressing accompanied by a special discount code. Similarly, for a loyal customer who hasn't made a recent purchase, express gratitude for their loyalty and provide an exclusive coupon code for their next purchase.

Learn how your customers discuss their problems and which words and phrases they use. Different people face different challenges, think in unique ways, and have distinct life circumstances. Make sure to understand these diverse groups and their issues, and address them directly using their preferred language, phrases, and descriptions of their problems.

Create tailored messages and offers for each audience segment. Use their specific needs, interests, and behaviors to make your communication relevant and engaging. Personalized content can include customized emails, targeted ads, and special promotions.

During this phase, one of the things I found helpful was to create integrated dashboards that could include all of the crucial metrics and KPIs for our campaigns in one place, such as Looker Studio, so you are able to better understand what is working and what isn't and how to adjust accordingly during the campaign.

Track the performance of your segmented campaigns using analytics tools. Monitor key metrics like engagement, conversion rates, and ROI. Use this data to refine your strategies, making adjustments to improve results and better meet the needs of each audience segment.

Segmenting and personalizing your campaigns is an ongoing process. Regularly monitor how each segment is performing—look at metrics like CTR, conversions, and ROI. If some audience segments aren’t responding well, tweak your messaging, creatives, or offers. Use insights to refine targeting and improve relevance. Test different approaches for each stage of the buyer’s journey and make adjustments based on real-time data. Constant optimization ensures your campaigns stay aligned with audience needs and deliver better results.