The Complete Guide to Segmented Social Messaging

on February 3, 2016

The Complete Guide to Segmented Social Messaging

Social media marketing forges ahead every single day, infusing relationships between B2B companies and their prospects and customers with a richness they never had before.  85% of B2B buyers believe vendors should present info via social media, so both the audience and their desire for business-related social engagement exists.

But, in order to maximize their performance, your social media marketing campaigns must be built on the cornerstone of one essential activity: market segmentation.

Segmenting your social approach and targeting your content is absolutely necessary to inspire prospects to connect with you.  B2B marketers that segment their audience effectively, and use that segmentation to drive their social outreach, will have no problem creating authentic interactions, expanding lead generation efforts, and ultimately building a community of customers who raise both your revenues and your brand’s marketplace profile.

Here’s how a B2B company can go about segmenting its social media messaging:

1. Identify key aspects of buyers

You can create your market segments based on any number of characteristics, but there are some key features you should focus on.  These are comprised of business demographics or “firmographics” such as company size, geographic location, job titles of contact persons, and seniority, as well as features such as customer attitudes, type of end user, and buying behavior.

Here’s how you can go about identifying distinct segments of your market to be served by tailored social media marketing:

Barbra Gago, writing for the Content Marketing Institute, provides a useful buyer persona template for B2B marketers.  Make sure your buyer personas are up to date with the deepest insights you can glean from sales reps and current customer relationships.

Buyer Persona TemplateClick to Enlarge

After refining your buyer insights from a variety of sources, you can informally meet with your marketing team to define key segments that your social media marketing will focus on targeting.  Those segments can, and should, mix and match insights to create a realistic picture of the perfect buyer—and the more detailed segments are, the better your social messages can target fitting prospects on social channels.

If you’re after an even more detailed and accurate method for defining your segments, you might hire a data mining firm to perform a cluster analysis, a statistical evaluation of your buyer insights that makes sure your segments are both internally consistent and completely distinct from all others.

Once segments are defined, it’s time to start designing streams of content to resonate powerfully with each.

Sociomantic CTA

2. Create content around newly-defined targets

Each of your market segments should engage with your company in a social media experience that’s fully unique and relevant to them.  As an example, Skytap, a provider of cloud automation services, saw an 124% increase in leads from all channels as a result of increased targeting based on detailed personas.

The power of targeting is not to be underestimated.  There are a few steps involved in ensuring your social content hits all the right marks for each segment:

If you publish your social messages with this approach, you’ll notice a difference in how prospects interact with you: they’ll be more invested in each engagement and enter your sales funnel faster and in greater numbers, just because you took the time to meet them where they are.

3. Track your social approach and refine for greater ROI

The last step is a continually tracking your segmented social messaging to make sure it’s meeting your goals.  With the tracking capabilities of your social media management platform, you’ll be able to see how well your planned social content production is engaging your segment and earning you greater market share.

Here are a few key points in determining ROI from segmented social:

Segmenting your social media messaging is worth the effort it takes.  The rewards?  Increased lead generation, more stable lead engagement, a better-informed sales team, and greater marketing ROI and revenues.  In short, market segmentation is an important part of turning unknown social prospects into well-known, loyal customers.

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