The dilemma of investing in advertising in networks and not being able to see the results in the sales

The main complaint of many businesses that invest into advertising on social media is that they focus on a very similar assessment: they dedicate a significant part of the online advertising budget but do not see that the investment translates into increased sales. What are they doing wrong?

Generally, when you do not obtain the expected sales results, it is due to an absence of adequate audience segmentation when managing the advertising.

 

When we speak of “audiences” we are making reference to the set of people who meet certain characteristics and to whom my product or service is targeted, explained Angie Jiménez, VP of Operations at Extendo.

 

Audience segmentation is of vital importance from the initial marketing and sales initiatives, to precisely manage communication efforts towards each of these audiences, hoping to attract attention, to interest them in having more information, to want the product and finally to buy it.

 

Audience segmentation allows the different areas of marketing, sales, customer service and products to align with the needs based on client information, respond with value-based content in every interaction and avoid that the brand talks to the client in distinct “tones.”

 

It allows for the definition of content to be presented to the client and at the right time. For this, it is necessary to construct a matrix that allows content to cross with audiences.

 

It is very common to hear certain brands say that they count on a scope of 1,000 users or 6,000,000 views. The numbers are irrelevant if there is not a connection to convert them into sales.

“It would be ideal to say: with this initiative on social media we aim to sell 20 products, however this does not sound so impactful for the business despite having a clarity about the generated income and in being able to know who purchased. What purpose is there in having 1,000 followers if this does not mean income for the business?"

Angie Jiménez

Data for audience segmentation

For audience segmentation, a good practice is to review the requirements of the information offered to the client during every one of stages of the buying process, based on marketing studies and actual data about existing clients.

 

With this data, we can do an analysis of clients in the CRM or instead in the Google Analytics y Facebook accounts. In the case that we do not have earlier data, we can use surveys and/or interviews. In addition, the simple observation of one, two and at most ten followers in social media to analyze their behavior and their actions is recommended. The quantity of buyer persona (profile of the individual client that allows the registration of the qualities related to what they say, do or feel at the moment of needing/desiring to buy a product or service) depending on the type and complexity of the business, product and services.

 

The key point is to investigate and identify common behavior patterns, characteristics that make them stand out. It is not a definition of target public or audiences, it is a set of conditions that the marketing, sales and product departments can use to make informed decisions and more intelligent investments thanks to the information and knowledge that they have on their client.

The importance of audience segmentation

  1. Segment clients in the most effective manner to attract more qualified buyers. Create highly effective content for each of the buyer persona depending on the timing of the buying funnel. We can even make a NO Buyer Persona which is about the unwanted client.
  2. The path toward personalization implies a deep understanding of the client. Today technology allows us to know and store the data that we require to form value-based conversations with the clients.
  3. Identify where the potential high value clients are: the production of content is only the tip of the iceberg: the distribution and the scope are keys in the process of communication, channels and platforms that “entertain” the client in accordance with the characteristics of this segment must be included.
  4. Alignment with other teams: marketing specialists can always go back and review the defined profiles of the buyer’s personality to ensure that their efforts satisfy the needs of the clients.