Categories Marketing

How to get your audience to segment themselves

Today, a few members of the Blitz team tuned into “4 Steps To Creating Personalized, Segmented Campaigns For Your Audience”, a Perpetual Traffic podcast featuring Ryan Levesque. Here’s our thoughts:

Why is it that people won’t stop sending cold email blasts and spending countless ad dollars on broadly targeted, misfiring ads? We know ads are most effective when they cater to specific “buckets” of people – targeted audiences.

We’ve seen this with remarketed ads – ones that follow you, coaxing you to convert. With plumbing in place, businesses can track behaviors, like when you visited the Nike site and spent an hour deciding whether or not to buy the new “Free Runs”.

Details like this allow for the most personalized digital ads experience – tying a user all the way to a specific product that they’ve shown interest in, but haven’t yet purchased.

Ryan’s developed a unique process to magnify and segment his target audiences – he just asks prospects about their concerns. It was in the niche industry of Orchids (yes, plants!) that he tested this method.

Ryan’s “Ask” method, is driven by quizzes and “Deep Dive” surveys.

“Find out what their pain is in a very deep and profound way. Then you learn specific language patterns, echo back that pain in their exact words, and solve it for them.”

– Ryan Levesque

When you group folks into these “buckets” you can customize your funnel and user experience. Nurturing leads down the funnel is key to a campaign’s success. Nothing better than marketing to people’s self-addressed needs.

After running surveys, Ryan realized there’s 4 main concerns or questions that folks had:

  1.     How to get your orchid to re-flower
  2.     How to re-pot your orchid
  3.     How to save a sick or dying orchid
  4.     People who are given an orchid as a gift.

He customizes user experiences through quizzes and survey. People who received an orchid as a gift would be directed to a landing page on “How To Care For Your New Orchid”.

The power in this technique comes from the target audience’s sense of being understood.

You’re essentially asking, “What can I do to help you?” and creating a solution that they’ll pay for. We’d like to test this and see what power can come from pairing surveys with large WCAs to create a double whammy effect.

Don’t settle for our summary. Check out the podcast to find out more on how Ryan went from $375/mo. to $25,000/mo. with his Orchid business and continued to apply his method for others.

Are you using remarketing techniques? How about surveys and quizzes? Let us know how your campaigns are doing in the comment section below.

Dennis Yu :Dennis Yu is the CEO of Blitzmetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics, his blog, or on Facebook.