how and why do hypersegmented campaigns? – WAU
Micro Audiences represent the deepest level of targeting for digital media campaigns. The more specific the ad is, the greater the chances of conversion, even if it is targeted at a small number of people.
When you imagine running a media campaign, your first thought is that the more people you reach, the better?
Well, this is not always the most appropriate scenario – however strange that statement may seem. There is a concept behind it and it’s called Micro Audiences, from English, micro audiences.
The point is that not always a company or a micro-entrepreneur has a really large audience.
In sales or services, depending on the business segment, the audience is really reduced and this impacts the way in which the placement of shares is carried out.
In this post you will understand more about Micro Audiences and how this campaign hypersegmentation tactic can really be valuable in some cases. Understand the advantages of this possibility and learn how to run a campaign along these lines!
What are Micro Audiences?
Have you ever known any type of business that was very segmented, that is, targeted at a very specific audience?
An example along these lines can be seen a lot when walking through Brooklyn, New York. There you will find Caribbean funeral homes, which provide a very specific service, focused on the traditions of these people at a funeral.
As much as this is a very specific type of company, there are still many more restricted possibilities. The audience for the example given is small, but there is a larger than normal Caribbean population in Brooklyn, due to the historical background of immigrants in the region.
Micro Audiences are even smaller and the most interesting thing is that they are not always linked only to a business as a whole, but also to the possibilities of specific products and services.
Therefore, for companies it is very effective to run hypersegmented campaigns and hit the nail on the head.
The search for personalized offers
The profile of the current consumer shows that he is increasingly demanding, and this reflects in a search for customization and exclusivity. As much as a company does not sell something so restricted, it is possible to generate an impact in this sense in contact with the customer.
Digital Marketing has changed a lot the way campaigns are segmented, allowing to restrict the reach a lot.
In this line, a company that has a wide selection of products can choose only one of these offers, generally more specific, and offer to an audience. Another good example is a local store that runs its campaigns on media such as Facebook.
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Market segmentation: how does it impact my strategy?
In a hypothetical situation, let’s imagine a small home-cooked restaurant that is not in a very busy area, however, close to it there is a company in which around 50 people work.
If the establishment succeeds in reaching that audience with a hypersegmentation campaign, it can guarantee a valuable daily clientele.
To do this, just create a campaign for Micro Audiences, and it can be done using more specific filters in Facebook Ads.
In that case, the restaurant could run a campaign appearing to these people using filters like:
- people working in that company;
- people who are at the company address;
- minimum campaign reach for 1 km or less.
Thus, the chances that company employees will see the ad are very high. The reach estimate itself will give this perspective, which is a good sign that the campaign would achieve the desired hypersegmentation.
What are the advantages of this type of campaign?
A campaign targeted at Micro Audiences can have many advantages compared to those that reach a larger audience, as long as the proposal is really to reach fewer people.
Restricting campaigns generates financial gains, either with the amount invested in the paid ads, or in the concrete returns they will bring.
Hypersegmentation of campaigns is efficient and this can be seen in several ways. First, it is important to highlight the greater agility with which these campaigns bring return.
Imagine that a company wants to target a service to people in a certain region and who have an urgent demand for it.
A highly restricted ad will find them easily, and if the demand is really strong, the chances of generating a conversion quickly are very high.
This means less time for an ad to be served, that is, also less costs and a quick financial return. Thus, the objective does not take long to reach and still recovers the investment.
Segmentation is precisely target campaigns to people who tend to be interested in a product or service. However, when it comes to Micro Audiences, there is always greater certainty that this audience will be interested, so the action in question is much more accurate.
One of the most debated issues is the cost of online media campaigns. A wide-ranging ad will naturally cost more.
Furthermore, it is not always possible to guarantee that people who click on it will actually convert. Worse, these users are not always really interested in the offer, but they click out of curiosity or even unintentionally, which is common.
The chances of this happening are very small in a hypersegmented campaign. In addition, the point here is cost-benefit, that is, the gains obtained from the amounts invested to generate the share.
In working with Micro Audiences, as it works with a very small audience, it will naturally take very little to run a very efficient campaign.
If the ad is accurate, the chances of conversion are really encouraging, and then the dream formula for any marketing materializes: very low investment (in these cases, many do not even exceed R $ 10) and certain results, with the expected return!
Optimization of identification with the target audience
Marketing will always be linked to a good job of identifying the target audience, and this is even more important when it comes to Micro Audiences.
When operating with a very small audience, it is generally known very well to whom the campaigns are being directed. This is one of the secrets of being able to really optimize the target audience and have quality in the approach.
With a hypersegmentation campaign, everything can be made easier, such as the approach, the language and the proposed solution for what the public needs.
Instantly, this will make a very positive impact on those who are seeing the ad, which results in immediate identification. It is as if that person had received a proposal made especially for him!
By itself, this first contact already opens up a very relevant space for a possibility of engagement.
To continue, of course, it is important that the company has good relationship and customer service parameters.
How to do a Micro Audiences campaign?
There are no mysteries when making a Micro Audiences campaign! Your company already has a primary understanding of what it can deliver of value and to whom it should target it.
Enough intensify some studies, deepen the objectives and then apply it to the dissemination of campaigns.
See some tips below!
Know your target audience well
For any company that wants to generate marketing and advertising actions, knowing the target audience is essential.
When it comes to campaign hypersegmentation, this is even more valuable and really decisive in achieving the desired conversions. You need to know some specific details of your audience, such as:
- what the needs of these people are;
- what they specifically expect about products or services;
- where are these people;
- what they expect from a company.
When there is knowledge of details, the advertisement can be targeted in a certain way, precisely to capture the attention of this audience within a certain context.
Even if your company is not totally focused on a service or product of interest to the public, if it works with it, it can campaign for these micro audiences and have a very positive impact.
Have clear campaign goals
Everything is very specific and detailed when it comes to campaign hypersegmentation. It is as if every step of the work goes through a very effective funnel, which leaves the approach very lean.
In that case, this will represent a very concrete chance of success. This filtering and specification must be applied, first, in the definition of the objectives of the campaigns.
It is essential to be as clear as possible, having a really accurate target. Using the example of the restaurant you have seen in this content, it was very clear what he wanted: to make the approximately 50 people who work at “company X” customers of the establishment.
This objective was based on the great possibility of this happening, thanks to the proximity and the lack of options in the area.
It is also very important that the company identifies whether it has this capacity to offer something personalized and with good chances of conversion.
When this is the picture, hypersegmented campaigns are really the best proposal, since they reach few, but whoever wants to.
Use the available filters
In digital media campaigns it is possible to target with a good selection of filters that are always available. Ideally, they should be used strategically!
Naturally, the more they are applied, the greater the segmentation, but the important thing is that they are thought in the perspective of how they are going to create a reduced target audience with very high chances of conversion.
It is possible to filter by neighborhood, company, age group, level of education and many others. However, what really makes it possible to reach Micro Audience is the combination of the right filters.
Then your company will communicate with who really matters, and then these people will have the impression of a campaign made for them!
Did Micro Audiences seem like a good idea for your company? Perhaps knowing this strategy better has revealed a great opportunity to generate accurate campaigns for your business!
And, if you want to know other possibilities of segmentation, now see how to segment your leads.