There is much written about content marketing and providing segmented content to different audiences. The use of Personalised URLs helps facilitate this, by delivering personalised and specific content to each landing page visitor. This all sounds great, but how do you segment your data?
The vast majority of marketers segment their data by what they know about their customers and prospects. In B2B, this maybe Job Titles, Industry, Company Size and Geography, whereas In B2C, it may be age, gender, income and geography. However, when it comes to customers, you have a wealth of information based upon their behaviour in terms of what they spend, when they spend and how often.
Using these three variables (Value, Recency, and Frequency), you can segment your data in a way that will help you decide what type of content to serve to each customer segment. Here is an example as to how you might segment your data in this way. If you have 3 levels of spend, 3 levels of recency and 3 levels of frequency, then you have 27 distinct customer segments:
A specific strategy can be drawn up for each segment or group of segments and specific content produced to match this strategy.
For example, your best customer is the number 1 segment. Content and offers to encourage loyalty should be served to Segments 1-9. Although upsell campaigns to 3, 6 and 9 could Move them up to higher value segments.
Segment 27 represents your least active and lowest value customers, so a campaign to re-engage these along with segments 19-26 should be obvious.
For segments 10-18, these represent opportunities for cross-selling and upselling, whist they also pose the biggest threat, if they are left to become dormant and fall into segments 19-27.
If you would like some advice regarding data segmentation, Content strategy or campaign deployment, please do not hesitate to get in touch.