How do you segment and target your audience based on their brand awareness and associations?

Identify audience segments by analyzing brand perception data. Tailor messaging to address distinct awareness levels and associations. Leverage targeted content across platforms to reinforce desired brand image. Utilize analytics for real-time adjustments. Efficiency stems from informed precision.

Now, this framework sounds reasonable in theory, but in a real situation, you may not have the time, resources, executive buy-in, or knowhow to run an awareness study. That's fine. If you're in this situation, just take a snapshot of all your current channels. For LinkedIn, this could mean your followers, average engagement rate, and average reach. If you're analyzing your website, consider unique visitors, traffic sources, time on page, and bounce rate. Run your best content work - educational, relevant, personable, and intelligent - for three months and check your metrics again. Repeat for two quarters and you'll have a reasonable sense of what works (and what doesn't).

1️⃣ Start by assessing your brand awareness levels using surveys, quizzes, or focus groups. 2️⃣ Categorize your audience into segments based on their awareness: Unaware, Aware, Familiar, Loyal, and Advocates. 3️⃣ Tailor your targeting strategy accordingly, focusing on converting unaware audiences into loyal customers and leveraging advocates to amplify your brand message.

I've found that sometimes consumers view your brand as you expected/hoped/intended. But sometimes their perception may surprise you. At that point you need to make the decision--do we lean into the existing perception, or do we work harder to adjust perceptions to what we expected/hoped/intended. It's important to decide because going forward you should be very proactively trying to drive perception. Your messaging should be very specifically defined.

1️⃣ Understand audience perceptions: Analyze what concepts consumers associate with your brand, positive or negative. 2️⃣ Utilize evaluation techniques: Employ methods like word association to uncover brand attributes and values. 3️⃣ Address gaps and misconceptions: Identify weaknesses in brand associations and develop strategies to rectify them.

I think these excessive segmentation parameters complicate a straightforward process. Build no more than three personas per service or product (they might even overlap) based on spending capacity, need, channel preference, and content format preference. That's all you need. Marketers and marketing consultants love complicating this game so they can create better excuses for bad campaigns or so they can bill for more work. Your customers don't give a toss about yellow or blue buttons or whether you eat vegan food on Tuesdays. Find where they go online and what they do when they need your product or service. Then, engage them without being annoying.

1️⃣ To segment your audience by brand awareness, start by analyzing data on their familiarity with your brand. This could include metrics like website visits, social media engagement, or survey responses. 2️⃣ Next, categorize your audience into groups based on their level of awareness and association with your brand. Consider factors like demographics, online behavior, and purchase history to create meaningful segments. 3️⃣ Tailor your messaging and marketing strategies to address the specific needs and preferences of each segment. Use targeted content and personalized communication to educate, persuade, or reward your audience, based on their level of brand awareness and association.

Keep your messages simple and clear. A simple message delivered consistently will always beat a complex message communicated occasionally. There's no guarantee messages alone will enhance your brand image. Staying consistent is just your raffle ticket. Winning the raffle is no guarantee, but no ticket rules you out of the draw.

For the Unaware, it's about creating that initial spark, making every encounter count. Social media and influencers are valuable for this. Engaging with the Aware and Familiar involves a delicate balance – sharing detailed content to build trust while keeping it fresh. Content marketing and email campaigns proved effective here. Converting the Interested segment demands a tailored approach – direct and impactful. Online marketing, coupled with compelling calls to action, has been my go-to. Finally, for the Loyal and Advocates, it's all about showing appreciation. Loyalty programs and personalized customer service not only retain but transform loyal customers into passionate advocates.

1️⃣ Understand your audience: Conduct thorough research to identify different segments based on their brand awareness levels and associations. 2️⃣ Tailor your messages: Craft marketing messages that resonate with each audience segment, addressing their specific needs and preferences. 3️⃣ Utilize diverse channels: Deploy a mix of channels such as social media, email, and events to reach different segments effectively and consistently.

Don't take all the advice you read as gospel. You need to consider your skill, resources, business context, need, and, most importantly, your aptitude for this work. DIY segmentation based on an AI article is better than nothing but so is a tourniquet made from a kitchen towel if the ambulance will be a while. Try a couple of things if you're so inclined. Just don't bleed yourself and your budget dry. Unfortunately, AI doesn't cut your cheques.