Part 2 in this series of CDP amplified eCommerce strategies
Now that you are using customer segments in your Shopify store, like returning customers and subscribed in the last 30 days, and are applying them for better customer journeys, we can talk about more advanced segments or attitudinal segments that can take your Ads to the next level. At VIEWN, attitudinal segments are made possible by joining customer data with unbiased survey results gathered from your existing customers. Our customer data platform can incorporate the data for more advanced analysis to inform the content strategy that will drive people to your store and products.
What does that give you?
Better, more personalized social posts and Ads
Content strategy informed from customer data
Generate better content with segmented data
Social media advertising is an efficient way to test and get more personalized with your customers within a very tight budget. It would help if you still had an effective message and target to improve the audience's quality to whom you are communicating. When the quality is good with high engagement, you can even save more on your advertising dollars.
Through social platforms like Facebook and LinkedIn, there's a lot of segmentation to better target customers with ads. The experts suggest you cast a narrow net. The attributes you choose are those that match the audiences in your customer data. Out of the gate, we look at seasonalities, and location data form orders. For example, for a feminine hygiene product, we provided insights related to geographies and seasonality - Canada Northwest in time for Spring hiking here we come!
The customer segments that you get from a segmentation engine like VIEWN go even further when customer profiles are analyzed with procured attitudinal survey questions blended in. We found segments survey answers can give you “the why” a customer chooses your product over another. I explain deeper later.
Let’s start at the beginning
Your known versus unknown customer set the first level of segmentation. And if they are returning, did they previously purchase? Retargeting audiences consist of two types 1. those that have responded to an Ad but have not made a purchase and 2. those who have already purchased. Retargeting audiences are what we call in customer data, first-party or known data. And we know them from the cookies and tags we have set up, or by forms and surveys we set up in our journey.
Deeper audience segmentation of retargeting groups is vital because they will respond to different calls to actions and themed content. Contrastingly, list exclusion of these segments helps address wasted spend related to casting a wide net. The further you filter and drill down in the customer data, the more insight you have to carve more relevant messages- and I mean this literally.
With your active customer list, you can also focus on just retention and referrals, excluding them from acquisition campaigns, which will help your social campaigns be more successful- a good alternative when marketing budgets are tightened. As opposed to the capabilities at your fingertips with Amazon, with your eCommerce store, you have the data you need to do retargeting so you can sell a variety of products or bundles. Further, you go on to segment these groups of active buyers by Customer Lifetime Value (CLV) as well as Recency, Frequency, and Average Order Value (AOV) analysis. They can even help you uncover other valuable segments to try through targeted ads.
Now make advanced segments
Especially for B2C brands, segments really can't function without understanding the proper why. The best and most efficient way is to ask them. We partnered with CEO Analytics to get data-driven attitudes directly from the customers you have and that it can take you to a whole different level in terms of the segments you can get.
Understanding customer attitudes within segments point to the specific reasons why customers consider and buy products from your brand. We all do things for a reason. For example, we pick up pre-packaged food because we are always on the go. Or we choose to get fit once the promotion is in sight.
When you look at customer segments in terms of what they want, where they are, and what they're looking at, it's much easier to develop a targeted message. Content is tailored to the right message. Ads get more engagement with creative on the right platform that is relevant to the reader. The segmentation you get from a CDP allows you to take a separate profile strategy and treat different segments differently across the same social platforms.
Advanced Segments inform Content and Ads.
Understanding attitudes and perceptions are key to resonating with your target audience. We’ve spoken with content marketers, and the consensus is that given more context in terms of value to the customer, they could make better quality content faster. We partnered with advanced consumer insights company, CEO Analytics, to prove just this with the merging of order and attitudinal customer data. Attitudes by segment towards weight loss, for example, are driven by three main factors:
1. Permanent results
2. Happiness about oneself
We found that these attitudes were consistent across segments of new customers and former customers.
With a fraction of the marketing budget, they created social media ads with specific messaging around the proven factors that convert. With the geographic analysis, we targeted ads within specific demographics and locations, with aspirational messaging about getting the next promotion with the new confidence you feel from losing weight.
The insights informed the creative team's win-back campaigns to address lapsed customers' problems, a common problem in this industry. The content to address churn emphasize key points on social media:
1. Fits into your lifestyle
2. Uses the power of the mind and
3. Achieves fast results.
Similar to evaluating social ads' success, the segmentation you can get from an active CDP and customer list can be used to evaluate content performance and be more prescriptive. Analyze what segments need to hear that their change will be lasting. There's no doubt that when you write content that resonates with people, they will continue to read longer. Being able to provide the attitudinal blueprint to the content is what will activate people to read longer and further.
More refined segmentation can really amplify content and ads and drive high-performance campaigns. And good content will drive better customers to your Shopify store- or any of your online stores for that matter. Go beyond the rules-based segments and get more personal. Find out why they tick by asking them. Then priortize the factors in your content.
Now see your profitability Grow!