Consumers see hundreds of marketing messages every day. They have low attention spans. They do not pay attention to every message, they are usually glancing over content.
You have to stand out amongst other messages and get the attention of these people to be noticed in such an environment. This cannot achieve by giving a single message to everyone.
You should divide your target audience into segments and give each segment tailored messages to achieve the best conversion.
Many companies and agencies target very large audiences in their digital marketing campaigns without considering whether these people have the potential to become customers.
Digital campaign managers usually brag about their performance saying things like “We have reached … million people with our campaign.”.
Ok, but does it provide ROI?
The primary purpose of digital marketing campaigns should be to bring the “right” people to websites rather than “more” people.
If you do not segment your audience and target the right people, no matter how much traffic you create, your conversion will be low.
Wrong people will not create conversion.
The divide and Conquer method focuses on bringing the right people to websites and increases the conversion of digital marketing campaigns significantly.
Maximizes the SEO Success
If you can identify your target segments, you can present the most relevant content to each segment by creating focused pages on your website.
This will help you to gain their attention.
Let’s take women’s clothing e-commerce stores as an example. In almost all of these stores, you see product category names such as dresses, blouses, etc. They present different types of dresses in a single category and try to rank high for the “dress” keyword.
The divide and Conquer method offers you to divide this category into sub-categories like party dresses, prom dresses, casual dresses, career style, etc.
With each of these pages, you can present to each segment exactly what they are looking for and gain an advantage in your SEO project with this focused approach.
You can even sort the products by price and create a page with a different URL. You may target people who are looking for -for example- “cheap prom dresses” with this page.
When you put all your dresses under a single category, you can-not match relevant products with the visitors.
Because of this, even if you rank high on Google with a keyword like “party dress”, people who click on this result and visit your website will see different models of dresses and will probably leave your website in seconds. They will return to the Google search results and click on another result. This will significantly deteriorate your SEO position.
When your page content overlaps with the perspective of your visitors and you present them exactly what they are looking for, you will observe a sharp decline in your bounce rate.
If you make your visitors happy, you will be making Google happy as well, and you will observe significant improvement in the SEO performance of your website.
Increases the Conversion in Digital Ads
When you break down your target audience into segments, you can differentiate your marketing message.
This will enable you to bring tailored solutions to each segment and motivate them with focused messages. The result will be a huge increase in digital ad conversion.
Let’s continue to talk about the women’s clothing e-commerce store discussed above.
You can benefit from the detailed targeting options that digital advertising platforms provide.
For example, you may target 25 – 40 years old women, working in Manhattan, during working hours, who have an interest in fashion and who are fans of competitor brands.
You may focus on career style in your marketing message and direct these people to your specific landing page on your website (presenting relevant products and content such as “tips to look stylish at the office”).
You will achieve significantly more conversion with this approach, compared to publishing ads on Google with a generic keyword like “office wear” and directing everyone to the same page on your website where there are all kinds of dresses.
Ensures Concrete Results from Social Media
After breaking down your target audience, you can publish tailored posts for each segment. This will enable you to gain the attention of each segment.
As is the case with digital ads, you can also target those women when posting on Facebook.
This approach will suit every sector, especially if your fans consist of people having different characteristics.
For example, if you are managing the Facebook page of a food brand, you need to publish different posts targeting single men, single women living in metropolises and women with large families. A post designed for single men will obviously not motivate women with large families.
Giving everyone the messages that overlap with their perspectives and lifestyles will significantly increase your conversion.
Increases Email Newsletter Conversion
Using specific messages for different target segments will increase your email newsletter conversion significantly compared to sending only one newsletter to all of your subscribers.
For brands like a pet stores, where there are significant differences in the target audience, there is no way to avoid this. Cat owners will surely not be interested in your special offer in dog food.
The situation will be the same for baby products, where the age and gender of the babies are significantly important in your marketing message.
If you are in the fashion business and targeting women, you can offer different products to different age groups, bring special suggestions to VIP members, and offer time-limited discounts to people who added products to their shopping cart. You can differentiate your regular customers from the users who have not bought anything.
Communicating only one standard message with all of these segments will reduce your success rate.
Take Action!
The divide and Conquer method increase digital marketing conversion significantly without using an additional budget.
You just need to adjust your mindset and organize your campaigns accordingly.
Even with limited budgets, you can get excellent results.
Brands that implemented this method reported up to a 10-fold increase in their conversions compared to their previous results.
You can benefit from this as well.
Ready to start?
Let’s take a look at how you can implement this method.
