I Live In LA And I Love Country Music: 3 Segmenting Strategies That Go Beyond Just Geo-Targeting

I Live In LA And I Love Country Music: 3 Segmenting Strategies That Go Beyond Just Geo-Targeting

Country Music And Rain Coats

I live in Los Angeles and I love country music. I’ll admit I enjoy listening to Dr. Dre every now and again, but when people ride in my car they’re usually surprised when I turn on the country tunes. I mean, I live in LA so I should be all about hip hop, right?

Well, maybe. Stereotypes would tell you that because of my zip code I probably blare any one of the legends of West Coast rap or the latest indie rock hit. But when this girl drives in the beautiful sunshine past palm trees on the way to the office, she sings along to Nashville’s finest.

Stereotypes are right sometimes for sure – I mean, people in Seattle definitely buy more raincoats than us Angelenos, but the point I’m trying to make for marketers is that geo-targeting your customers by just their zip code isn’t necessarily enough to create relevant ads.

Nitty Gritty Beats Broad Brush Strokes

Obviously I’m not the only one who defies stereotypes at times, so why are so many marketers still targeting their customers with broad brush strokes? It’s time to start getting into the nitty gritty of understanding who your shoppers are so that you can personalize the advertisements you choose to show them.

So how does a marketer make sense of every single shopper’s little idiosyncrasies?

You need an analytics machine that works in real time to gather data about the shopping personalities and buying behaviors of your site’s visitors. Just knowing basic information about where your site visitors and customers live isn’t enough anymore.

Enhance Your Geo-targeting Efforts With Behavioral Data

A huge part of driving engagement in your display ads is making sure that the content and message are relevant to the people seeing them: this, obviously, is not news. So why aren’t more online retailers seeking ways to get hyper-targeted with their marketing messages?

Dr. Dre and Jason Aldean live side-by-side in my iPod, and in shuffle mode, you’ll hear Rascal Flatts play right after Metric.

So a marketer would need a pretty good grasp on other behavior indicators in order to get a good read on how to make an ad relevant for someone like me.

Maybe it’s because there’s a lack of knowledge about how important granular segmentation really is, or maybe it’s just a plain old case of laziness and not wanting to really dig deeper into targeting efforts. Whatever the case may be, retailers are losing big money by not understanding the complexities of their customers’ shopping personalities and buying behaviors.

Three Targeting Techniques To Try (Besides Geo-Targeting)

There’s more to your shoppers than just the city they live in. Reach deeper and target shoppers based on their buying habits! Here are three ideas you could try:

    1. Target visitors who have clicked on your product review or FAQ pages – Maybe they’re the type of shopper that needs more information before they feel secure enough to make a purchasing decision.
    Guide them to pages with more information about the product they’re viewing, or show them product reviews.

    2. Visitors who have clicked multiple times within the same product category – like women’s shoes.
    Show them a similar item, or offer a small discount to turn their curiosity into a real sale.

    3. Visitors who have visited your site, placed items in the shopping cart, and abandoned the cart more than a few times – maybe they’re searching for a discount.
    Offer them free shipping, or maybe 5% off their total purchase.

A/B Testing For Success

It’s a bit of a science and may take a little time before you get your techniques down pat. Running an A/B test on all of your marketing campaigns is a quick and easy way to determine what’s working and what’s not – so that you can save time and energy in the future, while ensuring higher engagement (and conversion) rates.

Download our free white paper on A/B tests to get started.

by Aubrey Beck, Content