Lisanne Murphy shares about her path to becoming a coveted Facebook Ads expert and discusses the benefits of customer segmentation marketing.

Quick Links:

• TIP: How to Define Your Target Market and Customer Segmentation in 5 Steps [Infographic Download]
• Episode Overview – Segmentation Marketing to Your Dream Customer
• Personal Note from Jenn Neal on Customer Segmentation
• Featured Guest Expert: Lisanne Murphy
• Episode audio [Podcast on Spotify]
• Blog Post – Customer Segmentation – Marketing to Your Dream Customer
• Related Posts

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TIP: How to define your target market and customer segmentation in 5 steps

What’s In This Episode

Guest expert and Facebook Ads expert Lisanne Murphy shares her strategies for identifying your target market, and understanding their buying psychology then using that to create marketing segments. Becoming a “customer manager” will drive dream traffic to your offer – and we discuss how to test your market segmentation targeting and positioning using Facebook Ads. 

We’re a product of the 5 people we spend the most time with. 

-Jenn Neal

Do you know your 5?

The air was thick with that sound of hundreds of people talking and laughing and glasses clinking. 

I worked the perimeter of the room scanning faces for one I recognized. 

And nothing… 

Slowly and methodically, I worked my way through the crowd. Edging sideways and moving shoulder first between groups of people completely engaged in their conversations. 

I caught bits and pieces of conversations and topics that were familiar: 

• Marketing
• Social media
• Conversions
• Customers

As I continued to scan the room for my one friend I knew (Holly Homer, BTW… you should check out her episode…) a thought occurred to me: 

“It’s like they all speak my language, but not…”

It struck me as funny that there was an entire room full of business professionals outside of my little circle that were into this whole online marketing thing, and I didn’t know any of them. 🙂 

So why didn’t I know anyone? And why did the “language” seem different?

As I thought about it, I realized the difference between us was the gurus we follow. And I was in a “not my guru’s” world at that moment. 

It’s funny how we pick up the language of the people we hang around. It’s like that saying: we’re a product of the 5 people we spend the most time with. 

Really – think about it… do you know your 5?

I spent time thinking about my gurus and how similar but different mine were compared to the people around me.

When recording the episode for today, my guest expert posed a deeper guru question, and one I hadn’t thought of before. 

Do you know the gurus that your dream customer hangs with and listens to? 

If not, you definitely should – it will give you insights into how they think and therefore how they act when it comes to purchasing decisions…. 

Yeah.. 

Think about THAT. 

We discuss how you can use customer psychology and ideal customer work to market to different segments, and test out that messaging with Facebook Ads. 

This is definitely an episode you don’t want to miss. Join me and guest expert Lisanne Murphy on today’s episode:  Segmentation Marketing to Your Dream Customer | Find and Attract Using This Simple System. 

Have an amazing weekend and catch you next week! 

(Spoiler alert… I’m going on a rant about offline and digital marketing…)

Thanks!

-Jenn “1 of 5” Neal

Customer Segmentation – Marketing to Your Dream Customer

I am super excited to introduce you to a good friend of mine, Ms. Lisanne Murphy. She owns Midas Touch Social Advertising Agency.  If you do anything with Facebook advertising, she is the girl you want to talk to.

 Lisanne’s professional background is eclectic – she has done a bit of everything! She has worked in the public and private sectors alike. Lisanne has worked in commission based sales as well as in factories. She has worked in kitchens and for nonprofits. Lisanne described herself as always feeling like something was missing and worrying that she was doing something wrong because she changed jobs so often. She couldn’t seem to figure out a career. That has all changed now and she credits the dimension that each experience provided with leading her to where she is today.

Lisanne has had the entrepreneurial mindset from the time she was a child. In fact, she tells us that she got her first taste of business in elementary school. At the time, she hatched a plan to use her allowance to procure a supply of Sour Warheads and Atomic Fireballs from the local gas station. She would then sell them for a hefty profit to an elementary school full of eager customers. With a purchase price of ten cents and a selling price of fifty cents she was achieving a pretty healthy profit margin. That is, until the school administration got word of her enterprise and shut it down. She was not deterred and launched several other earning schemes before graduating high school. 

Demographic Segmentation

The tide changed for Lisanne when she discovered Facebook Ads. She extols the power of the data that Facebook’s system provides. It allows business owners to see where every penny is being spent, who is viewing your content and whether they are interacting with it. She started using Facebook Ads with great success to promote her business ventures and the businesses of several of her friends. 

Before long, she was being sought out by more and more people who needed help understanding the mass of data provided by Facebook. She realized that there was an actual demand and a plentiful customer base for her particular skill set. 

Her analytical mind was drawn to the market segmentation data that makes Facebook Ads so powerful. She also has a Master’s degree in Organizational Behavior that brings in the human psychology side of the Facebook equation. Facebook is the perfect blend of data analytics and human psychology and it brings together two of her loves so Lisanne feels like at long last she has found her groove.

The data and the metrics can be totally overwhelming for a lot of entrepreneurs so working with someone like Lisanne, that understands the numbers and is able to see the patterns and trends and interpret their meaning is crucial to harnessing the full power of Facebook Ads. Lisanne sets the record straight in this interview that she is not just another Facebook Ads expert. In fact, she doesn’t really want to be known as a Facebook Ads expert at all. 

Customer Segmentation

Lisanne’s passion and the focus of her business is helping people identify and target their dream customer. Her company specialty is helping businesses determine who their ideal customer archetypes are on an incredibly granular level. Once you know exactly who you are looking for then you can determine where those people are, and how best to reach out and connect with them. 

You hear about the need to know your dream customer or your avatar. 

The problem, as Lisanne sees it , is that human beings are dynamic and so they are not really easy to classify. She likens it to a liger, a cross between a lion and a tiger. Essentially people make the mistake reasoning that because their product serves lions and tigers, they should target their message to ligers. The problem is that though the combination seems plausible, ligers do not actually exist. So they wind up essentially creating ads targeted at nobody.

Customer Segmentation Strategy

Lisanne’s company takes a different approach by helping their customers determine their ideal customer segments or archetypes. They select one customer segment and market specifically to that one until they have perfected the message for that market. Then they can move on to the next segment and start again.  Customer segmentation helps you send the right message to the right customer and through the right system, and it makes all the difference in the world in terms of having a profitable offer and profitable funnel. It’s the same offer. The same member’s area. It’s even the same sales page and order form, but we’re speaking to them very, very differently before they get to the actual buying process. 

Consumer Mindset

Finally Lisanne stresses the importance of talking to your customers and asking questions so you can learn what your customers really want. She shares an example of a time when she posed a question across her many platforms asking the members of each, “Which comes first, the who or the what of your business?”.

Because Lisanne is also a follower of marketing guru Russell Clumson, she expected most people to answer “The Who comes first”.  She was surprised to find that while the segments that were also connected to Russell did unanimously say that the “Who” aspect of their business was most important, the other groups chose the “What”  or a mix of both instead. She realized, from this exercise, that the particular guru or leaders that a segment listens to has a huge effect on the beliefs of the individual group members. So, it is important to not only know who your customer is, but to know who their guru is as well.

Check out the video of my interview with Lisanne Murphy to hear all the rest of the great stuff that we couldn’t quite squeeze in here. 

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