Audience segmentation is the process of identifying subgroups within your target audience to deliver more tailored messaging for better results. These subgroups can be based on demographics such as gender, age, location, income, or education. It can also be done on their browsing behavioral pattern, purchase history, or interests.
Audience segmentation avoids mediocrity by making the marketing efforts more personalized for each target audience group.
Segmenting audiences allow you to send relevant and personalized content to the target group. This helps nurture your leads and build trust at the same time.
When a customer feels like an email or message was written just for them, it makes them feel valued. This, in turn, turns them into loyal customers. Segmentation makes it easy to personalize campaigns.
With such fierce competition in online marketing, smart segmentation helps you tailor your content, nurture your leads, and provide a personalized experience.
Here are a few best practices that will help you segment your audience in the right way.
Don’t segment your audience just for the sake of it. Define your marketing goals before you start segmenting. Develop a buyer persona, create a buyer’s journey, and define your objective. This will help you segment your audience in the right way with achievable goals.
Once you have defined your goals, the next step is to keep track of it. Measure the result, monitor how your audiences are reacting. Based on the result, keep adjusting your strategies to meet their demands and create better segments.
Reach out to your customers on multiple channels, including emails, social media, and other relevant digital platforms, to build meaningful relationships. The insights you gain from different platforms will help you better segment your audience and save time and effort.
There are countless ways to segment your audience. What strategy you use to segment your audience depends on how diverse your audience is, the product or service you are offering, and others.
Here are a few commonly used criteria for segmenting the target audience.
Segmenting audiences based on gender is useful when the product you are delivering is gender-biased. For instance, a retail store selling clothes might segment an audience based on gender.
This segmentation helps target consumers having different cultures, time zones, etc. Besides, it’s essential to target the local audience with tailored messages.
Analyzing behavior means looking at how often a customer purchases or what type of product they are buying. People with different needs require different messaging.
You segment your audience based on where your customer is in their buyer’s journey — awareness, consideration, and decision.
Customers who buy frequently require different marketing than those who buy occasionally. If a user is constantly seen engaging with your brand — for instance, signing up for a newsletter or commenting on social media posts — you can send out tailored messages to such an audience for increasing your chance of conversions.