Matching the communication style of your segment with your campaign voice shows your intimate knowledge about the needs of your segment. When you crawl social media, do specific words or hashtags stick out? How can you not only follow suit but individualize this language to suit your company? When you observe behaviors in your segmented audience, you'll want to communicate in a way that connects with them. Communicate effectively with your audience. If you create an eBook or something similar, try adding CTAs in marketing emails or blog posts aimed towards that customer. Those are huge clues for how you can market to that group. To illustrate, let's say you find that "Free" and "eBooks" rank among high keywords for your segmented audience.
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Knowledge like this is helpful when you're considering how to formulate content that will fit a need in the industry. Keyword tracking tools can comb through search engines to see what words are common in your industry.
A keyword tracking tool can help you come up with a list of words or phrases that carry buzz among your segmented customers. If you want to keep track of audience behavior, this is a great way to do it. Identifying keywords can help you look for trends related to your audience. If this segmented audience tends to be in a specific geographical location, think of how you can catch their attention from the customer point of view. If you see that a lot of your customers are in the ecommerce industry, create a buyer persona to reflect that segmentation to help you map out this ideal customer. When you create a buyer persona, you have to identify the challenges of your ideal customer that you can help solve.
These personas will help you think of fresh ideas for targeted marketing. When you begin to segment your audience, consider making separate buyer personas. When you defined your target audience, did you flesh out a buyer persona? Recall that a buyer persona is a profile of an ideal customer that you make to align with your business goals. Go beyond regular content to target specifics.
Communicate effectively with your audience.These strategies will help you create customer segments and give you ideas about how to market to them, with an example of what that looks like. Now that you know more about customer segmentation and targeting, let's look at some strategies to figure out how to segment customers and target them correctly. Which avenue will you choose to target segmented customers? If you've noticed during segmentation that a majority of your customers are B2B startups with 1-50 employees, consider thinking of ways to catch their attention based on those attributes. The streaming service wanted to target its customer base of commuters, and the avenue they went with to accomplish that was buying ad space in train stations. Segmentation helps divide the audience, and targeting is how you capture their attention. This process of using segmentation to catch the audience of customers is called targeting.Ĭustomer segmentation and targeting go hand-in-hand. That's how segmentation works in practice: it can lead to informed business decisions like how and where to target customers. If they segmented customers by location, behavior, and needs, they probably found a large portion of customers in cities tend to listen to Spotify on their daily commute. Spotify most likely chose their ad space based on results from customer segmentation. Sometimes, I see ads in train stations for music streaming apps like Spotify, which aren't a coincidence. Let's consider an example: I live in Boston, and I use public transit nearly every day. Let's say you're starting a winter holiday campaign that involves a sale on your most popular products - you might consider location and buyer behavior segments to see who to market to, and how. It's also a valuable method if you have a large audience, since segmentation divides them into smaller groups so you can figure out how to reach a market you're unsure about.Īre you a B2B marketer? Here are some popular customer segmentation characteristics you can define your customers by:įor instance, if your target audience is SMBs, you can define them further by these attributes. Marketers use segmentation to get an idea of how to market to each group in the most effective way.Ĭustomer segmentation is an effective strategy if you are thinking of new ways to reach your target audience.
Customer segmentation is a term used to describe the process of sectioning off customers by the same demographics or characteristics, such as industry, age, or location.
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