Getting To Know You: Audience Segmentation 101

audience segmentation

About 96% of people who visit your website aren’t ready to make a purchase. In fact, 80% of new leads never turn into sales. If you’re not organizing people (audience segmentation) into distinct groups, you’re likely not appealing to your audience.

Instead, you can use audience segmentation to better organize customers. Then, you can use targeted, personalized language and tailored offers.

Personalizing your marketing and advertising campaigns can help you connect with customers on an emotional level.

Not sure how to start organizing people into manageable groups? Here are a few tips that can help.

With these tips, you can improve your overall marketing strategy for the year!

Start segmenting customers and personalizing your campaigns with these tips today.  

1. Understand Your Niche

Before you begin organizing people into management groups, take a step back. Try to imagine your business from the consumer’s point of view. Consider learning more about the industry niche you fall within, too.

Understanding your niche can help you better understand your audience.

Otherwise, you might look at your audience with a broader mindset. You might struggle to define customers by demographics and psychographics. Instead, you need to understand how your niche appeals to consumers.

Then, you can determine which consumers want and need your offerings.

First, determine which industry your business falls within. Then, deep dive by focusing on a distinct niche. 

You’ll have an easier time finding consumers who need your unique offerings as a result. 

If you’re struggling to research your niche, first determine why you’re selling your product or service. What problem does it solve? Think about the need you’re fulfilling and how it helps customers.

As you use these audience segmentation tips, make sure to think about what you’re offering that no one else can. Defining your unique value proposition can help you better define your niche.

Then, you can create tailored offers that appeal to the consumer’s distinct needs. Focusing on your value can help you connect with customers further, too. 

2. Interview Existing Customers

If you’re struggling to gather the information you need, consider talking to your existing customers. Try to learn as much as you can about their:

  • Age
  • Gender
  • Location
  • Household income
  • Marital status
  • Buying behaviors
  • Pain points
  • Interests
  • Career
  • Hobbies
  • Language
  • Education

Consider using a survey to gather this information. Otherwise, have a one-on-one conversation with a handful of customers. Make sure they’re comfortable offering this personal information first.

You might notice that consumers fall into multiple groups. Great! Start organizing people based on the research you gather. 

3. Gather Research

If you’re unable to interview customers, that’s okay. Instead, use your website or previous marketing efforts to gather information.

You can start by reviewing the Google Analytics for your website. Look for common denominators as you review your audience analysis. Check the targeting for your previous social media marketing campaigns, too.

Once you have enough information to work with, you can start creating manageable groups.

It helps to understand why you’re dividing groups into smaller segments, too. 

Generic content is now considered a turn-off. In fact, over 80% of consumers say businesses can win them over by treating them as people. Don’t view your customers as numbers.

Otherwise, creating generic content that fails to align with a consumer’s interests can frustrate them into leaving. About 45% of people won’t spend time with branded content that’s irrelevant to their interests.

Another 52% of people will choose one of your competitors if you don’t personalize communications.

Instead, you can use audience segmentation to personalize your marketing approach. Personalization could help boost your ROI. In fact, 50% of consumers will pay more if brands personalize.

Personalization could boost your marketing ROI by eight times as a result. Sales could increase by 10% or more, too. 

4. Check Out Competitors

Before you begin segmenting customers into manageable groups, check out the competition. Try to determine how they segment their audience. 

Look at the content they’ve created in the past. Who are they trying to speak with? If you can, try to determine their ideal customers.

Review their social media and blog posts. Consider how they’re promoting their products and services. Determine what voice, tone, and language they use to appeal to consumers.  

Look at the groups your competitors are failing to reach, too. Who are they neglecting?

Checking out the competition could help you pinpoint new opportunities. You can focus on neglected consumers to win more business. 

5. Create Groups

Once you have the information you need, you can start organizing people into manageable groups. 

Think about how you’ll appeal to different segments. Determine what pain points or concerns set your customers apart. When determining your groups, think about the distinct solution you can offer each segment, too.

For example, a dentist’s office might want to use a different strategy when appealing to college students versus parents. They might want to highlight pediatric services to a parent. For college students, a dentist might want to focus on preventative care or Invisalign treatment. 

Make a list of your products and services. Determine how each offering appeals to a different group. Then, start creating manageable groups based on those distinctions.

You might want to think about groups based on attitudes, lifestyle factors, or values as well.

Consider your priorities as you begin dividing groups. 

6. Consider Exclusions

Once you have a list of groups you want to target, think about exclusions. Creating exclusions can help make your groups more precise. 

For example, maybe a real estate agent wants to focus on homebuyers, but not first-time buyers. 

Check your Google Analytics. Think about the website visitors who didn’t convert. Then, try to consider why your business didn’t appeal to their needs. 

7. Make Adjustments

Once you start using these audience segmentation tips, don’t set your groups in stone. Instead, make adjustments over time.

For example, you might add a new product or service and decide to focus on a new group. Perhaps you’ve noticed your targeting is too narrow or broad.

Making adjustments can help maximize your advertising efforts in the future. 

Know Your Audience: 7 Tips for Accurate Audience Segmentation

Set your next advertising campaign up for success. Use these seven tips to start creating manageable groups for your campaigns. With these tips, you can make the most of audience segmentation.

Then, you can start appealing to distinct customer groups, which could help you generate more sales.

Need help developing your advertising strategy? We can help.

Contact us today to get started. 

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