Segmentation – grabbing your customer cake
Segmentation allows your business to focus its resources effectively on a specific target market — it’s a sharp shooter, rather than scattergun approach.
This process will make it easier for you to personalise your brand with customised content and ensures you get the best bang for your buck from campaigns.
If you want to connect with the right type of customer at the right time, every time, read on.
By identifying the type of customers already interested in your business, you’ll be able to specify your target audience. And a great place to start is Google Analytics, because it provides insights based on market reality, rather than market research.
Google Analytics provides you with crucial information about your website’s activity and the ‘Audience’ section is a segmentation goldmine worth digging into — it unearths useful info about the people who are already visiting your site according to criteria like age, gender, location and interests.
After you’ve identified your audience, it’s time to target them even more precisely — this allows you to develop a laser-sharp marketing strategy which connects with high-intent customers and drives conversions — whether your goal is online or instore sales, or simply building a relationship through getting them to sign up to a newsletter.
Segmenting by demography will lead to a target market based on categories like customer age and gender, but you can drill down even deeper into this data and grab granular segmentation with psychographics — based on the customer’s activities, interests and opinions.
At this level, you’re mining indispensable information on attitudes, values, psychological drives and deeply-held beliefs.
With all of the detailed info you’ve collected, the natural next step is spending some time developing buyer personas.
Personas are typical members of your target audience constructed using sample data and they’re humanised further by giving them names and physical appearances as well as ages, occupations and family makeup.
They’re particularly helpful in answering questions about your business, developing tone of voice for communications and differentiating your brand.
Personas allow you to get to know your customers before you’ve even connected with them — which increases trust, makes them feel comfortable and increases positive interactions and conversions.
Understanding your target audience also allows you to market on the right platform at the right time.
For instance, tapping into data like browsing history of potential customers can make your advertisements more relevant and allows you to place them in the perfect locations.
A great example of this approach is Premier Inn — by reaching out with carefully placed ads across the Google network to travellers who were undecided about their hotel choice and leveraging consumer signals such as the length of their stay, increased new customer bookings by 40%.
As you can see, segmentation’s a sophisticated process, but it makes connecting with customers a piece of cake.
Need help using segmentation to boost your business? get in touch today