Segmentation in Marketing: What You’re Getting Wrong
In a results-driven industry, everyone obsesses over getting results, fast. Reduce the bounce rate. Improve CTR. Increase the conversion rate. Ramp up the engagement rate. Set KPIs. A/B test, everything! (In case you’re wondering what all this means, we have a marketing terms jargon buster for you to bookmark.) Stop. Cool your jets. Slow down. Breathe. Because without proper segmentation in marketing, you’re wasting your time. None of these marketing activities will yield any results if you don’t do your research first.
Before you start any marketing activity you need to know who your target audience is. It may be stating the stupidly obvious. In fact, it may sound stupidly simple and something that you should do as a matter of course. But, you’d be surprised at how many people dive straight into marketing without a clear idea of who they’re marketing to.
So, let’s assume you already have your product or service nailed down. You’ve identified your USP and you have an idea of who your primary audience is. Perhaps you’ve even crafted a buyer persona or two, to really niche down to the specifics. Now is the time for segmentation in marketing.
Segmentation in marketing is essential for identifying, understanding and targeting people who have a need for whatever it is you’re selling. It also helps you create marketing collateral (blogs, emails, etc.) tailored to your audience at whatever stage in the funnel they may be. In short, without segmentation in marketing, you’re just shouting into the void and hoping for the best.
Where Do I Start with Segmentation in Marketing?
If you’re at a loss, a digital marketing agency will work closely with you to help you define your target audience. They’ll create segmented marketing campaigns and online ads that drive specific people to the most relevant marketing assets and channels. This refined and personalised approach is more likely to yield the results you’re looking to achieve.
However, if you’re looking to go it alone you can kickstart your marketing segmentation with some broad brushstrokes. Essentially, you should break your audience down into Demographic, Psychographic, Geographic, and Behavioural groupings. These are the traditional segments in marketing from which you subsequently refine the approach, creation, and delivery of your marketing communications to your prospects.
But people are complicated. Think about how you help people, in detail, and how to reach them at the right time. More importantly, you should segment using your content marketing funnel. Where are people in the ‘journey’? How can you help them?
Segmentation in marketing ensures the right message is sent to the right person, via the right channel, at the right time.
It’s just another way to personalise your approach.