How to Segment Your Audience: A Guide

1. How to Segment Your Audience: A Guide Before you set out to expand your digital footprint, marketing experts always recommend focusing on audience segmentation. This is a marketing strategy that classifies people into multiple groups based on various factors. Digital marketing is all about sending the right message to the right person at the right time. If you fail to segment your audience, you may not send the right message to the right person. As we delve deeper into the blog, you will get a comprehensive idea of the importance of audience segmentation. Importance of Audience Segmentation Audience segmentation or market segmentation pays attention to finding the right customers. Earlier, traditional marketing methods were directed at a mass

2. audience. The same messages were sent to everyone. This led to the wastage of resources. Audience segmentation helps in dividing the target audience into multiple groups based on their interest, demography, and so on. We will discuss these later in the article. By dividing the target audience into segments and curating marketing campaigns relevant to each segment, you will be able to attract them and convert them into customers. Audience segmentation also helps in developing a better relationship with the potential customers as people are likely to respond to messages that are personally directed to them. They will feel valued as their requirements or expectations are met. Segmentation will also help you get a glimpse into potential market opportunities you could otherwise miss. It will help you create products and services tailored to the best interests of the customers. As you can understand, audience segmentation is a crucial element and it’s better to engage professional digital marketing services for marketing your products and services. The experts will rightly segment your audience and curate the right marketing campaigns for them. However, before engaging in professional services, it’s better to have a brief idea of how it is done. That way, you can track if the marketing professionals are adopting the right strategy or not. Types of Audience Segmentation Behaviour-Based Audience Segmentation Behavioural segmentation uses insights derived from the potential customers’ actions. It is based on the patterns of behaviour displayed by the customers while interacting with a brand or company. It allows businesses to divide customers into multiple groups according to their response to a product or service. Some examples of behavioural segmentation include the following:

3. Benefits based: Which type of campaign attracts a set audience. Say, if yours is a fitness brand, you may find out a segment responding more to weight loss programmes more while a different segment getting interested in nutritional guides. Curate your email marketing campaigns accordingly. Purchasing behaviour: The way a group of customers act through the buying process. You may come across customers who are habitual or variety-seeking. Do they like to buy from a specific brand or from different brands? Based on the insights, direct your customer loyalty programme to the right set of audience. Buyer journey stage: If you have an app, this may identify customers who will use the free version of the app versus those who might make in-app purchases. Demography-Based Audience Segmentation Categorize your audience base on the basis of age, income, gender, cultural origin, location, and so on. That way, you can break down a wide market into smaller groups that need a specifically targeted approach. Let’s quickly check how does it matter. Suppose, you have invested in eCommerce website development to bring your store online. Your e-store caters to both the baby boomers and Gen Z. The two groups have very different tastes, preferences, and behavioural tendencies. You need to understand which products will be more appealing to the former and which ones to the latter. Reaching Gen Z audience is quite difficult as they have an advanced approach. Read this blog to find out how your eCommerce website can reach Gen Z audience. Engagement-Based Audience Segmentation Pay attention to which marketing campaigns are the most engaging to the audience. Keep an eye on which push notifications have more opening rates, which emails have a higher engagement rate, and so on. Based on this insight, you can create similar marketing messages to allure them. Are you identifying your target audience the right way? Find out here. Sending out generic template messages is not worth your time and investment. It will only lead to wasting resources. Therefore, pay attention to segment your audience and market custom campaigns among them. Try it and see how it improves your conversion rate.

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