A digital marketing campaign Anyone who wants to achieve success needs adequate audience segmentation. It is essential to identify your target audience so that advertising can dramatically increase the conversion rate. What should be done to reach niche users appropriate? How to reach the target audience?
What is audience segmentation?
Consumers look for content according to your needs. According to experts, 74% customers express dissatisfaction when the content of a website is not personalized. A 59% states that personalization has a significant impact on your purchasing choice. This means that you could be losing visitors to your website, as well as opportunities for interaction and sales if you do not adapt your Communication strategies in a more personalized. Marketing segmentation involves group individuals with similar characteristics or needs to provide them with adapted content.
An example is Facebook, which has a figure of 2.32 billion monthly active users. Facebook has opted for personalization and you can appreciate it when you connect. For example, the activity of the friends with whom you interact the most appears in the feed. In addition, you can also watch the videos, blogs and personalized ads.
This process occurs automatically through a algorithm sophisticated which provides this data flow. Facebook engineers have invested considerable resources in designing an experience that fits every user, no matter how large the user base as a whole. You can and, in fact, should apply this approach to segmentation to your entire marketing strategy, especially when it comes to email personalization. How to do it? Includes:
- A message that starts with recipient's name in the subject line.
- A Catalogue online that provides recommendations based on previous purchases.
- An email that includes a special offer birthday or an exclusive discount code.
Do all campaigns require audience segmentation?
Not all campaigns can be fully customized for each client. However, audience segmentation allows you to group them according to their behavior to proportionate specific content according to their needs, in contrast to generic offers that fail to establish an individualized connection with each person.
Market segmentation also enables the company to manage resources more effectively and create messages that connect in an impactful way. These approaches have completely surpassed previous hyper-generalized marketing methods, known as “random shots“. This aspect is of special relevance for companies that have an extensive customer base.
Requirements before audience segmentation
That said, it is important to highlight that market segmentation not suitable for all companies. Although it can provide significant benefits to sales and marketing teams. To do this, it is necessary to meet some basic requirements:
- Size of the market. It must be large enough to justify segmentation. If you have only 50 clients, the investment in time (or financial resources) may not make sense. However, if you have a base of 100,000 customers, you will have enough data to run personalized campaigns effectively.
- Differences in audience. There must be a clearly quantifiable difference between the segments. For example, do half of your clients reside in Spain, while the other half live abroad? In addition to location, it is also important to take into account the age ranges of customers.
- Financial aspects. There should be a net profit projection after considering additional marketing costs. Calculate the expense associated with implementing segmentation into your strategy and evaluate the revenue you expect to achieve through this approach.
- Viability. The segments must be accessible from a logistical perspective. Although you can target people based on their demographics, it is difficult (or even impossible) to segment them based on more specific traits.
At first glance, market segmentation might seem like a tool reserved for medium and large companies with resources to carry out exhaustive investigations. However, if you are a small business owner or a first-time business owner, you shouldn't exclude segmentation from your to-do list.
3 basic ways to segment your audience
So where are your customer groups located? What are the requirements for someone to be part of a segment? How can companies identify which category their customers belong to? The answers to these questions about market segmentation are found in the customer data that you already have and that, in addition, you can learn more about through contact forms, for example. Next, we present to you three simple methods for divide your audience and be able to prepare marketing campaigns:
While some features may be more complex, geographic data is still critical for accurate segmentation. Because? Because this type of information provides very valuable data, including the optimal times to publish on social networks and what language to use in writing Of content.
Location data also provides information about other features. The hobbies and the Lifestyle, for example, may be influenced by the climate and geography of a region.
The demographic question
Demographics include different aspects such as age, gender, religion and even economic income. These factors provide clues about the audience purchasing patterns. This is because consumers' purchasing decisions are often influenced by image considerations and targeting marketing efforts at the wrong audience can have a negative impact on conversion chances.
Psychographic information for audience segmentation
Psychographic information, a key category for understanding market segments, encompasses subtle details about the audience, including their behavior, mentality, ethics, values and responses to marketing activity. What is the purpose of psychographic information in audience segmentation? Through this element it is possible to get an idea about the personality, goals, aspirations and ideals of a client or potential client.
If used appropriately, it can contribute to the construction of a strategy that connects both psychologically and emotionally. This is relevant since Purchase decisions are based on a 20% of logic and an 80% of emotions.
In summary, the audience segmentation It continues to be one of the pillars of digital marketing campaigns. It allows you to tailor your ads to a specific group of people, increasing the conversion rate drastically.