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  • Jennifer Heppell

Ways to Make Marketing More Personal with Segmentation

Updated: Oct 27, 2023

Ever wondered how businesses make marketing feel personal in today's competitive world? Well, it's all about personalisation. With loads of data on hand, shaping marketing to match individual tastes and needs can really boost interest and sales. In fact, with my previous blogs, I talked about the power of personalisation in marketing automation. It emphasises that personalisation makes your brand shine and forms stronger, deeper connections.


So, one major ingredient in this recipe for success is audience segmentation. Let's dive into what that means and how it can supercharge your marketing.


Getting to the Heart of Audience Segmentation Segmentation is when your target market is divided into different groups based on things they have in common, like traits, behaviours, or what they like. This will allow you to create special messages, deals, and experiences that hit the spot for each group, building a stronger connection and boosting the chances of making a sale.


Instead of using the same approach for everyone, segmentation helps you send the right stuff to the right people at just the right moment. It's like a shortcut for marketers, saving time and money.


Plus, it's like having a secret key to your customers' minds. By splitting them into groups, you get to know what they really want, making it easier to create campaigns that they're likely to respond to.

A man grouping a certain prospect people


Benefits of Segmentation Making different groups in marketing takes effort and resources. But when it works, it can really help a company do well in the long run. Here are some good things about it:


  • Using resources better

With marketing groups, a company can focus on certain groups of customers. Instead of trying to tell everyone about products, they can be very specific and careful in how they talk to certain people. This often costs less than trying to talk to everyone at once.


  • Looking better as a brand

When a company splits customers into groups, they have to think about how they want to look at each group. They need to make messages that match. Since the message is just for one group, it can be really clear and thoughtful. This can also make customers feel like the company knows them better.


  • Getting more loyal customers

Splitting customers into groups can help a company build strong relationships with them. Talking directly to them can make them feel special and part of a group. This can lead to them sticking around and feeling like they belong. Also, it's more likely to find the right customers who really like the company's stuff.


  • Doing online ads better

Splitting the market helps a company do better online ads. They can make plans that reach certain ages, places, or habits on social media, for example. It's like aiming directly at what the customers are like.



Strategies for Effective Segmentation

The 4 strategy of Segmentation

1. Demographic Segmentation: Splitting People Up Based on Facts

Popular with online stores that sell directly to customers, demographic segmentation is a simple but effective way to divide people. You can use it to create profiles of customers using straightforward facts like:

  • How old they are

  • If they're a man or a woman

  • How much money they make

  • How educated they are

  • What religion they follow

  • What job they have

For instance, if you group your customers by how much they earn, you can show them stuff that fits their budget. This is a good way to do it if you're a small business or new to selling online. It's easy to get info, easy to measure, and doesn't cost much.


2. Psychographic Segmentation: Putting People Together Based on What They Like

Psychographic segmentation groups people by things like what they like, their views, and how they think. This can include:

  • What kind of personality they have

  • What hobbies they enjoy

  • Their social status

  • What they believe in

  • Their life goals

  • Their values

  • How they live

This is a bit harder to do because it's about personal stuff. But it's really helpful. You can get this info from your website stats and social media, and even ask people in surveys and interviews. Once you know what they're like, you can make ads and messages that they'll really like.


3. Geographic Segmentation: Dividing People Up by Where They Are

Geographic segmentation groups people by where they live and shop. People in the same place often want similar things.

You can learn about your customers':

  • Weather

  • Culture

  • Language

  • How crowded it is

  • How urban or rural it is

This helps you know more about what they need. For example, people in cold areas might need warm clothes.


4. Behavioural Segmentation: Grouping People Based on What They Do

Behavioural segmentation is about what people do when they interact with your brand. You can group them based on:

  • How much they spend

  • What they buy

  • How they shop

  • What they do on your website

  • How loyal they are

  • What they say about your stuff

You can learn this from your website data. Then you can guess what they'll do next. For example, Spotify makes playlists for users based on what music they like.


So, to sum it up, segmentation is the key to making marketing more personal. Whether you're a small business or a big one, getting good at segmentation is really important. It helps you get more people interested, sell more things, and keep customers happy for a long time. Remember, to do this right, you need to know a lot about your customers. That means using different sources of info to learn about their age, behaviour, what they like, and what they need. Are you excited to elevate your marketing game? Let's talk! Ready to take it to the next level? Book a call with me today.


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