What’s the secret to making segmentation work for you? It’s actually pretty simple: segment with conviction.
Marketing to segments may feel risky and take more planning time, but it cuts through noise and gives personality to your brand. Many advertisers only put one foot into the water, wanting to segment but afraid of leaving someone out.
But no business should be trying to market to everyone at any given time.
What Are Examples of Segments?
- Journey position
- Product/service benefit
How Do You Begin the Process of Segmentation?
Start with an open mind. Let go of “the way it’s always been done” mindset. Once you know your segments, put yourself in their shoes. Consider that
specific segment’s perspective, as well as your CFO’s. What long-term value is possible, beyond immediate profit?
What’s the Magic Combination?
Honestly there are endless ways to segment your audience, and it might take some time to figure out the right mix. But when you are established in the
market, segmentation gives you a competitive advantage – it allows you to talk directly to your customers through advertising. Because here’s a simple truth: People want to buy from people who know them.
What Else Will You Find Out?
You may also have an epiphany or two once you start drilling into your segments. For example, you may find you have a gateway product. Gateway products may not give the highest returns on an individual basis, but they open doors for prospects to experience your brand. And just as important, they give you a chance to earn prospects’ trust.
All in all, when you fully commit to segments, your message will resonate a lot more with some individuals and may not be as relevant to others. That’s okay. Different messages to different segments won’t alienate your broad customer base. They will just drive home more relevant, meaningful messages to individual groups, rather than the whole. So try testing messages in various contexts, while keeping your customer segments in mind.
And when you find the right combination? That will be a secret worth sharing.
– See more at: https://www.sundoginteractive.com/blog/the-secret-of-making-segmentation-work-for-you#sthash.i82MtNhv.dpuf