Last Updated on October 15, 2022
Marketing segmentation is one of the most important tools for any type of marketer. It helps come in handy when creating more robust messaging and offers for products or services that different audiences interact with and when.
Without having these marketing segmentations, you’re already behind the line in terms of having a different option to utilize for full-funnel marketing plans.
WHAT IS MARKETING SEGMENTATION?
Marketing segmentation is the process in which you divide your audience into distinct segments. You’ll do this based on certain factors such as:
- Behaviors
- Demographics
- Funnel Stage
Once you’ve defined the segmentations, you’ll place users within those segments. This will allow you to have the ability to only tap into those specific segments for products or services that are relevant to them.
You can then use marketing tools and software to utilize these and empower your marketing efforts across different platforms.
WHY SEGMENTATION IS IMPORTANT?
Every business has a different segment of customers. There are customers that might have different objections to your services or products, there might be customers who are loyal to your brand and support it in any way or customers that use your product or services to address different types of problems.
Let’s look at an example.
Say you have a construction company. Some services that you may provide are retail and commercial construction services.
One customer might be interested in retail, while the other is interested in the commercial side.
These are two completely different audience segments. Although they’re both looking for construction services, they’re wanting two different things.
Let’s look at another example.
Say you have a landscaping business. You have customers who have already established themselves as customers of yours, who have been paying you monthly to manage their landscaping.
Now there are new potential customers assessing your business but haven’t agreed yet.
Now let’s say you’re running a sale, but it is only for new customers – to better entice them to sign up for your services.
What you don’t want to do is send the already existing customers your new offer, because it is not relevant to them – and could potentially upset them, as they were not given the same deal.
This is when you would utilize your audience segmentation to deliver your offer to the relevant customer.
HOW TO IMPLEMENT MARKETING SEGMENTATION
Now that you understand the differences between your audience segments, and how you could utilize them. You now have to figure out how to reach those specific audiences, and where to keep track of them.
The first thing you’ll want to do is have a CRM setup. This is will allow you to create segments manually and automatically, organized based on different categories.
Once you have this in place, you’ll be able to automate pushes of the data to third-party marketing tools and platforms.
To sum it up
Being able to have marketing segmentation will magnify your ability to market to both current and prospective customers, without upsetting anyone. Knowing who your customers are, what makes them buy from you, and who they are is essential to any successful business. If you need help with marketing segmentation, schedule a free 15 minute intro call with us today
