Therefore, it is possible to deliver more personalization and improve the experience of consumers who receive content geared towards their tastes and preferences.
So, do you want to apply this strategy to your business? Then keep reading to learn what it is, what the benefits are and see tips on how to apply it correctly!
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What is segment marketing?
Segment marketing is a strategy that involves dividing the market based on certain characteristics of the target audience . In other words, it is the act of creating groups that bring together people with common traits, such as age or gender. Segment marketing — as the strategy is also known — allows you to create more personalized ads, since it considers the most striking characteristics of each group.
Segment Marketing Examples
There are several ways to divide a company's audience into groups. Here are some examples of segment marketing:
geographic segmentation: separating people according to location, such as the city or state where they live;
demographic segmentation: grouping people according to more general characteristics, such as age, marital status and gender — for example, single women between 25 and 35 years old;
psychographic segmentation: portion of the public with similar views, such as religion, opinion, lifestyle and personality;
behavioral segmentation: divides people into groups with similar behaviors, such as purchasing patterns and use of a certain platform, just to give an example.
What are the benefits of segmentation marketing?
Segmentation marketing brings several benefits to businesses. Below, we have brought you the 3 main ones. Check it out!
1. Improves customer relationships
The first advantage of segment marketing is the improvement of customer relationships . This is because, by dividing the public into groups with common characteristics, it is possible to direct campaigns to meet their needs.
To better understand, this strategy allows an brazil business fax list infoproducer to create and promote solutions specifically for people who are most likely to acquire them, such as a self-makeup course for young women.
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2. Increases brand visibility
Targeting your digital marketing strategies makes your products appear to people who usually consume them. This way, the chances of your ads being seen — and most importantly, clicked — are much higher.
As a result, the brand is more visible and remembered, as consumers understand that it offers what they need.
3. Reduces costs
Lastly, this action reduces marketing costs . After all, you segment your ads, also increasing their effectiveness.
This way, you don’t fall into the trap of “shooting in all directions”, wasting time and money, but you reach the right people, at the right time, maximizing results.
How to apply the segment marketing strategy in your business?
Do you understand what segmentation marketing is and the reasons to invest in this strategy? Then keep reading to check out 5 golden tips on how to put it into practice and boost your business!
1. Know your audience
The first step to using segment marketing is to know the brand's target audience. In other words, who the brand wants to reach. Therefore, find out where these people live, their age, income, marital status, preferences, etc.
This data can be acquired through market research or a simple analysis of the company's customer base.
Keep in mind that the more information you have, the better the process of finding common traits in people and then grouping them correctly.
2. Set clear goals
A company without goals is like a boat without oars. It just goes with the flow and the chances of getting where it wants to go are almost zero. So, define what you want to achieve, such as increasing sales or the number of followers on your Instagram profile.
This action directs efforts and increases the company's chances of obtaining positive results with marketing campaigns.
3. Determine the criteria for segmentation
The third tip is to define how to do the segmentation. In other words, the criteria for creating the groups. Here, it is essential to pay attention to the company's objectives and the types of divisions that exist — geographic, demographic, etc.
Ideally, this step should be aligned with the customer profile and what the company wants to achieve. Once this is done, simply separate the profiles, create content aimed at each of them and move on to the next step.
4. Take action for each segment
Don't forget to carry out marketing actions aimed at each segment. Take advantage of segmentation to create campaigns with paid ads and promotions focused on different customer profiles to deliver a more personalized experience.
5. Monitor the results
After segmenting your customers and launching your marketing campaigns, it’s time to monitor the results. This step not only assesses the performance of your strategy, but also allows you to make adjustments to it.
To make it clearer, imagine that you divided your audience using demographic criteria. However, when analyzing it, you realized that the results were below expectations. In this scenario, you can test another segment and compare the two to find out which one performed better.
Furthermore, the world of sales is constantly changing — especially when it comes to online businesses. Therefore, it is essential to be prepared to act and modify the strategies applied at any sign of change in the general scenario.
