Taking a Strategic Approach to Audience Segmentation

By Tinuiti Team

A profitable business strives to understand the intricacies of its audience. One fantastic method for doing this is engaging in audience segmentation. Audience segmentation is organizing your target population into subgroups based on various characteristics. These traits include product usage, demographics, communication behaviors, psychographics, and more.

This process allows you to develop and deliver products that truly align with your audience. Doing so is a competitive means for engaging in conversion rate optimization. Google offers several tools to help you do this, such as Google Analytics and Google Similar Audiences. Learn the ropes of this strategy below.

Consider Your Brand Goals

Start off by determining what your brand goals are. What exactly are you trying to achieve through your business? How does this all connect to the kind of brand identity you want to possess? Based on your brand goals, ensure your target audience is willing and able to take the kind of action you want them to take.

Are you running an e-commerce website and trying to generate as much revenue as possible? Make sure you are bidding upon valuable customers. For example, recent purchasers can be a source of quick repeat purchases within the last seven to 30 days. If your brand is on the more luxurious side, past purchasers of the last 30 to 60 days would be a good group to focus on.

Are you running a lead generation website and looking for more leads? Exclude people who are already converts, and focus on those who have interacted with your website without purchasing anything.

Consider Your Audience Demographics and Psychographics

Your target audiences’ nature and needs should be at the core of your business. Uncover what these things are by studying their demographics and psychographics. Demographics are the structural characteristics of your target population. They include age, gender, race, education level, occupation, income status, and more.

Psychographics is the set of intrinsic functions of your target population, rooted in psychology. They include the ideologies, beliefs, values, attitudes, aspirations, and more. All of this data helps determine the collective identity of your target audience. As a result, you can learn what motivates them to shop as they do, leading you to tailor your business around this.

Discover and employ various messaging platforms your audience enjoys using.

Consider Your Communication Styles

Effectively connecting with your target audience won’t happen without utilizing good communication styles. Most importantly, these styles need to be tailored to your target audience for good e-commerce marketing. This is a very feasible thing to do by relying on the previous tip. You certainly have to know your audience in order to know how to speak to them.

In reality, speaking to them in a variety of ways is needed since all their interests aren’t the same, but are similar. For example, if someone has visited your e-commerce website and added something to his or her cart without purchasing it, send him or her an enticing message with a promo code to urge the conversion. For people who have already made purchases, communicate with them about related products they could benefit from. Use different keywords for different lead and conversion scenarios.

Include “brand terms” in content directed to consumers who are familiar with your business and are ready to make purchases. These terms highlight your brand identity. Add “non-brand terms” for consumers who aren’t familiar with your business and are still researching products to aid their decision-making. These terms can be generic, specific, long-tail, or short-tail. For instance, “search marketing” instead of “Shady Oaks Search Marketing Agency” is a non-brand, generic, and short-tail term.

Crafting audience segmentation goals without a strategic approach is only wishful thinking. Don’t settle for this! Instead, build a partnership with us so we can help you create an approach that organizes your target audience conveniently, to serve them well. Want more insight on our practices? Check out our case study outlining how our Paid Social team tested Facebook ads to put San Antonio Spurs fans in the seats.

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