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Using Audience Segmentation to Make the Connection

Using Audience Segmentation to Make the Connection

The end of the year is a busy time. We — and those around us—are shopping and looking at products, and while we’re all stuck at home during these cold winter months, we’re also thinking about the services our home could use. How do you ensure your products/services stay top of mind with your customers?

To save time, we often send emails or prepare messages that are uniform in nature, a one-size-fits-all communication, so to speak. But perhaps there’s a better way to reach your audience.

Audience segmentation is the process of identifying smaller groups within your customers to deliver more specific messaging and make connections with them. For example, let’s consider the fitness conglomerate Nike. Nike’s audience consists of marathon runners and also those who have bought Nike cushioned tennis shoes to wear around the house. The messaging Nike wants to send to the marathon runners, who are most likely on top of the latest fitness trends, is probably different than the message it wants to send to those who are looking for a new pair of shoes. (Buy this newest gadget to help you train vs. here’s a tennis shoe that has great support.)

Audience segmentation allows Nike to divide its audience into groups, identify what each group cares about, and then give a specific group information they want. It allows Nike to build a connection with its audience while it meets a need. When a customer feels like an email was written just for him or her, he or she is more likely to pay attention and maybe even take action.

When thinking about your own business, you can group your audience based on:

  • Demographics, like age, income, geographic location, or gender  |  This is the most common and easiest way to segment your customers. For example, if Nike is looking to sell more athletic leggings, it will most likely try to sell them to women.
  • Purchasing history or engagement level  |  You have loyal customers and those who you want to be buyers. Your communication with first-time buyers focuses on selling your product/service, but with loyal customers, you don’t have to use your elevator pitch as often.
  • Interests  |  Your audience members are bound to have different interests. Let’s say a group of your audience loves to travel, while some of your customers are homebodies. A travel agency would recommend a white-water rafting trip in Colorado to the adventurous segment of its customers, while maybe a trip downtown to those who are homebodies.
  • Device usage  |  Do certain customers view your emails on their phones? Do others view them on their desktops? It makes a difference. Your messaging must be short and to the point for your mobile audience, while your desktop users are able to digest longer emails.

If you don’t know how to begin identifying your audience segments, a good place to start is getting to know your customers. Ask those who use your services or buy your product to answer a short survey with demographic and behavior questions. Gather your most loyal customers and talk with them; ask them why they buy from you and what they consider when making purchasing decisions. Scan your social media channels and those of your competitors and see what people are talking about.

RSPR can help you be strategic in your marketing and assist you in producing your messages and segmenting your audience. To get started with audience segmentation, contact us today.