Market segmentation is a powerful process because it separates your audience into groups so that you can effectively target all of them based on traits such as the challenges they’re dealing with and/or how might respond to certain advertising efforts.
The best way to determine which attributes you’ll use to team your audience is to use segmentation bases.
With this blog post, we’ll protect the definition of segmentation bases, how to use them at your company, and how you can use several segmentation bases at once.
Before we all dive into the five segmentation bases, take a look at cover the basics.
Segmentation Bases within Marketing
Advertising segmentation assumes all your customers are exclusive and can be grouped based on common identifying characteristics or traits that you establish. Those people characteristics or attributes almost always fit within the five segmentation bases, which we’ll evaluation below.
Benefits of Using Segmentation Based in Marketing
By using segmentation bases within marketing, you’ll uncover opportunities that will help you:
- Improve the customer experience.
- Effectively marketplace your products.
- Develop targeted advertising sales enablement components.
- Identify areas for product development.
- Show your potential audience how you can resolve their particular challenges.
Segmentation Bases in Advertising Operations
Advertising operations is defined as the particular, “… people, procedures, and technology that power a business’s overall marketing strategy plus increase chances of success. ”
Whilst working on marketing, data strategy, implementation, and reporting, the advertising ops team may associate leads and contacts with your segmentation bases. That means they can surface strategies to efficiently target those customer segments as well as reports, relevant dashboards, plus metrics to track your own success at marketing to those audience associates.
As a result, your greater marketing team will have access to more organized marketing segments, contact data, reports, and relevant metrics. That means better customer experiences that transform more audience associates.
Now, let’s take a look at the five segmentation bases and their defintions.
demographic segmentation however for a business. )
5. Behavioral Segmentation
Behavioral segmentation refers to an audience group’s actions, behaviors, and interactions. In case you are thinking this seems a bit like market segmentation, you’re not wrong. But it goes deeper into one’s buying habits than market segmentation does.
For instance, behavioral segmentation provides insight into the benefits that one gets from buying and using a certain product as well as just how ready (or not really ready) they are to convert into a client.
Professional Tip: Use HubSpot’s Behavioral Targeting device to personalize marketing outreach at scale while also making every interaction feel unique.
Various other relevant features you’ll have access to with HubSpot’s Behavioral Targeting tool are:
- Insights about the method your audience interacts with your site/ articles.
- Active lists just for advanced segmentation, focusing on, and audience creating.
- Event-based triggers for sending audience users messages at the correct time.
Using Multiple Segmentation Bases
An individual just use 1 or 2 segmentation bases — you can use all five, or a mix of all of them.
And once you select the segmentation bases you’re doing to move forward with, you aren’t stuck with them permanently. As your business evolves, so do your consumer base and target audience. That means you’ll naturally want to review, up-date, add to, and eliminate from your list of segmentation bases over time.
The key is using the particular segmentation bases that will matter to your company accurately and using them in a way which allows you to effectively target and reach the particular audience members within them.
Before we provide some tips on how to use multiple segmentation bases, let’s set aside a second to cover why you’d want to use several segmentation bases.
Why Use Several Segmentation Bases
Businesses use several segmentation bases — a process that’s also called multi-segment marketing — because the product or service that they market applies to target audience members in different ways.
For instance, a company that sells golf skirts may sell skirts to clients who play plenty of tennis, and to some other clients who don’t play tennis but want a workout skirt to get other forms of action (e. g. running, walking, etc . ).
Multiple segmentation bases are also commonly used if your business offers more than one product or service. For instance, the company that offers tennis skirts can also sell tennis rackets and tennis shoes. The shoppers who need a dress versus a tennis racket or shoes and boots will need to be targeted in different ways. Especially if those golf items are regarding both men, women, and kids.
How to Use Multiple Segmentation Bases
By utilizing multiple segmentation bases, you’ll get a better knowledge of the people who full your target audience — as a result, you’ll be able to better target them, meet up with (and exceed) their particular needs and objectives, and convert more of them into clients.
Here are some tips to remember while using multiple segmentation bases:
- Figure out which segmentation bottoms you want to establish for your unique audience and how granular you want to go within those segments.
- Collaborate in house across marketing (and even sales) while identifying and defining your customer sections to ensure they’re as accurate and helpful as possible.
- Evaluation and update your segmentation bases whenever needed (e. g. take a look at them quarterly to ensure they develop alongside your business).
- Get feedback from your team members (you can do this across marketing and sales) regarding the way your segments are organized. You can even survey (and incentivize) your current customers, or even those who recently transformed in some way, to ask for their particular feedback around your own marketing content and targeting efforts.
Use Segmentation Basics to Grow Better
Using segmentation bottoms has a number of advantages. You can better realize your audience, focus on your leads and prospects more effectively, generate and offer marketing and sales materials that better meet their needs, identify product development plus marketing opportunities, and more. Begin working on your business’s segmentation bases to grow much better.