Targeting the right customer with the right message, a Anguilla Email Database difficult to meet? The key to success is in two words: marketing segmentation. Objective: personalize your content to improve the impact on your target! Before they buy, 80% of consumers expect a personalized experience with your business. No wonder segmented campaigns can generate up to a 760% increase in revenue! As you can see, to improve the ROI of your digital strategy and increase your turnover, you must focus on marketing segmentation. After all, not all users who come into contact with your content are alike. They come from different backgrounds, with specific needs and interests. This is all the more true if you offer different offers or services. Marketing segmentation is the best strategy to reach each of your targets in a unique, personalized and effective way.
Marketing segmentation involves dividing your target market into several small groups called segments. These segments are made up of consumers with common needs and similar characteristics. Your business audience can have several pain points. Especially if you offer various services. You must therefore address ONE pain point or ONE specific goal. For example, if you sell industrial equipment, you will not communicate in the same way towards an SME which has just started and whose production is still reduced, as towards a multinational which needs machines with significant capacities. Marketing segmentation generates many benefits for your digital strategy. Let’s review its 5 main assets! A personalized marketing message, sent to specific segments, results in better response rates and conversions. Logic! Since your message is specifically addressed to a pain point or an objective of the sub-target. To improve your content marketing.
Definition of marketing segmentation
Even when the features and benefits of a product are the same, it is important to target segments with specific content. Take the example of a company whose target is made up of experienced engineers and managers: The former will be more sensitive to technical information about a product, in the form of white papers or infographics. Rather, the manager will want to know the productivity gains or savings made through your offers, via a blog post, a case study. To go further: What is content marketing? For a better commercial positioning. Marketing segmentation optimizes your commercial positioning. By dividing up your communication with different audiences, you identify the most responsive market. You will know with which type of buyers to focus your offers and your marketing strategy, to improve your profitability. To significantly increase your marketing ROI
Segmentation identifies the customer groups that best match your business needs.
For example, if you are looking to increase your income, qualify your prospects based on their income or find the criteria common to customers with the lowest conversion cost. By focusing on a high potential segment, you improve the return on investment (ROI) of your campaigns. Your customers do not react to the same levers as your leads or prospects. Your retention or repurchase campaigns should be different from your conversion campaigns. Hence the interest of grouping your current customers into a specific segment. To group different prospects into a single segment, they must have common criteria. These will depend on your activity, the profile of your buyers and your objectives. Here are 5 types of criteria that you can take into account: Socio-demographic criteria. The segmentation according to socio-demographic criteria assumes that some of your buyers have a similar personal situation, which will influence their purchasing habits.
Why do marketing segmentation
They allow you to identify the demographic groups most likely to purchase your product / service, as well as the marketing campaigns that will resonate best with your target market. Geographic criteria. Geographic criteria allow you to group your audience according to their place of residence, work or travel. These criteria are even more essential for a local business or if you have several physical stores / subsidiaries spread throughout the territory. Psychography is concerned with the personality of consumers. These criteria allow you to know how consumers perceive your products / services and what their motivations for buying will be. Behavioral segmentation describes specific steps in the process of buying the ideal customer. This includes what he wants, why he wants it, the benefits he seeks and how he goes about meeting his needs. Mainly used by B2B marketers, institutional data defines the characteristics of the target business. They understand.
In other words, answer the question: how the prospects will react in the event of such or such action? The action to be defined will depend on your future offers and projects. For example, if you are launching a high-end product, more expensive than the others, you will have to define a customer segment whose price is an essential criterion in the conversion. As they risk reacting negatively, you will surely have to refine the message to this target, or completely remove it from your campaigns on this product. Your segments need to have enough leads to drive profitable performance and gain insightful information. There is no magic number! It depends on the number of prospects / customers identified by your business, the size of your market and the volume of offers offered. For example, luxury product manufacturers target a niche market with significant purchasing power.
