Segmenting your audience for personalized marketing
Data is more available today than ever before, but many businesses don’t know how to leverage it to see results and realize long-term goals in their marketing strategies. That’s where segmenting your audience for personalized marketing comes in. You can use it to study groups, identify the highest returning target audiences, and personalize your content to boost web analytics to increase engagement with your ads.
Audience segmentation for personalized marketing requires us to dig deeper into who our ideal customer is, using what we know about them to create specific offers, and optimize the way we communicate. Keep reading to learn more about why market segmentation is important for businesses everywhere.
Four ways to segment your audience
Demographic and geographic are essential for your marketing strategy, but they are too vague for personalized marketing. You can only use them to make broad assumptions, targeting groups of people in massive numbers instead of using hyper-targeted information for your ideal customers. But you should still focus on demographic and geographic segmentation when you are beginning your audience research and deciding on broad-based actions for your business like the language you use, the country you target, or even the age groups you focus on.
Psychographic and behavioral segmentation work well with personalization because they deliver both qualitative and quantitative data you can use in your personalization strategy. Behavioral data gives you information on how groups interact with your ads or website, shedding more light on factors affecting your bounce rate, conversion rate, and click-through rate. Psychographic segmentation is harder to quantify but gives you the data to inform your strategy to create actionable steps towards targeting your desired group.
Psychographic segmentation can include things like what a person cares about, their fears, hopes, deal breakers, deal makers, or what they like and dislike. This is more about what makes a person tick instead of what makes the person.
What actions are customers taking once they hit your website?
You can use two primary data sources for audience segmentation based on behavior-purchase behavior and web analytics. Every business has access to both and can use them to optimize their customer journey to increase engagement and profit.
Purchase behavior includes the buying stage a customer is in, obstacles they face, and incentives they are most likely to respond to. As a business, you should try to determine the number of interactions a customer needs before converting to a purchase, how they found your business, and questions they might have asked on a live chat. You can use this information to reduce friction and increase your conversion rates.
Web analytics shows you data on the interactions people have had with your ads and website and your potential reach based on your budget and who you target. You can analyze behaviors like areas of a page that are frequently interacted with, things that cause higher bounce rates, and how people interact with your website through their mobile devices compared to desktops.
Gathering data for psychographic segmentation
Gathering data for psychographic segmentation isn’t as straightforward as the other segments. Much of this data is subjective and requires you to do additional research. Here is how you can start gathering psychographic data for your business’s marketing strategy.
Check social media
Social media is a valuable resource for customer segmentation. Much of the information you can use in your personalized marketing strategy is free and public. There’s a lot you can learn about a customer through their interactions on their social media accounts, getting as detailed as media they like, food they eat, and even places they frequent.
Use surveys and questionnaires
If you have an email subscription list, now is a great time to use it. Data gathered from questionnaires can give you valuable information about how customers feel about your product, the phrasing of your copy, and what they think can improve their experience with you. After a survey, you can quickly identify frequently cited complaints or things they think you are doing well.
Hire personalized marketers
When you hire a professional personalized marketer, you benefit from expert knowledge of gathering and using data to optimize your marketing strategy. To do this effectively, you need access to the best tools and an understanding of how to use them. Learn more about how you can benefit from expert personalized marketing.
How to mass market on a personal level
There’s a common saying for marketers that if your product is for everyone, then it’s for no one. This is the problem with mass marketing. It creates categories that are too broad, and it fails to speak to customers on a one-to-one level. But that was before we had a way to gather massive amounts of data and organize it efficiently to create an actionable marketing strategy that targets individuals on a personal level.
With AI, you can use rich data to optimize your target marketing and automate customized ads. You can do things like send personalized emails with offers based on a customer’s interactions with your website or interests they’ve shown on social media, including pictures and other personal elements, and even using someone’s first name in your ad copy.
AI can also automate repetitive and simple tasks like answering basic questions on your website and giving personalized recommendations only the customer can see. Learn more about how you can automate personalized marketing.
Masterly Business – masters of personalized marketing
Personalized marketing is about getting the right message to the right person at the right time. We specialize in automating marketing with cutting-edge AI, audience segmentation, brand design, copywriting, and much more. We have master automation to capture and secure more leads for companies, growing businesses with proven strategies.
Visit Master Business to generate a free demo, or contact us to schedule a consultation. We look forward to helping you and your business take the first step into this data-rich world so you can put your focus where it matters most-your business.