Today, we’re looking into customer segmentation, It’s a great way to make your marketing more effective.
If you’ve been keeping up with my series on understanding your target audience, you already know how important it is to define your ideal customer.
We’ve previously looked at how to analyse your target audience and create a detailed customer persona. Now, let’s take a step further by discussing how customer segmentation can take your marketing strategy to the next level.
Before diving into the specifics of customer segmentation, it’s important to understand the foundation upon which it rests – your primary and secondary audiences.
Understanding Primary and Secondary Audiences
In my business, I have two Ideal Client Avatars.
Primary Audience
- Established Muslim businesswomen who have been in business for 5+ years.
- These women know what they want, value professionalism, and understand the importance of good web design and its impact on their business.
- They are focused, driven, and looking for ways to improve their online presence.
Secondary Audience
- Muslim women who have been in business for 2-3 years.
- These women are eager to grow but might need more guidance and support in understanding how a strong online presence can boost their business.
- They’ve built a strong following on social media and are now ready to step up their game by getting a professional website.
Tailor Made Messaging for Your Unique Audience
One of the best things about customer segmentation is that it allows you to customise your messaging to really connect with each group. By segmenting your audience, you ensure that every communication you send is relevant to their specific needs and interests.
For example, if you’re offering coaching services, you might segment your audience into subgroups like new mums, career-driven women, or those focused on personal growth. Each of these subgroups my have their own unique needs, challenges, and aspirations.
When you adjust your messaging for these specific groups, you can address their issues directly. For instance:
- For career-driven women, you can provide strategies for advancing their careers while maintaining work-life balance. This subgroup is likely to appreciate tips on time management and career development, making your content more relevant to their daily challenges.
- For new mums, your messaging might focus on how to successfully juggle family life and personal goals. This subgroup would appreciate content that helps them find balance and achieve their ambitions without sacrificing family time.
By using customer segmentation, you’re not just sending out generic messages. Instead, you’re creating content that speaks directly to each group’s specific needs and pain points.
Building Credibility with Customer Segmentation
Using customer segmentation will also let you show off your different strengths and skills.
For example, if you’re an expert in both property management and tenant relations, you can share specific information for each group. First-time landlords might need guidance on managing rental properties, while experienced property owners could be more interested in maximising tenant satisfaction. This shows your versatility and authority in these areas.
Your audience will begin to see you as a knowledgeable resource on topics that are directly relevant to their needs.
Streamlining Content Creation
Customer segmentation can help you create content that’s focused and relevant to the different needs of your audience. By going deeper into each subgroup’s wants and desires, you can produce content that speaks directly to where they are in their journey.
Imagine you run a fitness blog. After identifying what you can offer, you can write your content accordingly.
- Beginners – Share basic workout routines and simple nutritional advice for those just starting their fitness journey.
- Intermediate Users – Provide more advanced exercise techniques and meal plans to help them take their fitness to the next level.
- Advanced Users – Offer expert tips on specialised training methods, injury prevention, and optimising performance.
By segmenting your audience this way and creating targeted content for each group, you keep your readers engaged and make sure your content stays relevant and valuable to everyone.
Applying Segmentation to Your Email Marketing Strategy
Segmentation isn’t just useful for creating content. It’s also great for email marketing. By splitting your email list into the groups you’ve identified, you can customise your email campaigns to fit the specific needs and interests of each group.
For example, you could send beginners a series of emails introducing them to basic workout routines, while more advanced users might get emails with tips on boosting their performance. You can also create special offers for each group, like a beginner’s guide to fitness, an intermediate meal plan, or an advanced training programme. This targeted approach not only boosts engagement rates but also makes your emails more effective at driving conversions by giving the right offers to the right people.
Encouraging Repeat Business
Ultimately, building relationships with your audience leads to repeat sales.
When you establish subgroups, you create pathways for ongoing engagement and interaction. Each time you connect with a specific group, you’re not just making a one-time sale. You’re inviting them on a journey where they feel valued and understood.
The more genuine interactions you have with your groups, the more likely they are to keep buying from you in the future. You’ll find it easier to guide your customers back into your sales funnel for more value and offers.
Getting Started with Customer Segmentation
As you can see, understanding customer segmentation is really valuable for connecting with your audience.
If you’re ready to take your marketing strategy to the next level, start by grabbing the Ideal Client Avatar worksheet. You’ll also receive a series of guided emails to help you identify your target market and your key subgroups.
