BlogContent WritingLink BuildingAudience Segmentation: The What, Why and How

May 7, 2018

When you are developing your digital marketing strategy you will come across plenty of complex activities that play a crucial role in developing an effective marketing campaign.  Audience segmentation is one of these activities that are incredibly important for developing a successful online marketing strategy. If you are not sure what audience segmentation is then you can definitely read on because we are going to reveal the what, why and how on audience segmentation right now.

What is Audience Segmentation?

Audience segmentation is a key part of your audience analysis.  When you are identifying your target audience you also divide the audience into smaller groups or you segment your audience.  Businesses divide their audiences or customers based on their needs, preferences, values, age, gender, race, characteristics and more. When you segment your audience correctly you will quickly note that different segments of your audience will react differently to your marketing content.  This is because these categories or segments share the same basic compassion and interest with regards to certain products or services.

Why is Audience Segmentation Important for Your Business and Marketing Strategies?

Digital marketing isn’t cheap anymore.  Every social media platform, every website and every blog you use will charge a certain amount for the hosting and for boosting your advertisements, posts, and blogs.  With expensive digital marketing fees, you need to ensure that every post you choose to boost and every blog article you choose to promote appeals as much to a specific audience segment as possible.  For example, a shampoo for colour treated hair will be advertised to a female audience between the ages of 25 to 50 because this is the segment that is most likely to click-throughs to the cosmetics website.  Audience segmentation basically makes it easy to see which customers are most likely to invest in your product and it makes it much easier to design marketing content that will capture the attention of that specific segment of people.

How Audience Segmentation Can Be Done

You should do your audience segmentation while you are analysing your target audience.  This task can be completed in a few hours. Here’s how to get started;

Step 1 – Review the information you have on your most valued audiences.  Your team should study how each audience is affected by the need for your product, demographics, the size of your audience, behaviours of your audience, psychographics of your audience and other information that might help narrow down your specific audiences.

Step 2 – Segmentation isn’t always necessary.  You only need to do audience segmentation if your audience is not likely to see your general marketing content or if your marketing budget is extremely tight.

Step 3 – Next you need to identify your segmentation criteria.  Criteria might include your audience’s social demographic, geographical location, behavioural habits or psychographic values.

Step 4 – When you have your segmentation criteria in place you can start segmenting your target audience.  When your audience has been segmented into different criteria you can easily design or create content that suits a specific segment group perfectly.  You can choose to market based on socio-demographic differences such as age or religion. You can choose to target an audience based on location. Choose to target an audience based on their behavioural traits and habits or approach audiences with a specific psychographic approach that appeals most to their core vision.

Audience segmentation isn’t the easiest of tasks but this activity is very important if you want to save a lot of money on marketing, get more conversions from your adverts and boost your business revenue.

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