Forming them helps to better understand and clearly represent your potential clients, which simplifies the development of effective marketing strategies and communication techniques.
Example of target audience segmentation #1 . Buyer of curtain rods for interior decoration:
Elena Ivanova, 37 years old.
Place of residence: Krasnoyarsk.
Marital status, number of children: single, one infant.
Field of activity and income level: interior design, 70 thousand rubles.
Position and challenges associated with it: Head of italy business mailing list the decor department, constant search for new ideas and solutions, requiring a lot of time and effort.
Needs, dreams, fears: Due to her busy work schedule, Elena sometimes skips meals, preferring snacks and fast food, which can affect her health and fitness.
Due to the lack of effectiveness of weekend workouts, the woman decided to review her diet and eat only healthy food. According to Elena, a two-week course of eating cereal is an ideal tool for changing your diet and losing weight.
Example #2 . Characteristics of a high-income client:
Anton, 33 years old.
Place of residence: Moscow.
Marital status, number of children: divorced, one child.
Field of activity and income: freelance, about 250 thousand rubles per month.
Current position, challenges at work: creating content strategies for large companies, facing a lack of new ideas.
Needs, aspirations, fears: for complex presentations and attracting clients, it is important for Anton to have a premium smartphone. Therefore, he focuses only on models from popular manufacturers. He is ready to buy rare accessories made of exclusive materials: malachite, plexiglass.
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Mistakes in target audience segmentation
Here are common errors that occur when sorting target audiences:
Limiting the analysis to the client's age and gender characteristics only . This is an incomplete approach. For example, the requests, needs and interests of budget students and rich kids from the target audience group created on this principle differ significantly.
Ignoring changes in the characteristics of target audience segments . When creating content, including advertising, data that has not been updated for a long time is used. For example, using statistics from the 2020 pandemic on the occupancy of cafes and restaurants in 2021 led to ineffective strategies.
Failure to do the necessary testing . Even with relevant marketing data, audience segmentation is largely a hypothesis that requires testing. Therefore, before starting, for example, mass production of devices for heating baby food, it is advisable to assess demand using a landing page and contextual/targeted advertising. It is also worth testing different sales methods - most likely, a change in the approach to the selected audience can bring more profit.
Overly meticulous grouping . Segmentation is a complex, labor-intensive process. And in this case, it will lead to unnecessary costs. For example, if you create and send out a mailing to groups of young mothers separately at the age of 25 and especially for those aged 30, instead of combining segments based on several common characteristics.
Unsystematic data update . The market is constantly changing, as are people's needs, and this must be taken into account. It is recommended to conduct segmentation at certain intervals - for example, once a year, to be aware of these transformations.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
Frequently asked questions about target audience segmentation
Effective segmentation of the target audience plays a vital role in developing successful marketing strategies. It not only contributes to a deeper understanding of the target audience, but also allows for the creation of personalized PR campaigns tailored to the unique needs of its various groups.
How often should it be done?
It is recommended to conduct segmentation every time significant changes occur: fluctuations in market prices, the emergence of new products and competitors, the dynamics of consumer preferences are noticeable. This will help you understand how much your audience supports you and identify current opportunities for further development.
How to understand that target audience segmentation works?
If you have correctly defined your target audience, then after launching an advertising campaign you will notice an increase in customer responses. There will be more successful sales, the number of requests will increase, which will lead to an increase in traffic to your social networks and website.
What should you do if you can't figure out segmentation?
If you have any difficulties with the process, it is highly recommended to seek help from marketing experts or use specialized tools to analyze your target audience. Conducting additional research, surveys, and taking into account customer feedback can also be useful to gain additional information.
Clearly targeting key segments leads to greater conversion efficiency, optimized advertising costs, and stronger customer relationships on a lasting basis in the long ter