How To Use spectators Segmentation To Diversify Your Marketing

Single-serve pods or whole beans? Light roast or dim? Late-night study session or early morning school drop-off? Millions of people around the globe drink coffee, but they don’t all do it the same way.

That’s why Propeller Coffee Co. used customer segmentation to customize its messages. By presenting different product mixes, subscription frequencies, and shipping rates to different audiences, it was able to achieve a remarkable boost in email marketing conversions and sales.

If you desire to drive similar results, you can use a few different types of spectators segmentation to inform your marketing way and develop your business.

What is spectators segmentation?

spectators segmentation is the habit of categorizing your spectators into groups based on their characteristics or behavior. Organizations use these groups to make personalized marketing campaigns.

Traditional marketing campaigns depend on mass messaging. These campaigns work best for products with a singular appeal to a broad spectators, like toothbrushes. If, however, you wanted to economy toothbrushes designed for different needs (people with sensitive gums, parents of tiny children, etc.), customer segmentation would allow you to tailor your messaging so it resonates with different customers.

Ultimately, creating spectators segments enables you to deliver more personally tailored content to your target spectators, driving stronger results.

Types of spectators segmentation

• Demographic segmentation
• Geographic segmentation
• Behavioral segmentation
• Psychographic segmentation

There are four main types of spectators segmentation. You can use these as isolated segments or layer them to make more niche audiences:

Demographic segmentation

Demographics are the most basic segmentation criteria. Demographic data includes qualities like age, gender, ethnicity, income, and educational background.

Demographics provide an excellent foundation for analysis but are more powerful when combined with other segmentation criteria. For example, ponder about your high school classmates from your hometown. Although you’re the same age, have the same starting education, and grew up in the same area, would you declare your values, lifestyles, and reasons for purchasing are identical? Unlikely. That’s why it’s often significant to layer other segments on top of demographic segmentation.

Geographic segmentation

Geographic segmentation is an significant subset of demographic segmentation, grouping audiences based on location. It allows you to divide marketing efforts by region with localized language, regional shipping rates, and local holiday promotions. You can identify spectators segments that get as granular as a ZIP code or as expansive as a continent.

You might use a geographic spectators segmentation way to advertise promotions based on local holidays or climate. For example, in the winter, an outerwear brand might target audiences around Vancouver with raincoats while showing parkas to people in Chicago.

Behavioral segmentation

Behavioral segmentation groups people based on their online actions. Part of this involves tracking what they do on your website, but it extends further than that.

Behavioral data encompasses purchase history, social media usage, Google searches, ad views, and more. Use this information with your content and customer trip maps to match your communication to their needs.

For example, knowing purchase history, such as how long ago customers purchased a consumable product, can assist you email them at precisely the correct instant they require to replace it.

Psychographic segmentation

Psychographic segmentation gives you clues into the “why” behind your customer’s actions. Marketers typically gather this data through buyer research, like surveys, to get insights into customer personality types, lifestyle choices, guiding values, and beliefs. Then, they use profit-based targeting and tailored messaging to align with each throng’s motivations.

You may recognize that your spectators likes particular brands on social media, but do you recognize why? Are they household-oriented or individualistic? Are they expedition-seekers or homebodies? The messaging you use will depend on the reasons behind their purchase decisions.

How to use spectators segmentation

• Define spectators segments
• Personalize content
• Align segments with marketing channels
• Segment your online advertising
• Optimize your website for your target customers

Define spectators segments

Use online and offline tools to identify concrete spectators groups. Web analytics tools provide you insight into your customers’ online activity and demographics, while traditional research methods like focus groups and surveys assist uncover deeper motivations.

You can also let customers segment themselves by incorporating preferences and interests into your email signup forms. Then, throng customers according to categories like average order worth, recent subscribers, or interests.

Personalize content

Once you’ve segmented your target audiences, make your marketing efforts count by personalizing content that speaks to each throng. You typically only have a brief instant of attention, so ensure your communication hits home.

For example, in an episode of the Shopify Masters podcast, Aaron Zack, former vice president at Propeller Coffee Co., discusses the benefits of customer segmentation. “We look at customer segmentation analysis in terms of product mix, purchase rate, AOV, LTV, and abandoned cart rate to get an understanding of how people are marking purchases or not,” he says.

The corporation used that information to personalize its product offerings and promotions depending on where a customer lived. “After several months, we were seeing a consistent 175% boost in email marketing conversions,” Aaron says.

Align segments with marketing channels

Choose the correct channel for each particular segment. For example, the social media posts or channels you use to reach each production will likely differ. You can reach Gen Z audiences on TikTok, but baby boomers are more likely to spend their period on Facebook. comprehend your spectators’s preferences and meet them where they are.

If you sell office supplies to office managers, you might desire to reach them when they search on Google, and focus on SEO/SEM tactics. However, if you sell distinctive supplies like bullet journals to students, you may have better achievement on Pinterest, TikTok, and Instagram.

Segment your online advertising

Online advertising platforms like Meta Ads can make audiences that include or exclude users based on information from their social media profiles. Ecommerce tools like Shopify Audiences can also generate custom spectators segments for advertising platforms, based on their algorithm’s selection of customers who are most likely to buy from your store.

make or upload spectators groups in your ad platform based on your chosen criteria. You can also set ad budgets by spectators to ensure you spend appropriately for each throng. For example, if you recognize that one segment tends to make higher-worth purchases than another, you can spend more on them, assuming their ad conversion worth will likely be higher.

Optimize your website for your target customers

make custom landing pages to target specific spectators segments. Use these pages to showcase various product offerings and messaging that resonates with them. For example, if you sell home décor, you could make one landing page that appeals to families and another to youthful couples.