Beyond Demographics: Types of Advanced Audience Segmentation That Drive Measurable Engagement
The primary objective of any marketing automation is to engage and nurture leads. Automation platforms such as Drip campaigns, behavioral-trigger notifications, and Mail Merge allow you to focus on each specific customer to personalize their experience.
In this era where marketing is all about creating the best quality ingredient, you will need to create genuinely unique content if you want to attract potential leads. Demographics help separate different people based on their core attributes such as age, location, gender, and more. But with the changing consumer behavior, demographic segmentation is not enough to generalize and separate customers. For that, you will need to work on explicit segmentation beyond general demographics so that you can understand what your customers want.
Besides separating and grouping a business’s marketing audience into subgroups, based on different characteristics they possess and the attributes they share, consumers also expect a business to be aware of their preferences. Remember, proper personalization of outreach and marketing content is critical to future success.
How to engage modern-day customers?
There are different types of segmentation that you can implement in your marketing system to drive measurable engagement:
Type 1: Psychographic Segmentation
To offer your customers the best-personalized experience, you need to know what, why, and how your customers think and segment them accordingly. Psychographic data enables you to analyze the motivators that drive your audiences’ buying behaviors. Unlike demographic data which only tells you which person of what age and location is buying something, psychographic data also tells you why those people are buying it. It gives a detailed idea of customer values, lifestyles, class status, opinions, beliefs, and everyday activities.
If you know how to use psychographic data correctly, you can improve your marketing campaign outreach to a great extent. It enables you to connect with your customers at an emotional level and shows how a product works for them. It tells marketers where a product fits into their customers’ lives so that marketers can create messages accordingly. By analyzing an audience’s different buying behaviors, psychographic data uses qualitative research such as surveys, interviews, and quizzes to uncover each participant’s behavioral patterns.
Type 2: Customer Value Segmentation
Remember, just because a prospect is reading your content does not mean that they will buy your product. It would be best if you continue reinforcing why your products are helpful to a prospect. This is known as interest-based segmentation. It is the process where marketers can scale their outreach and push prospects further down the funnel by offering them a sales-led demo of their product. Interest-based segmentation focuses on the content that prospects, leads, and existing customers consume by providing expertise and value as they search for their product.
Type 3: Business Value Segmentation
Marketing was all about putting your customers first until the COVID-19 pandemic. Now you need to develop a segmentation strategy that places leads, prospects, and customers in groups based on how much value they can give to a business. This type of value-based segmentation is not a personalization-driving segmentation technique but keeps businesses moving forward during a crisis.
The pandemic and its subsequent lockdowns have affected businesses in different industries, and the only option was to try and remain profitable throughout the situation.
Segmenting customers based on how they have been affected helps you offer personalized and empathetic content. Businesses need to have a conversational customer experience to reach out to the customers, show concern and a sincere desire to help them, and offer empathy and fellowship to keep their business, especially during a crisis.
Type 4: Engagement Segmentation
Finally, one of the best methods of segmenting your audience is based on how they engage with your brand. By considering how prospects, leads, and existing customers engage with a brand across a spectrum of platforms, you can decide how to nurture them further. You can analyze your social media, open rates, click-through rates, and devices they use to consume their content.
If you notice a prospect is not opening your emails for a long time, then there is no point in sending them more follow-up emails. But if you notice that a prospect regularly opens your emails but doesn’t respond, you can try to put them in a high engagement group and try a different line of outreach for them.
Thus, audience segmentation goes way beyond demographics to understand buyer motivations and situations. It looks into what customers want so that businesses can give it to them. Moreover, personalization beyond demographics needs A/B testing of your message content to find the correct one that increases open rates, engagement, and conversion chances.
If you’re unsure of how to segment your customers, or how to implement these different segmentation strategies, Marrina Decisions can help. Our marketing automation experts will guide you on the best segmentation strategies for your business while streamlining your automation. Target more customers and add more value with Marrina Decisions by reaching us via the “Contact Us” or saying “Hello” at info@marrinadecisions.com. You can even message us on Facebook, Twitter, or LinkedIn.