What Is segmentation?
User segmentation is the foundation for personalised communication, creating a bespoke customer experience by grouping together users, leads, and customers based on common characteristics.
These common characteristics, typically based on industry, roles and demographic, are increasingly today are based more on interest, motivations and behavioural traits. The later can be crystallised as personas, where the segmentation takes account of your audience’s challenges, goals, shopping or buying preferences.
Segmenting your leads enables you to build more personalised content. Marketing Automation and its integrated tools are the perfect solution for this process, creating a platform for delivering personalised, dynamic and meaningful content that builds relationships with your prospects enhancing the customer journey, and also boosting your productivity and conversions.
How does segmentation work?
Segmentation uses collected data and applies this intelligence placing your contact into targeted buckets called “segments.” Every segment has some distinguishing characteristics, needs, and interests, so the people within a segment share the same criteria.
Common characteristics for segmenting an audience or user group could include:
- Demographic - Age, income, gender, education, marital status, etc.
- Geographic - Country, region, or town
- Personality - Attitude, values, goals, hobbies, and interests, buyer preferences
- Technographic - Mobile users, desktop users, apps used to access your website, etc.
- Behaviours - Actions, features used, email activity, and usage patterns
- Needs-based - What drove them to your product/service, features they look for in a product, pain points they are trying to solve.
All the above characteristics (and more) help you to break down your users into segments or persona that will become part of bespoke communication campaigns using the automated platform tools to engage with prospects, using personalised, dynamic and meaningful content that builds powerful relationships with your prospects.
Why is segmentation important?
Grouping people with similar characteristics brings efficiency to your marketing and makes a substantial impact on customer engagement. Understanding user behaviour, brings you closer to your audience, building a customer profile, as you nurture and drip feed information, making prospects feel valued, and driving loyalty in your brand. Increased engagement, leads to higher conversions, and a positive ROI.
Watch out for more information on Marketing Automation from Alldigital Marketing; if this snapshot has interested you, and you are looking to grow your business, gain a better understanding of customer needs drive greater loyalty, client upsell and enhance referral business, contact us now for a no obligation demonstration and assessment to see if Marketing Automation would work for you.