When it comes to marketing, you can’t just get away with using a blanket approach. Every customer has different needs, desires, and interests, so you must tailor your strategy based on the preferences of each niche within your customer base. That’s where multi-segment marketing comes in.
With multi-segment marketing (also known as “multi-target” or “differentiated marketing”), you identify and connect with distinct market segments using specific solutions or messaging. Instead of a one-size-fits-all approach, you pinpoint different groups of consumers and develop customized strategies for each segment.
Using Audience Segmentation Appropriately
During audience segmentation, you group consumers based on shared traits. Start by examining your entire consumer base. Then, divide them into groups based on certain details, such as:
- Demographics
- Location
- History with your brand
- Behaviors
For example, you can divide your audience into two groups: one of potential customers and one of loyal followers. Next, you can further segment those larger groups based on the genders, product preferences, and ages of the consumers within.
While you don’t want to make each group too granular, it’s important to be specific enough that you can target people with personalized content. Altogether, your campaigns should be tailored but also scalable.
Benefits of Dividing Up Your Customer Base
After you’ve segmented your audience, you’ll use the groups you’ve created to the benefit of your business. Rank each group based on factors like segment size, growth potential, competition, and how closely they align with your current goals.
From there, develop a clear value proposition for each group. For example, if one segment prioritizes product quality, your messaging to these particular individuals should focus on the robustness of the items you sell. Another group may be all about getting the most bang for their buck, which means you’ll need to show how you offer more value than the competition.
After doing that, you’re ready to develop a customized marketing mix. Instead of relying on a single channel or touchpoint, you’ll use a combination of resources, including social media, email, organic search, paid ads, and your website. All of these tools will play a role in winning over prospects and generating sales.
What You Can Achieve Through Segmentation
By embracing the idea of segmentation, you can accomplish the following:
- Gain Relevance: Instead of advertising to the masses, you target individuals who will find your content relevant and engaging
- Attain Your True Market Potential: Tap into multiple markets
- Earn a Competitive Edge: You’ll carve out a unique position and set your brand apart from the competition
These are just a few of the benefits of segmentation. When executed properly, you can also reduce asset waste and create more efficient workflows.
Get Professional Support for Multi-Segment Marketing
Dividing up your consumer base into relevant subgroups can be a tedious process, especially if you’ve never done it before. But fortunately, you don’t have to do it all on your own. When you work with the team at Net Profit Marketing, our pros can take your brand-building efforts to the next level. Reach out today to learn more.
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