Not all audiences are created equal. Learn how to segment your audiences and create laser-focused marketing programs that breakthrough and drive action.
Why this matters:
Segmenting your audience is critical to crafting the most personalized brand messages on the planet. Doing so can lead to engagement, revenue, and an increase in brand equity.
By the numbers:
- 81% of consumers say they are more likely to purchase from brands that offer personalized experiences (Epsilon)
- Companies that implement audience segmentation have seen a 760% increase in email revenue (Campaign Monitor)
- 77% of ROI comes from segmented, targeted, and triggered marketing programs (DMA)
Have you ever received an email that felt like it was written just for you or an ad that seemed to know exactly what you were looking for? Chances are, you’ve experienced the power of audience segmentation at work. As a marketer, harnessing this power can significantly improve your marketing strategy and create a personalized customer experience. You should try it sometime.
What is Audience Segmentation?
Audience segmentation divides your potential customers into smaller, more manageable groups based on shared characteristics, enabling you to create a tailored marketing strategy targeted toward each segment. This approach helps you maximize the effectiveness of your marketing and drive growth for your business.
Audience Segmentation Example
Consider an audience analysis example involving IT decision-makers. While a complete breakdown of the process won’t be provided, one of the outcomes of such an analysis is segmentation. It’s noteworthy that in B2B and technology sectors, individuals with similar job titles can exhibit stark differences.
Despite being IT decision-makers, these audiences serve distinct roles within a company. Data is gathered through self-identifiable factors, such as how they describe their position and work in their bios.
Initiating a campaign aimed at all IT decision-makers might not be the most effective approach. Each segment differs significantly, transcending job titles or functions and encompassing their interests, affinities, and overall behavior in the buyer journey.
Once you can pull the insights for each audience, you can plot each segment in the below audience matrix. The left column represents each of the audience segments, and the top row is various attributes and data points.
|ITDM Role||Top Media Affinities||Core Conversation Themes||Top General |
|Top Social Channels|
|Chief Information Officer||NY Times, WSJ, CNN||Digital Transformation||Business, Innovation||LinkedIn, Twitter|
|Head of Cloud Computing||Techcrunch, MIT Tech Review||Cloud Computing, Hybrid Cloud||Networks, 5G||LinkedIn, Reddit|
|Head of Software Engineering||Gigaom, VentureBeat||Coding, Hacking, Software Development||Python, Java, Software, technology||Twitter, LinkedIn, GitHub|
|VP, Network Operations||The Verge, HBR||Security, Data Centers, Edge Computing||Data, Analytics, Security||Reddit, GitHub, Twitter|
In the columns, I added a few variables, like top media outlets, core themes, and top channels. But you can use any others that may be important:
- Which brands do they follow and talk about? What’s the context of that conversation?
- What topics are they talking more or less about over time?
- What’s top of mind for them right now, today?
- What software language do they use to develop code?
- What media publications are they reading regarding specific topics? In other words, when reading about business, are they reading the Wall Street Journal, NY Times, Business Insider, or all three?
- What media do they prefer when reading AI or security-related topics?
- What channels are they using (e.g., Reddit, Twitter, GitHub, LinkedIn)?
As you continue to build your campaign strategy, it’s essential to perform a thorough analysis and develop an audience matrix. Sharing this valuable information with your internal stakeholders not only keeps everyone on the same page but also ensures a unified approach. Peeling back the layers of various audience segments reveals striking differences between them, and by scrutinizing their behavior, you can glean valuable insights.
Consider the case of targeting IT decision-makers in the midst of a digital transformation initiative. To capture their interest, it would be wise to present content on change management and digital transformation best practices.
Conversely, when reaching out to IT decision-makers who aren’t actively exploring digital transformation, it’s important to highlight the business benefits of embracing business and technology.
Without segmenting your audience and comprehending their unique needs, you’ll struggle to develop targeted campaigns that truly resonate with each specific segment. By tailoring your approach to each audience, you’ll optimize your campaign’s effectiveness and make a lasting impact.
When You Fail to Segment Your Audience, This Happens.
Imagine you have a cloud platform powered by AI for automating data management and processing, and you’re eager to sell it to IT decision-makers. With a generous budget, you plan an extensive omnichannel marketing program, including media activation, social media marketing, influencer engagement, demand generation, search engine marketing, display advertising, and public relations.
After meticulous planning to ensure a connected, integrated, and cohesive customer experience, refining messaging, creatives, landing pages, and KPIs, and triple-checking everything with channel and media partners and agencies, you get the green light from management. The C-suite is on board with your vision, and your media, creative, and PR agencies are ready for action. The excitement is palpable.
The campaign launches, and a week later, you compile the agency data into your analytics dashboard. But something doesn’t add up. The campaign isn’t delivering the expected results, and you wonder if the agency is at fault. After investigating, you discover that your target audience of IT decision-makers is highly segmented, with each segment having unique needs and requirements for your product.
You realize there are CIOs, CDOs, CSOs, VPs of Infrastructure, and more, all with varying budgets, priorities, and stages in their digital transformation journeys.
This critical oversight could have been avoided if you had segmented your audience and tailored your messaging, creativity, offers, and calls to action for each IT decision-maker type. By doing so, your campaign might have been a resounding success.
Instead, you’re left with a failed campaign and disappointed stakeholders, a stark reminder of the importance of audience segmentation and targeted marketing approaches.
The Role of Your Audience Segmentation Strategy
The role of audience segmentation in marketing is invaluable. It allows you to tailor your communications, services, and offerings to the specific needs of each target segment. By understanding who they are and what they need, you can better focus on providing value through your campaigns.
Otherwise, you’re taking a guess. And that never works.
The primary function of audience segmentation is to enhance the relevance of your marketing messages. By recognizing the specific characteristics of your audience, such as demographics, location, and interests, you can customize your messaging to connect with them in a more meaningful way. This personal touch strengthens audience engagement and boosts brand equity.
Segmenting your audience also contributes to better resource allocation in marketing. Instead of reaching out to a broad audience with varied interests, like the ITDM example above, you can concentrate your digital campaigns on those most likely to engage with your brand and buy your products.
In addition, audience segmentation can reveal new market opportunities. Analyzing the different segments within your target audience might help you spot underserved niches or uncover emerging trends to capitalize on. This allows you to stay competitive and meet the changing needs of your customers.
Lastly, audience segmentation is crucial for refining your marketing strategy. Monitoring the performance of your digital campaigns across various segments helps you determine which strategies work best for each group. With this information, you can make data-driven decisions and continuously optimize your marketing programs.
Types of Audience Segmentation
Segmenting your audience relies on multiple methods, depending on your objectives. Common approaches include demographic, psychographic, geographic, and behavioral segmentation. Regardless of the method, the goal remains the same. Below are examples of different segmentation types.
Demographic segmentation divides your audience segment based on age, gender, income, education, and occupation. These characteristics are easily quantifiable and provide a solid foundation for creating targeted marketing programs.
Geographic segmentation involves categorizing your audience by geographic location, such as country, region, city, or neighborhood. These audience segments benefit retail brands or those operating in multiple areas with diverse cultural preferences. By considering geography, you can create customized marketing messages that address region-specific needs or preferences.
Psychographic segmentation dives deeper into the minds of your customers, focusing on their values, attitudes, interests, and lifestyles. By understanding the psychological factors that drive their purchasing behavior, you can create marketing programs that appeal to their emotions and motivations. Psychographic segmentation is one of the most effective ways to reach an audience based on their emotions, but the hardest to do.
Behavioral segmentation is based on your audience segment and their actions and interactions with your brand. This includes purchasing habits, product usage, brand loyalty, and engagement with your existing campaigns. By analyzing these behaviors, you can identify patterns that help you tailor your marketing strategy to each one more effectively. Often, other segments may show up in the data.
Technographic segmentation refers to categorizing your segments based on their technology use, such as their devices, preferred communication channels, or the software they use for their job. This type of segmentation is becoming increasingly important as technology preferences can significantly impact the effectiveness of your marketing programs.
Media segmentation is about understanding where your audience spends their time when consuming news, entertainment, and other content. By grouping your audience based on their preferred media outlets – such as newspapers, magazines, websites, social media channels, or television channels – you can create earned media campaigns that speak directly to them through the channels they trust and engage with the most.
Now that we’ve discussed the types of audience segmentation, let’s jump into the different methods to get the data you’re looking for.
Segmenting Your Audience Using Several Methods
Segmenting audiences is a best practice. There’s no way around it.
Using market research methods, you can obtain insights to customize your products, messaging, and marketing strategies according to your audience’s preferences and needs. The following touches on diverse market research techniques, such as surveys, focus groups, data analysis, and observation, equipping you to identify your ideal customers and make informed decisions.
Primary Research and Surveys
One method to identify your target audience is conducting primary research through surveys. Surveys allow you to gather information directly from potential customers, including their preferences, needs, and behaviors. You can use online survey platforms or even distribute questionnaires through email or social media.
Learning from Real People: Interviews and Focus Groups
Another market research tool is conducting interviews and focus groups. These qualitative methods involve engaging with a small group of customers to gather in-depth insights into their opinions, motivations, and preferences. You can ask open-ended questions by holding face-to-face discussions or online video conferences, allowing participants to share their thoughts and experiences freely.
Social Analytics: Decoding Your Audience
Social media platforms offer a wealth of information to understand your target audience better. You can examine your audience’s demographic data, interests, and behaviors using social analytics tools. This data will reveal trends, popular topics, and influencers that connect with your audience.
Crafting Audience Personas
After you collect data from your market research, interviews, focus groups, and social analytics, you can use it to create customer-buyer personas. These fictional representations of your ideal customers are based on your collected insights. Creating detailed audience profiles that include demographics, interests, challenges, and motivations will help you better understand your target audience and design marketing campaigns that truly speak to them.
How to Implement Audience Segmentation
Most segmentation studies start with audience analysis.
This allows you to identify key characteristics that distinguish your market segments. From there, you can segment audiences and launch targeted campaigns in the most relevant channels. Analytics can help you determine which channels are most relevant to your audience based on several factors below.
Segmenting Your Email List Like a Boss
One way to put audience segmentation into action is by organizing your email list into distinct segments. By categorizing your subscribers based on demographics, interests, and behaviors, you can send targeted email campaigns catering to each group’s specific needs. This personalization results in higher open rates, increased click-through rates, and better customer engagement.
Personalized Content Creation: Captivating Your Audience with Tailored Stories
Audience segmentation enables you to create personalized content that speaks directly to your target audience’s interests and pain points. By understanding the unique characteristics of each segment, you can develop blog posts, videos, infographics, or podcasts that address their specific needs and preferences. Personalized content captures your audience’s attention and fosters trust and loyalty to your brand.
Tailored Advertising Campaigns: Making Every Impression Count
When it comes to advertising, the days of one-size-fits-all are long gone.
With audience segmentation, you can craft advertising campaigns that connect with each group’s preferences and motivations. Consider customizing ad copy, images, and calls to action to appeal to different segments. The result? Your ads will feel more relevant and engaging, leading to higher conversion rates, increased sales, and more subscribers.
Customized Product Recommendations: Personal Touches that Drive Loyalty
Audience segmentation isn’t just about marketing – it can also enhance your customers’ shopping experience.
You can suggest products or services that interest them by analyzing their purchase history, browsing behavior, and preferences. These personalized recommendations make shopping more enjoyable and increase the likelihood of repeat purchases and customer loyalty.
Social Media Targeting: Finding Your Perfect Match
Social media platforms are a treasure trove of targeting options, allowing you to connect directly with specific audience segments.
You can fine-tune your social media campaigns to reach the right audience by targeting demographic segmentation and geographic and behavioral data. This targeted approach ensures your marketing messages land in front of those most likely to engage with your brand, making your social media marketing more effective and efficient.
Measuring the Success of Audience Segmentation
Audience segmentation is crucial in optimizing marketing efforts, as it allows you to divide your target audience into meaningful groups based on shared characteristics. By tailoring content and messaging to meet the specific needs of each segment, you can boost the chances of success for your campaigns. To gauge the effectiveness of your audience segmentation, you must keep track of key performance indicators (KPIs), such as conversion rates, customer retention rates, and return on investment (ROI).
Key Performance Indicators (KPIs)
KPIs serve as quantifiable values that reveal the efficiency of your marketing strategies. When evaluating the success of audience segmentation, it’s essential to monitor KPIs that reflect the performance of your targeted campaigns. Vital KPIs include website traffic, click-through rates, open rates, and social media engagement.
The conversion rate is an indispensable KPI for assessing the success of audience segmentation. This metric represents the percentage of your audience that completes a desired action, such as making a purchase, signing up for a newsletter, or downloading a whitepaper. Achieving higher conversion rates is a hallmark of a successful audience segmentation strategy, demonstrating that your marketing messages are more relevant and personalized for each group.
Customer Retention Rates
Audience segmentation not only aims to acquire new customers but also to nurture and retain existing ones. Customer retention rate is an invaluable metric that discloses the percentage of customers who continue to engage with your company over a specific period. Elevated retention rates suggest your audience segmentation strategy successfully delivers personalized customer experiences.
Keeping a close eye on customer retention rates enables you to pinpoint potential areas for improvement within your segmented campaigns and tackle issues that may lead to customer attrition.
Return on Investment (ROI)
In the end, the success of audience segmentation hinges on its impact on your bottom line. Return on investment (ROI) is an essential metric that unveils the financial efficiency of your marketing endeavors. By computing the ROI of your segmented campaigns, you can appraise the cost-effectiveness of your audience segmentation strategy and overall brand health.
To calculate the ROI, juxtapose the revenue generated from your segmented campaigns with the costs of implementing and maintaining the segmentation strategy. A positive ROI signals that your audience segments contribute to enhanced profitability.
Alternatives for Quick Audience Segmentation Research
Not everyone will have the budget to do a full-scale analysis, so here’s another technique that can help.
Google is your friend, but it will only give you limited information. I did some quick desk research and found this report from Adobe, “For IT Decision Makers, Data Security, And AI Are Top Priorities,” filled with fascinating insights. The study examined IT decision-maker’s top concerns for 2020:
- 47% of ITDMs say that data security is a top concern
- 40% of ITDMs say that implementing AI/ML for optimizing the customer experience was a top concern
- 40% of ITDMs say that implementing AI/ML for delivering technology innovation was also a top concern
- 48% of ITDMs are looking for tools and platforms that enable faster integration and speed of insight
- 41% of ITDMs require technology that is powered by artificial intelligence
This type of data can help segment topics and brand messaging. For example, when doing an audience analysis, you can segment by role or job title and create filters about some of the insights above relating to AI, customer experience, etc.
In summary, regarding B2B technology marketing trends, audience segmentation must be prioritized. By understanding your audience and mapping out their journey, you can create targeted content that resonates and drives results.