Your Ideal Client – Why You Should Segment Your Market
Not everyone is going to need what your business has to offer. By creating a customer profile or avatar, you can identify those people who do. When you create an avatar that identifies the individual who would benefit most from your products or services, you narrow down the market. You’ll also understand them in detail, their likes and dislikes, their needs and pain points, and where they can be found.
There are many cases where you may feel the need to further segment your target and create multiple customer avatars:
- You have multiple product lines that address different needs and solve different problems. These would serve different types of people.
- There are significant differences in your market demographics. You’ll need to create content for these different groups of people.
- You want to create a separate list of your biggest buyers and brand advocates.
Segmenting also gives you a better general understanding of your market, which is always helpful.
How Do You Segment Your Audience?
There are many ways to segment your audience depending on your goals. These include:
Demographics. You may have customers who live in different areas, represent two or more age groups, have various income levels, and so on. Many businesses find it useful to separate their segments into geographic areas, such as country or language.
Psychographics. If you have customers motivated by various needs, you might segment your market by this. People may have vastly different personalities, lifestyles, and core values.
Buying Behavior. It is useful to know who will buy a large amount of your product or services versus who will only purchase small-ticket items. Many businesses segment into new audience members who haven’t purchased yet, those who have made a purchase, and repeat buyers. You could further segment into those more likely or less likely to buy.
Do You Need to Segment?
It’s always useful to segment, but there are some specific reasons why you may feel the need to. If you have a customer avatar already, you may find a growing number of people in your audience who don’t fit this profile. Maybe people from another geographic area are starting to follow you. You may need to identify this second group.
You may want to segment because of changes in your business. Maybe you’re launching a new product category or branching into a new niche.
How to Segment Your Audience
You’ve already created a customer avatar that identifies your target ideal client. Start over and create a second one, identifying the new group demographics, psychographics, and buying behaviour. Then, identify which clients belong in this new category.
You might separate new and repeat buyers by offering a second email list. Once a person makes their first purchase, they’re automatically moved to the new list where you can promote higher-priced offers.
You may create traffic streams for each segment. One stream leads to one landing page, the next to another page that’s tailored to the second demographic. These pages would then have targeted offers for each group.
There’s really no end to what you can do. You can keep segmenting and drill down to each group within your market to offer content and products that better suit them.
I hope this gives you many ideas on how to segment your audience and target your ideal clients. Feel free to contact me if you’d like further information.
Want More Inspiration?
Looking for more inspiration on how to find your ideal client online? Read my post here.
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