With market segmentation you will discover how and to whom to direct your campaigns, being able to attract a specific audience to your product or service.
Segmentation is much more than a marketing tool: it is a survival tool and a profitability mechanism.
Since to stand out in a highly competitive and dynamic environment, where the consumer establishes his preferences, companies need to define their .
VIDEO | Market niche: how to choose yours? | Tips
So that you can use this strategy efficiently, and have positive results in your business, we will explain in detail how it works.
You will know how to group or segment your audience and we will show you a list with the best tips that you can apply right now.
Why do a market segmentation?
Managing a company or digital business is to venture out and face challenges from day one.
An entrepreneur from the beginning needs competitive, structure your operation, form a working group and, of course, set (and develop) the target audience for your business.
Determining the profile of customers is a complex task, but essential for corporate success. Market segmentation, in this case, is the ideal resource to enhance analysis and strengthen decisions, but…
What is market segmentation?
In practice, segmentation refers to strategies to understand and approach the target audience of the business.
It is the effort focused on looking at the entire available universe – the extension of the market, in its most diverse possibilities -, identifying the main characteristics and, based on that, creating groups or segments of interest.
The grouping of potential clients, therefore, is based on people with similar characteristics and who share tastes, styles and ideals.
Similarities and preferences are catalysts for segmentation; in the end, consumers who share a habit (or even a routine) are more likely to be interested in the same product – which can be yours!
By dividing the market into more homogeneous groups, you build a more detailed vision of the audience you need convert and .
Segmentation allows the development of personalized tactics, capable of impacting your potential consumers in a more synergistic and effective way.
What are the benefits of market segmentation?
Investing time and dedication in market segmentation is already worth it. This strategy allows you to maximize results and is the basis of everything .
Its main advantages allow:
- creating efficient campaigns, as consumer characteristics are considered at the time of targeting and generally lead to more consistent returns;
- the scope of the public interested and predisposed to buy, which already arrives more qualified and, therefore, reduces the (time spent for the business to conclude), generating a more predictable and sustainable volume of sales;
- the expansion of markets, which strengthens the company’s strategies and improves the receptivity of products and services, boosting the profitability of investments.
Against this, it is easy to see the importance of market segmentation. And he remembers: the tool is not a differential, but a necessity. Make sure you implement the process – continuously and firmly – in your business!
How to segment your market?
Now, we come to the practical part. Have you already convinced yourself that you need to segment and want to know where you should start? It is not like this?
To group potential consumers and determine their common interests, you must be attentive to a series of market variables.
The first analyzes are worth gold
First of all, the main decision refers to your market niche; After all, the dynamics of your audience will determine some of the budgets of your segmentation. If your company is a service company, for example, it is necessary to make it clear if your mission is to serve other companies (B2B) or the final consumer (B2C).
It is not enough, however, to just follow your intuition. You must research the market and stay in tune with the trends, taking advantage of them in the best possible way.
The next step, therefore, is to study the capabilities of the market. When viewing an opportunity, the segmentation process demands that the manager increase the potential of its reach, counting the number of consumers who share a certain preference.
VIDEO | How to find the best keywords | Tips
The importance of numbers in segmentation
For a new fitness product, such as an online dance course with Zumba classes, it is important to know the volume of people searching for related terms on the Internet, such as “online dance classes”, “zumba classes” or “lose weight without losing weight”. leaving home”. For this, you can use tools like SEMRush or the .
Next, with the numbers in hand, it is necessary to know in depth the particularities of your chosen niche. A successful business is, without a doubt, the one that manages to identify a pain or problem that is not being resolved in the best way in the lives of consumers (the lack of availability of time to enroll in a regular dance class, for example) , and offers a more satisfactory and effective alternative.
This brings us, of course, to the quality of the product – another point that should not be neglected. Since this will be your base to retain and reach more customers.
Constancy in segmentation
In practice, the administration of a company suggests a series of concerns. From business conception to recurring strategies, the fact is that market segmentation must be a constant point of attention. The market evolves, the consumer changes, and your business cannot sit still, right?
The question you should always ask yourself, as clearly as possible, is: how can I expand, qualify and monetize my target audience more consistently?
The answer is not easy, but the way, you already know. The key is market segmentation!
Market segmentation process
Do you need a much more punctual orientation? No problem, we guide you through very productive methods to detail your market segmentation process and refine your business strategies.
1. Market survey
To understand consumer demands, you first need to know them in detail. And what is the best way to understand the peculiarities of a certain group of people? Wondering!
The It is the resource to understand behaviors, problems faced and consumption preferences. It is an important tool for the base of strategies, validating safer and more coherent decisions.
When making a you access varied and important information for the construction of an integrated tactic, such as:
- the average income associated with the willingness to purchase;
- relevant habits;
- the level of instruction.
These data guide approaches – they help build– and maximize the of the brand in the lives of potential consumers. If, for example, you have defined that your audience is younger and that they study full time, it is worth considering that the monthly rent is generally not that high, which is probably going to interfere with your prices.
In the same way, the potential for influence that this profile has, mainly in the medium in which it circulates, is explosive. And that can also bring incredible results to your brand as long as the correct strategies, based on the results of the research, are developed in the business.
VIDEO | Market research: how to do it? | Tips
2. Differentiated positioning
Directly related to the market survey is the positioning adopted by the business. to depend on the iinsights Y generated by the collection, it is possible to improve the aspects evidenced in the communication of the brand.
The mission of positioning, especially when it is well aligned, is to make your value proposition unique, making it make sense in the life of the public. A good image speeds up identification and strengthens the business relationship. That is to say: you can have more profits with a strong brand!
3. Recognition of the target audience
One thing is certain: no matter how hard you try, your product or service is not going to please everyone – and you have to be aware of this without suffering too much.
Furthermore, there is no problem in focusing on a specific category of customers. Quite the contrary! This posture is essential for your business to prosper and grow, focusing efforts on those who are truly valuable to your brand.
For this, it is important to study your audience, group it according to its preferences and format innovative strategies to attract and charm it, recognizing the demands of your customer profile and remaining available to serve it from end to end. It all has to do with the previous topics, doesn’t it?
4. Consumption behavior
More than understanding who the best buyers are for your product, you have to delve deeper into the analysis of how these individuals consume.
This criterion is also associated with the ability to research, collect data and use it in market strategies, but requires an additional dose of action: by identifying consumption patterns, it is possible to establish policies and processes.
This concern makes all the difference in the effectiveness of your market segmentation. Knowing and recognizing your audience allows you to format personalized promotions and conditions, for example.
If your group of customers usually use a credit card for their purchases, why not invest in optimized means of payment? Or, create a package of benefits for the most loyal consumers? Invest!
Let’s do it?
After so much valuable content, the road is open: the time to rethink strategies and experiment with new approach models has arrived! Get ahead of your business (and the market, why not?) and put everything you’ve learned into practice.
Remember the methods and, whenever possible, innovate in the tactics. Market segmentation must be in constant evolution, and improvement is part of all business cycles. Your results will thank you!
If you want to go one step further in segmentation and want to deliver a unique experience and retain your customers and/or followers, build a community around your brand with the help of this post that we have separated for you, applying the .
This post was originally published in August 2019 and has been updated to contain more accurate and complete information.
Facebook Comments
Disqus