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<Img
img="/uploads/Blog_1_d855861e54.png"
alt="How to Segment Your Target Audience: Criteria, Steps, Models"
/>

Business audiences are rarely uniform, especially if it is an audience of many thousands. Customers differ in age, buying methods, and interests, so making the same offer for everyone is inefficient. Segmentation of the target audience (dividing into groups) is a step towards personalization, insights for the development of new products and services, as well as the success of  advertising campaigns that become more targeted.

A business gets [**77% ROI**](https://www.notifyvisitors.com/blog/segmentation-statistics/) and increased customer loyalty with proper segmentation. In the post we will describe the benefits of splitting clients into groups, as well as by what criteria and how to segment the audience.

## What is target audience segmentation

**Target audience segmentation** is the distribution of current and potential customers into groups (segments) according to certain similar characteristics. Users fall into segments by age, gender, personal, socio-economic and other characteristics.

### Why does your business need customer segmentation:

[**Increasing loyalty**](customer-loyalty). The more detailed the company defines segments, the better it understands the needs of customers and more effectively personalizes offers. Users get a positive experience and give high rates to the brand.

**Effective advertising campaigns.** Audience segmentation shows the pains of the target audience and removes the random effect when advertising is set up for everyone at once in order to hit at least some customer preferences. Promotion goes faster with clear segments because the business offers the right product to the interested audience.

**Reducing marketing costs.** Audience segmentation is beneficial because there are no extra costs for testing, fewer errors in setting up campaigns. Thus, the business saves the marketing budget.

**Increasing profits** as a result of offering the right product at the right time to a ready-to-buy customer.

**Product improvement.** When you understand the segments, it is easier for you to tailor the product to the interests and needs of the audience.

**Insights for development strategy.** Segmentation is a detailed definition of the [**target audience**](creating-a-customer-profile). In the process of customer research, the company often receives unexpected conclusions about their interests and understands what development options are. For example, one target segment buys with the same frequency, and the other only during discounts. In this case, you should consider whether it is necessary to spend the company's resources on additional mailings (which are not free), if it is enough to send just a promotional code.

**Increasing competitiveness.** The one who knows the audience segments better, determines their needs faster and accurately “hits the target”, while the rest of the companies act at random.

**Choice of communication channels.** Segments will not necessarily be users of the same social network, and then marketers will have to add new promotion channels after segmentation.

## How to segment your customers

### Segmentation steps

1. Goal setting and hypotheses. Decide what result you want to get / what needs to be revealed as a result of segmentation.
2. Define segmentation criteria.
3. Divide the audience into segments based on the data collected from analytics.
4. Analyze the received segments and draw conclusions. Determine what you can offer to each group of customers.
5. Write a strategy and action plan for the groups. At this step, the company decides with which segments and how to work: perhaps some should be prioritized, while others should be completely removed.

### Types of segmentation

Here are the criteria for defining segments:

- **Socio-demographic.** Demographic data includes statistical information, like a person’s age, income, gender, education, etc.
- **Geographic.** Includes the client's place of residence: country, region, locality. It is also important to consider the characteristics of the place: climate, natural disasters.
- **Behavioral.** How often and in what way the client buys, readiness to buy, [**feedback**](how-to-use-customer-feedback-to-increase-sales) and ratings for products, behavior on the website.
- **Psychographic.** This can include personality variables like ways of self-expression, values, sociability, attitude to the new, lifestyles, attitudes, likes, and dislikes. 

Here are other segmentation criteria:

- **Business criteria.** Describes the income, size, industry of the company (for B2B).
- **Generation theories.** Baby Boomers, Generations X, Y, Z, and Alpha.
- **Life stage.** For example, having a child, getting married, graduating from university.
- **Seasonal activity.** When purchases are made during a certain period. For example, buyers choose seeds before the summer season.

### Ben Hunt’s Customer Awareness Ladder

The idea behind the model is that a customer comes to a purchase through five consecutive steps.

<Img
img="/uploads/ben_hunt_s_ladder_292f447b2c.png"
alt="Ben Hunt’s Customer Awareness Ladder"
/>

### The 5 Ws of audience segmentation

<Img
img="/uploads/5_ws_segmentation_052e8a297a.png"
alt="The 5 Ws of audience segmentation"
/>

It is much more efficient to combine different criteria and segmentation methods, rather than one. There is no universal set of characteristics for segments, so each business chooses the best for itself. Think right away what a segment is for your business.What is the size of each group, how detailed you describe it, and on the basis of what characteristics do you divide the audience.

**Data sources for audience segmentation:**

- surveys on the website and in social networks;
- [**email database**](how-to-build-an-email-database);
- analytics systems;
- social media statistics;
- feedback analysis.

## How to evaluate segmentation results

First, we check the segments for:

- Stability. Groups should remain unchanged for the next few years (according to forecasts);
- The possibility of communication. The audience is available in one or more channels;
- Uniformity. Within the group, customers are as similar as possible and very different from other segments.

Also, the result of proper segmentation is the growth of [**marketing KPIs**](top-digital-marketing-metrics): clicks on links in content and advertising, conversion rates and sales.

## What awaits a business without segmentation

Incorrect audience definition results in wasted advertising campaigns and, possibly, minimal effect from them. If you show all customers the same offer, only some will respond, and the rest will not buy. It can take a long time to test options for ads without segmentation, and each attempt is an additional expense that is not always paid off. 

Without segmentation, [**personalization**](/features/personalization) is also impossible. The group of customers whose interests are “not hit” will turn out to be less loyal, and the business will lose potential income.

## Examples of segmentation

Let's do an audience segmentation for an [**online learning platform**](marketing-automation-for-online-education) that offers courses in digital professions. For example, we need to define the target audience for selling a course on Internet marketing.

<Img
img="/uploads/examples_of_segmentation_fa7e50f2f1.png"
alt="The 5 Ws of audience segmentation"
/>

### The 5 Ws of audience segmentation

<Img
img="/uploads/5_ws_example_8d5cc04fa5.png"
alt="The 5 Ws of audience segmentation"
/>

### Ben Hunt’s Customer Awareness Ladder

<Img
img="/uploads/ben_hunt_ladder_example_b609fcf55c.png"
alt="Ben Hunt’s Customer Awareness Ladder"
/>

## Summary

Target audience segmentation is a grouping of customers according to similar characteristics: gender, age, interests, frequency of purchases, readiness to place an order, and others. The division into segments gives ideas for business development and increases loyalty, competitiveness, and the effectiveness of advertising campaigns.

Usually the audience is segmented according to socio-demographic, geographic, behavioral, and psychographic characteristics. But it is also possible to use alternative approaches or combine several methods. For example, there are such methods as Ben Hunt’s Customer Awareness Ladder or a 5W model. Without dividing customers into groups, the business works blindly and loses money on testing advertising campaigns. It cannot personalize the offer. However, proper segmentation saves the marketing budget and leads to an increase in marketing performance and sales.

In this post, we talk about the benefits of dividing customers into groups, by what criteria and how to segment the audience.

Блог (1).png

By dividing the audience into segments, you can get ideas for business development and increase the effectiveness of marketing campaigns.

How to Segment Your Target Audience: Criteria, Steps, Models

How and Why to Segment Your Target Audience

<Img
img="/uploads/customer_profile_bd139d94c0.jpg"
alt="How to create a customer profile"
/> 

Whether selling through traditional avenues or eCommerce platforms, marketers must first understand which individuals are most likely to purchase their products and services. Creating an accurate customer profile of who, why, where, and how is the critical starting point for an enterprise to promote its brand.

Social media marketing, for example, offers a fabulous opportunity to develop a targeted presence economically. However, a company must understand where their most likely clients spend their time, how they communicate, their likes and dislikes, and problems they hope to solve.

## What is a Customer Profile?

A customer profile describes your prospective and current customers’ buying behaviors, demographics, interests, everyday activities, and pain points that influence their purchasing decisions. By creating and adjusting their consumer profiles, marketers can adapt their strategies and campaigns to focus on similar customers.

Building from your existing data, you should begin to create a clear image of the attributes and behaviors of prospective customers that will guide your future marketing strategies.

### How Does a Customer Profile Differ from a Buyer Persona?

A Buyer Persona is a generally fictionalized version of the group of buyers that you might hope to target, often developed before your products have reached the market.

On the other hand, a customer profile is a [**data-driven**](data-driven-marketing) analysis of past successful conversions, identifying the common psychographic characteristics that drove their decisions to buy. These are the customer profiling characteristics that influence how and where your product advertising and brand-building should focus.

## Advantages of an Effective Customer Profile

Your customer profile should be specific. Boiling down your profile to a demographic that targets billions of people leaves you with virtually no direction. More detailed criteria that focus on the primary target allows you to:

- Identify prospects that are most likely to convert

- Reduce marketing and acquisition costs per conversion

- Focus better on individual buyers for bot sales and continuing support

- Generate more fact-based rather than speculative decisions

- Define eCommerce and [**social media strategies**](self-marketing-how-to-promote-yourself-on-social-media) that take your message where your most likely customers are hanging out.

## Building Your Customer Profile

Accumulating sufficient data from existing customers to fine-tune a compelling customer profile is the main challenge. Here are some steps to help create a profile that works:

1. Review specific details with your Sales Team to find some common characteristics they may have noted in successful sales situations. How did those customers arrive at the point of buying your products?

2. Survey past clients. Specify common characteristics from sales data, customer reviews, and [**feedback**](how-to-use-customer-feedback-to-increase-sales). Determine distinct age groups, gender, and means of contact. Were they buying from a desktop or mobile device, for example?

3. Identify which online forums are most important for your customer base.

4. Who are your customers’ prominent [**influencers**](what-is-influencer-marketing-how-to-build-strategy)?

5. Where was the purchase originated? Hopefully, you can identify by city, state, country, and continent to identify trends.

6. Investigate your industry and competitors, seeking details about the specific places and methods where their marketing efforts are concentrated.

## What’s Next with Customer Data Profiling

With more resources than ever to develop a brand and create a lasting presence, effective enterprises know that customer data profiling is an essential tool for success. While businesses would simply purchase “broadside” advertising through TV, radio, newspapers, and magazines in the past, marketers today can create very specific content in online locations frequented by individuals who are most likely to purchase your products or services.

Companies that are not fully aware of the characteristics and habits of their most likely customers are destined to flounder as the competition moves ahead. Take the time to unearth the data and [**tools**](/en) that will help to define your customers, and create your strategy to meet the demand precisely where it exists.


By creating and adjusting customer profiles, marketers can adapt their strategies and campaigns to focus on similar customers.

customer profile.jpg

Accumulating sufficient data from existing customers to fine-tune a compelling customer profile is the main challenge. Here are some steps to help create a profile that works.

What Is an Accurate Customer Profile and How to Create It

Understanding Your Target Customer: Creating a Customer Profile

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

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Promo codes, bonuses, and points for building long-term customer relationships

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Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

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