When discussing market segmentation, it should be known that there are four main types. These are geographic, demographic, psycho-graphic, and behavioral segmentation. In order to have effective marketing, performing these four on the appropriate level is an absolute must.
However, we can see that behavioral segmentation isn’t taken as seriously as it should be. Therefore, shining a light into the behavioral segmentation is crucial for marketers to have a full knowledge of benefits they can reap from focusing on this concept a little more.
The Concept of Behavioral Segmentation
Behavioral segmentation is used by marketers to target potential customers, prospects, and certain groups based on their behavior and activities. As its name is saying, it focuses on what customers actually do. According to the information available, marketers decide what techniques and strategies will be included in their respective marketing campaigns and improve their effectiveness. There are six main types:
- Buying habits
- The journey stage
- Needed benefits
- Consumer’s status
- Interaction between brands
- Spending habits
Why Is It Useful?
Determining the behavior of potential customers is something that provides marketers with a serious advantage. Marketing campaigns can be improved with actual knowledge targeted audiences’ behaviour. Every marketer will be provided with an understanding of:
- Who will be your loyal customer
- Customers’ habits, needs, and preferences
- When customers will make the acquisition and what you will sell
- Personalisation of marketing campaigns
- Identifying buying trends
- How to create personalised marketing strategies, messaging, and content
Understanding all of these patterns will surely provide brands with benefits, in terms of better understanding the opportunities, knowing the preferences of their customers, and finding solutions for every potential issue.
Ways to Use Behavioral Segmentation
Now that we’ve shown you the ropes, we would like to discuss the actual ways you can use behavioral segmentation to improve your marketing effectiveness. Here are the four main ways you can use behavioral segmentation to improve your marketing.
- Audience Research
The first thing to do is performing an analysis of the audience. That way you can learn all about there is to know about customers and prospects. There are a couple of different ways you can do this like creating surveys, consulting all of your business data, investigate the interests your audience has. You will be able to find all about the trends and changes in customer behavior. Thankfully, there are quite a lot of tools you can use to perform this research like Alexa’s Audience Overlap.
- Buyer Personas
The next move is to create buyer personas. This is a highly-detailed description of customers like what they want, what they don’t want, demographics, etc. Inserting all of the information you were able to accumulate over time will surely provide you with a couple of buyer personas you can use as a blueprint of your average customers. With these in front of you, you will be able to come with efficient ways you can attract new ones and preserve the ones you already have.
- Mapping The Buyer’s Journey
After you’ve accumulated the essential knowledge about who your customers actually are, you need to make their way to your business. Connecting each of the buyer personas with your business will answer the question of how to approach each one of them. Plus, learning all the processes that occur during the purchase funnel will provide with significant knowledge, you can be sure of that.
- Create the Marketing Campaign
Now that you’ve completed all of the necessary steps, you are ready to create the campaign of your own. Of course, based on all the information that you’ve obtained. Now, you can group all of the customers in several categories and recognise all the opportunities. For example, targeting habitual buyers, learning the buyer’s journey, focusing on the customers with the highest engagement level, and creating the content relevant to your customers and prospects,
Focusing on who customers are is simply not enough. That’s why behavioral segmentation is a crucial factor in this day and age. Knowing all the habits and activities can give you a significant advantage and improve the effectiveness of your marketing campaigns. Thankfully, we have access to countless tools that can help us with the process of creating fruitful marketing campaigns.