Use these three methods to get a human insight into who your audience is and the real-life inspiration for their pain points and interests. You can use these to create buyer personas for each segment that will help you craft personalized messaging and campaigns. It’s likely you’ll need 2-3 buyer personas to cover every segment of your audience - remember to go deep and apply psychographic tendencies as well as demographics.
2. Identify the Priority Audience
Once you’ve got an idea about who your audience is, you can combine this information with cold hard data. Tap into your CRM and analytics tools for customer data to get granular details about the people who buy from you the most. Look at their average spend, their demographic information, and their purchasing journey.
Google Analytics can provide demographic data about the people who visit your website. At this stage, you want to identify the people who buy from you the most or who spend the most amount of money with you. These are your “best customers” and should become a priority when defining your audience segments.
3. Identify Segment Buckets
Finally, segment buckets will help you group your audience into cohorts. These will be defined by their key experiences, events, and the stage of the buying process they’re at. Knowing this information will allow you to serve messages on the right platforms at the right time to shorten the sales cycle.
Here’s an audience segmentation example that might become apparent after running through these steps:
While your product is a good fit for these two segments, they need entirely different information and content. Understanding their unique wants and needs will help you create marketing copy, visuals, and offers that appeal directly to them.
4. Test and Iterate
Marketing is always a game of trial and error and your audience segments are likely to change over time. You’ll become more aware of the pain points of each segment and will start to notice more and more information about each group.
Test out your messaging for each of your segments, monitor the results, and tweak or optimize your campaigns to better suit their changing needs. The more you experiment, the closer you’ll get to finding segments and messaging that are truly aligned.