Business Blog for Entrepreneurs Customer base segmentation as a marketing tool

Customer base segmentation as a marketing tool


Each business has its client base and an archive of certain information about its users, but it often uses the available data little or insufficiently to develop a marketing campaign. Meanwhile, segmentation and an individual approach to each group of customers can bring huge profits. After all, it becomes possible to make an attractive commercial offer, which members of a particular group will not be able to refuse. We’ve prepared some tips to increase the return on your marketing efforts.

Defining your ideal customer

Almost any company has its star clients, those who leave money at the checkout much more than others. Your task is to track such customers and analyze them. If you have enough data, you can start looking for similarities between these customers and more accurately calculate their contribution to the prosperity of your business animedao. Who are these people? Where do they live? What are you doing? What are their interests? What services do they prefer and why? By answering all these questions, you can fine-tune your marketing campaign by focusing it not only on attracting as many customers as possible but to attract people who regularly spend money on the most expensive services.

Getting the maximum amount of data

For successful marketing, you need to get as much data as possible about your customers to form an idea of ​​customer groups, for each of which you will need to develop your package of offers. Information includes gender, age, location, ethnicity, behavior, and preferences. You need to find out what kind of person gets one or another type of service from you. Find out how customers find you. This will help to correctly distribute funds between key types of advertising.

To collect all the data you are interested in, contact the client directly with a request to fill out a short questionnaire, instruct employees to find out the information you need from the client, use the online newsletter and be sure to use social networks – a storehouse of personal information in the public domain.

Competent development

The number of potential segments among consumers is extremely large, and you can segment your contact base almost ad infinitum. Therefore, stop, exhale and understand one simple truth – you cannot please everyone as much as each client will always have individual requests different from the requests of others. Analyze your customers, segment your audience as broadly as possible, and develop several common proposal packages for each of the segments. Start by focusing on wider layers, then crush inside each. The sooner you start the segmentation process, the faster you will get a response and you will be able to evaluate the effectiveness of the developed programs and the efforts made to promote them.

Profit focus

Marketing a new segment is costly since it includes researching this segment, creating individual content, buying advertising space in the media that the segment consumes, as well as working people. The most important thing here is to exclude the possibility of losing advertising by spending on a non-target buyer. Even if you find that a particular segment will respond well to your marketing efforts, you must evaluate whether it will generate enough profit for your company to recoup the marketing costs. The purpose of fishing is to catch big fish, nobody wants to exchange for small fish, which only spoils the bait and takes time and effort.

Consistency and Continuity

Many companies resort to segmentation of the client base only in theory, without bringing to real achievements. They spend time collecting data, but do nothing with this data and do not start the segmentation process to increase customer flow and profit.

Build strategies around customer segmentation, set tangible goals for employees, evaluate the effectiveness of the chosen strategy and adjust it in time based on constantly updated data – and your business will go uphill.

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