Why Customer Segmentation Is Necessary for Effective Sales
Save you (and your customers) time!
Mass marketing tactics will get your brand “out there”, but the name of the game is sales, not just brand awareness. Brands that are in tune with their products know how their consumers are impacted by making a purchase. When this thoughtful brand intelligence is married to effective customer segmentation, sales conversion rates soar.
Customer segmentation is a fluid journey. There’s always something new to learn about your customers, but it's critical to start the process of segmentation so that you can adapt your messaging accordingly. The average person receives an estimated 64 notifications daily (ACM). Proper segmentation ensures you don’t get lost in the shuffle.
Tailored messaging respects your customer’s time and in turn will lead to greater interest and loyalty.
Here’s a look at the different kinds of customer segmentation and how they can be used strategically to enhance your sales:
Demographic:
Income | Gender | Religion | Education
These broad insights can be useful when framing your high-level strategies but can be offensive and ineffective when used to inform specific messaging.
Geographic:
Population Density | Weather | Country | Region
Regionality can create a shared experience that can provide insight into a person’s preferences and behavior. Geographic data can be an excellent pairing with other segmentation data to produce effective sales materials.
Psychographic:
Lifestyle | Opinions | Interests | Values
We’re digging deeper into what makes your consumer tick! Psychographic data pull much closer at the heartstrings of your customer, making tailored, psychographic-informed messaging highly relevant for the bottom of funnel sales tactics.
Behavioral:
Loyalty | Engagement | Usage | Occasion
Behavioral data is based on consumers’ purchasing habits. It’s an indication of how active or inactive a customer is, and can reveal key insights into the customer journey. Customer behavior can indicate how warm a lead is and how often to reach out.
Firmographics (B2B):
Industry | Sales Volume | Size | Methodologies
For B2B sales specialists, firmographics help define customers that are business entities rather than individuals. Successfully reaching through to a busy B2B lead requires as much insight as possible. Get to know your audience’s industry, goals, competition, pain points, and target consumers to offer value in every message.
Broad demographic data can help to provide clarity for your marketing campaigns, while deeper insights will help drive home impactful sales copy.
Utilize a combination of customer segments to find commonality and create hyper-relevant (and lucrative) sales drips.