What is market segmentation? It’s the process of dividing people into smaller (segmented) groups based on characteristics they share. This could be basic demographics or based on psychographics.
It is also known as Audience Segmentation or Customer Segmentation.
For DIY marketers promoting their own brands, understanding how to segment your clients, customers, blog followers and email subscribers is important for engagement and cost efficiency.
Demographics, such as location and age are old school marketing tactics. Psychographics, on the other hand, is the new age way of segmenting your followers. And it’s the most cost-effective way to practice DIY marketing in 2024.
Here are some basic, yet still effective, segmented group ideas to help you break down and evaluate your audience:
Additional common ways to segment lists include:
Then, there are other basics you can use to help you personalize the way you market to them:
What are psychographics? They are the psychological aspects of a consumer, such as their beliefs and goals. In marketing, psychographics are combined with demographics to comprehend and target consumers’ buying behaviors.
Think of psychographics as your shopping DNA—those quirks, thoughts and goals that make you, well, you! Marketers use psychographics, along with demographics, to get the lowdown on your shopping style and tailor their pitches just for you.
As a DIY marketer of your own brand, it’s your duty to your target market to think the same way. This not only helps you narrow down your target market to your prime audience, while giving your audience members personalized experiences.
Segmenting your audience based on who they are and their current needs doesn’t just narrow your focus – it amplifies your reach. Through SEO-infused content and targeted email marketing campaigns, you significantly increase your chances of connecting with your audience.
Dive into the transformative world of market segmentation and unlock these three key benefits:
Ever find yourself lost in a sea of information, trying to capture everyone’s attention? Segmented groups are your secret weapon, helping you zero in on the folks who are already hooked on what you’re offering.
Crafting personalized content for different groups doesn’t just amp up engagement, it’s your ticket to more clicks, views and sales. And here’s the real magic – it not only puts money in your pocket but also trims down your spending when it comes to ads and newsletters.
It’s like a finely tuned GPS for your DIY marketing journey.
Let’s dive into the world of Criminal Bytes Online Bookstore, specializing in the dark arts of true crime. Picture this: serial killers, cult leaders and millionaire thieves taking center stage, being the store’s true money makers.
Criminal Bytes noticed her readers were particular about their crime tastes, so she took action. By sending out surveys and crafting specialized email templates for each subgenre, she hit the sweet spot. General emails covered all bases, while the targeted ones focused on what each group craved.
The result? A whopping 50% increase in email clicks! Sales reports are still under wraps, but the suspense is building.
Segmenting your audience helps you speak directly to those interested in what you’re selling. Tailoring your messages means you’re not trying to sell crimes of passion novels to serial killer biography fans—it’s like recommending the perfect book to the right reader.
This targeted approach not only boosts your sales but also ensures you’re not spending your budget on ads that end up on the wrong bookshelf.
Ever wish you had a crystal ball for your audience’s preferences? Segments act as your personalized research squad, unveiling the magic formula for customers who crave top-tier experiences.
With this insight, you can roll out premium solutions like VIP website access, snagging paperbacks, diving into audiobooks, forum members or joining the elite circle in online courses. It’s not just about reading the room. Instead, it’s about offering the VIP treatment they didn’t know they needed.
Let’s dive into the world of Clara’s Crafty Creations, an online store specializing in DIY crafting materials. Clara noticed a pattern among her customers: some were casual crafters, while others were hardcore DIY enthusiasts.
With market segmentation, she identified these distinct segments.
For the casual crafters, Clara introduced the Crafty Starter Bundle — an all-in-one package with essential supplies and beginner-friendly tutorials.
On the flip side, for her DIY fanatics, she launched the Craft Maestro VIP Membership, offering exclusive access to advanced crafting workshops, premium materials and early releases… for a premium price, of course!
This segmentation not only boosted customer satisfaction but also streamlined Clara’s marketing efforts. Casual crafters received tailored promotions for starter kits, while the VIPs got sneak peeks of upcoming premium materials.
It’s like offering a crafting toolkit to the beginners and a backstage pass to the crafting concert for the experts—engagement soared, and so did sales!
In the SEO jungle, authenticity isn’t just a tool; it’s the Tarzan swing that propels you forward, and segmentation? That’s your trusty vine. Picture this: instead of shouting generic messages from the treetops, you’re crafting a symphony tailored to real people.
Authenticity isn’t a fancy term; it’s your GPS in the SEO wilderness. Segmentation? It’s your personalized trail through the digital jungle, catering to the diverse needs of your audience. Forget the SEO lingo for the masses; it’s about creating a symphony of voices that resonate with readers, turning clicks into genuine connections.
Now, meet our mechanic friend, GearHub Auto Parts. He’s got the pros, the DIYers, and the everyday drivers in his pit crew. When a truckload of chassis came his way, he didn’t blast the same message to all. Oh no, he sent out newsletters and subscriber texts like a mechanic conducting a finely-tuned orchestra.
By addressing specific needs, the mechanic increased the likelihood of conversions. Pros felt confident in their purchasing decisions, DIYers appreciated valuable resources, and everyday drivers found the simplified message more appealing, leading to increased sales across the board.
Why? Because authenticity means speaking your customers’ language. It’s not about confusing or overwhelming the people you’re asking to spend their hard-earned cash with you.
Instead, it’s about crafting content that seamlessly aligns with your audience, whether you’re a seasoned professional, a hands-on DIY enthusiast, or simply navigating the digital landscape.
By letting your authenticity shine, and combining it with strategic segmentation, you’ll witness your DIY SEO strategy evolve from mere clicks to a resounding standing ovation.
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Kiesha Joseph, aka The SEO Goddess, is a content marketing maestro based in the heart of Hemet, California. With a passion for helping new and established brands discover their ideal target markets through psychographics, Kiesha combines the power of SEO-friendly content with a personal touch.