What is Consumer Segmentation?
Updated: Oct 2, 2019
Data-savvy companies do consumer segmentation before they create campaigns so they'll know how to target the people most likely to buy. Here's what's involved:
Clean Data Collection:
The website, social media, email marketing, point-of-sale, and accounting platforms collect passive customer data, like, names, email addresses, zip codes, full physical addresses, product or service purchase history, date and time of purchase, etc. Segment this data by zip codes and service/product, and date of sale, if possible.
Note: Personal Identifiable Information (PII) gets withheld in all analytics platforms. Email marketing and accounting platforms, and to some degree, social media platforms, show PII.
You'll see 'best customer" profiles and what the average sales cycle is from brand awareness, consideration, and decision to buy. Plus, you'll see business cycles and industry shifts with robust data.
Make the most of each platform's analytics and integration capabilities. When platforms are correctly configured to talk to each other, and campaigns are correctly tagged, you'll know what content and marketing channels are performing. Your budget will go further.
People expect content in three phases as noted above, brand awareness, consideration, and decision to buy. Create content that gently nudges them to take notice. Guide them to your website or a custom landing page so they can consider or decide to buy.
Website Approach: When people go straight to websites, they want to read more information. You can see what the PPI protected visitor likes to read in detail through analytics, like, time on pages, page paths, and exit pages. You can also see visitors' cities, time of day, date, etc.
An enabled Google Analytics remarketing feature collects visitor data on specific pages. You'll be in a position to target Google Ads, cost-effectively. Also, an enabled Facebook pixel on a website works with Google to create custom audiences. Your Facebook Ads will become targeted and cost-effective too.
Landing Page Approach: When people go to a landing page (squeeze page), they're asked to take action, like, call, email, or trade an email address for value-added content, like a white paper, etc. You can legally use the email address from the landing page to send additional content that may nudge them to buy (drip campaign).
Optimized Marketing Channels:
Start your data-driven marketing journey with a moderate budget and the best-segmented data on hand. You won't know what marketing content or channels to use until you have ~ 90 days or 1, 000 pages of clean data. Think of this phase as market research. You'll eventually see what's working and what needs work.