When we create something, we’re excited to share it with the world! Oftentimes, we believe that whatever we put out will succeed upon release. The problem? One brand can’t resonate with everyone. The good news? It doesn’t have to, it just needs to resonate with the right people. That’s where the importance of segmenting your audience comes in.
What Is Segmentation?
It’s a way that we mentally organize. It makes our actions efficient and effective.
Similarly, when we segment a targeted audience, we organize which customers see it. For example, if you are segmenting a portion of your audience who see a retargeting online ad, you would choose those who have already shown interest in your product. Then you would serve them a specific ad based on their interests. Those people are more likely to take action.
How can you identify the people who have an interest in your products and services?
There are many ways to learn about your target audiences such as website analytic reports, heatmap testing, proper strategy implementation, and search engine optimization (SEO). It’s important to never over or under-sell yourself. However, when you’re extremely close to a project, it is tough to see things realistically. We know that product or service may feel like “your baby,” but viewing hard facts will help you clearly understand the reality of who is interested in your product.
After all, many people may be able to benefit from what you do, but few may be willing to put resources and time towards taking action. Try to look at it from as much of a 360-degree view as possible.
Once you identify the most receptive segment, begin to reevaluate and sharpen your message. However, there are other factors to success besides segmenting your audience. It’s important that you have a responsive website that’s functional and “on-brand” on all platforms (mobile, desktop, and tablet). This ensures that there are no barriers to delivering your message to a potential customer. If a user can’t access a page, or literally can’t see your homepage clearly on a mobile device, chances are they won’t be choosing your company. Want to learn more about reaching your audience? Check out our post.
Ready to start reaching the correct audience? We can help, let’s get started.