We make marketing blunders when we don’t know who it is we’re marketing toward or when we try to treat all of our customers the same way. The truth is that our customers are not the same. They don’t take to marketing the same way, they don’t want the same things and they’re not equal in what they mean to our business. By segmenting customers into different “buckets” or personas it allows us to create a more targeted experience, while also helping SMB owners to better manage internal resources.
How Narrow Should You Segment? How Many Groups?
The simple answer is to create as many as make sense, whether that means creating two or twenty. Segmenting too broadly will take away your ability to customize service to the segment, while segmenting too narrowly may reduce profitability. You want to segment customers by the common characteristics shown to affect conversions. For example, if you’re a local hardware shop, you may only find that you have two customer types – Commercial and Non-Commercial. If you’re a florist, maybe you want to create an entire segment for marketing at Special Occasion customers or Men Buying For Wives. Once you get into the data, your segments should become fairly obvious.
To read the full, original article click on this link: SMB Owners: Are You Segmenting Customers? | Small Business Trends
Author: Lisa Barone
