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This post was written by Mae

To scale your business effectively, you should focus your efforts on understanding the needs of your customers in every aspect of your business. This helps you efficiently meet their expectations and foster a strong and long-lasting relationship with them.

By segmenting your customers and prospects based on common demographics or behaviours, you can market and target them in a relevant way that feels personal to each individual. Customer segmentation can help you in many ways, but here are three of the most important reasons to segment:

  • You can develop customer retention strategies more effectively.
  • Creating a tailored experience for your customers becomes a possibility.
  • Curate the most relevant ad for each audience group.

Here are four types of customer segmentation methods that can help you reach your audience more precisely:

 

Customer segmentation

 

  • Demographics: Conditions such as age, gender, job title, marital status or ethnicity.
  • Geographics: Country, language or market size are some examples.
  • Behaviours: Purchase frequency, page clicks, or even inactions can be used.
  • Customer journey: Apart from segmenting by the three methods above, you can also group them based on where they are in the sales funnel, or by stage of the customer journey they are in.

 

Here are two simple yet notable ways you can segment your customers:

1. ‘Moment-focused’ segmentation
This type of segmentation relies on a key moment left by a prospect during the interest or consideration stage of the customer journey. For instance, a prospect wants to buy a new car. They start by browsing and researching different web dealerships, accept cookies when they browse, and leave their details on a contact form. It is these particular ‘moments’ that a business becomes aware of this new potential lead and can become part of a segmented audience of leads that can be nurtured with offers, ads, and relevant content.

2. Segment by interests and values
By analysing the interests, cultural values, and lifestyle characteristics of your audience, you can create segments based on these properties to make your marketing campaigns more personal.

3. Segmenting by behaviours
This form of segmentation is one where your customers are grouped by their behavioural patterns when interacting with your business. Clicks, email opens, and even purchasing frequency are some examples of behaviours you can segment for precise targeting.

Create your own customer segments and measure your results

Segmentation is a marketing strategy that divides your clients into groups based on behaviours, interests, and demographics. It is an effective way to solve their problems and in turn, sell more of your products or services.

Make sure you use the right tool to help you build segments that you can follow up with effectively—like Efficy CRM’s built-in segmentation feature.

Want to find out if Efficy is the best option for your business?

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What is customer segmentation and how to get it right
What is customer segmentation and how to get it right