What I Do
Non Profit Messaging
Gain insights into sociocultural segmentation factors
- You can discover this information about your customers by interviewing your loyal customers in person. A great way to get to know your ideal audience and a time to ask for a direct referral as you get them to open up in natural conversation.
- Compile questions into a survey and send it to top customers. Surveying clients will give you only answers to questions you ask, but you can ask a larger pool of customers faster.
- Engage in social media listening and use digital engagement to ask questions and see what your ideal customers are saying out in the market. Social media shines when you directly interact with it researching your audience and gleaning from their habits and interests.
- Learn web analytics and data to dig deeper into the minds of your audience. As a business owner, you have intuition – match it to your web-analytics to get clearly actionable steps and reinforce it with social media users who typify your market.
One way to use data to uncover information about your audience is by using Alexa’s Audience Overlap Tool.
Take your Marketing Segmentation to a Fine Art
Psychographic segmentation is a method used to group prospective, current or previous customers by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles and other factors. These characteristics may be observable or not. Identifying these important factors can be a powerful way of marketing the same product or service to people from otherwise dramatically different demographics groups, geographies or other characteristics. Every prospect or client/customer has a different psychographic make up. Analyzing that make up and grouping similar characteristics together is the start of psychographic segmentation.
Opinionated People = Valuable People
Another concept which is a subset of the lifestyle segment represents opinions and values. In marketing industrial contracts, fabrication, engineering design and similar complex field of service you want to reach opinionated people. Will your marketing message challenge their assumptions, or reinforce their values? As that defines a combative approach – your marketing should exist in separate channels so that you don’t mix your brand signals. A brand might find a use for a sex appeal message, but the placement of that marketing should be in a sex appeal friendly channel.
Groups prospective, current or previous customers by their shared personality traits, beliefs, values, attitudes, interests, and lifestyle factors. When you drill down into your target market and get to know your customers better, you increase the chances of giving them exactly what they want and need. Creating specific buyer personas helps you see the world through eyes of your ideal customer and, therefore, better serve and market to them.
Segment Audience then define the channels
When you drill down into your target market and get to know your customers better, you increase the chances of giving them exactly what they want and need. Creating specific buyer personas helps you see the world through eyes of your ideal customer and, therefore, better serve and market to them. From there, you can reach deeper into the channel where your advertisements or messaging will be placed. Does your customer listen to country radio, or do they listen to podcasts?
Articles & Blog Posts
Build rapport with indepth articles.
Exemplify thought processes or capabilities with detailed case studies.
Share interpersonal stories and build an emotional connection.
A great example of segmentation would be having video reviews of your product made by your prospective profile of customers, hiring existing social media channel influencers to produce the video. You are segmenting by presentation channel and by presenter psychographic.
How we speak differently than the generation before us or after defines how we use language in search.
By both responding to analytics and extrapolating market reach we can reach through buying objections, or sell complex ideas.
When the searcher thinks they have found their solution by their own action – they are in a great psychological position to finish the sale with you.
Extend your brand message through someone elses publishing base. Do you need to write an article for a trade magazine, consumer magazine, daily news paper, or online blogs? See your own site within the whole ecosystem of publishing to grasp the importance of conent in generating sales.
Do a $250 Narrow Segment Test
All the services I have to offer – on tap for one day.
Create a domain, install tracking analytics, deploy content.
Research, setup and design google adwords and facebook marketing buys.
(Marketing Budget Not Included)
We’ll how your budget performed in 30/60/90 days.
Choose the Right Toolto drive the right traffic
within 5 miles
Create a one page website and finish all the myriad of local search options to get potential clients in the door. With a $250 setup cost and $250 click through cost on Google and Facebook you’ll definately see the dramatic difference in leads your local business gains.