The marketing industry is finicky. Sometimes you just have to trust that one strategy will work out. Other times, you can measure your moves to complete a strategy that has a proven track record. What if there is a method out there that combines the two strategies of calculation and a leap of faith? 

Customer targeting is a way to separate your target audience into multiple groups and apply new and different strategies to command their attention. Before we tell you how customer segmentation works and how to use it, we will examine why customer targeting and segmentation are important. 

Customer Segmentation and Targeting

We live in a time where 70% of a customer’s journey is centered on how they feel they are being treated which means it is important to provide them with information related to their interests. Catching the attention of a customer in the middle of the customer journey only happens with a true awareness of audience behavior. 

Customer Segmentation Definition:

Customer segmentation is the concept of sectioning off customers depending on demographics or characteristics like industry, age, or location. Marketers use segmentation to understand how to market to each group in the most productive way. 

Customer segmentation is a great marketing strategy to use if you are looking for new methods to reach your target audience. It’s also a skilled technique if you have a larger audience because segmentation puts them into smaller groups so you can test how to reach the group you are unclear on. 

Customer Targeting Methods:

Refine your buyer persona(s)

Explore popular keywords

Engage with your audience efficiently

Partnering with influencers

Refine your buyer persona(s)

When determining your target audience, hopefully, you figured out a buyer persona or multiple personas. A buyer persona is a profile description of the model customer that you can use to help with your business goals. 

Creating multiple buyer personas will help you think of new marketing ideas to target your audience. Once you have constructed your buyer personas, you must find the difficulties your ideal customer has and how you can help solve them. 

Explore popular keywords

Determining keywords can provide you with trends connected to your audience. Use a keyword tracking tool to help you create a list of words and phrases that resonate with your segmented customers. Keyword tracking tools will sort through search engines to determine what words are popular in your industry. Knowing this information will help if you are thinking of how to develop content that will solve a problem in the industry. 

For instance, say you find out that “free” and “ebooks” rank as high keywords with your segmented audience. Knowing those high ranking keywords will help you market to that group. If you end up writing an eBook, add a call to action in an email that you send out to the segmented group or write a blog post aimed at them. 

Engage with your audience efficiently

When you notice certain behaviors from your segmented audience, engage with them in ways that appeal to them. The way you communicate with your segmented audience should show you have in-depth expertise of the needs of your segment. Connecting with them specifically lets them know you truly want to engage with them and help in some aspect of their lives. 

Think of partnering with influencers

If you have a younger audience, you should be considering using influencers to promote your brand. If you have segmented your audience by age and have a general awareness of the influencers in your industry, you’ll be well off. 

Partnering with an influencer allows you to reach a much larger audience and boosts your ability for new potential customers. If there is a certain audience that you have struggled to attract, influencers can help you connect with them. 

Customer segmentation and targeting are both great techniques to entice and engage with an audience out there that your business is lacking.