3 MUST-HAVES FOR SEGMENTING YOUR TARGET AUDIENCE

Like any business, you probably have multiple different audiences you target, each with their own unique needs and wants. If you want to effectively market to them and increase the likelihood that they purchase from your business, you need a clear segmentation strategy.
 
Segmentation of an audience typically requires 3 conditions. Let’s discuss each.

Your audience must be measurable

Measuring your audience allows you to estimate your potential sales. 
 
Let’s say you’re an eco-conscious fitness apparel brand, “Bob Fitness” and you need to develop a marketing strategy. “Young fitness enthusiasts” is an audience that is measurable enough to estimate your sales based on your targeted marketing reach.

Your audience must be sizeable

If your audience is not large enough, you won’t be able to sustain growth or see much ROI in your marketing efforts.
 
For instance, let’s say “Bob’s Fitness” executives want to target “pregnant martial arts enthusiasts” for its new line of martial arts-themed pregnancy fitness apparel. While this market may be measurable, it is not sizeable enough to sustain profits.

Your audience must be reachable

If you have a great audience in mind but can’t get your marketing communications in front of them, your audience is not feasible. 
 
Again, let’s take “Bob’s fitness” as an example. They can easily market to young eco-conscious fitness enthusiasts through digital marketing, magazines, social media, and many other channels. 

Conclusion

Before you segment your audience, ensure that it meets these 3 criteria. Can you measure your audience and estimate sales? Is your audience sizeable enough to sustain profits? Can you reach your audience with your marketing communications?
 
With these 3 conditions in mind, you’re on your way to a killer segmentation strategy.

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