You’ve probably realized that your e-commerce business can’t please everyone with your products, and you need to do more targeting to make sales more successful. Some of your products perhaps have niche appeal, which poses a problem in finding exactly who would buy them.
The solution is to segment your audience so you can bring a more personalized approach to your marketing. If you have specific products that help solve unique pain points, segmenting lets you dig into more detail about who your audience really is.
Here’s how to segment more efficiently to give a more personal appeal to your site.
Think About How Fragmented Your Audience Is
Your audience isn’t passive in just one place any more. They’re all over the digital landscape and engaging with content in real-time. This is occurring through social media, mobile technology, and countless other digital arenas.
With all these digital touchpoints, you need to find out where your audience hangs out the most. Even one audience niche might choose various sources to engage with content. In this case, you’ll want to create customer personas to find out more about what kind of content they like, what products they’d buy, and how these all interact.
Segmenting By Geography
You can better target your marketing by segmenting your audience based on where they live. We all know the U.S. alone has a fragmented feel nowadays, and what state they live in can determine the content style.
If you’re segmenting strictly by localized customers, your approach might become considerably different. In this case, you may create marketing content based on local pain points.
When reaching international audiences, segmenting is going to mean more thorough research to understand how their personalities differ from those in America.
Statistical Characteristics of Your Audience
Researching demographics on your audience determines a lot of things about your marketing techniques. The deeper you dig into this information, the more you can tweak your content to reflect on someone’s income, education, or even how old they are.
These alone tell you a lot about a certain demographic. However, you also need to look into the psychological aspects of your audience to go further.
The Personal and Emotional Behavior of Consumers
This is where you can truly find out what the buying motivations are of the prospects you’re targeting. Find out what influences them to buy something, product attributes they look for, and how much they value brand loyalty.
These help segment audiences with more detail so your marketing hones in on more emotional factors. Never discount the power of emotion in your marketing efforts. Much of this can center around a demographic’s personal beliefs and general lifestyle as well.
Using Google Analytics for Segmentation
Many recommend Google Analytics as your source tool to segment audiences. The reason is they help whittle down your audiences based on channel, traffic source, completed actions, and how many conversions you have.
Having this available as a source is invaluable along with your personal customer research in tow. The more angles you know about your audience, you’ll feel like you know them better than they know themselves.
Nevertheless, don’t necessarily give that away in your marketing to avoid showing you know too much.
Contact us at Tavano Team to use our digital marketing expertise to help your e-commerce business bring more conversions this year.