Why Audience Behavior is Important to Segmentation

By: Morgan Troxler

Understanding what motivates your audience is key to segmentation.

Audience segmentation is a great strategy to use to narrow down your targeting. It is used by subgrouping individuals based on similar aspects. There are four common types of audience segmentation: demographics, behavior, psychographics, and geography. In this post, I will focus on behavior and how this is important to segmentation. 

Segmenting your audience can have many benefits. You can gain a new focus and create a more personalized approach when understanding your audience. This can help create messages that relate to your audience, making the message more effective. Trying to create a message for the entirety of your audience may backfire because it could be seen as too broad.
 
Segmenting can also lead to an increase in sales. Personalized messages based on segments can help attract individuals and turn them into consumers. A message that’s tailored to a particular person or group can grab their attention and lead them to engage with your business.
 
Looking at the behavior of your audience can be especially beneficial. Behavioral segmentation is the process of analyzing individuals’ purchases, buying behavior, and the use of the product or service to them. Looking at these behaviors can give you an idea of how they shop and what their next actions might be.
 
For example, the message you would send to someone buying a car would be different than the message you would send to someone buying school supplies. Buying a car is a big purchase compared to buying school supplies. You need to know your audience’s buying behavior so you can customize these messages to best reach them.
 
Tracking the behavior of your audience is important to segmentation. Using analytics tracking sites such as Google Analytics can help track users’ behaviors on a certain website. This is useful for when you want to know what is popular on your website among consumers. It can also tell you how consistent your consumers’ behaviors are. These are aspects that can be segmented in the behavior category.
 
Buyers are often motivated to purchase a particular item. As a business, knowing what motivates them can keep you one step ahead. A consumer’s behavior can provide insights into motivation so the right message can be sent out to your audience.
 
Overall, analyzing your audience’s behavior can have many benefits and is an important aspect to segmentation. Audiences that receive a more personalized message due to segmentation may lead to an increase in sales. A buyer’s motivation is also important to look at to understand why they are purchasing a certain product. Understanding the basic principles of behavioral segmentation can go a long way!

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