Have you ever wondered why you need to use behavioral segmentation in your business?
No matter what you sell, you learn about your customers the same way as other businesses. Perhaps you market dancewear, or maybe you’re a gourmet grocery store.
Whether it’s leotards or organic cherries, you’re meeting customers where they are or when they need something.
You might also be meeting them at some undefinable intersection of want, need, and opportunity—they have time on their hands.
For example, they walk by your store, and they’re motivated to perform some action (i.e., spend some money).
Whatever the case, those sales opportunities offer you a chance to learn something about your customers, and in turn gather facts to help you inform future sales opportunities (and future potential customers).
But how you organize that data—the insights you gain from it and how they help guide the future of your business—can be the tricky proposition.
That’s where segmentation, and more specifically behavioral segmentation, comes in.
Before you assume that a natural segment will be useful to your business, however, you have to ask yourself some essential questions, such as:
- Does the segment clearly draw the lines from one group of customers to another?
- Are you making some false assumptions about commonality?
- Do the groups that you chose to hold together really work as one?
- Once you’ve chosen a segment, can you readily reach that segment?
- Do you have to go through lots of loopholes and hurdles in order to send them a message?
- Is a segment large enough to even worth the effort of you wading through it?
Those are some of the determining factors that you need to put into play in order to create usable segments.
What else goes into behavioral segmentation? This graphic helps explain the concept.
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Moss Clement is a blogger and B2B freelance writer who blogs at www.mossmedia.biz. He is working with B2B marketers and individuals like you by providing high-quality blog content writing, ghostwriting, and other writing services that are tailored to the needs of your target audience.