Why You Need to Use Behavioral Segmentation in Your Business

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.

Related Post: How to Start Segmenting Your Website Traffic (If You’ve Never Done it Before)

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.

Recommended Post: How to Create a Product for Your Blog in 7 Simple Steps

Why You Need to Use Behavioral Segmentation


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Moss Clement

Moss Clement is a freelance writer & blogger. Founder of Moss Media and content manager at Writers Per Hour. He is working closely with B2B marketers - helping​ several startups grow their online presence in the digital marketing space. By delivering highly informative content pieces​, he has assisted small & medium-size businesses to build their online reputation and connect them with their buyer persona. Connect with him on Twitter and LinkedIn.

8 Comments

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Cori Ramos · November 7, 2018 at 4:28 pm

Hi Moss,

Thanks for sharing this with us. I really like the infographic – especially the section of the 5 different types of customers according to buying stage. With my stock image website rolling out soon – if I can ever get passed these darn setbacks – behavioral segmentation is going to be crucial to keep leads and sales rates up.

Passing this along my friend. Hope you’re having a great day so far. 🙂

Cori

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    Moss Clement · November 8, 2018 at 8:43 am

    Hi Cori,

    Yes, I agree with you. All your customers are not at the same buying stages which it is important to segment them. Segmentation will help you easily identify their buying power.

    Thanks for your comments.

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Monna Ellithorpe · November 7, 2018 at 3:21 pm

Hi Moss,
Wow, you have some amazing information in this post. I’ll have to come back and read again and start working with your suggestions.

Have a great day.

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    Moss Clement · November 8, 2018 at 8:53 am

    Hi Monna,

    I’m so glad that the article is useful to you, which is the most important part of blogging. Being able to create content that informs your audience and make them come back is what we all want.
    The article contain practical tips to help you get the most of your marketing campaigns.

    Thanks so much for coming by and adding to the conversation.

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Sathish Arumugam · November 7, 2018 at 1:06 pm

To identify the various segments based on the factor, to determine how the products or service meets the need of each of these segments, tailor the products or service to meet the needs, tailor the marketing initiatives and campaign to reach a specific segment at a time in which they are most likely to make a purchase. The primary purpose of behavioural segmentation is to gain a better understanding of who is the target customer.

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    Moss Clement · November 8, 2018 at 8:58 am

    Hi Sathish,
    You have made an excellent comment, thereby adding to the overall quality of this article. Interestingly, your target market are at different stages of their buyer journey, which makes it very crucial to segment them. Thus, segmentation will help you identify the buying power of each segment, as well as enable you tailor your content and product or services that fits their journey.

    Thank you so much for coming and contributing to the discussion.

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Gaurav Kumar Joshi · November 7, 2018 at 10:38 am

Behavioral segmentation is something that most of the Asian marketers do not understand. But, if you look at the brands like Amazon, Bluehost, etc then you will find that they are using behavioral segmentation to achieve their goals and grow more.

This is surely helpful.

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    Moss Clement · November 8, 2018 at 9:17 am

    Hi Gaurav,
    Behavioral segmentation is so important to all businesses because it enables you to pinpoint your custer’s buying journey. They’re obviously not at the same stage of their journey, so, the only way to help you find out what content type and product or services that will fit their needs is to start segmenting their buying behavior.

    Thank you for coming by and adding to the discussion!

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