Did you know that by segmenting your audience into universal
“buckets,” or like-minded groups, you can better target your messaging and get
better results from your print and digital marketing projects?
“Buckets” is a helpful term that describes grouping your
customers into categories that reflect common wants, needs, and purchase
motivators. By assigning each recipient to the appropriate bucket(s), you can
target your message more precisely. Here are five basic ways to do
that:
1. Geography. Where do your
targets live? Are they grouped into neighborhoods or geographic regions that
share common characteristics and needs?
2. Company Profile. If you’re doing
B2B marketing, companies with common characteristics, such as being in the same
market vertical or being of similar size, tend to share common challenges and
pressure points. You might have a bucket for each vertical market, as well as
the number of employees, annual revenues, and the number of locations.
3. Demographics. This is one of the
most common ways marketers think about targeting their customers. What is their
gender? Age? Household income? How does each of these demographics influence
how you craft the message?
4. Behavior. People with very
different demographic makeups can still have shared values and behave in
similar ways. For example, a 20-something recent college grad living in New
York City might fall into the same “green consumer” bucket as a 60-something
retiree residing in Colorado. This is where knowing common interests (such as
through magazine subscriptions) and tracking common behaviors (such as white
papers downloaded or seminars attended) can pay huge dividends.
5. Purchase patterns. People who buy the
same products have similar needs for upsells and cross-sells. Tracking
purchases can provide insight into the next marketing steps.
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