by socialadmin 3 years

Micro-Segmentation: How Does It Target the Customers


One of the crucial yet significant steps of marketing effort is to get relevant traffic to your blog, web application, website, or any mobile product. Nevertheless, a lot of people try to generate traffic without building an active profile of potential customers who visit any of your products. It’s a big mistake because this way, you cannot provide them the relevant solutions to all their concerns under one roof. 

Gone are the days, when it was the only most excellent option to get the maximum traffic. In the era of technical advancement, marketing campaigns are considered as the conventional methods and totally a wastage of money to bring the relevant traffic to the pages. “Micro-Segmentation” has appeared as a modern solution of all these problems, and is trending successfully.

What is “Micro-Segmentation?

It is an act of considering and classifying the basic needs and requirements of the customers, and coming up with a modified occurrence that results in increasing their probability of buying.

How to initiate with Micro-Segmentation?

As defined earlier, Micro-segmentation is defined as one of the most effective marketing strategies that use data for the identification of the basic needs and requirements of the customers. The core purpose of this strategy is influencing the actions and thoughts of the customers.

Micro-segmentation makes it easier to group the consumers in the intensive and explicit audiences within the segmentation of clients. Additionally, the strategy places the relevance at the lead. Even with the limited availability of clients’ data, this strategy can be developed quickly.

Let’s highlight a few essential tips that need proper consideration before you initiate the micro-segmentation strategy.

  • Create the base audiences

The first thing that you need to do is to break down the customers into sub-groups. Establish the base audiences that can be identified by their demographics. The base audiences can also be established based on following attributes including;

  • Demographics: Gender, Education, Age, Income, culture, marital status, total children
  • Geography: Density, region, population and Country of the targeted audience
  • Behavioural: Tradition, trustworthiness, price sensitivity, taste, responsiveness, and purchase pattern, etc
  • Psychographic: Values, personality, opinion, attitude, lifestyles, and attitude, etc

You need to identify all these attributes first, as these characteristics vary from person to person. Soon after the identification of these characteristics, translate such subgroups into the microsegments.

  • Generate Microsegments

Once you have analyzed the highly indexing attributes, the next step is to group them for the identification of microsegments. If you genuinely intend to get the better coverage of the base audience, then you must create 3 to 4 microsegments.

  • Permit the overlap of micro-segmentation

In a few cases, you will find some of the base audiences have a similar highly indexing variable that results in parallel micro-segments.

Let’s take the example of “Great Outdoor” microsegments; it takes in account all those consumers that are interested in outdoor activities, including fishing, hiking, and boating, etc. whereas, targeting the particular microsegment by each potential creative will be different as per the base audiences. They have similar interests and tastes regarding “Outdoor Games” and other related activities.

  • Create the micro-segmentation targeting strategy

After the systematic working, the last but most significant step is to let micro-segmentation work effectively. This final step requires you to be capable enough to identify the most appropriate segments, including interests, purchasing power, attitude, lifestyle, and different other relevant attitudes, etc. Micro-segmentation can appear as one of the most appropriate strategies if you have collected the relevant information about targeted customers. 

Importance of selecting the right micro-segmentation

The most important question while creating the micro-segmentation is about “how many microsegments should you target.” As we know that with each of the micro-segment, the chances of complexity will also increase. That is why it is imperative to decide which segment should be given more priority.

You must start thinking about the following points including

  • What makes visitors buy the product?
  • What makes the visitors scared about making the wrong decision?
  • Common traits and characteristics they share

With these types of questions in your mind, you can better explore the targeted customers.

The need for Customer micro-segmentation

The main aim of micro customer segmentation is to divide the relevant customers into sub-group as per the specific business. This way, the probability of the value of each customer increases effectively.  

  • How Customer marketing optimizes the marketing action
  • The scrutinize procedure of micro-segmentation contains very few relevant customers. This limited segment of the targeted customers makes predictive analysis easier and thus results in market action optimization.
  • If you have prudently tracked and analyzed different market actions and how do they influence the spending behavior of different micro-segments, then you have more likely chances to predict the effective implementation of market actions better.
  • The fundamental purpose of this process is the advanced determination of market actions and how do they influence the relevant group of the customers. 

Why you should Invest in Micro-Segmentation

Micro-segmentation carries great importance for three reasons, including:

  1. The procedure of identifying smaller yet relevant customer segments can help in the collection of pertinent information regarding the appropriate visitors to your website.
  2. As compared to different segments, micro-segmentation is quite easy to analyze due to the presence of a homogenous group segment. The availability of intent, purchasing power, and buying profile of a small group of the customer lets you present the strategies magnificently.
  3. The most crucial step to generate the maximum revenue is the accurate identification of extremely profitable segment of the customers. Thus forth, the companies invest in micro-segmentation can better improve their revenue generation. They can also offer improved online involvement and result in the augmented conversion.

Future of Micro-segmentation

Micro-segmentation allows you to layer a hundred and thousand of the data points in a similar sub-group of the customers. Instead of relying on the targeted groups, the marketers can quickly identify the appropriate market segment based on the attributes, styles, purchasing power, interest, panel data, and much more.

Practicing micro-segmentation in your business will allow you the outstanding results related to a vast range of micro audiences rather than relying on ten, twenty segments.

Final Thoughts

The article was intended to highlight the importance of micro-segmentation for the growth of your business. All those marketers who aim at generating maximum revenue by implementing this strategy should follow all the critical steps systematically. This way, they can develop the marketing strategy that focuses on getting the maximum traffic on the website that buys your products too. 

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