Data segmentation is the act of separating your data and grouping it based on shared properties. This allows you to develop messages that are personalized to each segment of customers, which is effective for lead generation as well as closing sales with those leads and generating new business with old customers.
There are various ways to separate data, and this is by no means an exhaustive list. Hopefully, these ideas will inspire you to dream up new ways to segment your customer data and deliver more personalized, timely, effective messages.
1. Segment Data Based on the Types of Customers You Have
What are your various customer profiles? Run analysis to separate your customers based on who they are: their job titles, the size of their companies, what industry they are in, etc. Few businesses have a single customer profile that defines all of their customers. For example: one of your customer profiles might be a young entrepreneur trying to get a startup off the ground while another might be a seasoned pro working for a company with 50 years' longevity. Craft messages based on who each of these customers are, what their needs are, what their goals are, and what messages appeal to them on a personal level.
2. Segment Data Based on Their Shopping & Buying Habits
Customer profiles are the most popular way to separate data, but are not the only way by far. Each customer has a particular method of shopping and making a purchase. Some browse endlessly looking for the lowest price. Others read lots of reviews or blogs. How do your various customers decide on a product and make a purchase? By segmenting shoppers into groups according to how they look for, select, and buy products, you can target them exactly where they shop, when they are shopping, and in a way that speaks to how they shop.
3. Segment Data Based on When They Last Made a Purchase
You can also segment data based on the buying habits of your customers. How often does your typical customer make a purchase? Every month? Three months? Six months? Segment your data into groups of customers and when they are most likely to buy next. Then you can create and deliver messages at the perfect time -- when the customer is engaged in their next potential buying cycle.
4. Segment Data Based on Their Preferences for Certain Products or Features
You know your customers -- most of them have particular products or features that they are dead set on. Some might insist on the most basic, stripped-down version of a product, while others might shop for the most heavily feature-packed ones. How can you segment your customers based on what they look for in a particular product? Identify these customer groups with data analysis, and then create messages to target those groups.
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