How market segmentation will help you gain customers
Market segmentation – a dilemma
We’re mixing business and pleasure today and talking about market segmentation. A principle that is not solely applicable to content writing, but to marketing as a whole.
Market segmentation is a fairly popular concept, especially to marketing students – we’ve probably heard of it at least a thousand times in the span of 3 to 4 years. Still, it’s somewhat ignored by small and medium businesses, believing that it is limiting their ability to sell more products.
In actuality, it’s the exact opposite.
We often talk to our clients and ask them:
“What is your target audience?”
“Everyone!”
Why is this faulty and counterproductive? We’ll find out in today’s article.
But firstly, what is market segmentation?
It might sound more pompous than it is. Market segmentation is exactly that – dividing the market into segments and finding out which one you should be selling in. You can do that using a bunch of criterium:
Demographic – age, gender, income, race, language, religious belief, etc.;
Geographic – specific areas, regions, counties, cities, sectors, etc.;
Distribution – where the product will be available (online, in stores, direct sales, etc.);
Behavioral – the level of knowledge of the product, brand loyalty, usage preferences, etc.;
Psychographic – cultural influences, lifestyle, personality type, social status, etc.
And, of course, a lot more. You can read all about them, here. These criteriums can be dependent on the individual customer or the collective audience.
The question remains – why bother?
When we’re talking about copywriting or marketing in general, it is vital to know who you’re speaking with. When you cast a big net in the hopes of getting more customers, your selling chances drop considerably.
It’s because people can tell when you’re being basic with your advertising techniques. We, as people, want to feel special and important. That’s why the marketing strategies used by companies should feel like they’re speaking to us personally.
When you’re addressing everyone, you’re in fact addressing no one. You’re shouting into the void and hoping someone will hear you.
By using market segmentation, you make sure you’re speaking directly to your customer. You’re using his language, you’re addressing his problems, you’re creating a bond with him. And that’s how you’ll make him become loyal to your brand.
If it still sounds complicated, let’s have a chat. We segment markets and we write top-notch texts for them.
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