The theory behind this strategy has already been absorbed. So, how about we move on to the practical part of our conversation? Below, you will find some essential steps for good segmentation in digital marketing:
Define your goal
First, you need to define your company’s objective with this segmentation. Do you want to sell a product? Or offer a new service?
Keep in mind what is most important to you at ameriplan email leads this moment. Sales are not always the goal of segmentation. You may want to increase brand awareness among consumers, which requires personalized actions for each group of internet users.
Identify the required resources
What does market segmentation require to be carried out? What type of segmentation will be adopted? Will it be necessary to hire people or tools? This is the time to define everything that will guarantee a perfect strategy , with no room for error.
Collect the data
Data should be collected from multiple sources , as long as they are reliable.
For demographic, socioeconomic and geographic data, you can look for surveys prepared by IBGE and FGV, for example. But you can also conduct your own surveys , aiming to obtain more details about the audience you intend to reach.
Research for psychographic and behavioral segmentation should be carried out by you or a trusted partner, always with the aim of gathering as much information as possible about the target audience.
In this sense, online tools are essential, examples such as Google Analytics provide a lot of data on how Internet users behave .
Select a method and create a model
The data allows you to select a segmentation method according to your needs . Take a look at the types of segmentation in digital marketing that we mentioned earlier and see which one best suits your objective.
It is recommended to have a template to facilitate data segmentation. This saves you time and also standardizes the format so that other people can use the surveys.
Combine the data
The next step is to combine the data to identify similar characteristics that define the groups. Refining unclear research or going into details that have not been explored before will help in the next step.
Define your personas
Personas are unique characters that represent each identified group. They will serve as a basis for everyone to understand the consumer segments and customize strategies according to this “unique” profile.
Monitor changes
Consumer behavior has been changing rapidly in recent years. That’s why your digital marketing segmentation can’t remain stagnant.
Therefore, plan to reevaluate your personas and carry out new market research every 6 months to ensure that your strategies are aligned with the audience you want to reach.
Tracking your digital marketing KPIs is an excellent starting point for identifying behavioral changes and consumer trends.
However, you need to do more to get your segmentation right. Results depend on a well-applied strategy that focuses on performance digital marketing.
Therefore, it is worth counting on a specialized agency that implements the sector's best practices .
Is this what you want? Get to know Hubify and learn more about implementing successful strategies to achieve your expected goals!