User Segmentation: A Quick Guide

May 01, 2014 · 4 mins read
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We understand as market segmentation in digital marketing the treatment by which a market is divided into different segments that are derived in the same way or have similar needs.

Because each segment is too similar in its needs and attitudes, it is possible that they respond to a marketing strategy in a similar way. That is, you may have the same feelings or ideas about marketing a product or service, sold at a certain price, distributed differently, and promoted equally.

However, there are several types of market segmentation depending on some business criteria, according to your demographic or geographic information, according to psychography and depending on behavioral data such as spending and consumption habits.

In this way, once you have collected this information from the client, you will be able to get a more complete idea of what they will look like and what their expectations will be compared to what they expect to get from interacting with what they are looking for.

User Segmentation

We can find many different ways to segment a market. Whereas, in the present relationships in the company, we can divide the market into different types of companies or countries. As for business-to-consumer commerce, we could divide it into demographic segments, lifestyles, behavior, among others.

However, these segmentations are usually used for much more complex strategies, while consumer segmentation is done with a more concentrated and practical perspective.

In relation to the above, you can segment your customers in a blog according to interaction, sources, average visits, page views, conversions, etc. On the other hand, the segmentation of an online business can range from the search for products outside that site, the abandonment at some stage in the purchase process, or the incorporation of different promotions, among others.

How can you carry out segmentation?

  • SEO tools. These tools can facilitate market segmentation through keywords, content, and interactions. In addition, they can provide you with the necessary knowledge to identify customer segments and the most appropriate messages to address them. In addition, these tools will give you a view of digital marketing, so they are a powerful tool for the organization of the marketing strategy.

  • Web analytics. In case you were not aware of it, this data analysis tool from your website has already introduced views for the segmentation of visitors. These tools behave as a source of data that informs about user behavior for market segmentation and the appearance of different types of segments.

  • User surveys. Surveys are a wonderful way to receive quality information about users. In addition, there are some platforms on the web that give you the ability to incorporate such surveys into your website, providing you with a complete advanced report on them. All of these tools can help you collect data and segment your clientele.

  • Search trends. Knowing what users are really looking for on the web and also knowing the words they are using, is SEO a very invaluable action.

  • Exchange in social networks. There are tools that control the social exchange by finding out about the exchange of content. With the analytics of the interaction in social networks, you can know the most popular and highest performance content that takes place on a website.

  • Social media monitoring. The tools used for social media monitoring can help you understand the general preferences of your audience.

  • Keyword alerts. Turning on alerts for certain keywords will help you identify mentions and the frequency of these, whether it’s related to your own company’s competition.

  • Influencer outreach. There are some methods you can use to control social media, notifications, which manifest mentions that are related to your interests on the Internet. It is a vital action for many marketing teams to find certain influencers in a certain sector.

  • Heat Maps. The tools that have to do with heatmaps solve problems and have the same importance in the optimization exercises of your website’s content. An example of a heat map you can integrate would be Hot Jar, but you can also code heatmaps yourself.

  • Segments in your CRM software. This task will help you gather all the customers you currently get and those existing in different segmentation ranges. Once the segments have been defined, the marketing field can implement offers, emails, and menus.