Marketing breakdown in essence is how you can market to your target audience while still being able to create the right marketing campaigns for each smaller subgroup within your target market. This gives you the ability to hone in on each of your segmented groups while creating a marketing campaign that will focus on reaching that particular segment.
How to Categorize
This can be categorized by subgrouping your target market by ages, gender, income, etc. However, your first step to marketing segmentation is identifying your key market. Your target market can be defined by identifying those that you want to reach and basing your marketing efforts on reaching that market. There are several things to ask yourself when it comes to determining who that audience should be:
First, you want to look at your current customer base and analyze their characteristics. You can look at anything from their income levels to their interests to their ages in order to determine who you want to reach in order to grow your business. This inquiry on your current base will help you assess your next steps and how to expand your market.
Next, take a look at your competition. When it comes to analyzing your market, then you will want to scope out the audience of your competitors. This may help you find a different group of people to reach or even a subgroup that they are neglecting. This can help you find a niche in your market that no one else is targeting at the same time in order to generate more leads using a different angle.
Then, do your market research. It is vital to know and understand your own products and services. You will want to take it one step further in order to determine how your products or services benefit your customers. This is a key step in identifying those that will benefit from your new or current products or services in the future.
Once you have determined your target market, then you want to go further and determine how to segment your market. This is also known as customer subdivisions. This will help you to determine the best way to approach your target market, because, let’s be honest, it can be overwhelming to try and face everyone at once! Rather, you will want to focus on breaking your market into subgroups and creating targeted marketing campaigns for each group.
What to Consider
Listed here are several of the subgroups that you will want to consider:
There are many factors that lie within demographics. For example, you can choose to create subgroups within your target market based on age, income level, or even marital status. You can focus on marketing your ‘singles’ crowd in a different way than your ‘family’ crowd. If you are doing marketing for a clothing line, then you will want to consider breaking down your demographics by gender or by age group.
What do your current customers need from you and how can you utilize these needs to help break down your target audience into manageable and marketable groups?
3. Common interests
Another way to segment your target audience is through common interests. This will help you create a very specific marketing strategy based on each interest and will vary considerably pending the interests that you find within your target audience.
You will also want to take the psychographics of your audience into consideration when it comes to marketing segmentation. These are the more personal characteristics that you can find within your target audience that goes further than the basic demographics of them. This will look further into their personalities and attitudes as well as hobbies and values.
Once you have determined how to create your subgroups, then you can begin forming your marketing strategies for each of these groups. This can boost your targeting throughout all of your marketing campaigns. There are several key marketing strategies to consider when it comes to marketing subdivisions.
Examples of Ads
Some examples of these include both Facebook ads and Google ads:
When it comes to your social media, then you can choose to pinpoint your marketing campaigns based on the segmented group that you want to reach. You can actually choose how to target your ads and who you want to reach.
Similarly, when participating in other forms of online marketing, such as pay per click advertising, then you will want to consider which ads will go to each specific group. This can be done by placing your ads on certain search results pages based on keywords, that are also based on your subgroups.
As you can see, there are numerous things to consider when it comes to marketing subdivisions. It doesn’t need to be overwhelming. Rather, start your segmenting by researching your current audience, identifying your target market, determining how you want to segment them, and considering the online marketing strategies that will be involved.