Why Is It Important To Segment Your Customer Base?
In today’s marketing world, it is more important than ever to reach out effectively to your customer.
To do so, the keyword to focus here is on "relevance".
It’s no longer just about having the best product or services.
It’s also a lot about giving YOUR customer what he WANTS.
What he wants to know…hear…see…feel…taste…smell…, you wanna give it to him. And your eventual profits will thank you for it. Heck, he probably will himself too!
Precisely because of this, we have to appreciate just how important customer segmentation is to your business.
Customer segmentation is critical as it help you provide a better user experience and definitely a better conversion rate. Because you are reaching out to a targeted audience group.
Depending on how you do your segmentation and the areas you target, it can provide you a valuable insight on what your customer base is like. Such as knowing exactly:
- What your customers are buying?…
Your customers’ preferences…
Who are your most profitable customers?…
Who are your least profitable customers?…
The demographics of your user/customer base…
When you speak your customers’ language, and recognize their needs in a way that makes sense to them, you can look forward to a very fulfilling business journey.
I will leave you with an example of how Motley Fool (fool.com) does their member segmentation when visitors sign up to their site.
Step 1 (Keying in of email address)
- No name field
Single opt in
Step 2 (Keying in preferences, trading habits, and address)
Very good segmentation process.
Does this gives you a better idea of customer profiling already? Hope this triggers more ideas for you on how to better segment your target audience.
As always, I wanna know what YOU think. Shoot them all!
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