Next, an individual profile of each selected group is compiled. The portrait of the target audience is a detailed description of a typical representative of the segment, including information about his demographics, psychological characteristics, behavioral habits and other important characteristics.
Forming them helps to better understand and clearly represent your potential clients, which simplifies the development of effective marketing strategies and communication techniques.
Example of target audience segmentation #1 . Buyer of curtain rods for interior decoration:
Elena Ivanova, 37 years old.
Place of residence: Krasnoyarsk.
Marital status, number of children: single, one infant.
Field of activity and income level: interior design, 70 thousand rubles.
Position and challenges associated lebanon phone data with it: Head of the decor department, constant search for new ideas and solutions, requiring a lot of time and effort.
Needs, dreams, fears: Due to her busy work schedule, Elena sometimes skips meals, preferring snacks and fast food, which can affect her health and fitness.
Due to the lack of effectiveness of weekend workouts, the woman decided to review her diet and eat only healthy food. According to Elena, a two-week course of eating cereal is an ideal tool for changing your diet and losing weight.
Example #2 . Characteristics of a high-income client:
Anton, 33 years old.
Place of residence: Moscow.
Marital status, number of children: divorced, one child.
Field of activity and income: freelance, about 250 thousand rubles per month.
Current position, challenges at work: creating content strategies for large companies, facing a lack of new ideas.
Needs, aspirations, fears: for complex presentations and attracting clients, it is important for Anton to have a premium smartphone. Therefore, he focuses only on models from popular manufacturers. He is ready to buy rare accessories made of exclusive materials: malachite, plexiglass.
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Mistakes in target audience segmentation
Here are common errors that occur when sorting target audiences:
Limiting the analysis to the client's age and gender characteristics only . This is an incomplete approach. For example, the requests, needs and interests of budget students and rich kids from the target audience group created on this principle differ significantly.
Ignoring changes in the characteristics of target audience segments . When creating content, including advertising, data that has not been updated for a long time is used. For example, using statistics from the 2020 pandemic on the occupancy of cafes and restaurants in 2021 led to ineffective strategies.
Failure to do the necessary testing . Even with relevant marketing data, audience segmentation is largely a hypothesis that requires testing. Therefore, before starting, for example, mass production of baby food warmers, it is advisable to assess demand using a landing page and contextual/targeted advertising. It is also worth testing different sales methods - most likely, a change in approach to the selected audience can bring more profit.
Overly meticulous grouping . Segmentation is a complex, labor-intensive process. And in this case, it will lead to unnecessary costs. For example, if you create and send out a mailing to groups of young mothers separately at the age of 25 and especially for those aged 30, instead of combining segments based on several common characteristics.
Unsystematic data update . The market is constantly changing, as are people's needs, and this must be taken into account. It is recommended to conduct segmentation at certain intervals - for example, once a year, to be aware of these transformations.
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