Segmentation, Targeting, and Positioning

How to Reach the Right Customers

Some of the most successful businesses ever created were created to solve problems. All businesses clearly want to succeed both socially and financially, and there are plenty of ways to do this. One of the best ways, though, is by finding a loyal customer base and solving a problem for them. It’s impossible to solve all problems for all potential customers, so how do you choose which audience to serve? Segmentation, targeting, and positioning are practices that will help you determine who your target audience is, and what is the best way to reach them.

Segmentation refers to separating your audience into different groups based on similar characteristics. Targeting involves choosing which groups to focus on promoting your products to, and positioning involves determining how customers perceive your products in relation to the competition. Ultimately, each practice will help you to understand your audience’s wants and needs, while working towards your goals as well. This helpful blog post from HubSpot covers this topic in-depth.

How to Use Segmentation, Targeting, and Positioning

One company that knows their audience is Allbirds. Allbirds is a shoe and clothing brand that specializes in using responsibly-sourced materials. Not only are their products sustainably-sourced, but they also look nice and are suited for a number of uses. So while their main customer base likely consists largely of eco-conscious consumers, another potential segment could be athletes interested in their sneakers. Based on user behavior and affinity audiences, the company could determine users’ interests, and segment them into different promotional campaigns to match those interests. By doing this, they could reach each group with specific messages about each area of interest. Perhaps for eco-conscious consumers, they could promote their efforts to use natural materials and create high-quality, long-lasting products. And for athletes who may be interested in their products, they could focus on promoting their running shoes.

Once again, customers like companies that help them solve a problem. By knowing who your customers are and organizing them into different segments, you can organize your promotional messages, and target each group with offers that will have the most value for them. After all, nobody enjoys having their inbox fill up with promotional emails that aren’t relevant to them. By using segmentation, targeting, and positioning, you can help both your customers, and your business as well.

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