Strategies For Targeting Consumer Segments Effectively

Your segmentation strategy is probably (read: statistically) wrong. Not because you're targeting too narrowly. Not because you're going too broad. But because you're asking the wrong question entirely. The entire industry is trapped in a false binary: hyper-targeting versus mass reach. Meanwhile, we're hemorrhaging money at both extremes. Narrow segments that can't achieve statistical significance. Broad campaigns that speak to no one. And everyone's pretending their chosen poison is medicine. Here's what nobody wants to admit: We've outsourced our strategic thinking to algorithms that were never designed to think strategically. Consider this uncomfortable truth. Google and Meta's algorithms optimize for users already likely to purchase. Not the ones you could actually influence. They're hitting targets with stunning accuracy while completely missing the point. You're paying premium prices to reach people who were already going to buy from you. The platforms love this. More segments mean more ad spend and more expensive placements. Agencies bill for the complexity. Consultants need problems to solve. Everyone profits from the confusion except the brands actually footing the bill. Segmentation isn't a targeting problem. It's a portfolio management problem. Think about your investment portfolio. You don't put everything in growth stocks or everything in bonds. You balance risk and return across asset classes. Your segmentation strategy should work the same way. 40-50% in core holdings: broad, stable segments that build brand and gather intelligence. 30-40% in growth plays emerging segments with higher risk but transformative potential. 10-20% in speculative positions: experimental micro-segments that teach you what you don't know. 5-10% in hedges: counter-segments that challenge your assumptions before the market does. Those "wasted" impressions on the "wrong" people? They're actually investments that compound over time. TransUnion's research on "Movable Middles" proves this. Brands that identified and targeted these neither-loyal-nor-competitor-loyal segments achieved 9.5x more conversions and 23x ROI in some cases. Not through narrow targeting. Not through broad reach. Through strategic portfolio thinking. The solution isn't better tools or more data. It's accepting that segmentation is a tension to be managed, not a problem to be solved. #MarketingStrategy #Segmentation #DigitalAdvertising #MarketingROI #BrandStrategy #GrowthMarketing #AdTech #StrategicThinking #MarketingEffectiveness

If you’re segmenting based on engagement, you’re already behind. Everyone does 30/60/90 day engagement windows. It’s not advanced. It’s basic hygiene. Here’s the real segmentation play most marketers miss: Segment by intent signals, not just opens/clicks. Examples: • Viewed shipping/returns policy? ➝ Hit with reassurance focused CTA • Time on product page > 30 seconds? ➝ Trigger a cart based reminder • Opened 5+ product emails but never clicked? ➝ Try plain text emails with a customer story • AOV based segments - low priced vs high priced ➝ show them the right products • FAQ viewers ➝ Give them more trust • Recent abandon carts/checkouts ➝ Leverage their interests • Time since they opted in for a coupon ➝ Remind them about it • Time since last purchase ➝ Show them complimentary products The list goes on and on... THEN add your engagement for best deliverability Engagement ≠ intent. Intent = actual buying behavior. Stop treating every click the same. Treat the reason behind the click differently.

When brands work on their offerings they often take an inside-out approach. (1) Figure out the offering (2) Assess the competition  (3) Try to retrofit it into something customers want And then have long discussions about why folks aren’t buying…. When we work on positioning it’s the opposite: (1) Understand your customer’s needs (2) Assess the solutions they might consider (3) Find the areas of the offering that satisfy those needs and create separation from competitors When everything you do depends on creating alignment with your customers it makes sense to put it at the front of the line. It’s tricky though to know who the ideal target customer is. It’s about finding the best possible fit between their needs and your solution. To help with that you can use this simple rubric of questions (the “core need” here refers to the brand’s primary focus area): ⦿ Pain Intensity How much of a blocker is the core need for the target customer’s critical work functions if it isn’t resolved? ⦿ Pain Frequency How often does this core need repeat itself for the target customer over the span of a typical month / quarter?  ⦿ Value Alignment How well does the target customer’s core need align with the most valuable aspects of the brand’s offering? ⦿ Solution Awareness How much familiarity and depth of knowledge does the target customer have with possible solutions?  Score each one on a level of 1 to 3 and then add them up. The higher the score the better the alignment between the customer and the brand. (See the graphic for more details) Whether you’re debating between potential segments to focus on or just trying to find one that works, this gives you a way to tease apart the qualities you want to consider. This is key for getting in a customer-first mindset. And it’s absolutely essential for creating positioning that customers actually understand and remember.

Struggling to Connect with Your Audience? Here’s Why Understanding Your Customer Avatar Is a Game-Changer. Many brands rely on flashy ads and catchy slogans, but these tactics often miss the mark. Without a deep understanding of your customer avatar, your marketing campaigns are likely to fall flat, failing to resonate with the people who matter most. Imagine you’re competing with another brand. Their ad just presents a product, while your messaging says “Perfect for Kids Ages 7-13.” Which one hits home? Customers want solutions to their specific problems, not generic products. If you’re not speaking directly to their needs, you’re losing sales and missing out on building trust and loyalty. Solution: The key to driving real results in your marketing strategy is understanding your customer avatar. Here’s how you can use this insight to create more effective campaigns: 1️⃣ Tailor Messaging to Solve Specific Problems Understanding your audience’s pain points allows you to craft messaging that speaks directly to their concerns. For example, if 60% of your audience values age-appropriate products and 40% cares about non-toxic materials, you can adjust your messaging to address these needs, making your product irresistible. 2️⃣ Test and Optimize for What Matters Not all customers prioritize the same features. Some care about compatibility, others about ease of cleaning. Testing different messages and images helps you pinpoint what resonates most. This continuous refinement ensures that your marketing is always aligned with customer preferences, boosting conversions. 3️⃣ Analyze Competitors to Identify Your Edge Rather than copying what works for competitors, dig into why those products succeed. Identify the unique selling propositions (USPs) that resonate with your audience, like product quality or specific features, and highlight them to set yourself apart from the competition. 4️⃣ Use Tools to Stay on Top Tools like DataDive offer valuable insights into competitor strategies, helping you adapt quickly. If your data shows customers prefer practical features while competitors focus on lifestyle images, adjust your marketing to match what your audience wants most. Final Thought: Understanding your customer avatar isn’t just a marketing tactic—it’s essential for building effective campaigns that drive results. By focusing on your audience’s unique needs, you can create targeted messaging that boosts conversions and builds lasting customer relationships. What’s your strategy for understanding and targeting your customer avatar?

I've said this to 3 founders this morning alone: Don't be afraid to go narrow. To gain early traction, going broad to many personas + multiple use cases doesn't work—except in very rare cases. How do you go narrow with a marketing "wedge"? 1. 🧀 Find your "wedge": Find audience segments and/or use cases where your product delivers a 10x better experience. Focus most of your marketing efforts on this—even if your product is horizontal. 2. 🕵♂️ Identify all of your prospects in this wedge: Get as many accounts as possible into your CRM, and systematically try to get in front of them. With a narrowed down TAM and modern tools, this is fairly easy. 3. 🎓 Become a subject matter expert–or find subject matter experts you can lean on: Create “fuel” (aka content) that’s specific to your wedge—think templates, no-code tools, or good old-fashioned thought leadership and enablement content. 4. 🎯 Reach your wedge in targeted ways: • Outbound: Send thoughtful, targeted outbound with value-add content that speaks to the specific pain. • Inbound: With highly-relevant, researched content it’s much easier to attract an audience to your website and convert these visitors. • Ecosystem: With a clear wedge, It’s easier to find communities, service providers, integration partners, etc. who have 1:many relationships with your audience. 5. 📈 Tailor your website, sales enablement content, onboarding, in-product experience to your wedge. Your conversion rates should be higher than they would be with a horizontal GTM approach. 6. 🏁 Expand from your initial wedge—and don’t wait too long: As you're targeting your initial audience segment and use cases, be careful not to get stuck. Without losing focus on your starting point, be planning your next move(s)—and how you'll leverage your initial wedge to get to your next segment. —— 💬 Using a wedge marketing strategy? Would love to hear about it in the comments. ⬇ For more on the wedge marketing strategy, check out last week's MKT1 newsletter, link in comments. ❓ Also - for our next newsletter, we are running an AI survey, link in comments to take the survey!

Targeting the right audience is key. Don't waste your ad spend on the wrong people. Smart targeting boosts engagement and conversions. Here are key strategies to help you hit your audience like a sniper: ↳ Define your ideal customer. Build detailed buyer personas. Think about age, gender, location, interests, and pain points. Use surveys and social media insights to gather data. ↳ Leverage advanced targeting options. Platforms like Google Ads and social media have powerful tools. Target by demographics, interests, and geography. Use layered criteria for niche segments. ↳ Utilize lookalike audiences. Target users similar to your existing customers. Platforms can find these people based on shared traits. This increases your chances of engagement. ↳ Retarget for higher conversions. Focus on users who interacted with your brand but didn’t buy. Retargeting keeps your brand fresh in their minds. Encourage them to complete their purchase. ↳ Test and optimize continuously. Try different ad formats, visuals, and copy. A/B testing helps you find what works best. Use observation settings to gather data before full commitment. Optimization tips to enhance your strategy: ↳ Use intent-based targeting. Focus on users actively searching for products like yours. These users are more likely to convert. ↳ Exclude negative keywords. In PPC campaigns, remove irrelevant keywords. For example, if you sell luxury products, exclude "cheap." ↳ Analyze campaign data regularly. Review metrics like click-through rates and conversion rates. Adjust strategies based on performance trends. ↳ Personalize ad creative. Tailor visuals and copy to fit specific audience segments. Younger audiences may prefer vibrant designs, while older ones favor professionalism. ↳ Choose the right platform. Different platforms attract different demographics. Facebook reaches a broad audience. LinkedIn targets professionals. Instagram appeals to younger users. Pinterest is great for creative niches. Benefits of precise audience targeting: - Higher ROI: Your ads reach users likely to convert. - Improved engagement: Personalized messages resonate better. - Cost efficiency: Avoid wasting budget on the wrong audience. - Increased brand loyalty: Connect with the right people for stronger relationships. When you refine your approach and using these strategies, you can create effective paid advertising campaigns. Focus on targeting the right people at the right time for the best results. Remember: Precise audience targeting boosts your ROI. It improves engagement and cuts costs. And connecting with the right people builds loyalty. What are you thoughts about this?

Identifying and targeting the right customers is fundamental to a successful marketing strategy. Here's a comprehensive guide to help you navigate this crucial aspect: 1. Market Segmentation: Begin by dividing your market into distinct segments based on demographics, psychographics, and behavior. 2. Customer Profiling: Create detailed customer profiles for each segment. Understand their needs, preferences, pain points, and buying behavior. This helps in crafting personalized messages. 3. Data Analytics: Leverage data analytics tools to gather insights into customer behavior. Analyze website traffic, social media interactions, and purchase history to identify patterns and trends. 4. Customer Surveys: Conduct surveys to gather direct feedback from your audience. Understand their satisfaction levels, preferences, and areas where you can improve. Use this data to refine your targeting strategy. 5. Competitor Analysis: Study your competitors to identify their target audience and how they engage with them. Differentiate your approach to stand out in the market. 6. Content Marketing: Develop valuable and relevant content that addresses the needs of your target audience. This not only attracts the right customers but also positions your brand as an authority in your industry. 7. Social Media Targeting: Utilize social media platforms to reach specific demographics through targeted advertising. Platforms like Facebook and Instagram offer robust targeting options based on interests, demographics, and online behavior. 8. SEO Optimization: Optimize your website and content for search engines. This ensures that your business appears in search results when potential customers are actively looking for products or services you offer. 9. Email Marketing: Segment your email lists and send targeted campaigns. Tailor your messages based on customer preferences and behaviors, increasing the likelihood of engagement. 10. Loyalty Programs: Implement loyalty programs to retain existing customers and encourage repeat business. Rewarding loyal customers fosters a positive relationship and increases customer lifetime value. 11. Continuous Monitoring: Regularly monitor and analyze your marketing campaigns. Use key performance indicators (KPIs) to assess the effectiveness of your strategies and make data-driven adjustments. Successful customer targeting involves a combination of thorough research, data analysis, personalized communication, and continuous adaptation to market dynamics. By implementing these strategies, you can enhance your marketing efforts and connect with the right customers more effectively. 🚀 Follow Rehana Perveen #TargetMarketing #leadgeneration #RehanaParveen #linkedinforcreators #linkedingrowth #marketing #personalbranding

Day 4 - CRO series Strategy development ➡Audience Segmentation Most marketing campaigns fail because they try to reach everyone. Smart businesses know that not all customers are the same. Here’s how to segment your audience for better targeting: 1. Define Your Segmentation Criteria Break your audience into meaningful groups based on: ◾ Demographics → Age, gender, income, education ◾ Geographic Location → Country, city, region ◾ Behavioural Data → Purchase history, engagement levels ◾ Psychographics → Values, interests, lifestyle choices The more precise the segmentation, the more effective the targeting. 2. Collect Audience Data Use multiple sources to understand your customers: ◾ Surveys & Interviews → Direct feedback from customers ◾ Website Analytics → Google Analytics, heatmaps, session recordings ◾ CRM Systems → Customer history, interactions, and purchase patterns Data removes guesswork. 3. Analyze the Data & Identify Patterns Look for trends: ◾ Are certain groups more likely to convert? ◾ Who engages most with your brand? ◾ What common traits do your best customers share? These insights form the foundation of strong segmentation. 4. Create Customer Segments Group people based on similar characteristics. Examples: ◾ High-value customers → Frequent buyers with high purchase amounts ◾ Engaged followers → Customers who interact on social media ◾ New leads → First-time website visitors Each segment requires a different marketing approach. 5. Develop Targeted Strategies Personalization is key. ◾ Young professionals? Use social media ads & video content. ◾ Older customers? Email campaigns may work better. ◾ High spenders? Loyalty programs & VIP offers. Speak to each segment in their language, on their preferred platform. 6. Test, Measure, and Optimize Not all strategies work equally. ◾ A/B test different messages within segments ◾ Track conversion rates, engagement, and retention ◾ Refine based on what performs best Optimization is an ongoing process. Why Segmentation Matters ✔ More Relevant Marketing → Customers receive messages tailored to them ✔ Higher Engagement & Conversions → People respond to what feels personalized ✔ Optimized Marketing Spend → Invest in what works for each segment ✔ Better Customer Experience → Customers feel understood and valued Businesses that segment their audience don’t just market better— They sell smarter. Are you using segmentation in your marketing? Share your thoughts below. See you tomorrow! P.S: If you have any questions related to CRO and want to discuss your CRO growth or strategy, Book a consultation call (Absolutely free) with me (Link in bio)

Most marketers listen to sales calls for messaging inspiration. Fewer use them to build better ad audiences. That’s a miss. Because those recordings? They’re packed with real-world intel about your buyers that go far deeper than anything tucked inside a persona doc. Want to refine your targeting and segmentation? Start here... 🧠 Pay attention to how buyers describe their role You’ll uncover how they see their job, not how you labeled it in your CRM. “I manage compliance reviews for cloud vendors” is more telling than “IT Director.” 💬 Listen for pain points that actually trigger action Not generic lines like “we want to improve efficiency.” I’m talking about stuff like “we’re still using Excel to manage X” or “our process breaks when Y happens.” That’s messaging gold. 🔍 Dig into what tools they’re replacing This tells you what stage they’re at and what frustrations pushed them to explore something new. Great for competitor targeting, custom segment angles, or exclusion lists. You can build smarter campaigns just by pulling insights from the places you already have access to - your own sales calls. Because if you’re not using those conversations to sharpen your targeting, you’re probably wasting budget on broad personas and assumptions. #b2b #b2bmarketing #audienceresearch #advertising #demandgeneration