The Benefits of Audience Segmentation

Your ads aren’t broken—your audience is. Most businesses don’t have a lead problem—they have a wrong audience problem. Who do you serve, and how do they find you? If your answer is "everyone," you're leaving money on the table. Here’s a real example: I worked with a regional retail chain that was spending big on social ads—yet conversions were low. Why? They were targeting broad demographics instead of their highest-intent buyers. ->We refined their audience segmentation based on actual purchasing signals. ->We adjusted their ad creative to speak directly to their most engaged customers. ->Result? Ad performance doubled, cost per acquisition dropped 40%, and sales spiked. The Fix? 5 Takeaways for Smarter Segmentation: 1) High-Intent Buyers > Large Audiences – Bigger isn’t better. Engagement signals > Reach. 2) Data-Backed Targeting Wins Every Time – Use AI, analytics & purchase behaviors—not guesswork. 3) Messaging Must Match Buyer Psychology – Speak directly to their pain points & desires. 4) Segments Change—So Should Your Strategy – What worked last year may not work today. 5) Smarter Segmentation = Lower Ad Costs, Higher ROI – The more precise your audience, the more profitable your campaigns. Ready to target buyers, not just traffic? Grab the Ready Buyer Targeting Framework now: https://lnkd.in/egPAuD_P ♻️ Share this to help others—pay it forward. Follow Dan Prudhomme for insights that work.

Ryan Serhant trusted me to market his real estate sales course. Two months later, we did $500K in sales in just two weeks. Here’s the 4-step process I used: When Ryan hired me to lead the marketing for his new real estate sales course, Sell It Like Serhant, I was thrilled, but nervous: • I was 20 years old. • I recently left my job at VaynerMedia to start an agency. • I knew this could be a HUGE case study if I delivered. So, I swung for the fences. Feeling inspired, I decided to try creating a marketing strategy using psychographic data. Unlike demographic data, which focuses on factors like age, sex, and location, psychographic data focuses on interests, lifestyles, and behaviors, providing deeper insights into motivations, preferences, and decision-making processes. So, I reached out to world-famous market researcher Howard Moskowitz, and I asked him to help me… 1) Conduct Market Research We launched a study in New York with 100+ participants to assess how different descriptions of Ryan resonated with different demographics. Here’s an example: Younger audiences (18-24) found a “former hand model turned real estate agent” more engaging than “a 35-year-old self-made millionaire,” which slightly older audiences (25-44) favored. Our assumptions: → Younger audiences found it compelling that an unconventional start could lead to success. → Those closer to Ryan’s age admired his achievements within their own timeframe. Takeaway: Relatability drives engagement. 2) Segmentation Using the data from our research, we began segmenting Ryan’s audience: • Young people with an interest in real estate • Entry-level agents • Experienced agents • Agents with kids • Agents in key markets … and the list goes on. In total, we created 20+ different groups (including overlap). 3) Develop an Ad Strategy Next, we scripted video ads for each segment. Each script incorporated learnings from our research, positioning Ryan in a way that we knew was most likely to resonate with the specified audience. This got our “foot in the door.” From there, we spoke to their pain points: Young people → feeling lost Entry-level agents → starting Experienced agents → scaling Agents with kids → time management NYC agents → competitive market Using these pain points, we positioned Sell It Like Serhant as the solution. 4) Launch! Ironically, this was the easiest part. I set up the campaigns in Facebook Ads, uploaded our assets, and hit “publish.” As the saying goes: “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln We had already sharpened the axe, so when the ads went live, we saw crazy results: → Sold $500K+ of the course (over 1,000 purchases!) → Best-selling course on Thinkific in 2019 → 2nd best-selling course on Thinkific of all-time … in just two weeks! Know your audience. Speak their language. Solve their problems. Whether it's ads or organic content, that’s how you drive results.