Stages of target audience segmentation

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Stage No. 1. Formation of a list of criteria
We need to decide on the categories by which we are going to divide the target audience. For companies with a wide range of products, this step is especially important. Analyze the resulting list of features and exclude those that do not allow you to combine buyers into one group. Select 2-3 main criteria from the list. The rest will be used for a detailed description of each segment.

Don't try to segment without a full understanding of the market. Marketing research, market surveys, interviews with company executives, and communication with sales managers will help you, as they interact directly with customers.

Step #2: We will analyze latvia email list the client base, dividing it into several categories
According to the results of the first step:

Loyal consumers. They actively use services and purchase goods. The probability of losing such clients is minimal.

Casual customers. Sometimes they buy goods, but also use competitors' services.

Customers who will never use your product.

When creating a group portrait, it is recommended to refer to typical representatives for clarity. This will help to understand why some become loyal customers, while others avoid contact with the company. The buyer's decision depends on socio-demographic, psychological and behavioral factors.

Step #2: We will analyze the client base, dividing it into several categories

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To determine which group to focus on, it is useful to ask the question: “Which category of consumers will provide the greatest benefit over the same time period?” Let’s look at this in more detail

Fast and Lots . The most important customers are those that generate revenue immediately and in large quantities. This segmentation of customers will provide more value in the short term.

Fast and little . Fast and effective actions are key when it comes to starting a business. Who knows, because the transaction cycle begins with the first contact and ends with payment and fulfillment of obligations. The faster it goes, the more successful your business will be.

For example, winning government procurement and tenders brings profit, but you can wait for it for months. During this time, the situation can change, unforeseen circumstances can arise. Therefore, base your strategy on the rapid receipt of income. Orders from individuals usually require quick decision-making and are committed to the principle of "Quickly and without excess."

Long and many . In third place in the ranking by importance are transactions with high profitability, but a long term. This category includes government purchases, tenders and large wholesale transactions.

Long and little . The last on the priority list are deals that bring little profit and take a long time. Examples are contracts with state or municipal institutions. It is important not to refuse such deals, they can also be useful. However, it is recommended to give preference to the first two categories: "quick and a lot", "quick and little".