Ever tried selling gym memberships with no flexible hours to 9-to-5 workers? Winter coats in summer? Or maybe surfboards in a landlocked city? selling winter coats in the middle of summer, and offering crazy discounts on surfboards in a landlocked city.
It just doesn’t add up, does it?
The reason why these things don’t work is precisely why you needs segmentation.
Needs-based segmentation divides your larger audience pool into more manageable groups based on shared characteristics or behaviors. So, instead of casting a wide net and hoping for the best, you can tailor your messaging, products, and services to meet the specific needs of each group. This means more relevant offers, better customer experiences, and, ultimately, stronger relationships that lead to more conversions.
We’ve already discussed demographic and psychographic segmentation. In this post, we’ll discuss needs-based segmentation and how you can use it in your marketing campaigns.
What is needs-based segmentation?
Instead of focusing on broad categories like age or …