Most of the time, marketing and sales strategies fail because companies don’t care about doing proper research. However, it’s crucial to understand the significance of deep research before you get into any marketing and promotional campaign. One of the first points in this process is separating your audience into categories according to various points such as demographical, psychographic, etc. Among these, behavioral segmentation can also help define how customers make purchases, how they choose to communicate, etc.
This type of segmentation can be very effective if you use the right methods and approaches during the research phase.
Three ways to use behavioral segmentation
You may have researched and now have the necessary data for starting a marketing campaign. However, your strategy will fail if you don’t know where and how you should use this information. So, to avoid such a failure, let’s see how you can successfully integrate behavioral segmentation results.
1. Understand how customers buy
The first goal of every company is to increase sales over time and drive customers to make more purchases. In this case, you’d need to determine what steps customers take from finding your products or services to making the final purchase. Using behavioral segmentation techniques along with artificial intelligence can help you find that out.
Next, it’s time to define your customers’ specific preferences, such as alternative products, favorite colors or types of products, etc. Lastly, make sure to understand how they make the final purchase. Is the checkout process simple? Do you offer multiple payment methods? Is there a customer support team to answer their questions, if needed? Moreover, you can separate customers into groups based on how they buy from your brand. This will make the tracking and analyzing processes much smoother.
2. Find out when customers buy
Another important point to consider is the most active time for customers to make purchases. For example, it could be the Christmas season for some people. Or maybe they are business people and need your software only for the summer. Whatever the case is, you need to determine the dates or seasons when your customers are the most active. And you can find this out through behavioral segmentation as well.
There might be a time-of-the-day or a day-of-the-week sensitivity. This is important, especially when working on a social media campaign. Understand how often customers make purchases, whether they would like to interact with your real estate chatbot, and what their previous purchase was like. Later, you can create a calendar for upcoming events or holidays and make your offers more personalized.
3. Discover how loyal customers are
Last but not least, let’s tackle another crucial customer behavior: loyalty. Every company loves a group of loyal customers who always come back to make another purchase and essentially become brand ambassadors. Moreover, loyal customers can also benefit from your word-of-mouth marketing and bring in new customers. When hiring an eCommerce developer or deciding to connect Etsy to Wix, make your website as user-friendly as possible.
While this is great news, it’s still hard to build a loyal customer base for most companies. On the other hand, if you’ve done proper marketing research and have some behavioral data, there’s a lot you can find out. First, you can understand which customers became your loyal ones based on how they found you, made their purchase, etc. Last, you can use such data to take your next steps and plan your future campaigns accordingly.
Behavioral segmentation takes a lot of time but can give you an excellent view into the future. As a business, you must know your customers’ preferences, actions, and plans with your brand. Simply get started with it, gather the right data, and act based on that data to see results in a short time.