We talked about the common types of segments but not the most consistently effective approaches you can start using today.
The goal of segmentation is enabling personalization. The end goal of personalization is being more relevant and oriented to your customers. It’s a tool that enables you to meet them where they are. It’s a tall order but
With it, you can better understand, communicate with, and serve groups based on their differences. You can run little test campaigns, and you can design products and marketing copy around those different groups.
Segmenting buyers vs non-buyers
Highly effective info product sellers most commonly segment users into buyers and non-buyers. With enough sales, your buyer pool can be leveraged a few ways.
- You can lean on existing buyers to figure out what new product launch directions would be most well received (profitable) through surveying, offering exclusive beta testing, or structured interviews.
- You can compare buyers and non-buyers behaviors, responses, and opinions, because they will be different.
- You can run test campaigns and compare the outcomes for buyers and non-buyers to better predict outcomes of future product launches.
- You can develop loyalty style programs, exclusive email sequences, generate testimonials, get more help.
Segmenting by interest
You can imagine how it would be powerful to effectively sell more relevant products more frequently to a segment of your list while reducing your risk of annoying users not interested in productivity with productivity products.
You can actually sell more while selling less. Get better and tighter at launching by running a series of campaigns to different groups.
As someone who is obsessed with certain topics, I can assure you that my desire to learn more will far exceed your ability to develop and sell me products related to what I think about all day every day.
Intense interests don’t change over night. Heck, people don’t change all that much. You could sit on your list for a year and if someone is clearly interested in a topic, they will happily consider a new product your testing.
Segmenting by mindset
When it comes to cold search or even social traffic, we already discussed how we can get an idea of the mindset behind someone who lands on a page about a given topic. We can even check what that URL is ranking for in Google to get a better idea of the psychographic mix behinds users that are looking for something.
But this only helps us understand how they found us. As we have more interactions with the user during their journey, we have to account for their experience with your brand and indicators of buying or non-buying behaviors.
Next, we discuss customer journeys once users start interacting with your brand and then I’ll attempt to design a small mental model for thinking about buying states.