Following the class hypersegmentation / Microsegmentation in the subject of SEM Master in the UPF seekers I'm giving this week, I have seen that in many cases it is not evident discover who are the market segments of a company (whether it's your own as if it is for someone who has hired you as a specialist in Marketing). So here are some tips on how to discover who are the market segments of a company:
1. Analyze and segment existing customers.
It is always best to start analyzing what the company is doing right now, so except when we analyze a business start-up, the first thing we should do is create a list with current customers and go looking for demographic and behavioral patterns.
My advice is that you create an Excel spreadsheet and include in it the following fields: business name, business sector to which it belongs, services or products that you hired ever, why you think you hire the services, income generated your company during the past year. If possible, also indicates the number of employees you have and where it is located geographically, as well as any other information that you think may be relevant.
While this Excel spreadsheet analyzing discover patterns that allow us to group customers based on behavior and according to certain attributes.
With this information have discovered the market segments currently working with our company, and probably already discover some micro segments, but the interesting thing is to discover new micro-segments to attack from now, let's see how.
2. Analyze competition.
Another good way to find out who can be your market segments is analyzing the communication of your competition and their website.
Si la página web está bien hecha, estará orientada a cliente y no a producto y podrás ver a qué grupos de clientes se dirigen y cuál es su propuesta de valor para cada grupo. Por desgracia, la mayor parte de páginas web están orientadas a producto y no es fácil ver a quién dirigen la información.
If brochures communication have been made by someone marketing specialist it will also be easier to give you clues as to which market segments are addressed ... but again, sometimes companies conduct communication activities Marketing without marketing specialists , so that the resulting product is useless level of segmentation and value propositions for the market.
Analyze competition will also help us differentiate ourselves from it (if we carry out a differentiation strategy, obviously).
3. Investigate patterns of behavior.
Using certain tools can know which websites people visit entering our website (through google AnalyticsFor example) and what websites people visit entering the competition website (through Alexa.com or through Google Trends para Websites, for example). With this information we can discover sites that compete with our company and types of customer that will help us better target.
Once the segmentation and discovered the potential niche market, you have to decide which of them we will attack (certainly be just some ... but if we follow a strategy of "long tail"We should try to reach the largest possible number of small segments).
Having decided this, we can begin advertising campaigns we have in mind, segmentándolas well, and we can prepare our website orientating market segments and not product, and preparing for both landing pages for SEO and SEM.
I hope this information has been helpful and that from now on make it easier to discover market segments and can make your digital marketing actions considering microsegmentation.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.