Behavioral segmentation is an important marketing strategy for all businesses and entrepreneurs. It allows marketers to identify behavioral trends and patterns in their customers, which can help them better serve those specific customer segments. In this article, we'll discuss five ways behavioral segmentation can be implemented for better marketing campaigns.
But first, let's learn what behavioral segmentation is and how it works for your business marketing.
What Is Behavioral Segmentation?
Behavioral segmentation is a marketing tool that allows marketers to identify behavioral trends and patterns in their customers. It provides valuable information on how different customer groups act, what they like or dislike about your products, how much time they spend engaging with you online, etc.
With this behavioral data at hand, marketers can then tailor specific messaging for each group of consumers to drive better engagement results within the target market.
How Does It Work?
Behavioral segmentation works by identifying user behavior patterns through large-scale behavioral analysis, such as social media monitoring or website interactions (including page views, time spent per page, and clicks). By analyzing the online footprint of a company's digital presence (website traffic, number of followers / friends/ connections / subscribers, etc.), marketers can then identify behavioral trends in their customer base and create specific marketing campaigns based on those insights. This is where your analytics software and stat reports come in quite handy.
On average, over 70% of consumers prefer receiving promotional emails tailored towards them according to previous purchases and behavioral patterns. Every consumer receives an endless supply of promotional emails, so if they aren't customized and personalized then they will often be ignored or marked as spam. Just make sure you are segmenting and labeling information correctly because nothing will turn off an interested customer like inaccurate personalized messaging.
Benefits Of Using Behavioral Segmentation
What specifically do businesses gain from behavioral segmentation? With the right email marketing or CRM software solutions a business can segment its leads and customers properly to reap the rewards. There are many benefits marketers can gain by using behavioral segmentation, and here are some of the main factors:
1. Better To Serve Your Clients And Drive More Sales
Since behavioral data narrows down consumer preferences, it gives you a greater opportunity to provide products or services that interest them. By gaining information about what they like or dislike, as well as how much time they spend engaging with certain content such as blog posts, you'll be able to fine-tune messaging for each group of consumers and ultimately increase conversions rates among those segments.
2. Increase Customer Loyalty And Retention Rates Through Better Segmented Marketing Efforts
With behavioral data at hand, the chances of re-engaging lapsed users are greatly enhanced due to targeted messages aimed towards their specific interests and needs based on previous behavior patterns within the behavioral segmentation model.
3. Improve Time Management And Efficiency Within Your Marketing Team
With behavioral data at hand, marketers are able to make more informed decisions on what content to produce and share with their audience such as blog posts or social media updates based on the types of topics that interest them most. This reduces wasted time spent producing materials for a group of consumers who may not be interested in those areas or have already expressed disinterest through past behaviors.
How To Implement Behavioral Segmentation
If you're interested in implementing behavioral segmentation to drive more engagement results for your marketing campaigns, here are five helpful ways you can go about starting implementation.
Using Behavioral Analysis Tools
The first way behavioral segmentation can be implemented is by using behavioral analysis tools. There are a lot of tools on the market that allow marketers to track behavioral data and do behavioral segmentation.
The advantage of behavioral analysis tools is that they can offer behavioral segmentation data for really big audiences. For example, behavioral analysis tools allow marketers to get behavioral insights on hundreds of thousands or even millions of visitors per month.
Creating Customer Personas
Behavioral segmentation can be implemented by creating customized marketing material for specific audiences (i.e., customer personas). These buyer personas are typical of your target demographic and are created based on data points and interests. This allows you to create targeted messaging based on your user's behavior patterns rather than focusing all efforts on one single message across all customers. When done correctly, this one marketing method has been proven to increase conversion rates up to 200%.
Providing Tailored Promotional Offers
The third way behavioral segmentation can be implemented is by providing tailored promotional offers. Creating a promotion for free shipping if customers spend above $100 or offering product recommendations to users who have spent more than an hour on your website are just some examples of how marketers can use behavioral data. This helps to create customized messages that drive up engagement results and increase conversions rates.
Personalized Follow-Up Emails
The fourth way behavioral segmentation can be implemented is through personalized follow-up emails. Research has shown that one-third of email recipients made at least one purchase as the result of an email they received from the brand within six months after their first interaction with it online (sign-ups). While companies can do many different types of marketing campaigns to drive more engagement, behavioral segmentation is definitely a method that marketers can't afford to use for better results.
It often takes multiple emails and touch points in general to turn a prospect into a paying customer, or a paying customer into a repeat customer. With behavioral segmentation, you increase the chances of conversions and upselling.
Creating Separate Landing Pages
Lastly, creating separate landing pages for specific behavioral groups is another way you can implement behavioral segmentation within your marketing strategy. For example, if you have Gmail subscribers in one behavioral group and newsletter subscribers in the other behavioral group, then it would be beneficial to create different opt-in forms with tailored messaging that speaks directly to each type of consumer. Think of what would appeal most to each buyer persona segment. Landing pages must be built to create conversions from the visitors into qualified leads or paying customers.
The Bottom Line On Behavioral Segmentation In Marketing
One reason why behavioral segmentation is important for marketers to consider, especially in terms of generating more engagement results, is that 70% of consumers prefer receiving promotional emails tailored towards them according to previous purchases and behavioral patterns. Since behavioral analysis tools are becoming so popular among marketers today, implementing behavioral segmentation should be a no-brainer considering it can help you increase conversions rates up to 200%. These are numbers that any marketer or business owner can appreciate and shouldn't dare ignore for their future campaigns.