Segmentation and Targeting – Get your Persona Template

Hey Reader!
We are back. Since we are so often talking about segmentation and targeting across all of our blog updates, we want to show you today how to segment, target, and how to come up with the perfect persona. That is why we will provide you with a persona template, so that you can identify your target easily!

Why is it so important to know your target?

We all know that time is money. So, it is important to save time, right? In order to save time, make sure to reach out to the exact person group you want to reach. Spending all your resources on the wrong target can cost you a lot, not only in time but literally money. That means, in order to be efficient it is important to know the target to reach out to the right people in order to create impact on your revenue or whatever goal you set!

Before diving deeper into how to segment and target properly, it is crucial to say that a distinction between segmentation and targeting needs to be made.

Segmentation is the act of dividing the broad market based on demographics, locations, by behaviour or psychographics. Once you have your segments, you can choose which segment to target and one more time divide them into different targets you are interested in and who you want to reach out to! Based on those targets a different approach is needed in order to get the right message across to the right audience at the right time and through the right channel.

Get the difference?

Let’s dive deeper into it!

Segmentation

First you take a look at your market. Fast you will recognize that ‘the market’ is a really broad definition of your target and that’s where segmentation starts. Segmentation is necessary to identify whom you should focus on and who is really of interest when looking at the broad market.

So, starting with segmentation requires a distinction based on one of those factors:

Geography
Demographics
Behavior
Psychographics

Once you have segmented your market into one of those distinctions it is easier for you to recognize which segment to really focus on and which one would be beneficial.

Improovy identified two bigger segments for example:

Enterprises and small-to-medium sized companies.

Based on those segmentations you can focus your different services and products, your messaging, and channels. But most of the time, segmentation is not enough and another distinction needs to be made: Targeting.

Targeting

Targeting your segments is important in order to approach different messaging strategies for each. Individuals can belong to the same segment, but might need a complete different out-reach approach. So, targeting is crucial if you want to successfully reach out to your consumers. And this is done based on different channels they are using, activities, interests, and so on.

Make sure to target each segment, so that you can use the right channel to communicate your message and reach the right people!

But how to do targeting?

One practice that is widely used is making personas. Personas are effective because you can easily recognize what their biography looks like and how to act upon this.

After creating a persona for each target you can easily focus on the pain points, trigger them and formulate a solution based on your product or service!

Using the persona below will help you to easily recognize all the motivations, reasons for buying your product, and pain points your potential consumer has!

If you click on the provided persona template you can immediately fill it out with your information and download it like that.