How to Segment your Customers
Search Intent doesn’t just help customers reach relevant content faster, it also helps you to better understand their needs and motivations.
As we learnt from our previous chapter, context is essential when it comes to researching the best keywords. To get your Search Intent campaign spot on you need to have a clear understanding of who your audience are, what they need and use this information to segment them to suit your marketing goals.
While you will have a decent idea about who your target audience is (their age, spending habits, job, etc.), you should never make assumptions about the type of people who are engaged by your content. Because if you miss the mark it will hinder the effectiveness of your marketing efforts. By segmenting users into customer groups based on their similarities, you have the foundations of a buyer persona! Defining factors such as these often include the following:
- Buying habits
However, these are just a few examples of the type of basic information that can be used to create marketing personas. Depending on the nature of your Search Intent campaign and your goals, the information you collect may well be significantly more detailed.
Buyer personas are a fictional representation of a business’s ideal customer, created using the traits and characteristics discovered when you segment your audience. So, a buyer persona for a customer looking to purchase from your boxing glove retail business could look something like this:
With this information, you are much better equipped to understand your target audience and provide exactly what they need at every stage of the buyer journey. From our example persona we know that she purchases high-quality equipment, which means she has a good budget that she’s willing to invest in boxing gloves.
This is essential knowledge for marketers as it tells them more about the style of approach that could be most successful. Blog content, for example, as the customer isn’t at the decision-making stage yet, and with some persuasive content in front of them, you could change that.
Search Intent is critical at this stage as it offers multiple avenues of creativity when it comes to how you approach content. In this case, a customer will be searching with commercial-investigation intent, but we also know that she has only just taken up boxing, so informational content about boxing techniques could also be hugely beneficial for engagement.
When you group consumers into segments, you soon develop a clearer understanding of the types of searches they make at each stage of their buyer journey. This teaches you a lot about the language being used by your ideal customers and also their specific intentions.
With this in mind, you have the blueprint for creating relevant, efficient strategies to satisfy customer needs throughout your newfound segments.