No matter how many products or services you sell and provide, or how large your business is, no two customers are exactly the same.

Therefore, it is important to ensure that you always recognize the trends and patterns that exist between your customers and your target audience. By doing so, you will have the data and information needed to effectively locate, cover, convert and retain these people.

To help you solve this problem, please turn to the process of behavioral segmentation.

Behavioral breakdown

In this blog post, we will review the definition of behavioral segmentation (This is a process, part of behavioral marketing), this tool can help you group customers based on their behaviors and actions, and behavior segmentation examples.

Behavioral breakdown

To support your behavioral segmentation efforts, we recommend implementing similar tools HubSpot’s behavioral location software.

Behavior segmentation tool, hubspot behavior positioning software

Use a tool like HubSpot, it has a free or paid version, one of Advanced Marketing Center Plan, You can collect data about how your target audience interacts with your website, content, and other marketing materials.

You can also take advantage of the activity list feature for advanced customer segmentation, targeting, and audience building.

By integrating HubSpot into your behavioral segmentation workflow, you will send targeted messages and related materials to your audience members at the right time. This process can also be automated through audience triggers.

Using HubSpot’s behavior locator tool, you can also:

  • Create super-segmented lists based on roles and their participation.
  • Leverage CRM data (through your connected, One-stop CRM platform) To customize your content.
  • Share timely and fascinating nurturing activities.
  • Consistently identify and record specific behavioral events that lead to potential customer conversions throughout the buyer’s journey.

Expert tips: Use HubSpot’s behavioral targeting tools to personalize your outreach on a large scale to make every interaction you interact with potential customers and contacts feel special.

Behavioral segmentation variable

Behavioral segmentation variables that need to be considered when categorizing audiences include:

  • Advantages of products/services that are popular among your audience members.
  • Product/service usage rate of audience members.
  • The loyalty status of the audience members.
  • The stage of the buyer journey the audience members are in.
  • The size of your market segment.
  • The level of accessibility of your product or service to your market segment.
  • How niche your market segment is.

Next, let’s look at some examples of behavioral segmentation.

Behavioral breakdown example

There are many examples of behavioral segmentation—that is, methods of segmenting customers based on behavior. Here are some common examples.

1. Purchase behavior/transaction record

View the customer’s purchase behavior and transaction history. This helps to gain insight into how and why they decided to switch, as well as which stages of the buyer’s journey went smoothly, and potential customers may encounter some obstacles in the process. It also allows you to understand which behaviors may accurately predict conversions.

2. Occasion

Is it a specific occasion or point in time that affected the customer’s conversion decision? For example, do they interact with your brand at a certain time of the year (for example, if you are an online greeting card service, you might get repeat customers during the winter holidays each year). Is the purchase decision based on the time of day or even the life stage?

3. Customer Loyalty

Customer loyalty provides reliable observations of customer behavior-loyalty is directly related to customers’ habits, actions, needs, usage, and the timing of their actions.

To use customer loyalty when segmenting customers based on behavior, consider: 1) which parts of the buyer’s journey are so enjoyable that they generate loyalty, 2) how you currently make loyal customers happy, and 3) what Potential customers are most likely to become loyal, and 4) what attributes your loyal customers share.

4. Seek benefits

Determine what your customers want from your product or service-out of all your features, which features do they need the most to solve their challenges? What specific benefits do they get from your product, and which benefits are most important to them?

Determine which benefits most influence their decision to use your product/service.

5. Customer Journey Stage

When predicting behaviors and segmenting customers based on these behaviors, it is useful to know which stage of the customer journey leads to the most conversions or which stage potential customers hang on most often.

However, it’s important to note that using customer journey phases in behavioral segmentation can be difficult because there are so many phases-there are multiple touch points in these phases that help the behavior or decision to stay in one phase , Or advance to a new stage in the buyer’s journey.

This is why it is recommended to use a platform like yours Customer relationship management or AI/machine learning tools — They record and track all interactions throughout the buyer journey to ensure that you fully understand the customer’s buyer journey behavior data.

6. Participate

Engagement refers to the type and frequency of engagement you see from certain customers. You can segment customers based on high engagement, average engagement, and occasional engagement.

Highly dedicated people are those who regularly integrate your brand into their lives.

Ordinary users may often interact with your brand or products/services, but may not be able to fully utilize its potential and features.

Occasionally users may randomly interact with your brand or product/service based on their specific needs, but don’t rely on it.

7. Usage

Usage refers to how and/or the extent to which customers use your product or service. This may require segmentation of customers based on how they actually use the product/service, how often they use it, how long they use it in a single session, or the features they use the most.

You can choose to further subdivide your customers into more specific usage categories—for example, heavy users, normal users, and light users.

Better development through behavioral segmentation

Behavioral segmentation is a good way to effectively and efficiently target potential customers and customers to increase conversion rates. It can help you arrange communication and follow-up time, and customize your content in a personalized way. Be sure to keep the behavioral segmentation variables in mind, and combine with tools such as HubSpot to provide further support throughout the process.

Free resources: How to attract and engage audiences on Facebook

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