But you need to watch out for some things when you’re utilizing it. First of all, you can’t be too broad and you can’t be too specific. Either will be a waste of time for you. In the Zoey example above, if you just targeted “pregnant women” instead of “pregnant women who are in their third trimester”, your conversion rate would be lower. If you just targeted “women”, you’d get a much lower conversion rate. Why would a random, non-pregnant woman need a pregnancy book?

Don’t waste your marketing

Now, there’s a lot of targeting that you can do, especially with all the options available in today’s digital marketing world. The issue is that you may not have the resources Denmark Phone Number to create separate ads or products to every single little audience segment. Go for the lowest hanging fruit. Don’t waste your marketing efforts on super-niche audiences. Niche is good. Super-niche? Not so good. The point of behavioral segmentation is to understand your customers better, and then market to them better.

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It simply isn’t worth your time

No reason to overcomplicate things. Try to understand who makes up the majority of your sales, not the minority that only occasionally buys from you. It simply isn’t worth your time. The Pareto Principle [*] says that 80% of your sales come from 20% of your customers. Understand that 20%. Understand why they behave the way they behave. Understand them so well that even they’re surprised when you offer them products that they desperately need.

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