You’ve built it. Your audience loves it. You were right about your key target consumer; they NEED your brand. Financial forecasts are exceeding expectations you are looking at your Series A raise.
And then there is a plateau.
Normal in any growing business that plateau moment is the perfect time to go back to branding and address the segmentation of your overall audience base.
It’s time to level up faster by identifying differentiated audiences to find the next most viable target customer and punch the gas on future growth.
First look at your current customer’s behavioral analytics:
Purchase history
Product/platform use preferences
Frequency of purchases
Average spending
Engagement with brand marketing
From there cluster the results into Recency, Frequency, and Monetary (RFM) analysis.
Then look for psychographic similarities:
Interests and hobbies (daily life)
Values (sustainability, convenience, luxury, affordability etc.)
Personality Traits
Early on, your company may not have the marketing budget to run truly personalized marketing playbooks – and the algorithm within the walled gardens of Meta, Google and TikTok are so smart, if you create different types of content, they will find your audience.
So why, then, is this the easiest lever to pull to kickstart growth?
Audience segmentation facilitates research, development, and innovation.
Is there a specific product, flavor, show, even social platform that one audience engages in way more? Perfect example, Secret deodorant learned their Latin American customers were using the spray deodorant all over the body vs. just the armpits. Now we have Secret Whole Body.
Personas provide strategic alignment through partnerships.
Is your audience chomping at the bit for the next Emily in Paris? Chances are a WFH athleisure brand isn’t the best fit. Or why would you partner with TikTok influencers if your tech savvy community spends most of its time on Reddit or Discord?
Going from DTC to brick and mortar? Or growing your IRL footprint?
Audience personas can help you with geographic strategy as well as be an efficient tool for resource allocation when you don’t yet have the budget for full-time boots on the ground in every single new market.
The first thing you should segment.
Your existing customer list within your CRM tool.
Customized email or text communication improves brand loyalty for the long term. When consumers see that a brand consistently meets their specific needs, recognizes what they purchase and replenish, alerts them of special experiences for more engagement and produces “in the know” content that allows them to become their own brand advocates, they are more likely to develop a strong loyalty to that brand.
A creative strategist or fractional chief brand officer can help you develop how to translate your original brand strategy to a revised one that fits the new audience personas you are trying to reach.
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