When it comes to marketing automation, few techniques are as beneficial as segmentation, which allows you to categorize your leads based on data that you’ve collected on them. This, in turn, allows you to personalize their experience more, thereby making your nurturing efforts more effective. However, normal segmentation is based on who the user says they are, often provided by the information they fill out in your opt-in forms.
Another effective form of segmentation you should look into is behavioral market segmentation, which segments your leads based on how they behave. This behavioral data is collected via analytics. The following are six examples of behavioral market segmentation that you can benefit from:
1. User Purchasing Behavior
Basic purchasing behavior can be broken down into four categories: complex (when the user is highly involved in both the purchasing and decision-making process between two very different brands), variety-seeking (in which the user isn’t that involved in the purchasing process but may choose a different brand just to try it out), dissonance-reducing (in which the customer needs to make a major purchase but there’s not much difference between the products they’re considering), and habitual (in which little involvement is needed and the product doesn’t vary much from brand to brand).
These behavioral market segmentation categories make it easier to identify what users are more likely to make a purchase and how you can make your product and brand stand out from the competition.
2. Occasion-Based Behavior
User behavior is sometimes defined by special occasions. For example, consumers often make more purchases around the holiday season or for special events in their own lives, such as birthdays and anniversaries. Occasion-based behaviors can be segmented into universal occasions, regular personal occasions, and rare personal occasions, which will allow you to tailor content to all of these different occasions in a more personal manner.
3. Usage Rate
Usage rate divides your users into heavy, mid-level, and light users based on how often they purchase your products or services. When segmenting your audience based on their usage behavior, you’ll be able to focus on turning light users into mid-level users and mid-level users into heavy users while keeping heavy users happy.
4. Purchase Reasoning
Different users have different reasons for purchasing your product or service. Knowing what their motivations are for seeking out a product like the one you offer will make it easier to meet their needs. For example, if you are selling business software, it may have many benefits, including ease-of-use, affordability, scalability, and integration capabilities. If you have an article about the affordability of your solutions to a user that purchased your software due to its scalability isn’t going to be an effective way to engage with them.
5. Customer Loyalty
Keep in mind that just because a customer keeps buying your product or service doesn’t mean that they are a loyal customer. Customers that are continually in need of the product or service that you offer are known as habitual customers, whereas loyal customers only purchase your products and services, ignoring your competition.
They are important because they end up generating most of your revenue and aren’t that expensive to cater to. As a result, it’s important to be able to identify who your loyal customers are from your regular customers so that you can focus on building your relationship with them.
6. Consumer Status
Determining a user’s status will help you figure out how to best approach them. For example, non-users still need to be made aware of what their problem or pain point is before you can offer your product or service as a solution. Other types of consumer statuses include prospects (who are learning about your product or service), first-time buyers (who may need to learn how to get the most out of your product), regular users (who may benefit from supplemental products), and defectors (who are ex-customers that have chosen a product from a competitor whose trust you need to try to regain).
These are six types of behavioral market segmentation examples that can help you to more effectively–and efficiently–engage with your users and to continue building relationships with them over the course of their buyer’s journey.