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Audience Segments & Needs
Getting Started
Audience Segments & Needs
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Look at your audience segments (you should already have audience personas identified—see our audience persona tool if you’re not sure how to do this.) What do each of these audience segments want and need? how are their challenges different —and at the same—what unites and connects them, or divides and antagonizes them? How are you serving them currently and what other opportunities are available to address their needs? What other players are in your ecosystem? How do they interact with your audience? Are there any emerging trends? Map training needs against customer personas and consider how you might splice training programs—creating core content that serves your entire audience, with customized content to target and resonate with specific segments.
Customer segment Wants, needs, challenges, pain, training gaps
Emerging trends How can you serve this segment?
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Getting Started
One size does not fit all
A one-size-fits-all approach to marketing is often ineffective. Once you’ve established key market segments and personas, you’re ready to identify brand enthusiasts within each segment and track the responsiveness to content testing. To get there, you should:
Conduct in-depth interviews with key customers in each market sector to understand what needs your community meets (and does not meet) for each sector and why each need is so critical (motivational hook). Some of this research is already available, but in this chaotic economic period, it is worth conducting fresh qualitative conversations to listen for both tangible and emotional benefits you can provide.
Survey a larger population of customers across segments to validate motivational hooks found in the interviews. Share the survey results back to the audience in the form of trend reports.
Analyze the survey data using advanced methodologies, such as k-means clustering, to build a robust segmentation within each market sector.
Understand the product needs for each segment (tangible benefits), as well as the motivational hooks (emotional benefits) to be used in marketing.
NEXT STEPS: GRAB YOUR COPY OF OUR 90 DAYS TO LAUNCH CHECKLIST AND GET ACCESS TO 25+ INVALUABLE COMMUNITY TOOLS WHEN YOU SIGN UP TO COMMUNITY LEADERS INSTITUTE FOR FREE TODAY. WWW.COMMUNITYLEADERSINSTITUTE.COM
