What is Behavioral Segmentation?
Using the behavioral patterns of your audience to segment them into groups is known as behavioral segmentation. Behavioral traits and characteristics can be determined by the way customers and Members interact with your brand.
The products they buy, the messages they interact with, and the frequency of their engagement are all a part of behavioral patterns and segmentation.
When you understand the behavior patterns of your consumers, you can engage with them by their preferred methods, and you’re able to anticipate their needs better or wants. This leads to higher sales, better retention rates, stronger brand loyalty, and overall customer satisfaction.
Community has the best text marketing features to organize your audience into behavior-based segments so you can build lasting connections.
SMS Marketing for Easy Segmentation Solutions
Community’s SMS marketing platform helps you categorize your audience into groups based on their behavior patterns and characteristics. These subgroups are called Communities — they are customizable segments within your audience. Analyze the interactions of each of your audience segments using Community’s Insights feature. That way, you can continue to monitor their behavior patterns and engagement with your brand.
Encourage continued engagement within each segment by using the Clustering response tool, which allows you to group similar messages together and send one reply text to all of them. Your Members will be conversing with the real you—a human being, not a chatbot.
The Community platform lets you unlock the power of SMS marketing and makes it easy for you to segment and analyze your audience’s behavior.
Why You Should Segment Using Behavior Patterns
One word sums up why SMS marketing strategies need behavioral segmentation:
The most successful brands are providing personalized content and messages to their customers. Using Community’s text marketing platform helps your brand connect to each segment personally in a way that makes sense for their unique characteristics.
Implementing behavioral segmentation means looking at people as human beings and less like a dollar sign. Community understands that and provides a space where you can hold real, two-way, personalized conversations with every member.
Here are some ways to utilize behavioral segmentation in your marketing techniques to help you become a more successful brand.
Understand and Anticipate Needs
Recent customer service statistics show that investing in new customers is five to 25 times more expensive than retaining existing ones. This expense means you should be prioritizing retention.
By using behavioral segmentation in your text marketing, you implement our tools to understand and ultimately meet your members’ needs. You can learn which types of SMS messages resonate with each of your different segments and use quick text polls to ask them how you can better assist them in their customer experience.
When you can see the segments of your audience and how their levels of engagement vary, you can better anticipate the needs, desires, and interests of your consumers.
Create Personalized Content
Segmenting your audience into Communities is the best way to ensure you provide personalized content that keeps them intrigued and subscribed.
You learn even more about your Members by sending text polls and assigning Keywords to designate which segment a Member gets sorted into. Customize your Communities by any behavior or characteristic relevant to help you make informed decisions on content.
Make Better Products
By monitoring your audience’s behavior patterns, you see how each segment responds to different features of your products. You can use that data to shape your future products look and stay relevant in your marketplace.
With the Clustering response tool, you can hold dozens or more conversations with people at one time. You can facilitate conversations that help you understand why Members purchase certain products and which features they look for when shopping with you. And you can find out what they like, dislike, and how your future decisions in product design can help them.
Learn Which Customers Have the Strongest Connection
Behavioral segmentation allows you to see which customers are your most loyal. The same customer service stats from above show that 89% of consumers are more likely to purchase after a positive customer service experience. So, nurture your loyal customers to encourage them to continue doing business with you and consistently provide a positive experience for them.
Once you see which Members engage often, you can better allocate your spending dollars when planning your next campaign. Use Community’s Insights feature to predict which segment will respond the strongest to your messages and products.
Assess Your Strengths and Weaknesses
As you segment your audience into groups, you can start to see where your strengths and weaknesses are. Use the Insights to see which groups engage the least and look into what stage in the buying process those Members are.
Send enticing discounts and promotions to the groups that interact with your brand the least. When you can easily see your Members organized in the Community Customer Web Dashboard or Mobile App, you can start to see the patterns and interactions.
With that information, you can assess your performance and overall customer experience so you can turn your brand’s weaknesses into strengths.
Use the Data for Future Campaigns
Behavioral segmentation helps your brand better predict how the market will react to your future campaigns and strategies. Did you know 63% of consumers who ask for information from your business won’t purchase for at least three months?
Data like this helps you plan for future campaigns to align with the typical behavior patterns of your past customers. If you know you receive a large percentage of subscribers that spend time gathering information via texting and wait months to make their first purchase, then you’ll better understand if you’re on track with your future campaigns and you’re able to cut that time down.
Study the interactions and patterns of the Members you have to understand how and who to target in your next marketing strategy. When you segment your audience based on behavior patterns, you can use this data to predict what your next marketing campaign should look like.
Types of Behavioral Segmentation to Consider
Now that you know what behavioral segmentation is and why you should incorporate it into your SMS marketing let’s discuss the types to consider using.
- Non-Users — Group new SMS subscribers who have not yet purchased into a segment to easily target them with welcoming promotional text offers.
- Prospects — Subscribers to your SMS audience that have not yet purchased can be segmented into a prospect group. Prioritize connecting with these individuals and showing them why they’d be interested in your products. One study showed that SMS messages containing a promotional offer had a 10% higher click-through rate. Send this behavioral segment some special introductory offers to encourage them to stay engaged and interested in your brand.
- First-Time Buyers — Shopify now integrates with your Community account to easily convert those who purchase with you into contacts in your audience. Send these Members a “Thank You” text or poll asking how they’re enjoying their purchase.
- Regulars — Segment your most frequent buyers — the most loyal of all — into a group within your audience. Connect with these Members often and show them how much you appreciate their business.
- Former Customers — Members who have not purchased in a while can be segmented into a category for specialized, custom promotions to win them back. Engage with these Members to ask them how you can better meet their needs and improve their experience with your brand.
Frequent flyers, seasonal purchasers, one-time purchases, and Members who stay subscribed without purchasing — segment them into groups or Communities so you can be prepared to provide what they need from your company.
Segmenting your audience by purchasing behavior combined with using Community’s Demographic Filters can give your company a clear, bird’s-eye view of the types of customers your brand attracts.
Use this data to recruit more prospects and craft your next go-to-market strategy.
Usage of Product
Another idea for behavioral segmentation is to categorize Members by the usage of your product. Depending on your specific product or service, ask audience Members how frequently they find themselves using your products and for what purposes.
For example, if you’re a local coffee shop, segment customers who come in daily to use your space (and wifi) and keep them in a separate segment from customers that only stop by when they’re in the area.
This type of behavioral segmentation can help you provide more personalized information so you can stay relevant.
Final Thoughts on Behavioral Segmentation with Community
Segmenting your SMS audience by behavior patterns has various benefits and uses. Community’s text marketing platform makes it easy for you to organize each segment into Communities and hold authentic conversations with each member using the Clustering feature.
The more you understand and can predict your audience’s behavior patterns and characteristics, the better overall product, and experience you can provide.