Audience segmentation in internet marketing: A complete guide

Audience segmentation will help you better interact with your target audience (potential buyers). The better you do it, the more trust there will be in you. The more trust you have, the easier it is to sell goods/services.4 min

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Knowing your target audience (potential buyers) will help you better interact with it. The better you do it, the more trust there will be in you. The more trust you have, the easier it is to sell goods/services.
In this article, we will describe how to build a trusting relationship, how to segment and identify a portrait of a potential buyer to properly spend it on the sales funnel.


Groups of people united by common interests are called segments. They can live in the same city, have the same work schedule, 30% – women, 70% – men.
You have to understand – this is just a recalculation of the characteristics used to group, classify or categorise your audience.

What features can be used to segment an audience
  • geographical location;
  • socio-demographic situation;
  • behavior;
  • language skills;
  • seasonality;
  • income.

You can highlight more features like top products, number of sales, key AdWords queries, Google Analytics statistics, and more.

Audience segmentation will give an understanding of how many potential buyers there are in the market, how many competitors and what is the demand for the product.

ALSO READ: Important Stages of Consumer Behaviour


Define the main criteria of the segment:

  • demographic: age, gender, education, interests;
  • psychological: aspirations, fears, which stimulates shopping;
  • geographical: place of residence, language.

It is important to know their experience with using the Internet:

  • time spent on the Internet;
  • place of transactions (work, home, on the road);
  • the device from which actions on a site (PC, smartphones, tablets) are carried out.

Determine the market size:

  • demand for goods/services;
  • market size (price, audience, distribution);
  • track the seasonality of demand in Google Trends;
  • track the frequency of key queries (GoogleAdwords, YandexWordstat);
  • analyze search queries (Serpstat).

If the audience has not yet formed a demand for the product you offer, you should monitor social networks and find out if there is a need for them at all.


  1. Identify the needs of the segments (functional or emotional).
    Functional needs contribute to the maintenance of normal human life and activities (drugs, foods, etc.).
    Emotional needs affect a person’s psychological state (for example, clothes to please someone) and social approval (for example, a cool iPhone to be part of a rich party).
  2. Define expectations from the product/service.
    What will the buyer get by purchasing your product/service? Remember, the price of a product has a directly proportional effect on expectations from it.
  3. Identify the reasons why a potential buyer may refuse to purchase a product/service.

Categories of reasons for refusal:

  • the buyer is not interested in the benefits of the goods you offer;
  • the buyer has already received benefits by buying goods from another manufacturer;
  • the buyer does not believe in the preferences of the manufacturer;
  • it is difficult for the buyer to start using the product / service of another manufacturer;
  • the buyer does not understand how to use your product / service.

Identify the main group and leave only a few or one segment with the greatest potential (CA).

Characteristics of target audiences :

  • maximum profit from the target segment;
  • availability of delivery;
  • prospects;
  • return on investment;
  • competitiveness;
  • whether the segment meets the business objectives.

Develop a pattern of actions of the target buyer from the stage of acquaintance with the product to its purchase (customer journey map). Depending on the step, we will select the tools for communication with the client.
Segmentation will help you focus on a specific audience that has the same motives and characteristics.

ALSO READ: Causes and effective solutions to dropping website traffic


The representative of the target segment is called a person (a customer who needs your product).

Modeling a portrait of a person will allow:

  1. Click on the “pain” of the person and form the desired unique trade offer (UTP).
  2. Identify promotion channels ( contextual advertisingsocial networkssearch engine marketing ).
  3. Create relevant ads.
  4. Personalize your ads.
  5. Make the customer a regular customer.

The buyer’s portrait takes into account :

  1. Socio-demographic data – age, gender, position, education, marital status.
  2. Purposes.
  3. Pain points (problems).
  4. Dreams.
  5. Arguments that refrain from buying (objection).
  6. Ways to use the Internet (where, when, and from which devices).

Thus, you will get a short biography of a living person. You will understand what to focus on when writing texts for the site and for advertisements.

Example of a portrait of the target client
Irina, 25 years old. Lives in Kyiv. She recently became a mother. Housewife. She has been using the internet for quite a long time (especially social networks) from various devices, so she’s internet savvy.

What to look for when buying goods in the online store:

  • quality of goods;
  • brand popularity;
  • activity in social networks;
  • convenience of the site;
  • prompt delivery;
  • opportunity to make a purchase from different types of devices (PC, smartphone, tablet).

What will this information give:

  • focus on well-known brands in advertisements;
  • mobile adaptation of the site;
  • simplicity of order forms;
  • availability of an online consultant.


  1. Conduct surveys and questionnaires of customers.
  2. Investigate user profiles on social networks (who subscribes, what interests him).
  3. Analyze Google Analytics statistics to get data about site visitors.
  4. Brainstorming is a collective generation of ideas.

After collecting the information you need to summarize it. Create a table with the following columns:

The marketing message must meet the intentions of each buyer:

  • the one who first encountered the product;
  • the one that is in the process of comparison;
  • the one who wants to buy right now.

You need to adapt the targeting, advertisements, content on the site for each step of the customer journey:

  1. If your company is not noticed among others – entertain readers (conduct quizzes, games, e-mail, discounts, promotions, sales, etc.).
    Connect display advertising to Google Adwords, shoot videos and upload to your own Youtube channel, make entertaining posts on social networks.
  2. At the stage when a person is ready to make a purchase – you need to motivate him to buy the product. He will look for signals from external sources – give them to him! Here’s what content will push you to make a purchase:
    • customer reviews;
    • approval of famous people;
    • activity in social networks;
    • other confirmations that your purchase is the right decision.
  3. At the stage when a person has decided to buy, but still collects information about the product – speed up the final decision in your favor. For this:
    • provide instructions and guidance;
    • draw infographics;
    • write a detailed description of the products.
  4. When a person is ready to make a purchase – then he has found rational arguments. You need to set up remarketing in the context and banner network. Remarketing lists can also be divided into those who:
    • put the product in the cart, but did not complete the purchase;
    • visited specific pages;
    • were on the site for more than 2-3 minutes;
    • I bought the goods.


Carefully study your potential and existing customers, identify their values, interests, fears, and help them – give advice and solutions to their problems.
After you make a portrait of CA – you will know which better tools and messages to sell your products/services will suit you. If you earn loyalty – it will be easier to sell!

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