Audience Segmentation & Marketing Channels

WHAT POWERSPORTS DEALERSHIP SHOULD KNOW

Unless you’ve been living under that proverbial rock, you’ve at least heard of audience segmentation. It’s a vital step to ensuring you’re able to use your customer database effectively. However, you also need to be familiar with the various marketing channels and the role that audience segmentation plays in choosing which Powersports marketing channels you use to reach various audience members.

HOW AUDIENCE SEGMENTATION AFFECTS MARKETING CHANNEL SELECTION

You have a broad range of powersports marketing channels available to you, from traditional options like radio spots to email marketing, social media marketing, blogging, and so much more. However, not all channels are equally effective. What’s more, a channel’s effectiveness varies based on an audience segment.

For instance, if someone doesn’t listen to local radio, then there is no way that a radio ad will reach them. If someone avoids social media, then there is no way your posts are going to reach them. It’s important that you are able to tailor your outreach efforts to your audience segments in order to increase reach and ROI.

ASK FOR PREFERENCES

If you have access to your customers, such as during the sales process, or when answering a question, ask them for their contact information, as well as their preferred way of communicating.

CONNECT YOUR EFFORTS

One of the best tips is to make your audience aware of all the channels that you use so that they can self-select the one that works best for them. Not sure how to do that? Add social media icons to your emails so that customers can connect with you there. Mention your email list in social media posts so customers can sign up if they prefer. You can also use polls, surveys, questionnaires, and the like to further refine your efforts and build accurate, three-dimensional images of your customers and their preferences.