As a business, you can’t be all things to all people. With market segmentation, you can divide and conquer (so to speak) to own your specific share of the market. To do this, you divide the market into subsets of people with particular characteristics, interests, and needs in common. You can complete your segmentation by selecting your target market segment from these groups of people. If you’re considering an acting business, segmentation can help determine your target market size and whether your services will be desirable.

To grow your business without becoming mired in a time sink, a clear strategy must guide your content marketing effort. It’s easy to get caught up in the daily rush to create new content and maintain a presence on all social media. Instead, be purposeful. Think focused rather than frantic. Ensure each content is effective, leading to your conversion goals rather than going for quantity and achieving little. Feed your prospects the right, high-quality content at critical points in the sales cycle, and you can lead them through to the services agreement. Create content answering objections that each client persona typically has at specific decision points in the sales-nurturing process. Your content should:

Most professional services firms have an email list--and they don’t do much with it. Often these firms send out general interest newsletters or keep in sporadic touch with industry touch points and companies on the list. Much more gold to be mined in those email cases that your firm has been accumulating. Email marketing is a powerful tool to gather information and help deepen relationships. 

In today’s wired world, electronic communications are rarely extraordinary. Daily is filled with emails, text messages, tweets, likes, and follows that typically fulfill some useful purpose. These messages are quick, take minutes to draft, and rarely involve thoughtfully written prose.  One could easily say, “This is simply the natural evolution of communication.”  While that may be the case, I am not convinced. 

Valentine's Day is the perfect day to offer a heartfelt message about winning the hearts and minds of clients. I prepared a light-hearted post on this special day to show readers how much I care. 

Do you send out regular email communications?  Have you ever been motivated to roll out a market segmentation effort to be more effective in your firm's message?  Segmentation aims to classify groups within your contact database to deliver content that appeals to specific group interests.  This article discusses how market segmentation should be a part of every inbound marketing strategy.