Acknowledging Your Diverse Customer Segments is a First Step in Effective Campaigns

Acknowledging Your Diverse Customer Segments is a First Step in Effective Campaigns

In case anyone needed it, the U.S.’ most recent election cycle was a prominent reminder that we live in a deeply divided society. Further, digital spaces are where much of the disagreement is expressed and acted upon. At ASTRALCOM, we are frequent proponents of understanding and empathizing with your target audience at every step of their customer journey. But what happens when you have key customers who fall into decidedly different camps? 

Some marketing experts swear by empathy and relatability across the board. After all, if you haven’t considered who your marketing messaging might be excluding, you’re missing an opportunity to test your brand’s effectiveness. To put it simply, rather than (or in addition to) drilling down on a specific type of person who embodies your target customer, try creating a set of attributes that describe their needs and interests. This way, you make multiple inroads for your audience to find relatable, value-adding content without necessarily being exclusive or insider-y. 

That said, offering tailored content to existing customers can reinforce their loyalty and brand affinity. If you have personality-laden content and an audience you know wants to receive it, don’t hold back – be sure you’re not excluding any potential customers during their earliest experiences with your brand.

 If customer segmentation, design thinking, and creating customer personas are new practices for your brand, call on the team at ASTRALCOM. We have a wealth of experience creating comprehensive, end-to-end marketing strategies and campaigns for brands across sectors.