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How can audience segmentation improve communication channel selection?

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Communication is not a one-size-fits-all process. Different audiences have different preferences, needs, and expectations when it comes to receiving and engaging with information. That's why audience segmentation is a key skill for strategic communicators who want to optimize their communication channel selection and evaluation.

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Kira Macdonald, MBA (She/Her/Hers)

Brand, Communications, and DEI Manager at Jimdo

1 What is audience segmentation?

Audience segmentation is the process of dividing a large and diverse group of people into smaller and more homogeneous subgroups based on certain criteria, such as demographics, psychographics, behaviors, or attitudes. The purpose of audience segmentation is to tailor communication strategies and messages to the specific characteristics and needs of each subgroup, rather than treating them as a uniform mass.

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2 Why is audience segmentation important for communication channel selection?

Communication channels are the means by which communicators deliver their messages to their audiences, such as email, social media, website, podcast, or print. Communication channels vary in their reach, cost, effectiveness, and suitability for different types of messages and audiences. By segmenting their audiences, communicators can identify the best communication channels for each subgroup, based on their preferences, habits, access, and feedback. For example, a communicator might use email to reach a segment of busy professionals who prefer concise and personalized messages, while using social media to reach a segment of young and active users who prefer visual and interactive content.

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Kira Macdonald, MBA (She/Her/Hers)

Brand, Communications, and DEI Manager at Jimdo
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In my experience, there are two main communications challenges that stakeholders bring up: “too many communications” (aka noise) or “not enough communications” (aka silos). Audience segmentation is a magic wand that addresses both challenges, ensuring that the right people get the right information at the right time. Once audiences are understood (!) and segmented, the channel selection depends on the call to action for that audience and the outcome we’re looking to achieve. For example, there’s a fire drill planned for a specific office location. Put a poster up on the entrance door on the day! A group of people needs to complete a training. Send a targeted email to those employees only and add a banner to their personalized intranet page.

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3 How to segment your audience for communication channel selection?

When selecting communication channels, there is no one-size-fits-all approach. It depends on your communication goals, resources, and context. However, you can follow some general steps to segment your audience. Firstly, define your overall communication objective and target audience. Then, conduct research and analysis to gain insights into their demographics, psychographics, behaviors, attitudes, communication preferences, needs, and challenges. Thirdly, create audience segments based on criteria relevant to your communication objective. Finally, select and evaluate the best communication channels for each segment. Consider their preferences, habits, access, and feedback when making a decision. Measure and monitor the effectiveness and impact of each channel for optimal results.

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Jake Martinez de Rosso

Strategic, executive & internal communications.
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As well as breaking down by segment, try to build a hierarchy across those segments. At the top will be the tier one priority audience who you really need to take action, then below will be successful layers of audiences who can help to build credibility around your goal/messages and convey it to that priority target for you. Few will have the resources to develop specific messaging, content or channels for highly granular segments, so grouping them in this way will also help you focus available resources more effectively.

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4 What are some benefits of audience segmentation for communication channel selection?

Audience segmentation can help you improve your communication channel selection in several ways, such as enhancing message relevance and clarity, increasing message reach and engagement, optimizing communication resources and budget, and strengthening communication relationships and trust. By segmenting your audience, you can craft messages that are more tailored to their interests, needs, and expectations. You can also choose communication channels that are more accessible and appealing to them. Furthermore, you can allocate your communication resources and budget more efficiently and effectively. Lastly, you can demonstrate to your audience that you understand and value them by segmenting them, helping you build rapport and credibility with them.

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5 What are some challenges of audience segmentation for communication channel selection?

Audience segmentation is not a perfect or static process and there are certain limitations and challenges that you need to be aware of and address. You need reliable and up-to-date data on your target audience, which can be hard to obtain, analyze, or update. Additionally, you need to balance between creating segments that are large enough to be reachable and impactful, but also small enough to be homogeneous and distinct. Moreover, you need to constantly monitor and evaluate the performance and suitability of your communication channels for each segment, while considering the potential overlap or interaction between different channels and segments. Lastly, you need to ensure that you respect the privacy and consent of your audience data sources, and comply with any ethical or legal regulations.

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Jake Martinez de Rosso

Strategic, executive & internal communications.
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Having put in the work to define your audience segments and match them to the right messages and channels, you need to take extra care to hit them in the most effective order. Sequencing will let you use each layer of audience to amplify and uplift your message for the next segment level. That won't just spread your message more widely, it will mean your tier one target audience - the people you really need to take action - could well hear your message from one or more third party sources. That will always have more impact than hearing it directly from somebody who wants them to do something.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jake Martinez de Rosso

Strategic, executive & internal communications.
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Be aware of any overlap between your audience segments and their existing or emerging relationships with your stakeholders or other parts of your organization. You may not be the only one targeting them, so if you don't join the dots among yourselves, the people you need to take action could be on the receiving end of either so many messages (or worse, such conflicting messages) that you drive them away.

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How can audience segmentation improve communication channel selection?

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1 What is audience segmentation?

2 Why is audience segmentation important for communication channel selection?

3 How to segment your audience for communication channel selection?

4 What are some benefits of audience segmentation for communication channel selection?

5 What are some challenges of audience segmentation for communication channel selection?

6 Here’s what else to consider

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How can audience segmentation improve communication channel selection?

1

2

3

4

5

6

1 What is audience segmentation?

2 Why is audience segmentation important for communication channel selection?

3 How to segment your audience for communication channel selection?

4 What are some benefits of audience segmentation for communication channel selection?

5 What are some challenges of audience segmentation for communication channel selection?

6 Here’s what else to consider

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