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How can you use audience segmentation to improve thought leadership?

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As a thought leader, you want to share your insights, ideas, and opinions with your target audience. But how do you know who they are, what they need, and how to reach them effectively? The answer is audience segmentation. Audience segmentation is the process of dividing your audience into smaller groups based on their characteristics, preferences, behaviors, or needs. By segmenting your audience, you can tailor your content, communication, and engagement strategies to each group, and increase your relevance, credibility, and impact. In this article, we will explore how you can use audience segmentation to improve your thought leadership.

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Puneet Bhatnagar

Creativity & Business Coach || Creativity Training For Organisations || Brand advisor to Entrepreneurs
Karen Hollenbach

Educator & Mentor | Helping quieter & thoughtful folk | Australian LinkedIn? Expert Consultant & Trainer | LinkedIn…
Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…

1 Why segment your audience?

Audience segmentation can help you achieve several benefits as a thought leader. First, it can help you identify and prioritize your most valuable and loyal audience segments, and focus your resources and efforts on them. Second, it can help you understand and address the pain points, challenges, goals, and interests of each segment, and offer them valuable solutions and insights. Third, it can help you create and deliver content that resonates with each segment, and matches their preferred formats, channels, and frequency. Fourth, it can help you measure and optimize your performance and feedback across different segments, and adjust your strategies accordingly.

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Puneet Bhatnagar

Creativity & Business Coach || Creativity Training For Organisations || Brand advisor to Entrepreneurs
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'Market' is a group of people with common needs or wants. But they fulfil this need differently. For example: Hungry people. Some are non-vegtarian, and some prefer vegetarian food. Some want organic food. Or vegan. The list can go on and on. These people have different value systems, expectations, and unmet needs. And each group flocks together on platforms taking care of those needs. So segmentation is required for 2 primary reasons: 1: To build our message, products and services as per the segment's particular needs and expectations. 2: Our time and resources are limited. Segmentation helps us to allocate our resources for the platforms of their choice. They identify with us, appreciate our efforts. And choose us over others.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Audience segmentation can be useful to thought leadership in terms of the examples you use to illustrate to it. But be careful here. People can sense pandering from a mile away. And when they sense it, you've lost them. So don't lean too hard into tailoring for different audiences. Play your game. Don't try to play theirs.

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Harleen Bagga

Multi-Disciplinary Psychotherapist | Corporate Wellness & Transformation Coach | Speaker | Behavioral Therapist | Author | Certified NLP, CBT, Mindfulness, Hypnotherapy practitioner | Lifecoach | harleenbagga.com
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This is something that I have seen work well with my audience as well. As humans we all have an innate need to seek validation. I plan my workshop in a way where I am able to filter interests and break them into focus groups. Now comes the fun part where each focus groups given a different task based on their 'levels of interest'. This creates a healthy competition vibe in the room that create a win win situation for all where towards the in, the naysayers join the bandwagon of yes sayers!

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2 How to segment your audience?

Segmenting your audience is an important step in achieving your objectives, and there are many ways to do so. Common criteria for segmentation include demographic factors such as age, gender, location, education, income, and occupation; psychographic factors such as personality, values, attitudes, beliefs, and motivations; behavioral factors such as past actions, purchase history, online behavior, engagement level, and loyalty; and needs-based factors such as problems, desires, aspirations, and expectations. You can also use a combination of these criteria to create more specific and relevant segments. For example, you might segment your audience by their industry, role, and level of expertise or by their goals, challenges, and content preferences.

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Karen Hollenbach

Educator & Mentor | Helping quieter & thoughtful folk | Australian LinkedIn? Expert Consultant & Trainer | LinkedIn Profile Writer | Content Marketing Strategy & Thought Leadership Advisor for Australian leaders
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Segmenting your audience is an important step to help share relevant and meaningful insights that add value. Focus on the community you wish to serve or lead, and consider the types of conversations you wish to contribute to with thought leadership. Use this as your filter for working through the many options for segmenting your audience. This will ensure when you do share your perspective on topics that are relevant to issues your audience is facing right now, or issues that are relatable to them, it will have more of an impact. It is important to make sure this segmentation is aligned to your own goals and focus for your subject matter expertise, and that you share insights and a perspective that is based on real experience or data.

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3 How to collect and analyze data?

To segment your audience effectively, you need to collect and analyze data from various sources, such as website and social media analytics, email marketing and CRM platforms, surveys and polls, and interviews and focus groups. You can use online tools like SurveyMonkey or Typeform for surveys and polls, or Zoom or Skype for interviews and focus groups. Additionally, you can use data analysis tools such as Google Analytics, Tableau, or Excel to organize, visualize, and interpret your data in order to identify patterns, trends, and insights. This data can provide you with information on who visits your site, what emails they open and click, what feedback they give, what their opinions are, etc.

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4 How to create and use personas?

Creating personas can be a great way to use your data and segment your audience. Personas are fictional representations of your ideal audience segments, based on their characteristics, needs, and behaviors. They can help you humanize your audience and empathize with their perspectives and situations. To create personas, you should choose a name and a photo for each one, define their demographic and psychographic attributes, describe their goals, challenges, pain points, and needs, explain their content preferences, formats, channels, and frequency, as well as outline their journey and touchpoints with you. There are online tools such as HubSpot or Xtensio that can help you create and store your personas. Ultimately, you can use your personas to guide your content creation, communication, and engagement strategies while personalizing your messages and offers for each segment.

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5 How to test and refine your segments?

Audience segmentation is an ongoing process, so you need to test and refine your segments regularly. A/B testing is a great way to do this, as you can create two or more versions of your content, communication, or offer and compare their performance across different segments. Additionally, you can ask your audience for feedback on your content, communication, or offer and use their responses to improve your segments. Lastly, tracking and measuring key metrics such as traffic, conversions, retention, satisfaction etc. for each segment will help you optimize your segments. There are many online tools such as Optimizely or Hotjar that can help you conduct A/B testing, feedback, and analytics.

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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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How can you use audience segmentation to improve thought leadership?

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2

3

4

5

6

1 Why segment your audience?

2 How to segment your audience?

3 How to collect and analyze data?

4 How to create and use personas?

5 How to test and refine your segments?

6 Here’s what else to consider

Thought Leadership

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How can you use audience segmentation to improve thought leadership?

1

2

3

4

5

6

1 Why segment your audience?

2 How to segment your audience?

3 How to collect and analyze data?

4 How to create and use personas?

5 How to test and refine your segments?

6 Here’s what else to consider

Thought Leadership

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