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Growing your audience is always a huge gain for business. More eyes on your company mean more potential business, but what happens when your audience becomes too big for single message targeting?

Could you be missing out on conversions by being too impersonal with your messaging?

The broader your audience, the broader their preferences, needs and opinions become, and this is where segmenting your target markets becomes an advantage.

So, where do you begin to segment your audience?

People that are attracted to your company, services or products often have certain characteristics in common which can help you to group them.

Traditionally, target markets can be separated into the following groups:


This group focuses on geographic location of customers. Customers from similar locations, for example, often share similar interests, values and preferences.


Age, gender, education level, occupation, income and family size can affect preferences dramatically.


This group focuses on values, personalities, interests, attitudes, motivators, opinions and lifestyles.


Do certain customers make similar decisions when deciding to use your company? Do they share a similar knowledge base or behave in similar ways?

Get to know your groups

Once you have segregated them, try to spot further shared traits within each segment. This will help you gain insights and spot any patterns or trends. The more you understand your audience, the better you will able to offer them what they need.

Refine your message

When your audience has been segmented, researched and better understood, you can start to put together the right marketing messages and identify the best channels and tactics to use for your future campaigns.

If you would like any assistance segmenting your target markets, refining your message or crafting a campaign, our expertise is here to help. Simply get in touch with Fill the Gap Marketing on 01522 581911 to find out more.