{"id":176,"date":"2023-12-15T23:56:32","date_gmt":"2023-12-15T23:56:32","guid":{"rendered":"http:\/\/www.getempowered.services\/digitalagency\/uncategorized\/segmentation-targeting-positioning-stp-marketing-the-marketers-guide\/"},"modified":"2023-12-15T23:56:32","modified_gmt":"2023-12-15T23:56:32","slug":"segmentation-targeting-positioning-stp-marketing-the-marketers-guide","status":"publish","type":"post","link":"http:\/\/www.getempowered.services\/digitalagency\/uncategorized\/segmentation-targeting-positioning-stp-marketing-the-marketers-guide\/","title":{"rendered":"Segmentation, Targeting, & Positioning\u00a0(STP Marketing): The Marketer’s Guide"},"content":{"rendered":"
\n \"segmentation, <\/a>\n<\/div>\n

As a content strategist, I like to ask my clients a lot of questions, starting with, “Who\u2019s your target audience?”<\/p>\n

As a content strategist, I like to ask my clients a lot of questions, starting with, “Who\u2019s your target audience?”<\/p>\n

But do you know what answer I always dread hearing? “Everyone”<\/p>\n

While it\u2019s nice to believe that everyone would be interested in purchasing your product or service, this definition (or lack thereof) creates way more work for you and also does a disservice to your actual target market. This is where segmentation, targeting, and positioning come into play.<\/p>\n

\"\u2192<\/a><\/p>\n

We developed this guide to help you understand how and why you should invest time into STP for better, more effective marketing. Let\u2019s dive in.<\/p>\n<\/p>\n

At its core, STP marketing helps you to better target your marketing messages and better serve your customer base.<\/p>\n

Here’s an example: I once created a marketing strategy for a fitness apparel brand. Rather than appeal to all fitness enthusiasts across the board, the brand wanted to target a specific segment within their target market: female yoga fans in their 30s and 40s. <\/p>\n

Ultimately, our marketing campaign was much more efficient and cost-effective since we knew our audience, where to reach them, and what messages would resonate.<\/p>\n

Conducting an STP Marketing Analysis<\/h2>\n

STP allows you to take a large, anonymous audience and define how your different products (or different components of the same product) relate to specific consumer segments<\/a> within that larger audience \u2014 thus understanding how to position your product(s) and messaging to grab the attention of each segment.<\/p>\n

Let\u2019s unpack each part of the segmentation-targeting-positioning model.<\/p>\n

1. Segmentation<\/h3>\n

\"audience<\/p>\n

Segmentation refers to the process of dividing your audience into smaller groups based on certain characteristics. This process allows you to group your individual audience members into similar groups so you can better communicate your products, features, and benefits that may be most relevant to them.<\/p>\n

You can segment your audience based on one or more of these criteria:<\/p>\n

    \n
  • Demographics<\/strong>, which typically answer the question of who<\/em> your buyer is (e.g. age, gender, education, location, and profession)<\/li>\n
  • Psychographics<\/strong>, which answer the question of why<\/em> your buyer buys (e.g. priorities, personality traits, and beliefs and values)<\/li>\n
  • Lifestyle traits<\/strong>, such as hobbies, entertainment preferences, and non-work activities<\/li>\n
  • Behavior<\/strong>, such as brand loyalty, channel preferences, and other shopping habits<\/li>\n<\/ul>\n
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