Introduction to Audience Segmentation

Introduction to Audience Segmentation

If you ever feel like your content is being ignored or your art isn’t connecting with buyers, collectors, or fans, the problem might not be your work. It might be your messaging. That’s where audience segmentation comes in. 

What is audience segmentation?

To put it simply, audience segmentation means breaking down your audience into smaller, more specific groups based on shared characteristics. These characteristics can be things like interests, location, demographics, behavior, or how they’ve previously interacted with your art. Segmenting your audience allows you to create more targeted communication, allowing you to speak more personally to specific groups, rather than speak generally to everyone. 

Why audience segmentation matters.

Not all of your followers, fans, or buyers are the same. Some people collect original pieces while others are only interested in prints. Some of your collectors are local and eager to engage with you in person while others are fans from afar. Each of these groups responds to different language, visuals, and calls to action. Segmentation allows you to meet them where they are.

Segmentation helps you:

• Increase sales by sending the right message to the right people. 

• Strengthen your relationships as collectors will feel a stronger sense of connection when they receive messaging that speaks directly to them. 

• Save time and effort by focussing on what each of your audience groups actually cares about. 

Segmenting your audience to craft more personalized communication will allow you to show up in a smarter, more human way. Next week, we’ll break down how you can get started segmenting your audience and what kind of tailored messages actually work.