{"id":828,"date":"2021-08-30T11:05:29","date_gmt":"2021-08-30T14:05:29","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=828"},"modified":"2025-06-24T22:24:24","modified_gmt":"2025-06-25T01:24:24","slug":"how-to-improve-customer-segmentation","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/","title":{"rendered":"How to improve customer segmentation using digital marketing"},"content":{"rendered":"<p><span style=\"font-size: large;\">One of the biggest problems companies face is dispersion in communication. Many of them end up communicating with the customer using an incorrect tone and message, decreasing the return rate. This happens because these companies need to improve customer segmentation, but they don&#039;t know how.<\/span><\/p>\n<p><span style=\"font-size: large;\">Digital marketing has as one of its differences the possibility of assembling different and segmented lists. Just use some tools correctly. Find out how in this post.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#Use_as_midias_sociais\" >Use social media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#Segmente_usando_o_Google_Ads\" >Target using Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#O_Marketing_de_Conteudo_e_a_segmentacao\" >Content Marketing and segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#Segmente_sua_lista_de_e-mails\" >Segment your email list<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#Trabalhe_com_fluxos_de_nutricao\" >Work with nutrition streams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-improve-customer-segmentation\/#Entenda_a_dor_dos_seus_clientes\" >Understand your customers&#039; pain<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Use_as_midias_sociais\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Use social media<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">It is possible to build good segmented lists using social media. O <a href=\"https:\/\/verocontents.com.br\/en\/blog\/strategies-for-facebook-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>, for example, has great targeting tools in its ads. These segmentations allow us to choose the audience in different ways, by location, interests, gender, occupation and much more.<\/span><\/p>\n<p><span style=\"font-size: large;\">By being very careful, using the tools well and segmenting the messages, you will be able to put together a great strategy. These advertisements may generate <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-lead\/\" target=\"_blank\" rel=\"noopener noreferrer\">leads<\/a>\u00a0directly or can lead to capture pages (<a href=\"https:\/\/verocontents.com.br\/en\/blog\/landing-pages-what-they-are-and-how-to-use-them\/\">landing pages<\/a>). This way, you can generate your leads directly for specific lists, using <a href=\"https:\/\/www.rdstation.com.br\" target=\"_blank\" rel=\"noopener noreferrer\">marketing automation software<\/a>.<\/span><\/p>\n<p><span style=\"font-size: large;\">Other social media allow for great segmentation, like YouTube, for example, which allows you to create your lists according to the channel. These lists can be crafted to lead to other capture pages, much like Facebook.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Segmente_usando_o_Google_Ads\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Target using Google Ads<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">The <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ads<\/a>\u00a0It also allows great segmentation lists to be built. You can work ads according to different audiences, generating traffic to your website or directly to landing pages. You can also take specific ads to service pages, for example, by including forms on each of them. This way, you will know where each lead converted and place it in the corresponding list with the type of service searched.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_Marketing_de_Conteudo_e_a_segmentacao\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Content Marketing and segmentation<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Using content marketing is one of the most objective and functional ways to improve segmentation. Working with <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">personas<\/a> different types, you will be able to direct the content to each of your prospects, transforming them into previously segmented customers. A <a href=\"https:\/\/verocontents.com.br\/en\/blog\/content-production-is-important\/\" target=\"_blank\" rel=\"noopener noreferrer\">content production<\/a> must be 100% directed, so that you can set up different funnels and different flow flows <a href=\"https:\/\/verocontents.com.br\/en\/blog\/lead-nurturing-what-is-and-why-to-do-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead nurturing<\/a>.<\/span><\/p>\n<p><span style=\"font-size: large;\">The success of this strategy will depend on excellent work, both in <a href=\"https:\/\/verocontents.com.br\/en\/blog\/why-have-a-corporate-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog<\/a>, as well as rich materials, which must be aligned with each of the identified personas.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Segmente_sua_lista_de_e-mails\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Segment your email list<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">But what if you already have an email list? How to segment without intensive and manual work? The answer, once again, is content marketing. Imagine that you have a list of more than 1,000 emails, without any type of segmentation. The tip here is to start working on different content, analyzing the responses in each campaign and taking each customer to a specific list.<\/span><\/p>\n<p><span style=\"font-size: large;\">Create different rich materials for each audience you want to target and offer them to your list. Naturally, there will be a specific interest for each person in specific content and your list will begin to segment automatically.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Trabalhe_com_fluxos_de_nutricao\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Work with nutrition streams<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">In addition to offering different materials for new conversions of your base, you can also use <a href=\"https:\/\/verocontents.com.br\/en\/blog\/lead-nurturing-what-is-and-why-to-do-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">nutrition streams<\/a>. In addition to the proven efficiency in <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">inbound marketing<\/a>, flows help you understand the anatomy of your list as well. <\/span><\/p>\n<p><span style=\"font-size: large;\">If you already work with nutrition flows to bring leads to the bottom of the funnel, you can also put together a nutrition flow strategy with information targeted to each segment. Click-through rates will tell you if you&#039;re on the right track, and analyzing which leads are responding well to these flows will show you which list they should be funneled to.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Entenda_a_dor_dos_seus_clientes\"><\/span><span style=\"font-size: large;\"><span style=\"color: #ff9900;\"><strong>Understand your customers&#039; pain<\/strong><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">The most important thing is here at the end. You must always put yourself on the customer&#039;s side. Understanding your problem, your pain and your expectations will allow you to better identify where it fits within your model. <\/span><\/p>\n<p><span style=\"font-size: large;\">Do research to create an overview of these desires and work with an Empathy Map. There are several models of Empathy Maps that basically show the needs and pains of this client. It will also help you define other personas that may be within your customer base, but are going unnoticed.<\/span><\/p>\n<p><span style=\"font-size: large;\">In the traditional model, the Empathy Map is divided into 4 main points:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-size: large;\">First: what does your customer think and feel?<\/span><\/li>\n<li><span style=\"font-size: large;\">Second: what does he hear?<\/span><\/li>\n<li><span style=\"font-size: large;\">Third: what does he see?<\/span><\/li>\n<li><span style=\"font-size: large;\">Fourth: what does he say and do?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: large;\">See the Empathy Map model:<\/span><\/p>\n<p><a href=\"http:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-2128 size-full\" title=\"Empathy Map - How to improve customer segmentation - Vero Contents\" src=\"http:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia.png\" alt=\"Empathy Map - Vero Contents\" width=\"842\" height=\"595\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia.png 842w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia-300x212.png 300w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia-768x543.png 768w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/mapa-da-empatia-600x424.png 600w\" sizes=\"(max-width: 842px) 100vw, 842px\" \/><\/a><\/p>\n<p><span style=\"font-size: large;\">This customer mapping will not only allow you to improve segmentation, but also serve your customer more efficiently. And thus, better understand your business. You will be able to segment it, in order to have total focus on its business, seeing its desires and needs. Furthermore, the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Return on Investment (ROI)<\/a>\u00a0your actions will be much better, increasing your profitability and reducing marketing and sales expenses.<\/span><\/p>\n<p><span style=\"font-size: large;\">If you liked this content, sign up and receive our content!<\/span><\/p>\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-285 bottom vert custom-banners-theme-default_style\" style=\"\"><img decoding=\"async\" width=\"215\" height=\"215\" src=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Como-Mensurar-e-Otimizar-Canais-215x215-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Como-Mensurar-e-Otimizar-Canais-215x215-1.jpg 215w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Como-Mensurar-e-Otimizar-Canais-215x215-1-150x150.jpg 150w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Como-Mensurar-e-Otimizar-Canais-215x215-1-12x12.jpg 12w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Como-Mensurar-e-Otimizar-Canais-215x215-1-45x45.jpg 45w\" sizes=\"(max-width: 215px) 100vw, 215px\" \/><a class=\"custom_banners_big_link\"  href=\"https:\/\/materiais.verocontents.com.br\/ebook-canais-de-marketing-digital\/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(none)&utm_content=&utm_term=&utm_referrer=banner-site\"><\/a><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>One of the biggest problems companies face is dispersion in communication. Many of them end up communicating with the customer using an incorrect tone and message, decreasing the return rate. This happens because these companies need to improve<\/p>","protected":false},"author":1,"featured_media":2129,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[39,62,13,52],"class_list":["post-828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-e-mail-marketing","tag-leads","tag-marketing-de-conteudo","tag-roi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Como melhorar a segmenta\u00e7\u00e3o dos clientes<\/title>\n<meta name=\"description\" content=\"As empresas precisam melhorar a segmenta\u00e7\u00e3o dos clientes usando tom e mensagem 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