Audience Segmentation: Top Ten Tips for Financial Advisors
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Transcript of Audience Segmentation: Top Ten Tips for Financial Advisors
is the process of dividing a large group of people into smaller groups that share common characteristics, expectations, or behaviors. It’s all about getting the right message to the right people at the right time.
AUDIENCE seg•men•tation
Discover Your Client’s Needs
How do the needs of your clients vary? What do they have in common? Why would they
need different treatment?
SEGMENTSDetermine your
[This can be based on age, personality, geographic location, or other commonalities.
Create psychographic
profiles to describe your
segments.
Emma(Easy-Going)
patientloyal
relaxedsupportive
stableempathetictrusting
Amy(Analytical)controlledorderly
deliberateorganizedsystematic
Ian(Influencer)motivatingenthusiasticconvincingimpulsiveinfluentialcharmingconfident
Donald(Driven)decisiveassertive
demandingcompetitivedetermined
Don’t Be Afraid to Start Over
Sometimes your client segments require an overhaul. Don’t create a
system that’s set in stone.
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Audience Segmentation
Top Ten Tips for Financial Advisors