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How to use product message for multiple segment
Using your product message for engaging and informing multiple segments is critical. How you leverage it will define your growth while targeting multiple segments
THE INTRODUCTION
Hello 👋 Marketing Context Fam!! Welcome to this week’s edition.
In today’s edition of startup marketing deep dive we unpack the critical process of “using your product message for multiple segments”.
What we will cover:
Why segmenting your product message matters for startup marketer
Unpack the core concepts
Look at an example
Role of marketer
Resources
THE CONTEXT
Why it matter?
Imagine this
You are a startup product marketing manager for a fitness tracker targeting the below user segments.
Fitness enthusiasts: Advance fitness features like heart rate variability tracker, VO2 max estimator etc
Casual exercisers: Simplicity, workout options, and social features
Weight loss seeker: Calorie & progress tracking, meal plans etc
Athletes: Performance measure, custom workout and analytics
You launched a campaign with the product message that highlights"cutting-edge technology" and "unparalleled performance."
However, your app downloads were crickets :
Why is that?
Because the product message appealed to no one in particular!!.
Each segment, has unique needs and responds to different messaging.
Think of it like a clothing line. The core message is "stylish apparel," but the designs and marketing for a professional blazer will differ from a pair of trendy jeans.
Bifurcation or Framing? Tailoring Your Approach
So the big questions is. Should you create different messages for each segment, or adapt a core message with different framing?
There's no single answer. It depends on your product and the diversity of your audience.
However, one size fit all product message will never resonate with any user and might be the reason for your product’s launch failure.
Segmenting your product message can be your secret weapon, specially while targeting multiple segments of users.
THE DEEP DIVE
Should you segment your message from day one
Absolutely!!! and right out of the gate!
Understanding your target audience is the foundation for any early-stage product. As your product evolves, so should your messaging, tailoring it to the specific needs of emerging user segments.
Unpacking how to segment your product message
Structuring product message
Step 1: Define your user segment: The Power of buyer personas
User personas are detailed profiles that represent specific user segments.
Each persona details their challenges, goals, and preferred communication style.
By analysing market research, conducting customer interviews, and crafting these personas, you can tailor messaging that resonates with each segments.
For example for the fitness app the segments can be
Fitness enthusiasts
Casual exercisers
Weight loss seekers
Athletes
Step 2: The All-important hook:
Anchoring your message to their pain points ( interpretation of one core value delivered for multiple user personas within the decision chain)
Start with your hero message that anchors on one core need being met by your product And then move to each user persona.
Define your narrative arc- it should anchor on the core of your hero message
Identify the specific pain of your user segment and develop your segmented message to target that audience
The first few words of your message are like the opening line in a sales call – they grab attention and establish relevance. However the trick is to make it relevant for each of the user segment yet keep the core value of the product consistent
By anchoring your message to a specific pain point or solution being sought, you hook their interest and prime them to listen.
Challenges and pitfalls to avoid
Crafting targeted messages is an art, and there are hurdles to navigate. Here are some common pitfalls for early-stage PMMs:
Casting a wide net: A message aimed at everyone ends up resonating with no one. Be specific!
Going too niche: Overly specific messages can miss a potentially large, relevant audience. Find the sweet spot.
Data disconnect: Segmentation relies on user data. Make sure yours is accurate and up-to-date.
Audience vs. Segment: Know the difference
An audience is a broad group, like "people who want to be more productive." A segment is a more specific group within that audience, like "students overwhelmed with assignments."
Segmentation allows you to speak directly to a user's unique needs and wants.
Speak Their Language
By taking the time to understand your user segments and crafting targeted messages, you can create a connection that leads to early traction and growth. Remember, your users want to feel heard. Speak their language, and they'll listen.
STRATEGIES IN ACTION
Use Case:Canva: A Masterclass in Segmentation
Canva is a prime example of a product successfully targeting multiple user segments with tailored messaging. Let's break down how they've achieved this:
Anchoring their core message:
Canva anchors its core message on enabling users to create visual designs with ease for personal or professional needs
Using the above as the base, it then translates it core offering ( ability to create visual content) to meet the needs of multiple segments of target users
Core User Segments
Design professionals: Graphic designers, marketers, and content creators
Small business owners: Entrepreneurs, freelancers, and solopreneurs
Students and educators: Teachers, students, and academic institutions
Hobbyists and DIY enthusiasts: Bloggers, social media influencers, and casual creators
Tailored Messaging and Features
Design professionals: Canva Pro offers advanced features like brand kits, custom fonts, and collaboration tools, emphasizing efficiency and professional-quality designs.
Small business owners: Canva for Work focuses on creating branded materials easily, saving time and money on design costs.
Students and educators: Canva for Education provides free access to educational resources and templates, emphasizing creativity and collaboration.
Hobbyists and DIY enthusiasts: Canva's free tier offers a user-friendly interface and a vast library of templates for creating social media graphics, presentations, and personal projects.
Key Takeaways
Identify distinct user needs: Canva understands the different pain points and goals of each segment.
Offer tailored solutions: By providing specific features and pricing plans, Canva addresses the unique requirements of each group.
Leverage strong branding: Consistent messaging and branding across all segments reinforces Canva's overall value proposition.
Continuously refine: Canva regularly updates its platform with new features and templates to meet the evolving needs of its users.
MARKETING MINDSET MOMENT
Role of a marketer: Owning the strategy
The founding marketing manager has a critical role to play in the whole process of segmenting product message
A successful product marketing manager must possess a customer-centric, data-driven mindset.
They should be skilled storytellers who can tailor messages to diverse customer segments.
Strategic thinking, agility, and a collaborative spirit are essential for navigating the complexities of product segmentation. By blending creativity with analytical rigor, you can effectively position products, drive customer engagement, and contribute significantly to a startup's growth.
So, this is it for the week. If you liked this deep dive to share it and leave a comment. Love to hear more from you on how you find these deep dives and what you would like me to focus
Have a great rest of the week 👋
Chandan
Helping hundreds of startup marketing get better every week
Follow me LinkedIN & Twitter (X)
BTW leaving you with some helpful links & resources below. 😀
RESOURCES ON SPOTLIGHT
Resources:
Semrush: Create a Multi-Segment Marketing Strategy in 7 Easy Steps. Link
What is Multi-Segment Marketing and How to Craft a Multi-Segment Strategy for Your Team. Link
Books
Customer Segmentation: Creating Profitable Customer Groups" by Thomas C. Miller: This book delves into the intricacies of customer segmentation and how to leverage it for business growth.
"Marketing Segmentation: How to Divide Your Market and Conquer Your Competition" by Russell Haley: A classic in the field, this book offers foundational knowledge on market segmentation and its strategic implications.
Any general marketing or customer-centric marketing books can also offer relevant information on targeting different segments.
These resources will help understand the core concepts of segmentation and also help delve into how process of using your product message for multiple segments
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