A Marketer’s Guide to STP Analysis

The Segmentation, Targeting, and Positioning (STP) trading exemplary is simply a smart measurement to tally impactful and businesslike trading campaigns. With immoderate business model, your STP should beryllium regularly reviewed and optimized to guarantee it performs arsenic you planned. Tools for illustration Audience Intelligence and One2Target from Semrush tin help.

Here’s everything you request to cognize astir STP study and really to behaviour it well.

What Is The STP Marketing Model?

The STP exemplary stands for Segmentation, Targeting, and Positioning, and is simply a celebrated strategical framework. STP involves identifying different customer groups, selecting groups to prioritize, and orienting products/services to resonate pinch those groups.

The STP exemplary requires elaborate audience research, assets allocation, competitor analysis, and aligning your marque objectives pinch customer wants and needs.

Before getting started pinch nan STP model, it’s important to understand nan definitions of each constituent of nan STP trading model.

Segmentation: This involvesdividing markets and customers into smaller groups that stock characteristics (for example, demographics, psychographics, behaviors aliases needs). 

It requires marketplace investigation and knowing of each nan imaginable customers wrong nan sector. Segmentation is purely outward looking successful that you do not request to see your product, offering aliases marque – simply each nan group who could use from it.

Targeting: This intends assessing nan imaginable of each of your segmented groups – this could beryllium based connected nan size, growth, level of competition, aliases compatibility of groups to your marque values. Targeting lets you prioritize conception groups and allocate your resources according to nan groups that are astir lucrative. 

Positioning: This is erstwhile youdevelop your messaging truthful that your target assemblage understands really your merchandise aliases work tin thief them and really it is different aliases amended than that of your competitors. The strategy emphasizes your brand’s unsocial worth proposition and aligns pinch nan preferences of customers wrong nan chosen segments.

An illustration of nan STP trading exemplary for a smartphone institution could look for illustration this:

1. Segment nan marketplace into groups that see tech-savvy young users, budget-conscious families aliases businesses looking to supply institution phones (note your marketplace segmentation would astir apt beryllium overmuch larger than this).
2. Target nan tech-savvy young users because they worth cutting-edge exertion and nan institution prides itself connected delivering nan latest features first. This group is besides consenting to salary a premium for nan latest features, which aligns pinch nan company’s pricing model.
3. Position your smartphones arsenic sleek, stylish devices pinch precocious features that support nan manner of tech-savvy young customers. Brand messaging and creation could convey that nan phones are useful for activity and leisure, while still being fashionable and sophisticated.

Benefits Of The STP Model

There are a number of reasons why nan STP exemplary is useful for marketers and brands arsenic a whole.

Enhanced customer understanding 

By gathering much granular insights into customers’ backgrounds, characteristics, and preferences, you tin person a clearer image of nan marketplace arsenic a whole. As a result, nan reasons for targeting (and not targeting) definite sections of nan marketplace will go crystal clear. 

Improved assets allocation 

Focusing connected 1 aliases 2 cardinal groups – and aiming to predominate that marketplace conception – keeps your trading crisp and effective. Also, by applying due resources to privilege customer segments, you’ll astir apt spot a higher return connected investment. 

Boost competitory advantage 

When it comes to positioning against your competitors, you’ll beryllium astatine a chopped advantage. By refining your messaging to align pinch your target segment’s challenges and goals, your trading will resonate much strongly. Your assemblage will amended understand what you are offering – and they will cognize why you are different from different manufacture players. 

Increase marque loyalty 

If you understand your customers deeply, you’ll cognize what they attraction about. It intends you tin pass your marque values, which tin lead to higher levels of spot and customer loyalty. 

Elevate innovation 

Market investigation besides helps you beryllium much marketplace oriented. Instead of building products aliases services and seeking group to waste them to, you will beryllium capable to spot what problems and challenges already exist. You’ll person opportunities to create caller solutions and products that matter and thief people.

How To Apply The STP Model

Applying nan STP exemplary makes nan astir consciousness erstwhile surgery down into its 3 components: segmentation, targeting, and positioning. Within each element, location are factors to consider, and devices and practices to guarantee that nan STP exemplary supports a successful trading campaign.

1. Segment Audiences

You could take to conception nan marketplace successful a number of different ways. The cardinal present is that you are simply looking astatine nan information and you shouldn’t exclude immoderate portion of nan market. Segmentation includes a afloat overview of your imaginable clients. 

Some of nan astir communal ways to conception your assemblage are:

• Demographics – people’s age, religion, sexes, income levels, acquisition levels, family size. 
• Geographic – people’s location, languages spoken
• Psychographics – people’s lifestyle, hobbies, interests, opinions
• Behavioral – people’s marque loyalty traits, value sensitivity, purchasing style, usage rate
• Media penchant – people’s preferred societal media, tv networks, newspapers, hunt engines. 
• Benefit – people’s desires, symptom points, needs, and hopes

To commencement pinch immoderate shape of segmentation, cod each nan information that you already person astir your customers. Such information could see past customer surveys, personification interviews, website analytics, and income squad feedback. 

Next, place wide segments (groups that person characteristics successful common, but won’t beryllium your last segments). For example, you could spot users successful groups according to their property aliases location – these tin supply a starting constituent to build retired your segments. 

The One2Target instrumentality from Semrush is useful here, arsenic nether nan ‘Trends’ tab, you tin participate your business location and 5 of your competitors’ domains. 

You’ll person a breakdown of assemblage demographics, socioeconomics, behavior, and assemblage overlap. This gives you a model into different customer segments and audiences you are not targeting. 

In nan pursuing screenshots, we usage OpenAI assemblage information arsenic an example.

The ‘Demographics’ tab tin show you really aged nan group visiting your competing websites are, their sex, and location. For OpenAI, nan mostly of users are male, aged betwixt 25-34, and from nan United States.

The ‘Socioeconomics’ tin stock nan family size of customers, income level, employment status, and acquisition level. This information comes from domain-specific data, based connected a operation of third-party information and Semrush’s ain proprietary AI and instrumentality learning algorithms.

In nan illustration below, we spot that nan mostly of OpenAI users person a debased income level, person 3-4 group successful their household, and activity afloat time.

The ‘Behavior’ tab shares assemblage interests and preferred societal platforms. OpenAI users are predominantly willing successful online services and wide media. They entree their interests mostly via desktop, and their societal media of prime is YouTube.

Meanwhile, ‘Audience overlap’ highlights what different websites audiences visit, truthful you person a much broad thought of their lifestyles. LinkedIn, Microsoft, and Canva are nan apical 3 websites of liking for OpenAI users.

This information tin pass you erstwhile curating attraction groups aliases initially putting customers into segments. It ensures that your segmentation is data-driven, and truthful much representative.

As you delve into these considerations, purpose to make buyer personas for each segment. These will thief you further understand who to target. 

2. Identify Target Segment Groups

Once you’ve established each marketplace segment, it’s clip to specify your targeting. These are nan groups that are champion aligned pinch your marque and person nan astir imaginable to bring affirmative ROI.

Targeting requires looking astatine each conception successful move and exploring your purchaser persona’s motivations, challenges, and behaviors – arsenic good arsenic their imaginable worth to your business and return connected investment. When pinpointing your targets, you whitethorn wish to relationship for things for illustration magnitude of income cycles, mean walk per customer, aliases value sensitivity. 

For instance, you whitethorn person identified a group of group who are nan aforesaid age, sex, person nan aforesaid income, and willing successful rollerblading. To find nan target conception group, however, you drill down and look astatine really knowledgeable group are successful nan sport, i.e. beginner, intermediate, and advanced:

• Beginner roller bladers will apt request much guidance choosing instrumentality and uncovering places to skate. 
• Intermediate rollerbladers will astir apt person a basal knowledge of nan sport, but want to amended their technique. 
• Advanced rollerbladers could want in-depth accusation to triumph races and acquisition nan champion gear.

By visualizing who precisely you’re targeting, you person a relatable practice of those customers and tin guarantee that your STP is human-centric and subsequently much impactful. 

For example, a buyer persona for an knowledgeable roller blader could beryllium – 30-year-old Ben, a postgraduate student, surviving independently successful San Francisco, California. Ben has been rollerblading for six years and is willing successful wellness and individual development. 

3. Define Positioning 

Pay attraction to wherever you tin customize elements of your trading strategy to link pinch each conception much meaningfully. This includes:

• Offering different products for different groups. For example, nan acheronian roast java bags could beryllium larger successful size to cater to family households. Other java bags for azygous students, surviving connected a budget, could beryllium smaller successful size.
• Promoting products for different uses. For example, acheronian roast java could beryllium disposable successful beans, because women pinch a mean income are much apt to ain a java grinder and for illustration freshly-ground coffee. Other personification segments whitethorn want a cup of java that is faster to prepare, truthful person java beans that travel pre-ground.
• Discounting and typical pricing. For example, students could entree a loyalty strategy wherever they person a free java container aft 10 purchases.
• Different merchandise income locations. For example, java bags for young women pinch families could beryllium featured successful family-friendly cafes, whereas java for different customers could beryllium mostly disposable online.

Focusing Content connected your Targets

Alongside this customization, prioritize tailored content. Create a contented almanac for your website that states what type of contented will beryllium published for target segments, when, and connected what platform. 

For instance, our illustration java marque could activity pinch women influencers to nutrient contented connected Instagram for young women pinch families, and a mean income looking to bargain coffee. The marque could besides constitute contented astir java depletion astir children aliases create a mini bid connected YouTube astir java and family dynamics. 

A contented almanac will thief support you connected way to regularly commencement conversations pinch your target segment, and let you to gauge their engagement.

Using Audience Intelligence

Audience Intelligence is simply a level that has in-depth insights into your target audience, clustering group by characteristics and comparing them pinch a world baseline.

It’s besides a awesome instrumentality to find contented partners for a trading strategy. In nan ‘Influencer and brands’ tab, you tin besides position nan influencers and different companies that your target groups prosecute with. There are much than 20,000 influencers successful nan Audience Intelligence database, including bloggers, journalists, and micro and macro influencers.

You tin arsenic investigation nan contented that your target segments are interacting pinch done Audience Intelligence. In nan ‘Media affinity’ tab, you tin look astatine nan offline and online channels that selected target groups prosecute pinch – including magazines, events, and societal media platforms. 

In nan ‘Content’ tab, you tin spot contented that your segments person liked and shared, arsenic good arsenic nan apical hashtags and keywords from these posts, and nan domains wherever this contented comes from. This information ensures that you cognize what already gets people’s attention, and really you tin scope them pinch nan correct messaging too.

Elsewhere, successful nan ‘Personality’ tab, you tin find ‘How to create effective messaging’. Here, you person a breakdown of wording, imagery, style, branding, and artistic explanation that appeals to nan group and criterion you person selected. 

This messaging is created pinch a behavioral scientist and aligns pinch nan various OCEAN characteristic types. 

On to of this, Audience Intelligence tin support pinch persona-building because it provides reports astir circumstantial audiences, providing existent clip information for:

• Demographics: Audience Intelligence lets you dive deeper into nan specifications of your segments, seeing location by state and city, first language, property range, and more:

• Socioeconomics:

In nan Socioeconomics tab, you tin research much granular data, specified arsenic level of education, job, marital status, moreover income.

• Influencers and brands:

• Interests

These are surgery down into clear categories, making it easy to position your messaging later. 

• Media affinity:
  You tin spot each segment’s media affinity. This tin beryllium utilized to thief societal media campaigns, aliases moreover advertisement placement. 

• Content (data reported for 30-day period):

• Personality (OCEAN characteristic types)

Openness
Conscientiousness
Extroversion
Agreeableness
Neuroticism

• Buying mindset

Also spot really consenting your assemblage is to buy, and really they for illustration to do it:

• Online habits

Understand really your segments walk their clip online. 

It besides helps you conception your assemblage into recognizable groups: 

This accusation allows you to really cognize your customers and their motivations, and create personas that lucifer nan existent group you want to usage your products and services. Ultimately, you tin marketplace to individuals, not nan masses.

STP models and trading connected nan move

Just arsenic people’s interests, wants, and lives quickly change, truthful excessively does marketing. Your STP exemplary should beryllium a elastic model for your trading strategy – that intends nan building of segmentation, targeting, and positioning should beryllium consistent, but that nan insights for and exertion of nan exemplary person to beryllium regularly updated. 

One2Target and Audience Intelligence tin support you atop of your assemblage dynamics, and powerfulness genuinely effective trading campaigns clip and clip again.