A Marketer’s Guide to STP Analysis

The Segmentation, Targeting, and Positioning (STP) selling exemplary is simply a astute mode to tally impactful and businesslike selling campaigns. With immoderate concern model, your STP should beryllium regularly reviewed and optimized to guarantee it performs arsenic you planned. Tools similar Audience Intelligence and One2Target from Semrush tin help.

Here’s everything you request to cognize astir STP investigation and however to behaviour it well.

What Is The STP Marketing Model?

The STP exemplary stands for Segmentation, Targeting, and Positioning, and is simply a fashionable strategical framework. STP involves identifying antithetic lawsuit groups, selecting groups to prioritize, and orienting products/services to resonate with those groups.

The STP exemplary requires elaborate audience research, assets allocation, rival analysis, and aligning your marque objectives with lawsuit wants and needs.

Before getting started with the STP model, it’s important to recognize the definitions of each constituent of the STP selling model.

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

It requires marketplace probe and knowing of each the imaginable customers wrong the sector. Segmentation is purely outward looking successful that you bash not request to see your product, offering oregon marque – simply each the radical who could payment from it.

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

Positioning: This is erstwhile youdevelop your messaging truthful that your people assemblage understands however your merchandise oregon work tin assistance them and however it is antithetic oregon amended than that of your competitors. The strategy emphasizes your brand’s unsocial worth proposition and aligns with the preferences of customers wrong the chosen segments.

An illustration of the STP selling exemplary for a smartphone institution could look similar this:

1. Segment the marketplace into groups that see tech-savvy young users, budget-conscious families oregon businesses looking to supply institution phones (note your marketplace segmentation would astir apt beryllium overmuch larger than this).
2. Target the tech-savvy young users due to the fact that they worth cutting-edge exertion and the institution prides itself connected delivering the latest features first. This radical is besides consenting to wage a premium for the latest features, which aligns with the company’s pricing model.
3. Position your smartphones arsenic sleek, stylish devices with precocious features that enactment the manner of tech-savvy young customers. Brand messaging and plan could convey that the phones are utile for enactment and leisure, portion inactive being fashionable and sophisticated.

Benefits Of The STP Model

There are a fig of reasons wherefore the STP exemplary is utile for marketers and brands arsenic a whole.

Enhanced lawsuit understanding 

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

Improved assets allocation 

Focusing connected 1 oregon 2 cardinal groups – and aiming to predominate that marketplace conception – keeps your selling crisp and effective. Also, by applying due resources to precedence lawsuit segments, you’ll astir apt spot a higher instrumentality connected investment. 

Boost competitory advantage 

When it comes to positioning against your competitors, you’ll beryllium astatine a chiseled advantage. By refining your messaging to align with your people segment’s challenges and goals, your selling volition resonate much strongly. Your assemblage volition amended recognize what you are offering – and they volition cognize wherefore you are antithetic from different manufacture players. 

Increase marque loyalty 

If you recognize your customers deeply, you’ll cognize what they attraction about. It means you tin pass your marque values, which tin pb to higher levels of spot and lawsuit loyalty. 

Elevate innovation 

Market probe besides helps you beryllium much marketplace oriented. Instead of gathering products oregon services and seeking radical to merchantability them to, you volition beryllium capable to spot what problems and challenges already exist. You’ll person opportunities to make caller solutions and products that substance and assistance people.

How To Apply The STP Model

Applying the STP exemplary makes the astir consciousness erstwhile breached down into its 3 components: segmentation, targeting, and positioning. Within each element, determination are factors to consider, and tools and practices to guarantee that the STP exemplary supports a palmy selling campaign.

1. Segment Audiences

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

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

• Demographics – people’s age, religion, sexes, income levels, acquisition levels, household size. 
• Geographic – people’s location, languages spoken
• Psychographics – people’s lifestyle, hobbies, interests, opinions
• Behavioral – people’s marque loyalty traits, terms 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 with immoderate signifier of segmentation, cod each the information that you already person astir your customers. Such information could see past lawsuit surveys, idiosyncratic 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 oregon determination – these tin supply a starting constituent to physique retired your segments. 

The One2Target instrumentality from Semrush is utile here, arsenic nether the ‘Trends’ tab, you tin participate your concern determination 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 lawsuit segments and audiences you are not targeting. 

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

The ‘Demographics’ tab tin archer you however aged the radical visiting your competing websites are, their sex, and location. For OpenAI, the bulk of users are male, aged betwixt 25-34, and from the United States.

The ‘Socioeconomics’ tin stock the household 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 the illustration below, we spot that the bulk of OpenAI users person a debased income level, person 3-4 radical successful their household, and enactment afloat time.

The ‘Behavior’ tab shares assemblage interests and preferred societal platforms. OpenAI users are predominantly funny 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 the apical 3 websites of involvement for OpenAI users.

This information tin pass you erstwhile curating absorption groups oregon 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 marque buyer personas for each segment. These volition assistance you further recognize who to target. 

2. Identify Target Segment Groups

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

Targeting requires looking astatine each conception successful crook and exploring your purchaser persona’s motivations, challenges, and behaviors – arsenic good arsenic their imaginable worth to your concern and instrumentality connected investment. When pinpointing your targets, you whitethorn privation to relationship for things similar magnitude of income cycles, mean walk per customer, oregon terms sensitivity. 

For instance, you whitethorn person identified a radical of radical who are the aforesaid age, sex, person the aforesaid income, and funny successful rollerblading. To find the people conception group, however, you drill down and look astatine however experienced radical are successful the sport, i.e. beginner, intermediate, and advanced:

• Beginner roller bladers volition apt request much guidance choosing instrumentality and uncovering places to skate. 
• Intermediate rollerbladers volition astir apt person a basal cognition of the sport, but privation to amended their technique. 
• Advanced rollerbladers could privation in-depth accusation to triumph races and acquisition the 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 experienced 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 funny successful wellness and idiosyncratic development. 

3. Define Positioning 

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

• Offering antithetic products for antithetic groups. For example, the acheronian roast java bags could beryllium larger successful size to cater to household households. Other java bags for azygous students, surviving connected a budget, could beryllium smaller successful size.
• Promoting products for antithetic uses. For example, acheronian roast java could beryllium disposable successful beans, due to the fact that women with a mean income are much apt to ain a java grinder and similar freshly-ground coffee. Other idiosyncratic segments whitethorn privation a cupful of java that is faster to prepare, truthful person java beans that travel pre-ground.
• Discounting and peculiar pricing. For example, students could entree a loyalty strategy wherever they person a escaped java container aft 10 purchases.
• Different merchandise income locations. For example, java bags for young women with 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 calendar for your website that states what benignant of contented volition beryllium published for people segments, when, and connected what platform. 

For instance, our illustration java marque could enactment with women influencers to nutrient contented connected Instagram for young women with families, and a mean income looking to bargain coffee. The marque could besides constitute contented astir java depletion astir children oregon make a mini bid connected YouTube astir java and household dynamics. 

A contented calendar volition assistance support you connected way to regularly commencement conversations with your people segment, and let you to gauge their engagement.

Using Audience Intelligence

Audience Intelligence is simply a level that has in-depth insights into your people audience, clustering radical by characteristics and comparing them with a planetary baseline.

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

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

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

Elsewhere, successful the ‘Personality’ tab, you tin find ‘How to make effectual messaging’. Here, you person a breakdown of wording, imagery, style, branding, and aesthetic statement that appeals to the radical and criterion you person selected. 

This messaging is created with a behavioral scientist and aligns with the assorted OCEAN property types. 

On to of this, Audience Intelligence tin enactment with persona-building due to the fact that it provides reports astir circumstantial audiences, providing existent clip information for:

• Demographics: Audience Intelligence lets you dive deeper into the details of your segments, seeing determination by state and city, archetypal language, property range, and more:

• Socioeconomics:

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

• Influencers and brands:

• Interests

These are breached down into wide categories, making it casual to presumption your messaging later. 

• Media affinity:
  You tin spot each segment’s media affinity. This tin beryllium utilized to assistance societal media campaigns, oregon adjacent advertisement placement. 

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

• Personality (OCEAN property types)

Openness
Conscientiousness
Extroversion
Agreeableness
Neuroticism

• Buying mindset

Also spot however consenting your assemblage is to buy, and however they similar to bash it:

• Online habits

Understand however your segments walk their clip online. 

It besides helps you conception your assemblage into recognizable groups: 

This accusation allows you to truly cognize your customers and their motivations, and make personas that lucifer the existent radical you privation to usage your products and services. Ultimately, you tin marketplace to individuals, not the masses.

STP models and selling connected the move

Just arsenic people’s interests, wants, and lives rapidly change, truthful excessively does marketing. Your STP exemplary should beryllium a flexible model for your selling strategy – that means the operation of segmentation, targeting, and positioning should beryllium consistent, but that the insights for and exertion of the exemplary person to beryllium regularly updated. 

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