How to Build Audience Segments for Laundry Businesses

How to Build Audience Segments for Laundry Businesses

The average laundromat makes between $450-$500/day


Although this number varies for each business, there are methods to grow your business.


Marketing is the best way to grow your business, but there are dozens of different marketing strategies to use. So how do you decide which ones to use?


Start with audience segmentation. 


Although it takes some effort on the front end, once the heavy lifting is complete, you’ll notice your business increases because of the extra effort to reach out to the community.

What is Audience Segmentation?

Audience segmentation takes your entire targeted audience and divides current and potential customers into specific groups.


The groups are not arbitrary–they’re precisely detailed groups of people. Once you have these smaller groups, you curate specific messages and notifications for each group.

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By segmenting your email list and customers, you create a personalized connection. 


When you send a single, generic message to everyone, very few will connect or open the email. 


When you put together an email for a particular segment of your customers, the message is more personal and connects with the reader.


Audience segmentation helps you establish a solid and stable community and makes your customers feel appreciated and seen.


But audience segmentation takes work, and it’s constantly changing.

What Are the Different Types of Audience Segments?

To build your different segments, look at your customers’ demographics, behaviors, and psychographics. 


Although most people have a use for your business, audience segmentation helps you connect with a person on a new level that fosters a lasting relationship and loyalty.

Type 1: Focus on Demographics

When establishing your segmented groups, you should start with demographics to get a clear idea of who is in your customer pool.


When looking at demographics, consider:


  • Age
  • Race
  • Ethnicity
  • Religion/beliefs
  • Occupation
  • Income
  • Education


Although your audience segment is more than demographics, this data will help determine how many people fit specific categories. 


For example, if you wanted to run a special for school teachers and share the discount code via email, you would need to know the occupations of your customers to know who fits that demographic.

Type 2: Track Customer Behavior

Behavior is the next step in building audience segments. Tracking behavior looks at the way people purchase goods and services. 


Behavior considers the frequency of purchases and the cost of each purchase. This information can help you determine who spends the most money at your laundromat and makes the occasional visit.


When looking at behavioral tendencies, pay close attention to what people purchase. 


Everyone spends their money on a product for a specific reason.


Notice these tendencies: price, benefits, health, or ease of purchase.


As you pick up on the reasons for these purchases, watch the journey–how long did it take them to pick out a product? Have they tried similar products from other brands first?


When you look for this behavioral information, you get a better idea of how you can improve your services and connect with your customer pool.

Type 3: Analyze a Consumer Psychographics

This aspect of audience segmentation is similar to behaviors, but one main difference is that psychographics focus on the motivation behind the behaviors.

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When you gather information about a person’s purchasing history and pinpoint their motivation behind each purchase, it drastically improves your ability to connect with them and share great news.


For example, if you find that many of your families have students in school, and it’s spring break, you can send news about a spring break sale. A sale like this helps families wash all their clothes at a discount.


You know they will need to wash more clothes than usual, especially if they traveled, so you can anticipate their behaviors (washing clothes) when you better understand their motivation (dirty clothes from vacation or a trip).

Use Audience Segmentation to Your Advantage

Gathering all of this information takes time and effort from your marketing team.


Building functioning audience segments is a lot of work but can pay dividends because it helps you connect with your customers by making them feel seen.


When you use audience segmentation, you foster a community of people who appreciate your business and what you stand for because you anticipate their needs.


Whether it’s following significant holidays, recurring life events (like the start and end of school years), or participating in the community yourself (like sponsoring a soccer team), you create a mental connection with these people who view your business as helpful and ready to meet your needs.


Audience segmentation is an excellent marketing tool that helps you take the next step in building and solidifying your business.