How To Use The STP Model

The STP Marketing Framework stands for segmentation, targeting and positioning. It is a great model where you are targeting a diverse audience, like yours. It helps you deliver more personalised and relevant content.

Segmentation This step is all about dividing a broad market into smaller groups (segments) with similar needs, characteristics, or behaviours.

Common segmentation bases are:

• Demographic: Age, gender, income

• Geographic: Region

• Psychographic: Lifestyle, values, personality

• Behavioural: Buying habits, usage rate, brand loyalty

Understand who your potential customers are and how they differ from each other AND where there are commonalities.

Psychographic segmentation is perhaps most effective but hard to do. I always focus on behavioural, but by applying your sales funnel to this.

Segment based on where your audience is in that funnel.

Targeting After identifying segments, you decide which ones to focus on which could be one or all of the segments.

The key is to determine a marketing message for each segment and the best channel(s) to reach these. This avoids a mass marketing - or batch and blast - approach and helps you create messages that are relevant to each segment. With segmentation, it can help prioritise how much time, resource and budget goes to targeting each segment. Positioning Now you an get to market positioning. This helps by putting yourself in the shoes of your target segments; why would they choose YOU instead of a competitor. You need to find a way to be distinct and stand out, stand away from your competitors. Create a visual map, like this one here or see this independent article.

Closing Thought The STP framework is a great way to think about marketing strategy. It helps you deliver the right products and messages to the right people at the right time. It will make your marketing more effective and efficient. It will generate greater returns