Author: Tristan Martin

Episode 8 – Scaling Your Business

Posted on by Tristan Martin

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In this episode of Business Made Smarter, host Doug D’Aubrey is joined by ETC’s Director of Consultancy, Phil Edwards to explore the power of scaling up your business.

Together, they talk about what scaling really means, how it differs from traditional business growth, and how small businesses can increase turnover without drastically increasing overheads. With real-world examples from tech startups to HR consultants and web developers, they demonstrate how automation, outsourcing, innovation, and clever use of resources can help you scale effectively and sustainably.

Key Takeaways

Scaling means increasing output or income without a significant rise in costs or infrastructure, unlike growth, which often involves hiring more people or opening new locations.

Start by assessing your current assets and identifying how you can maximise them—whether that’s tech, time, or existing customer relationships.

From subscription apps to outsourcing and AI tools, technology allows businesses to serve more customers without working longer hours or expanding physically.

It’s not just product-based companies, consultants, developers, and firms in the service sector that can scale by automating tasks, productising services, or leveraging remote support.

Best Moments

“Scaling means growing your business using what you already have, not just throwing more money, people or buildings at it.”

“Your fanbase is gold. They’re the ones who helped you grow, so keep them on side as you scale and evolve.”

“Scaling is great, but if you can’t deliver, the whole thing collapses. Manage it carefully.”

About Phil Edwards

Phil brings a wealth of experience in business development, strategic marketing, and product management, particularly within the consumer goods sector. He has successfully supported businesses in driving profitability through effective sales strategies, team mentoring, and customer-focused marketing plans. His expertise in identifying business weaknesses and turning them into strengths, combined with a strong emphasis on people and implementation, makes him a valuable asset for any organisation seeking growth and direction.

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Episode 7 – Creating a Successful Marketing Plan

Posted on by Tristan Martin

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In this episode of Business Made Simple, host Ed Nell is joined by Doug D’Aubrey to explore the essentials of creating a successful marketing plan for small businesses. With Doug’s no-nonsense approach, they break down the barriers and myths around marketing strategies, showing that you don’t need a large team or months of prep to start planning effectively. Together, they highlight the importance of simplicity, consistency, and aligning your marketing with seasonal trends and business goals.

Key Takeaways

Keep your marketing plan simple and actionable. It doesn’t need to be complicated. Start by listing what you’re already doing and build from there.

Use a calendar-based approach to map out seasonal opportunities, campaigns, and business trends. Think strategically about when your audience is most likely to engage.

Consistency is key. A steady, ongoing presence helps avoid the common feast-or-famine cycle many small businesses experience when they stop marketing once work picks up.

Assign responsibility and check in regularly. If you delegate marketing tasks (including to external providers), ensure they have clear direction and accountability.

Implementation matters more than perfection. A basic plan that gets actioned will always outperform a perfect plan left in a drawer.

Best Moments

“You don’t need a complex, three-week marketing plan. Just start with the basics, it’s about making sure something gets done.”

“Everything in life has a plan, whether it’s shopping or getting to Wembley on time. Why should marketing be any different?”

“If you’re struggling with time, just do half an hour of marketing each week. A little consistency goes a long way.”

“Subcontractors aren’t mind readers. You need to guide them just like a member of your team.”

“The best plan in the world is useless if you don’t implement it. Even a mediocre plan, well executed, can transform your business.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

How to Create a Marketing Plan That Drives Real Results in 2025

Posted on by Tristan Martin

A marketing plan isn’t just a document—it’s your business growth roadmap. It tells you what to do, when to do it, and how to measure success. Yet, many businesses either don’t have one or create one and never use it.

The reality? Without a solid marketing plan, you’re just guessing. In 2025, where customers expect tailored experiences and competition is fiercer than ever, a strategic approach to marketing is non-negotiable.

Here’s how to create a marketing plan that actually works and delivers results.

1. Build an Annual Plan—Then Break It Down

Marketing shouldn’t be reactive—it should be intentional. Start by mapping out your year.

  • Identify key dates and events relevant to your industry (e.g., peak sales periods, seasonal trends, industry conferences).
  • Review past performance—when do sales peak or slow down?
  • Plan your campaigns in advance so you’re not scrambling last minute.

Example: A Florist’s Valentine’s Day Plan

  • By 1st December: Stock orders adjusted
  • By 25th January: Temporary staff recruited
  • By 1st February: Website updated and promotions live
  • By 11th January: Marketing messages approved
  • By 18th January: Designs finalised
  • By 1st February: Ad campaigns go live

This level of planning ensures everything is in place before it’s needed, preventing last-minute chaos.

2. Think Strategy First, Tactics Second

Many businesses dive into tactics (e.g., social media posts, ads, emails) without strategy. That’s like building a house without blueprints—it won’t hold up.

Instead, ask yourself:

  • Who is my ideal customer?
  • What message will resonate most with them?
  • How does this campaign support my business goals?

Once you’ve established your strategy, you can determine the best marketing mix. Will your audience respond best to email, social media, paid ads, or direct outreach?

For example:

  • If your audience is on LinkedIn, focus on thought leadership posts and targeted outreach.
  • If they engage with emails, create personalised, value-driven campaigns.
  • If they prefer face-to-face, plan networking events and in-person sales meetings.

By focusing on strategy first, you avoid wasting money on scattergun marketing efforts that don’t deliver results.

3. Take Action—And Hold Yourself Accountable

A plan is worthless if you don’t execute it. Break your annual plan into quarterly, monthly, and weekly actions.

  • Quarterly: Set high-level marketing goals. Identify key campaigns or focus areas for the next 90 days.
  • Monthly: Assign specific campaigns or initiatives. Who’s responsible? What’s the timeline? What are the success metrics?
  • Weekly: Define daily tasks and check in on progress. Keep momentum going.

Keep Yourself (or Your Team) Accountable

  • Set deadlines for marketing actions. Make them non-negotiable.
  • Use project management tools. Trello, Asana, or even a simple spreadsheet will keep tasks on track.
  • Review results monthly. Adjust strategies based on data, not assumptions.

Pro tip: Set up a monthly marketing meeting (even if it’s just you!) to review progress, adjust tactics, and keep momentum going. This ensures marketing remains a priority—not an afterthought.

4. Track What Works—And Adapt Quickly

The best marketing plans evolve. If something isn’t working, tweak it.

Key Metrics to Track:

  • Website traffic & conversions – Are people visiting and taking action?
  • Email open & click-through rates – Are your messages resonating?
  • Social media engagement – Are people interacting with your content?
  • Sales & revenue impact – Is marketing driving business growth?

Use tools like Google Analytics, email reports, and social insights to measure success and refine your approach.

  • If an ad isn’t converting, tweak the copy or targeting.
  • If social media posts get little engagement, change the format or topics.
  • If your email list isn’t opening messages, test different subject lines or content styles.

Marketing isn’t set in stone—it’s a process of learning, refining, and improving.

How ETC Can Help

Struggling to put a real marketing plan in place? We’ve helped countless businesses create practical, results-driven strategies that actually work.

If you’re new to Executive Training & Consultancy (ETC), take advantage of our free two-hour business review. We’ll give you expert insights and leave you with clear, actionable steps.

Don’t leave your marketing to chance—get in touch today and let’s build a plan that drives your business forward in 2025.

Episode 6 – Crafting a Strong Marketing Message

Posted on by Tristan Martin

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In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of crafting a strong marketing message. Doug explains why a marketing message needs to resonate with your target audience, focusing on outcomes rather than the details of how your product or service works. He shares insights on avoiding common mistakes, the power of a clear Unique Selling Proposition (USP), and how storytelling can enhance your message. Doug also introduces the “So What?” test as a way to refine your message and ensure it delivers value.

This episode offers actionable advice for businesses looking to refine their marketing strategies. Doug shares advice on keeping your message clear, focused on outcomes, and supported by storytelling, which can help your business break through the noise and truly resonate with your target audience.

Key Takeaways

Focus on Outcomes: The message should emphasise what the customer will gain, not just how your product works. The key is communicating the result they will experience.

Avoid Overcomplicating the Message: Doug advises against using jargon and overly technical terms. The message should be simple and clear enough that even a 14-year-old can understand it.

The Power of USP: A well-defined Unique Selling Proposition (USP) helps businesses stand out. It should be included in all marketing communications, reinforcing why customers choose you.

Storytelling: Once you’ve captured attention with your clear message, storytelling can help connect emotionally, sharing real-world benefits and outcomes.

The “So What?” Test: Always ask, “So what?” after delivering your message. If the listener can answer this with a clear benefit, then your message is effective. Otherwise, refine it.

Best Moments

“Focus on the outcomes your customers will experience, not on what you do. That’s the key to getting their attention.”

“Avoid jargon and technical terms. If a 14-year-old can’t understand your message, you’re not there yet.”

“The USP is not just a nice-to-have; it’s a cornerstone of your messaging. Use it everywhere.”

“Storytelling turns your message into something people can relate to. It shows real-world results, not just promises.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Creating a Clear, Strong Marketing Message in 2025

Posted on by Tristan Martin

In a crowded, competitive marketplace, your marketing message isn’t just important—it’s everything. It’s what grabs attention, sparks interest, and convinces customers to take action. But in 2025, consumer expectations are higher than ever. People don’t have time for vague, jargon-filled messaging. They want clarity, relevance, and results.

So, how do you make sure your marketing message cuts through the noise? You focus on three key principles:

1. Speak to the Customer’s Needs, Not Your Own

Your marketing message isn’t about you. It’s about your customer—what they want, what they struggle with, and how you solve their problem.

Example: A florist shouldn’t say, “We create intricate floral arrangements with premium-grade flowers.”
Instead, they should say, “Make their day unforgettable with a bouquet that speaks volumes.”

It’s not about what you do—it’s about what your customer gains.

Ask yourself:

  • What problem does my customer have?
  • How does my product or service make their life easier, better, or more profitable?
  • How will they feel after choosing me?

2. Stand Out with a Clear USP (Unique Selling Proposition)

In 2025, customers have more choices than ever. Why should they choose you?

Your USP isn’t just about what you do; it’s about what makes you the best choice.

Example:

  • Instead of “We provide expert business consultancy,” say, “We guarantee profit growth—no fluff, just results.”
  • Instead of “We offer premium customer service,” say, “We answer every call within 10 seconds—no endless hold music.”

Your USP needs to be crystal clear, tangible, and instantly compelling.

Tip: If you can’t sum up your USP in one sentence, it’s not clear enough.

3. Ditch the Jargon – Keep It Human

People don’t want to wade through technical terms or corporate speak. They want simple, engaging language that speaks to them.

Example:

  • Instead of “We facilitate operational efficiencies through synergistic strategies,” say “We help businesses work smarter and make more money.”
  • Instead of “Leverage cutting-edge AI to optimise workflows,” say “Let AI handle the boring stuff so you can focus on growing your business.”

Rule of thumb: If a 14-year-old can’t understand it, it’s too complicated.

Other Ways to Strengthen Your Message

  • Break it down – Don’t overload your message with everything at once. Start with a strong hook and guide customers on a journey.
  • Use emotion – People buy based on feelings. Tap into their aspirations, frustrations, or desires.
  • Test it – Read your message out loud. If it sounds unnatural or clunky, simplify it.
  • Get feedback – Ask a colleague or potential customer to summarise your message. If they struggle, refine it further.

How ETC Can Help

Crafting a powerful marketing message isn’t easy—but it’s essential. At Executive Training & Consultancy (ETC), we specialise in helping businesses refine their messaging to attract more customers and increase profits.

If you’re new to ETC, take advantage of our free two-hour business review. We’ll work with you to sharpen your messaging and leave you with clear, actionable steps.

Don’t let unclear messaging hold your business back. Contact us today to refine your marketing message and drive real results in 2025.

Episode 5 – How to Develop Your Unique Selling Proposition (USP)

Posted on by Tristan Martin

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In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being “different” but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.

Key Takeaways

Understanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.

The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.

Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.

Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being “the quickest” or “the cleanest”) are USPs. These are often expectations, not differentiators.

Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.

Key Moments

“A USP is not about what you think. It’s about what your customers think.”

“The real value is in understanding why people buy from you, not why they keep buying.”

“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”

“Once you know your USP, make it the centre of your marketing—tell everyone about it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Understand Yourself: Developing Your USP in 2025

Posted on by Tristan Martin

In today’s digital-first world, where customers have instant access to endless options, your Unique Selling Proposition (USP) isn’t just important—it’s essential. Standing out from competitors requires more than just listing features; it’s about clearly articulating why someone should choose you over the alternatives.

Many businesses focus on selling their product or service without addressing what makes them different. If your USP isn’t immediately clear to prospective customers, you risk being overlooked. So, do you know what truly sets your business apart?

What is a USP?

Your USP (Unique Selling Proposition) is the factor that makes your business distinct in a crowded marketplace. It’s what grabs attention, builds trust, and convinces customers to choose you over competitors.

A strong USP isn’t about what you think makes you different—it’s about what your customers perceive as valuable. A common mistake is crafting a USP based on internal assumptions rather than actual customer needs. For more information on understanding your target audience, please read last months blog Understanding your customer in 2025

How to Identify Your USP

Defining your USP requires a deep understanding of four key areas:

  1. Your Business: What do you offer that no one else does? What are your strengths?
  2. Your Customers: What do they need, expect, and value most?
  3. Your Competitors: What are they doing, and how can you differentiate?
  4. Your Industry: What trends and changes are shaping customer expectations?

A well-defined USP is built around these insights, not assumptions.

For New Businesses:

If you’re just starting, you won’t have years of customer data, but you can leverage research and feedback to shape your USP.

  • Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) to compare yourself with competitors.
  • Speak with potential customers—surveys and interviews can reveal what they truly value.
  • Define your ‘WHY’—the reason your business exists beyond just making money.

For Established Businesses:

If you already have a customer base, they’re your greatest resource for refining your USP. Ask:

  • Why did you choose us over competitors?
  • What keeps you coming back?
  • What problem do we solve best for you?

These insights often reveal your strongest differentiator.

Why Your USP Matters More Than Ever

A clear, compelling USP:

  • Attracts the right customers – those who truly value what you offer.
  • Strengthens marketing – making it easier to communicate your benefits.
  • Guides business decisions – helping you stay focused and avoid distractions.

Your USP should be evident in every customer touchpoint—from your website and social media to sales conversations and client onboarding.

Top Tip:

Write your USP down and incorporate it into your business strategy. This ensures clarity not just for your customers, but for your team, investors, and partners too.

How ETC Can Help

If you need expert guidance in defining or refining your USP, ETC is here to help. Our straight-talking, results-driven approach ensures you get practical, actionable insights tailored to your business.

If you’re new to ETC, take advantage of our free new business review. In just two hours, we’ll provide expert advice and leave you with practical steps you can implement immediately to improve your marketing and sales efforts.

Don’t let outdated customer insights hold you back—contact us today to future-proof your business!

Episode 4 – How Automation and AI Enhance the Customer Journey for Small Businesses

Posted on by Tristan Martin

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In this episode of the Business Made Smarter Podcast, Doug D’Aubrey and Michele Ibbs discuss the importance of a well-defined customer journey and how automation and AI can streamline business processes. Michele explains how her company, Truly Yours, helps businesses by creating bespoke customer journeys, utilising automation tools such as Go High Level and AI to save time and improve productivity. She highlights the advantages of integrating automation with systems like CRM to enhance customer service and marketing.

Key Takeaways 

The Customer Journey is Key: A successful customer journey requires detailed planning and multiple touchpoints, from the initial inquiry to offboarding.

Automation and AI Integration: Implementing automation tools and AI can significantly reduce the manual workload, increasing efficiency and customer satisfaction.

Human Touch in Automation: Automation should feel personal, with tailored messaging that looks human, even when automated.

Optimising CRM Systems: CRM systems like Go High Level allow for better segmentation and automation, but choosing the right system for your business is crucial.

Small Business Advice: For small businesses, starting small and building gradually is the key. Focus on setting up basic processes first and expand as needed.

Key Moments

“The customer journey needs all those little touch points and what I call the fluffies to make sure everything runs smoothly.”

“Automation is great, but it must look human—timing and personalisation are critical to avoid it feeling robotic.”

“APIs are like front door keys, allowing different systems to communicate with each other effectively.”

“Don’t overwhelm yourself—start with small steps and gradually build up your CRM and automation processes.”

“The right CRM can save you hours. But be cautious of free systems that add on costs as you grow.”

About the guest

Michele Ibbs is the founder of Truly Yours and I’m Your PA, specialising in automating customer journeys with AI and CRM systems. With 17 years of experience in call handling, she helps businesses streamline processes, increase productivity, and enhance customer satisfaction. Michele’s expertise in automation, particularly with Go High Level, enables her to deliver tailored solutions that optimise operations and improve client experiences. Find out more: https://imyourpa.co.uk/ & https://www.trulyyours.agency/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward

Episode 3 – Organising Your Customers for Better Marketing

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In Episode 3 of the Business Made Smarter Podcast, host Ed Nell and Doug D’Aubrey, Founder of Executive Training & Consultancy, discuss the importance of organising customer data to enhance marketing efforts. Doug explains how segmenting your customer base allows for more targeted communication, improved service, and ultimately, greater profitability. Whether you’re a small business owner or a growing enterprise, this episode provides actionable steps to help you refine your marketing strategy.

Key Takeaways

🔹 Why Customer Segmentation Matters: Different types of customers require different communication styles and marketing approaches. Organising your database helps tailor messaging effectively.
🔹 Three Basic Segments: Businesses should start by categorising existing customers, past customers, and prospects. This allows for more relevant and personalised marketing.
🔹 Using Technology for Segmentation: CRM systems, Mailchimp, and Facebook Ads allow businesses to refine their audience, ensuring that marketing efforts reach the right people at the right time.
🔹 Practical Business Applications: Segmentation helps businesses offer more specific services, such as targeted promotions for returning customers or industry-specific solutions for different client groups.
🔹 Avoid Overcomplicating It: Too many segments can become overwhelming. Focus on categories that will genuinely improve marketing efficiency and customer experience.

Key Moments

  • “The way you talk to different customers should be tailored—just like how you speak differently to family, colleagues, and strangers.”
  • “A flower shop can use segmentation to send Valentine’s Day promotions to male customers, increasing sales strategically.”
  • “If you can identify your most profitable customer segment, you can focus your marketing on attracting more of them.”
  • “Tracking the success of your segmentation efforts is key—if a strategy isn’t working, adjust it or stop wasting resources on it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

 

Organising Your Customers in 2025: The Key to Business Growth

Posted on by Tristan Martin

In today’s fast-paced business world, understanding your customers isn’t just a nice-to-have—it’s essential. Knowing who your customers are and how to communicate with them effectively can mean the difference between thriving and merely surviving.

Customer segmentation remains one of the most powerful tools for businesses to tailor their marketing, boost loyalty, and drive conversions. Let’s explore how this strategy has evolved and why it’s more relevant than ever in 2025.

Why Customer Segmentation Matters More Than Ever

Think about the people in your life—family, friends, colleagues, and acquaintances. You wouldn’t speak to them all in the same way, would you? The same principle applies to your customers. Different groups have unique needs, expectations, and communication preferences.

For example, a customer spending £1 million with your business will expect a different level of service compared to someone spending £100. The secret to maintaining successful relationships with all your customer types lies in understanding their uniqueness and exceeding their expectations.

However, treating every customer individually can be time-consuming and costly. That’s where customer segmentation comes in—a strategy that allows you to group customers with similar characteristics and communicate with them efficiently and effectively.

What is Customer Segmentation?

Customer segmentation is the process of grouping customers (and potential customers) based on shared traits or behaviours. These groups could be defined by:

  • Geography: Where they live or work.
  • Demographics: Age, gender, occupation, or income level.
  • Behaviour: Loyalty, buying habits, or readiness to purchase.

If you’ve already created a customer avatar—a detailed profile of your ideal customer—segmentation takes this a step further by linking similar customer types together into manageable groups.

How Segmentation Drives Success in 2025

Segmenting your audience allows you to personalise your marketing efforts and connect with customers on a deeper level. Here’s why it’s so impactful:

  • Tailored Communication: By speaking directly to each segment’s needs, you increase engagement and build trust.
  • Improved Loyalty: Customers are more likely to return when they feel understood and valued.
  • Higher Conversions: Personalised messaging leads to better results than generic campaigns.

For instance, let’s revisit the example of a flower company from our earlier discussions:

  • Customer A: Buys flowers occasionally to show appreciation or sympathy (e.g., Valentine’s Day).
  • Customer B: Regularly purchases flowers for personal enjoyment or home décor.

By segmenting these two groups, you can send targeted offers—like Valentine’s Day promotions for Customer A and subscription discounts for Customer B—maximising the likelihood of repeat purchases.

How Small Businesses Can Leverage Segmentation

For small businesses, segmentation might seem like an overwhelming task—but it doesn’t have to be! With today’s technology, segmentation is easier than ever and can deliver incredible results without requiring massive resources.

Email Marketing Made Simple

Platforms like Go High Level, MailChimp and Active Campaign allow you to create segmented email lists effortlessly. You can even design one email template that dynamically changes based on the recipient’s segment—giving the appearance of personalised communication without extra effort.

This approach pays off: personalised emails can increase open rates by up to 203%, while marketers using segmented campaigns report revenue increases as high as 760%.

Smarter Advertising

Paid advertising platforms like Facebook and LinkedIn enable hyper-targeted campaigns based on detailed audience data. By narrowing down your audience with segmentation insights, you’ll spend less money while achieving better results.

Segmentation in Action: Real-Life Examples

Big brands like Tesco have mastered segmentation through loyalty schemes. Every time you shop with them; they collect data on your preferences. When your favourite products go on sale, Tesco sends you personalised offers—making it more likely that you’ll return.

Small businesses can replicate this success on a smaller scale by using tools like CRM systems or email marketing platforms to track customer preferences and deliver tailored communications.

How ETC Can Help You Stay Ahead

If you’re unsure where to start or need help refining your customer segmentation strategy, ETC is here for you! We specialise in helping businesses identify their target audiences and group them into meaningful segments that drive growth.

As part of our commitment to supporting small businesses, we offer a free new business review. In just two hours, we’ll provide expert coaching and leave you with actionable steps that you can implement immediately.

Don’t let outdated practices hold your business back—embrace the power of segmentation today and watch your profits soar!