Updated: Oct 27, 2020
One of the most important things when you run a Marketing campaign is getting more leads to your business, which can convert into more sales. At this point, your leads are generating from multiple sources, and these leads have different demographic information. Your leads will be later on fitted into one of those stages in the sales funnel.
So when you have a lead management strategy to push your leads further down the funnel, it would be ineffective, to say the least, to send every lead you have the same message. What you need to do is to divide your leads into segments to target each segment with a more relevant message or offer in order to raise the Click-through rates of your email and nurture your leads.
Here are 4 criteria you need to consider before putting your leads into each segment.
1. Division by Demographics
One thing you need to remember that your leads are the same as anyone else, meaning they’re all different in one way or another. Your leads can come from many backgrounds, including companies of various sizes, geographical locations, ages, etc. Make use of the information you collect from your conversion forms to identify potential email segments.
After that, you can base on your company’s situation and your goals, decide which segment to target. For instance, if you are to launch a new app and want as many business partners to attend as possible, you can target your potential partners by choosing the “location” segment. If your product serves each target customer differently, it would be best if you choose to segment by industry or corporate type.
2. Division by Content Interests
Marketers may have heard of conversion events one way or another. This is also an important factor to consider when segmenting your leads. A variety of conversion that you offer on your website should appeal to different audiences or prospects at different stages of the sales funnel since it’s part of an inbound marketing strategy.
You offer a lot of conversion tools on your site, but, let’s take a closer look at which they’re converted to – did they download your latest E-book on marketing strategy for 2020? Did they sign up for a weekly newsletter? Was there anyone interested in your trial kit for business? These conversion events are extremely important for segmentation since they reveal your potential customers’ interest. If they downloaded your “Facebook Ads Make it Simple 2020” E-book, consider putting them in the “social media” segment. If they were interested in your trial kit, which is one step closer to customer conversion, you may send them new deals or information in your next email marketing strategy to seal the deal.
3. Division by Website Behavior
Another important factor to look at is your website insights. Do your best leads come to your website to look at multiple pages, or they just come to read, then leave? Invest your time into doing proper research to find out more about your leads’ behaviors. You can look at the number of website visits, the number of pages viewed, and the number of conversion events.
4. Division by Lead Source
Last but not least, you have to look at your lead source. Where do they come from: Facebook, Instagram, or your blog? They could be organic leads from search engines, or your email communications. You can use this information to target which message and offer to send to your leads.
For instance, you can send the leads you generated from Instagram an E-book on a related topic, which they may not found through all your Instagram posts. Also, analyzing the effectiveness of each communication channel and how many they can generate to best focus on them.
Divide the demographic information you collect from different sources, from geographic locations, industry, and size to segment your email lists,
Take a closer look at which offers that are converted to, then build up an email based on their interest.
Identify which leads have the most interaction with your website so you can focus more on them.
Look closely at any of your lead sources, and target your lead nurturing emails based on previous interactions with various channels of your marketing strategy.