We talk a lot about lead segmentation in our book “Small Business Marketing Made Simple”, since it does hold a lot of weight especially when it comes to email marketing. Or, we should say, it can hold a lot of weight. As you’re likely already doing, there are the basic things that you’d segment visitors for, such as:
- What page(s) they visited
- Their demographic information (i.e. what state they live in, their age, etc.)
- If they’re B2B or B2C
- What offers they downloaded
This is all fine and well, but here’s the problem: You shouldn’t stop your lead segmenting just there. So what if you know that a certain group of people visited your “About Us” page – do you know why? Or do you have any idea why people are downloading a particular white paper that you’re offering?
Sure, you can make all of the assumptions you want, but making assumptions isn’t going to produce real results. By not making assumptions and drilling down into why these leads are visiting your site, you’ll be able to step up your lead segmentation game and increase your conversion rates.
Create Customer Intelligence Goals
There’s no question that customer intelligence is necessary for marketers and business owners to gain insight into what’s actionable and profitable. The issue here is that all too many marketers and business owners aren’t asking the right questions to get the right kind of customer intelligence. Without that, businesses are completely at a loss as to how to properly and most effectively segment their different leads.
In order to be able to create goals, you’ll have to start by properly monitoring your customer intelligence data. Figure out what you want from your customers (an increase in sales? An increase in offer downloads? A higher email CTR?) and then use this data to fill in the gaps, learn, and improve.
You’re going to have a dig deep and spend a bit of time examining your data, but as we stress in our book “Key Components That Are Missing From Your Marketing Strategy”, keeping a close eye on your data will definitely be worth it in the end. Break out that inbound marketing software and start looking at each lead individually. For example, maybe “x” lead that visited to your “About Us” page then went to go check out an “About Us” page of your competitor.
Then, shockingly, “y” lead did the same. So did “z”. Now rather than just blasting those leads with an email that tells them about your products and services, or giving them a rundown on your history of mission statement, you can craft a whole new type of email. You can create a message that tells these guys exactly why you’re better than the competition, and why they should consider you over them.
Of course, it’s not feasible to go through every single lead and send a personalized email, but by revisiting your leads behaviors online every couple of weeks or so will help reacquaint you with the reasons why they’re visiting particular pages or downloading particular offers, you’ll be able to drastically improve your messaging.