FACT: The old days of sending the same marketing message to everyone who come into your business are DEAD.
Did you know that lead segmentation is one of the most important things you can do to begin maximizing your conversion rates?
Lead segmentation simply means grouping your leads into categories based on their interests or behaviors.
For example, a financial advisor would talk differently to a twenty-two-year-old who is just starting his career than to a fifty-five-year-old who is thinking about retirement. Those are two completely different people with different needs, wants, and dreams.
Talk to the twenty-two-year-old about safe investments that are guaranteed to yield a 2 percent return, and he won’t be enthused. Yet, that same message might be music to the ears of the fifty-five-year-old who’s planning retirement.
Unfortunately, many businesses are still using the old marketing strategy of sending the same marketing message to everyone.
This is their typical sales process:
A better way of doing this is to ask an additional question after leads have submitted a contact form or requested a lead magnet. That is what makes marketing automation so powerful.
Here are some sample questions you can ask:
“What’s your biggest problem with _______________ right now?”
“How can I best serve you with _______________?”
“What are you most interested in regarding _______________?”
Offer a list of multiple choice answers for leads to choose from.
For example, let’s say a realtor wants to begin segmenting the leads that come into the business; the realtor could easily use the “How can I best serve you?” lead segmentation question and offer leads the following three choices:
- I’m looking to buy a home.
- I’m looking to sell my home.
- I’m looking to lease commercial space for my business.
Then the realtor could create tailored e-mail campaigns about the specific issues that each type of lead is concerned with.
That is pretty simple.
Here’s another example. Let’s say a financial advisor wants to do the same thing. The advisor could implement lead segmentation by asking for leads’ ages and the amount of money they wish to invest monthly.
Doing so would provide the advisor with information on which leads are worth following up and which ones aren’t.
You might be thinking, “Won’t the response rate on my website decline if I ask for more information?”
Yes, in general, the more information you request in an online form, the fewer people who will fill it out.
However, with today’s technology, you can connect two forms to gather more data.
Instead of asking everything you want to know in one form, you ask for your leads’ contact information on the first form, and when they push the “Submit” button, you can show them a second form.
The beauty of this is that their contact information (name and e-mail address) will automatically be added to your system whether they answer the additional questions on the second form or not.
And the people who do answer all the questions on both forms will automatically be segmented and followed up accordingly.
Pretty cool, right?
Here’s what the first form looks like:
Once they hit the “NEXT STEP” button, the second form asks additional questions like this:
(Note: If you want to see a live demonstration of this two-step form, head over to the ONTRAPORT homepage and click on the blue button on the top right of the screen that says “Get Started”.)
Did you notice the headlines, how I politely ask them to answer one more question? Alternatively, you could give them an incentive to answer more questions by offering a bonus video training or PDF download.
Here’s what the segmentation process looks like:
So you might be wondering what to do with the leads who don’t answer the additional questions.
Good thinking! You’re already starting to think like an automation marketing ninja. Here’s what you do: develop contingency plans. (We will explore that in the next section.) But right now, let me point this out:
The people who don’t answer the additional questions on the second form are added to an autoresponder sequence that is designed to segment them based on their behavior.
For example, you could design a series of three e-mails with each e-mail offering three distinct pieces of content.
Content #1: How to choose the right home for you and your family.
Content #2: How to stage your home so you get the most money for it.
Content #3: How to negotiate a lower monthly lease for your commercial business.
In the e-mails include a hyperlink to each piece of content, which would look something like this:
If your leads click on the link about how to choose the right home, you know they’re probably interested in buying a home. It’s not foolproof because they might click just out of curiosity, but it’s much better than having no information.
The neat thing about marketing automation is that you can track and assign leads to the proper segmentation sequence based on which link a specific lead clicks on.
This is powerful.
You can track everything your leads do on your website, including how they engage with your content. For example, you can automatically trigger an alarm that sends you an e-mail if one of your leads visits your “pricing” page three or more times.
Or, better yet, if a lead watches one of your sales presentations in its entirety but doesn’t purchase, you can receive an e-mail alert. Wouldn’t it be a good idea to follow up with leads to ask what’s stopping them from investing in your product or service?
If you want to maximize your results using marketing automation, your focus should go primarily towards segmenting your leads.
You can segment leads in two ways:
Way #1: By the information they give you. (That’s the forms they fill out, the topics and type of lead magnets they request, etc.)
Way #2: By the actions they take within your business. (That’s the links they click, the videos they watch, the products they buy, etc.)
Now, think about three segments of ideal clients for your business.
If you’re having a hard time, just think about the products or services you offer and who they would suit best.