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Segmenting & Converting Leads

You have leads coming in like you planned. Congratulations. You realize that certain leads response to very specific messages. You realize segmenting leads to converting. Now you need a framework for approaching the situation.

Several methods exist to segment your website visitors into different categories. The most common is to use a contact form to segment people into different buckets.

Using a contact form is a common method because it works. Contact forms provide website visitors an engaging experience and capture leads in your CRM. Forms also create valuable reports to better understand your audience.

Other methods include using cookies to track or make a dynamic change to content on your web site. This approach may mean some coding or integrations in your CRM. Landing page builders like Instapage, which includes forms, can turn novices into an expert designer. There lots of software tools to help so consider one.

Segmenting & converting leads begins with a site visit

Using a progressive contact form sends visitors down a personalized path based on their responses. For example, a form can ask a visitor to describe their company by number of employees or location. Based on their answers, they’re directed to a personalized thank-you page with a demo video that’s personalized to their type of business.

Google Analytics is a key part of segmentation. This free tool takes the guesswork out of determining the source of site traffic.

Better segmentation leads to better content

While the immediate uplift in results due to segmentation is valuable, it does not stop there. Audience insights gained from segmenting your audience into buckets has other value.

After segmenting leads it’s a good idea to further refine your content marketing. Segmentation could reveal that visitors completing the form are not final decision-makers. That visitor could be more of an influencer. Messages to that segment could feature supporting data. The person may have more ammunition when presenting to a decision-maker.

Personalize your nurturing emails for each segment

Capturing a visitor’s email address and segmenting the lead means you to send hyper-targeted email campaigns.

Hyper-targeted emails resulted in some impressive outcomes for a company we work with. The company, which sells wedding-related products, saw an 11% increase in revenue.

Through segmenting, we determined that the buying audience fell into two distinct buckets. They were either brides or friends/family of brides. Knowing the persona of the buyer allowed us to better personalize the email nurturing campaigns. We were able to promote products the buyer was likely looking for at the time.

Increasing the relevancy of the emails led to a 162% increase in open rates and a 54% increase in click-through rates. This resulted in a 33% boost in revenue per mailing. Email is now a more serious sales channel for the company.

Remarket to segments that don’t buy

What happens when a web site visitor completes a contact form and tells you who they are and the problem they are trying to solve? One piece of information on the form indicates that the lead is a medium-sized business. If that lead doesn’t convert, you could remarket to them with hyper-targeted ads that specifically states “We focus is on in helping medium-sized businesses….”.

This kind of hyper-relevance can be very beneficial and is more likely to drive people back to your site or follow-through with their inquiry.

Segmentation has many benefits so make sure to give it a try!

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