Leads have different preferences and requirements from the moment they approach your business. A single lead nurturing campaign designed to target both new and returning ones will never be as successful as a segmented one.
This means you should be segmenting leads into smaller groups to target individuals with similar behaviors, geographical location, lifestyle, and other requirements.
This post covers how you can segment your leads to design marketing and retention campaigns that resonate with them.
Segment Lead Magnets By Audience Persona
To retain new leads effectively, you should segment your leads with detailed buyer personas based on your target audience data, just like you do with your marketing.
Use data from your website and marketing tools to see which lead magnets your audiences interact with the most, and search for patterns among your existing customers. This is a very effective way to gauge their preferences, so you can continue to deliver accordingly. This data gives you information on how leads with different personas interact with your lead magnets and pass through the sales funnel. Segmenting them will further enable you to tailor your marketing and lead nurturing efforts accordingly.
Use Tags, Automation, And Other Tools
Tags and other marketing automation tools allow you to run laser-focused marketing and lead nurturing campaigns that offer fruitful results. By using tools like tags in your CRM, you can easily segment and organize your leads and customers so that you can segment them however you want to.
Use your CRM or automation platform to plan tags for your leads. For instance, if a lead comes in from a particular lead magnet, add a tag related to it when they come in. Tags can also include the same criteria you use in your buyers’ personas, such as their demographics or behavior.
Use Analytics To Observe Behavior And Demographic Data
Analytics offer insight into your prospects and leads by letting you see how people interact with your website.
This enables you to segment your audiences according to behavioral patterns, such as how many times they visit your website or view your product page.
Moreover, you can leverage analytics to gain deeper insights into the demographic data of your leads. For instance, you can use data like age, gender, and nationality to segment your audiences and build a more effective lead nurturing strategy.
Segmenting your leads allows you to create more meaningful content for each person in your marketing funnel.
When done correctly, it has the potential to increase your business’s engagement and conversion rates. As a marketing agency that believes in a data-driven strategy, TIC Digital Marketing can help you segment your prospects and leads to boost ROI. If you’re interested in knowing more, contact us today! Fill out a contact form, send us an email or give us a call at (858) 280-3792.
Take a minute to apply what you’ve learned here!
- Consider your current pool of leads. Can you separate them into segments based on what you know about them? Think about things like company type, size, industry, or job title.
- Brainstorm 2-3 ways you could tag people in your CRM based on lead magnets they interact with, the segments from #1, or deeper information you gather from sales calls.