Dividing your customer base into smaller, more manageable and more easily marketable groups is the backbone of segmentation marketing – and one of the best ways to improve conversion rates. By boiling down large, broad customer bases into small segments that share similar traits, businesses gain the opportunity to target specific buyers with specific messages and content that was created just for them.
Lead Segmentation: The Goldilocks Rule
As discussed in the article “Refining and Fine-Tuning Lead Segmentation for Improved Conversion Rates,” businesses walk a fine line between not segmenting leads enough and over-segmenting them to the point where they are no longer useful. The “just right” sweet spot enables businesses to send personal messages that target customers at the best possible time to spur conversions. Companies that don’t segment enough never reach their full marketing potential. Those that indulge in too much segmentation, however, miss critical opportunities to personalize content and reach potential customers.
Different Leads, Different Strategies
The problem is that the type of communication you choose may not be right for each individual lead. Some potential customers may prefer an ebook detailing the specifics of your product, and may be turned off if you send them a case study. A different prospect may prefer to learn from video interviews, but if he or she was under-segmented and receives a white paper instead, that potential customer could be a blown opportunity. It is critical to follow up segmentation by pairing each segment with the right content.
Take Note of Funnel Location
Just as customers coming from different ends of the marketing funnel need to end up on landing pages designed specifically for them, they also require their own segmentation content. Add heft and weight to the content you offer the further your customers evolve along their purchasing journey. At the beginning of the trip, as customers are just discovering the brand or product, give them light, punchy, easily digestible content such as infographics and slideshows. As they near the bottom of the funnel – and the end of their journey – give them heavier, more technical content that cements their purchasing decision with all the critical details.
Segment your customers depending on their current position in the funnel. When you break down your large customer base into smaller segments, you give your business the ability to engage in micro-marketing, which targets specific buyers with specific messages.