This strategy works very well with the use of email marketing, since it allows you to send specific content to leads with certain attributes and another email to potential customers with a different profile. Segmentation should also follow the consumer's purchasing stage.
In other words, what is their level of relationship brazil business fax list with the brand? They may be getting to know the company, identifying that it can meet their needs, evaluating the best option or already deciding to buy. At all stages, it is important that the lead receives the right material.
It is in this sense that lead segmentation becomes fundamental in marketing actions, contributing to the chances of sales conversion.
How to use lead segmentation
Below are the three main steps to putting lead segmentation into practice:
Gather information
First, you need to have information about your company’s potential customers. This starts with identifying your target audience, which can be done by creating a persona, which consists of a character.
They should have a name, age, academic background, where they look for information, their pain points and needs, and other characteristics based on the main attributes of your audience. When carrying out a marketing action, you must always think about the persona. If your audience is very distinct, there may be more than one persona for your strategy. This is also a way of segmenting leads.
Furthermore, if you work with companies, it is important to know the position of the professional who will receive your email. This way, you can have a more assertive approach when sending email marketing or directing other types of actions.
Analyze better strategies
With the information in hand, the next step is to analyze the best strategies for each lead segmentation. Potential customers who are not very familiar with your brand can receive introductory materials. If they are already familiar with your brand, they can receive more in-depth materials, etc.
Use appropriate technology
Another important step in lead segmentation is to use the right technology. To send email marketing, it is worth investing in an automation tool that has features that contribute to your strategy and streamline the process.
Now see another article, which explains how Inbound Marketing attracts leads for companies , including using segmentation.
