Using Interactive Content to Segment Your Leads
Are you familiar with the phrase, shooting blanks in the dark? If yes, then you might better understand what your marketing looks like without segmentation. And if not, what are you waiting for? Google it up!
Let’s begin with the basics. What is marketing segmentation? Don’t worry, you don’t need to be a Sheldon Cooper to figure this out. It’s slightly less difficult than understanding the big bang theory!
Marketing segmentation is the process of categorizing your customers into groups based on certain similarities and differences. Once customers are segmented into various groups, companies can have customized communication with them.
We hate to break it to you but people do not want irrelevant information. They want something that will add value to their business. And by segmenting your customers, you can divide your data accordingly and push it towards the interested lead. Statistics show that segmented campaigns get almost 14.31% higher opens than non-segmented campaigns.
Segmented campaigns get almost 14.31% higher opens than non-segmented ones.
These parameters can range from demographics to psychographics to even geographical locations!
Now that we know why you should segment your leads, let’s move on to the next big question – how? And we hope that you already know the answer by now because we cannot stress it enough. Interactive content, that’s right. The key to, well, if not all, then most locks in marketing.
Interactive Content And Segmentation
Interactive content is any kind of content that requires engagement from its customers. It can be of many types – calculators, quizzes, polls, surveys, etc. And the catch to interactive content is how useful it is to improving customer experience.
Interactive content is a simple method of gathering data about a lead, in exchange for relevant, value-based information. Consequently, you can use this data to divide your leads into various segments based on similarities in this data. With more detailed data comes better segmentation.
With better segmentation, comes better content. And with better content, higher consumer satisfaction. Consumers are served more relevant and value-based information. It is more targeted and helps them escape unwanted information.
With more detailed data comes better segmentation. With better segmentation, comes better content. And with better content, higher consumer satisfaction.
How To Segment Leads?
Let’s have a look at the various parameters you can use to segment your customers using interactive content.
Demographics refers to dividing your customers on the basis of more personal information. It includes information like
- ethnicity, etc. of the population.
It is one of the easiest ways to segment your leads. Let us give you an example of this:
Suppose a nutritional foods company creates a Calorie Calculator. It calculates the number of calories one should intake on a daily basis. Now the result would differ for each person depending upon their age, gender, height, weight, etc. This way you gather data for your customers on the basis of each of these metrics and segment them accordingly.
Now, as a nutritional food company, you can target them with products that would suit their specific needs according to their demographics. Someone with a high body mass index could be targeted with low-calorie foods. This way they will get more personalized information as per what they need. For another example, we can share separate information with customers who are interested in a keto diet as compared to those interested in vegan.
The information will actually be helpful to them. It will also filter out the information that is of no use to them.
2. Geographical Location
You can use customer segmentation to differentiate between leads on the basis of their location. You can target these customers on the basis of what is relevant in their country/city/region.
Let’s have a look at this calculator ‘How Much Would It Cost To Build Your Home?’ You can ask the participant what region they want to build their property in, or what district they live in, among other things.
This will give you a fair amount of data to be able to segregate your leads on the basis of their geographical locations. You can target them with location-specific offers, more interactive content that centers around the location, etc.
Another great way to segment your data through interactive content is through the industry. Once you figure out which particular industries your leads pertain to, you can target them separately. Not only does it tell you what kinds of industry your products attract but also how you can categorize them for your benefit. It helps you put forward your product in a better way, modify it towards the needs of a specific industry.
Segmentation by indystry helps you put forward your product in a better way, modify it towards the specific needs.
Let us explain this with an example. This is the Outgrow Idea Generator. It offers their leads ideas on how they can create personalized, interactive content. These ideas depend on the category and subcategory of the industry the company belongs to. For each category, they are directed to a separate list of subcategories through the use of logic jump. And once you have submitted your email id, they are sent a list of personalized idea that suits their company and industry.
- This way, Outgrow helps its clients use their products better.
- They are able to create a more efficient and relevant experience.
- This improves customer satisfaction and helps the company retain its customers.
Surveys and feedback are an important part of customer satisfaction. They offer insights on how your product has performed with a particular demographic and how you can improve it further. In fact, 87 percent of survey-takers want to have a say in a company’s future products and services. What’s better is that you can even segment your customers on the basis of their feedback.
If you offer free trials to your prospective customers, you can use surveys and feedback to better segment your leads and hence, better qualify them for sales. There will be several who are satisfied with one part of your product and not with the other. They may gain a low, average or high level of satisfaction. What you can do is that you can customize the information you send on the basis of the same.
- Segmenting feedback helps the company grant greater attention to complaints.
- And makes it easier to act on improving them as well.
- The customer feels special and heard due to more prompt action and has more chances of purchasing from you again.
Someone who is unsatisfied with the design of your website might be interested in a different kind of update as opposed to someone who’s dissatisfied with the customer service. You can send them emails pushing forward the subscription plans that suit their needs and goals.
5. Position In The Funnel
It is very important to understand a lead’s position in the funnel. One may have moved down the funnel to decide the specific brand they want to purchase. And another may have already turned into a customer.
Suppose you are an education counselor. And you want to know what stage a particular student is in. In order to determine their position in the funnel, you can use a quiz ‘Which Ivy League Is Best For You?’.
You can recommend colleges, scholarships, courses on the basis of what they need. If they are at the awareness stage, you can hit them with all the options that they can consider, counseling sessions, various course pamphlets, etc. This way the students can actually make use of this information. Thanks to segmentation, the information will be relevant to their needs and situation. They will not be bombarded with needless information.
If they have moved to the consideration stage and decided on a major, start sending them college details. You can send them college pamphlets according to the area they are looking for, or the college which specializes in a particular major, etc. And in case they have already decided on a college, you can guide them through the rest of the process.
Psychographics refers to the social status, income group, etc. of a person. Naturally, you can recommend specific products and services on this particular basis. These metrics will determine a lead’s budget for the product or service and provides a good criterion for segmentation. These metrics are especially useful in e-commerce recommendations and calculators.
Let’s consider the example, ‘Which Car Is The Best Fit For Me’. This calculator factors in the affordability and the preferences of a prospective lead and gives them the result.
A car company can really use this kind of information to segment their leads and create a targeted audience. They can avoid leads that they know would not be able to afford their services. They can also offer different cars to different sections of leads.
We think by now, one thing is clear. Segmentation is a process too cool for you to ignore. Because, what’s business really about? Making your customers happy, right? Lead segmentation can help you create a better customer experience, increase satisfaction and loyalty as well.
Lead segmentation can help you create a better customer experience, increase satisfaction and loyalty as well.
Even apart from these criteria, there are a lot of other uses you can make of segmented leads. And what’s better, you can use interactive content for all of it! But we’re sure you still have a ton of doubts and questions about this. Well, what are we here for? Reach out to us and lay it all out on us!
About The Author
Antara Agarwal is a full-time marketing consultant at Outgrow. She can be found packing her bags for her next trip, often to the mountains. And in one of those bags, you will always find a book she’s been struggling with for months.