4. Segment your Customer Information
Now we have the basic building blocks of your automated marketing in place, let’s look at how this can all be pulled together with powerful segmentation to provide a truly targeted experience.
Why is Segmentation Important?
The biggest mistake most businesses make when marketing, is not to segment their data, whether they are sending emails or looking at their Google Analytics, without segmentation, the data is pretty meaningless.
Segmentation can be the difference between your marketing being wildly successful, or being totally flat.
Imagine going to an event and saying exactly the same thing to each person, without even finding out what it is each person is interested in, crazy!
But that is exactly what most small businesses do with their communications.
Segmentation allows you to tailor your communications, to make them more personal and relevant. It is better for your prospects and customers and will bring you better results.
Isn’t Segmentation Hard?
Segmentation can be approached at many different levels, but the Small Business Growth Formula uses some very simple segmentation strategies that will give you some great results for minimal effort.
So let’s revisit Unreal Homes and see how they use segmentation to personalise their sales and marketing processes.
Unreal Homes have a number of lead and data capture devices, here are a couple of examples.
Rob and Jane run in-store promotions. They run different promotions for each key area of their business, in their Kitchens section to win a free kitchen installation and in Bathrooms a Bathroom installation. This is the most basic level of segmentation, but at least it means that the promotion is relevant to their interest of their audience, plus they can do further segmentation during their follow up.
Rob and Jane have a really great website, it is clearly laid out to cater for each of their 8 main customer segments.
They use a number of unique web forms so that they can use contextual segmentation to segment their audience.
For example if someone completes a form in the Contemporary Kitchens section, that context is used to flag that they are interested in contemporary kitchens. No further data is needed from the customer to achieve this. So imagine how great it is for the customer to receive targeted relevant follow up to their enquiry.
On the website they have a number of lead capture forms for collecting data, these collect more data that is specific and provided by the customer:
For example they have forms for requesting brochures, on these forms they provide a small number of drop down fields and check boxes for customers to specifically request information. The trick is to capture this information in custom fields in your database to personalise the follow up.
Hopefully it is clear just how powerful some very simple segmentation can be, to take this to the next level, further data can be collected through surveys, through automated follow up or manually. The more data you have, the better and more focused your follow-up will be. Remember you can start simply, then build it up as you see success.
With great segmentation binding your follow-up together, it’s now time think about building a process to ensure everything happens like clockwork every time.