Contacts division into groups with comparable interests is a right step, as it helps to efficiently tailor the content sent to the needs of our potential and current clients. The messages sent to particular contacts and subject tailored to them, turn out to reach much higher opening and click ratings and in addition, significantly increase users activity on WWW page. Increased activity and more reactions to the messages, means more sales contacts and higher sales.
Marketing Automation solutions become more and more popular. Their popularity results directly from brand new possibilities in communication with both current and potential clients. The most essential and interesting for the companies is the possibility to send personalized messages to potential clients, including significant content, what facilitates potential clients conversion. At the same time, it makes current clients loyal and satisfied. It’s possible thanks to particular persons identification and monitoring, segmentation and dynamic content tailored one-to-one. SALESmanago allows for contact segmentation on the basis of:
• online and offline monitored behavior – behavioral segmentation
• transactions performed – transactional segmentation
We achieve best results blending both segmentations and taking advantage of the whole knowledge about client within communication. Today we’ll focus on automatic segmentation based on real behavior of particular person. Setting up the segmentation, it’s worth to look into three basic steps below.
1. State your needs and check out the content
Each company has some resource of marketing and sales content. It’s worth to take a good look at existing materials and classify them accordingly. In all probability, we’ll see large topical groups and at the same time segments, where we can direct them. Quick cataloguing of the existing content will show us the shortages, which we need to complete, in order to prepare for communication based on segmentation. We need to remember that we want the content tailored to the point our potential client is at. We must think about:
• building initial relation with client – right after acquisition
• acquired client behavior
• education and preparation for purchase
Thorough revision of content and methods of communication with clients comes in useful, not only when building segmentation but also in Lead Nurturing programs and client loyalization.
2. Check what you know about clients
It’s almost sure that before the client hits your base, he’ll visit your WWW page. That’s a perfect place to gain some information from him, required and helpful in sales process. Depending on industry, to the classic name, surname, email and phone number we add one or two spaces to the form, in which clients will leave additional information like company name, post, age, date of birth, hobby or others that will help to tailor the content. One needs to remember that each space over three in the form, has negative influence on the number of sign ups. The better we tailor the message to the particular recipient the sooner we bring to purchase and significantly reduce the number of resignations.
3. Set the rules of segmentations
Setting the rules is the object of segmentation. In SALESmanago system, truly easy to use tools for automatic behavioral segmentation are available. Each kind of behavior caught online, can cause suitable segmentation. For instance, if the client signs up for online training, he’ll automatically be segmented to persons interested in trainings and will receive invitations for further training editions. Similarly, someone, who browses trips to Spain, TV sets or men’s shoes should be sent content tailored to his behavior and should belong to appropriate segment. This way, we’ll built sub-bases of persons interested in particular segments of products or services. It may look like that in SALESmanago:
On the basis of the content of URL addresses browsed by page visitors, SALESmanago online assigns contacts to suitable segments and adds scoring points.
Summary
Contact segmentation gives us strong foundation to content personalization. Each day, numerous emails are sent to our potential client’s inboxes. Personalization plus tailored content and sending time, is the only way for our message to stand out in the crowd. When sharing meaningful information with our potential and current clients, we emerge from the party of other firms and build our image as a company focused on client needs and interests.
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