Does it ever seem as though you’re spending your entire marketing budget without getting the high-quality leads your business needs?

Crafting and executing a great marketing campaign takes a large investment of time and resources, and it’s frustrating when it seems like that investment isn’t paying off. You may feel it’s not worth it to keep investing in a marketing strategy that doesn’t produce reliable results.   You might find that the marketing strategies you’ve tried take weeks or months to bring in a substantial volume of leads and, even then, it might not be enough to hit your marketing and sales goals. Maybe you try to experiment with questionable marketing tactics in attempts to quickly close the gap, but those quick fix strategies still don’t guarantee a reliable stream of prospects.  

Even when you do acquire what you think are viable leads, it seems that they just aren’t interested in the product you’re offering. This forces you to sift through a sea of prospects who are the wrong demographic, aren’t ready to buy, or just aren’t qualified in general. Overall it feels like you’re blindly marketing without bringing in the necessary ROI.

What do you have to do to make your investment of time and money finally pay off?

You’re Not the Only Business Struggling to Attract Your Customers’ Attention.

Let’s face it, today’s marketing landscape is extremely competitive. This gives customers the ability and right to be very selective when it comes to their attention and wallets. Marketers have to offer their leads and customers exactly what they want to see, or else prospects won’t pay attention. In fact, according to Segmenting Your Customer Base, 94% of customers have discontinued communications with a business because they received irrelevant or misplaced messages and promotions. However, just because you haven’t yet found the leads you’re looking for, doesn’t mean that the marketing channels you’re using are worthless. It just takes a bit of research and strategy to pull those customers in.

Getting the Leads You Want Doesn’t Have to Be an Impossible Task.

Hyper-targeting your marketing outreach to match exactly what your audience is looking for is the most effective way to produce high-quality leads that reliably convert into customers. By segmenting your marketing collateral to cater to varying audiences, you can skyrocket your email open and conversion rates and boost your overall ROI. According to Segmenting Your Customer Base, “Dividing your prospects and contacts into specific segments based on their interests, behaviors, demographics, stage in the buying cycle and more allows you to personalize your outreach to them, leading to better response rates.”

Why Does Hyper-targeting Your Marketing Messages Yield Such Impressive Results? 

Sending your all your leads the same messaging or offers makes zero sense, because not all leads have the same interests, pain points or desires. Today’s customers want to see personalized marketing that fits their exact needs. Consequently, generic marketing just doesn’t work anymore.

Take Automation XL founder Luke Ward for example. Like many small business owners, he was using a one-size-fits-all marketing strategy and was getting dismal results. However, after implementing a process that segmented his subscribers and leads based on the behavioral and implicit information he gathered using a powerful CRM software like Ontraport, he was able to provide each contact with the most highly targeted content he had. As a result, his average open rate doubled to reach 43% and his average click-through rate jumped to over 20%, which is not only extremely impressive but also imperative to close more sales.

Segmenting Your Customer Base Will Transform Your Marketing Efforts and Will Help You:

  • Boost your return on the marketing investments you’re already making so that you don’t have to spend any more time or money to generate more leads.
  • Bring in high-quality leads who are interested in what your business has to offer so you don’t waste time chasing down prospects who are a poor fit.
  • Show your leads information that they want to see precisely when they want it so you can stop blindly marketing.
  • Gather valuable data about your customers’ behavior and interests so you can create effective and targeted marketing collateral to match them.
  • Identify your ideal customers and buyer personas so that you can craft messages to match your most important customer demographics.  
  • Grab new prospects’ attention quickly and hold onto it so you can bring in more high-quality leads than ever before.

To learn more about how you can hyper-target your messaging to boost your conversion rates and connect with your audience on a personal level, check out Segmenting Your Customer Base.

About Tatiana Doscher
Campaign Strategist Tatiana Doscher is a graduate of the University of California, Santa Barbara with a dual B.A. in Communication and Global Studies. After working with several small and local businesses, Tatiana joined Ontraport’s Marketing team. She loves running, hiking and enjoying Santa Barbara’s beautiful beaches.