Do you sometimes feel as though your marketing budget is not producing 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 crucial for this investment to pay off. It’s frustrating to keep investing in a marketing strategy that doesn’t produce reliable results.

Marketing strategies may take weeks or months to bring in a substantial volume of leads and, even then, you still might see missed potential or unachieved goals within your business. You’re learning that turning to questionable marketing tactics and quick-fix strategies is a speedy but ineffective way to close the gap, and it doesn’t guarantee a reliable stream of leads.

When you do get leads into your funnel, you might be noticing that many of them are either uninterested, the wrong demographic, not ready to buy, or just not qualified in general. To bring in the desired ROI, you need to redirect your time, money and effort.

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 The 2017 State of Personalization Report by Segment, 71% of customers on average are frustrated by impersonal experiences with businesses. 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 the right 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 who 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?

Leads have different interests, pain points and desires, and they want to see personalized marketing that fits their exact needs. Generic marketing just doesn’t work anymore because it seems sales-driven and disingenuous.

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 highly targeted content. 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 can maximize efficient use of your time and money.
  • 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.
  • Market smarter by showing your leads information that they want to see precisely when they want it.
  • Gather valuable data about your customers’ behavior and interests so you can create effective and targeted marketing collateral for 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 our free guide, 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.