Your leads opted in... now what?

Getting new leads only to watch them slip through the cracks is one of the most frustrating parts of building a business. It's like trying to catch steam with your bare hands, and it puts you on a direct path to burnout.

But there are actionable steps you can take to stop losing your hard-earned leads and turn them into loyal customers. Let's dive in and discover the power of effectively segmenting and nurturing new leads.

You're not the only one losing potential customers before closing the deal.

This a common challenge for businesses everywhere. In fact, a staggering 79% of marketing leads don't convert into customers. That's a lot of missed opportunities! The problem lies in not having a clear, organized plan to follow-up, nurture and convert your new leads. Understanding how to effectively do this not only sets you apart from the crowd, it also helps you stay top of mind and, if done well, earns you some authority as an expert in your field.

Two of the main reasons leads vanish are because 1) they lack the necessary information to make a decision or 2) because businesses fail to market to them effectively.

But there's also a third, secret reason that falls within reason #2—a huge number of small businesses are actually the ones doing the ghosting.

What does this look like?

You work hard to generate new leads... then you send one follow up email, never initiate communication again and hope like hell your lead turns into a paying customer.

Don't do this. That's not how you win! Instead, you need a plan—a clear strategy that resonates with each individual lead, addressing their unique needs and desires. 

How do you fix this? 

As online marketing expert Neil Patel wisely said, "Nurturing leads is much more important than acquiring them."

If you want to keep leads engaged and eager to hire you, you have to show them how your product offers value and solves their specific problems. This is where the customer journey and segmentation come into play.

The concept behind segmentation is simple: Leads are drawn to different things, and you must tailor your follow-up emails accordingly.

For example, if you're a food blogger, you can segment your email list based on whether the person showed interest in vegetarian recipes or high-protein options. By understanding what makes each segment tick, you can send targeted, personalized emails that speak directly to their specific needs.

But where do you begin?

How do you know which products or services each lead is most interested in?

There's a way to find out. When a new lead opts into your list, seize the opportunity to continue the conversation. On your "thank you" page, ask them a question related to their goals, challenges, or what they're looking for related to your offerings. Their responses will provide valuable insights that allow you to automatically segment your leads and follow up with relevant, personalized emails.

Segment your way to more clicks and conversions.

By segmenting your email list based on your leads' wants and interests, you'll increase your chances of success!

Let's explore a story that highlights the power of lead segmentation:

Calm Mind Retreats, a wellness retreat company, implemented lead segmentation to enhance their email marketing strategy. Prior to segmentation, their emails struggled to generate significant click-through rates and conversions. They were just too general and weren't really speaking directly to the need's or interests of the subscriber.

However, by segmenting their list based on specific wellness interests (yoga, meditation, nutrition), Calm Mind Retreats achieved remarkable results.

They tailored their content to each segment, providing personalized information, resources, and offers that aligned with their leads' interests.

For example, individuals interested in yoga received emails with exclusive yoga retreat offers, pose tutorials, and mindfulness practices. Those interested in meditation received emails with guided meditation resources, tips for creating a meditation practice, and information on upcoming meditation workshops. By providing relevant and targeted content, Calm Mind Retreats nurtured stronger connections with their leads.

The impact was substantial. Calm Mind Retreats experienced a 60% increase in click-through rates, indicating that leads were actively engaging with their personalized content. This higher engagement translated into a 40% increase in retreat bookings and program sign-ups. By addressing the specific wellness interests of their audience, Calm Mind Retreats positioned themselves as a trusted authority and created a more compelling and relevant experience for their leads.

This example demonstrates the effectiveness of lead segmentation in the health and wellness industry. By understanding the unique needs and interests of your audience and delivering tailored content, you can significantly improve click-through rates, conversions, and ultimately drive growth for your health and wellness business.

Behold the incredible impact of lead segmentation! By understanding your leads' unique wants and interests and tailoring your email content to meet their specific needs, you can significantly increase engagement, conversions, and revenue. Yes, it is possible!

Here’s how you benefit from lead segmentation.

Using your thank you page to gather insights about your leads' interests is an easy and effective way to automatically segment them into targeted interest groups.

This approach supercharges your email marketing efforts, allowing you to:

• Send more targeted emails that your contacts will relate to and be more likely to open.
• Quickly identify your leads' biggest problems, challenges, or interests, enabling you to tailor your messaging and offers to meet their needs.
• Achieve higher email click-through rates by providing leads with tailored emails that offer immediate value. (P.S. Focus on the clicks, not the opens. Open rates are NOT accurate data and should not be used.)
• Give leads and customers personalized experiences that demonstrate your genuine interest in addressing their needs, fostering engagement and loyalty.
• Analyze which segments bring in the most sales, enabling you to fine-tune your business and marketing strategies for maximum impact.

Now that you understand the power of effective lead segmentation and how important it is to create a customer journey, it's time to take action. Don't let another lead slip away without nurturing the hell out of them first! Start implementing these strategies in your marketing efforts and witness the remarkable impact they can have on your business.

The Take Away:
Losing leads CAN be a thing of the past. With a thoughtful plan for lead nurturing, follow-up and targeted segmentation, you can build stronger connections, boost conversions, and unlock the full potential of your business.

Need help? Book a call to explore how we can help you optimize your lead management and convert more leads into satisfied customers.