How To Double Your Sales With Segmented Customer Journeys
Choose Your Traffic Source & Make Some Noise
Whether it’s search, social, or web pages, you need to find a good traffic source to drive visitors into your funnel and nurture them with your digital customer journey.
CTA’s + Landing Pages
Then you must capture and filter that traffic with CTA’s (Call-To-Actions) and Landing Pages. One of the keys to getting good ROI on your lead gen efforts is to have a really good conversion strategy on your landing pages.
Create and Distribute Top-Of-Funnel Offers (Lead Magnets)
Once you have visitors coming to your landing pages and once you are getting conversions with your CTA’s you must offer them a lead magnet to convert a visitor into a real lead. Good lead magnets include but are not limited to eBooks, white papers, videos, animated explainers, authority-building infographics, or checklists.
As you offer them different pieces of content in the top of the funnel you will discover insights such as behavior patterns, likes, dislikes, interests, etc. and you can start scoring the leads based on priority, psychology, and much more. This is when you must craft new content to cater to the individual. You should start organizing and segmenting your leads and you should offer unique content to each segmented list (or unique buyer personas).
Create and Distribute Middle-of-Funnel Offers (Tripwires)
As the visitor moves through the next step of the funnel you will already have intelligence you gathered on each segmented list you can design unique email workflows for each buyer persona. This is when you can start converting leads into prospects by offering them middle-of-funnel content such as webinars, case studies, FAQ Sheets, spec sheets, and brochures. Once they receive two or three pieces of content from you they will start to trust your brand much more.
Create and Distribute Bottom-Of-Funnel Offers
Once they are converted to a prospect this is when the sales team will take over and offer consultations, evaluations, quotes, estimates, etc. and this is when a prospect will be converted into a sales opportunity. The bottom of the funnel can be improved by sales efforts, congruence between online offers, digital content, and sales pitches.
This can also be optimized with CRM and automation strategies using automation software tools that integrate with your CRM. If you apply lead scoring and list segmentation with the sales team, you will create sense of congruency and build trust and brand awareness in the sales process as well. This will increase closing rates, reduce CPA, and drive ROI.
