One of the most priceless assets in your online marketing arsenal is a targeted email list. Understanding its power and potential can make a huge difference to your marketing program. It is a common variable to give you a competitive advantage, however, uncertainty about what lead types and audience can dramatically prevent your promotions to effectively reach the right customer.
In order to thoroughly grasp the idea of segmenting leads from current customers, it is important to know that every type of lead is different. People are different and their behavior, purchase power, and demographics are not the same. A person who participates in your online program is not capable of meeting with you face-to-face. You will not know your complete audience; therefore, not everyone will be in the same profile. Contrary to belief, you will not be aware if a lead is ready to purchase from you. To leverage off of all kinds of leads, it is wise to segment your list types into categories that will help you better understand how to communicate with your audience.
Might Be Customers
Realistically, the vast majority of your audience does not even know you exist. In fact, they are not motivated to purchase from you. They are not ready to receive your promotions, although, these make up your largest target audience. They will need a substantial amount of education about your products and services, and it will require a longer time period to do so. The most important thing to remember is your marketing message and strategy must be different from all other material. Amazingly, somehow they already know about you, and perhaps they have been responsive to your message. You have collected their data, but cannot seem to overcome the hurdle to close the sales process.
Best Customers
These are the best-of-the-best. In fact, they could be classified similarly as your best friends. This type of lead is most certainly ready to purchase from you, but you do not even know them. They have heard about your company and they are left with a good impression about your brand and offerings. This type of lead manages to find you, because you have taken the time to reach out to them. You have mastered the chance to convert them with your proposition and quickly close for profitability. Typically, this lead requires a totally unique marketing message and approach before you can consider them the best prospect.
Current Customers
These are your current customers. They chat with you regularly and are loyal to your brand. You have setup their customer profiles, know specific behavior patterns, and know which products or services they are interested in the most. Some are on speed dial, others in your favorite’s list, and a few might be locals with a daily routine of stopping by. This type most certainly requires your marketing approach to remain competitive. This group will always favor and agree upon your decision making processes, as long as, they receive the same quality product and service.
Non-Frequent Customers
There are literally millions of these types of leads. Why? Because humans are lazy by nature and most of the time they purchase on impulse. Most who have done business with you in the past will not automatically return. They might not know the full extent of your product or service, yet they are somewhat familiar with your brand. The way you understand them, communicate, and nurture their relationship with you will be the driving force behind accelerated entrepreneurial opportunities. As a result, your message must be entirely focused, and complimentary to your business approach.
A unique type of lead may appear and be in a different frame of mind than your typical prospect, but do not overlook the opportunity to contact them based on non-typical origins. Caring for leads may be a marketing responsibility; however, building and maintaining relationships must be in the mix in order to sustain a quality segmented list of leads. Each email you send is extremely important. Tracking these initiatives will clearly indentify lead types and enable your lead generation and management practices to become the highest achievement in segmenting targeted email lists.
