clay harper - get it done: people

The Ultimate Event for Small Business Success.

Get it Done: PeopleGet more out of your list with segmentation

Clay HarperProfessional Services Consultant, Infusionsoft@theclayharper

Who is Clay Harper?

• Cool guy• Data Analysis at Grohe A.G. in Germany• Trained product training and sales

methodologies in Nova Scotia, Phillipines and Costa Rica

• Aspiring beekeeper. Currently very-adequate bee exterminator…

What is one of the easiest ways you can significantly improve your marketing?

The answer is:

Segmentation!

What are we up for today?

What is segmentation?

How to get more out of NEW leads

How to segment CURRENT list

What is Segmentation? And what can it do for me?

Segmentation is simply separating people into like groups. And you decide what those groups are…

Why should I devote valuable and limited energy to segmentation?

• Your list is low hanging fruit!• They know you… They like you…• Educated guessing, opposed to pure guessing• Gain Insight into your business!

Marketing is more powerful

when it is targeted!

What are some ways we can separate people?

• Male/Female• By interests• Income• Age• Education level• Number of times purchased• Cat people/Dog people• Star Trek vs. Star Wars

Generally three criteria can be used to identify different market segments

1) Groups with common needs-Example:

2) Groups with a unique attribute

3) Groups that act in a certain way

Who Purchases most often?

Who are our most profitable customers?

Are there any divisions or groups I have noticed in my interactions with customers/leads?

What type of people are most likely to buy?

In other words…You want to segment by the factors that are most important to your business.

Recently Segmented by:

- Male/Female- In a serious relationship/Love Rings!

Segmented by:

- Male/Female- Workout Goal- Past Gym Experience

Recently Segmented by:

- Male/Female- In a serious relationship/Love Rings!

Yet Another Example!

Show me an example…

Dedicated to determining what works in marketing

• Research and test marketing best practices

• Produce How-to’s for marketers!

• Distribute a weekly newsletter on all things internet marketing! Email, search, social, lead generation, lead nurturing, optimization and content marketing.

Dedicated to determining what works in marketing

• A mid-size apparel retailer formed in 2000

• One big list they emailed monthly

Before:

Johnny Cupcakes "just kind of threw things at the wall" when it came to its email campaigns"We did things with no rhyme or reason, just sent everything

to everybody on our list and called it a day, we weren’t tapping into any of the features that were available to us."

The results?

• 42% increase in clickthrough rates

• 123% increase in conversion rate

• 141% increase in revenue per campaign

• "Getting the results back that … showing [customers] something they like actually makes them buy. What a novel idea."

What do you think they segmented by?

So what did they do?

They segmented their list by “Male” or “Female”

and if they liked Baseball.

Ok, what now?

…and I don’t care if it takes me all afternoon!

I am determined to be the best there has ever been at segmentation!

What is Segmentation?

How to get more out of your NEW leadsHow can I segment when I first capture leads.

Segment people as they enter through a webformFocus first on segmenting as you gather peoples

info for the first time!

We can capture people with an Infusionsoft Webform!

What do webforms do?

Webforms Facilitate a Transaction

An Email addressAnd

Other Personal Info

Something of Value

Free ReportNewsletter Info

Free ConsultationEbook

Send Promotions

in exchange for…

This is a web form.Doesn’t seem much like a scary exchange…

The lead is exchanging their email address for something they value….

Ok, you can talk to me in exchange for…

Any email you feel like sending

Emails pitching your mom’s new cook book

Make sure you set proper expectations and provide value!

Ok, you can talk to meabout “x”

Was NOT in exchange for…

I use a goal keeping site that sends daily reminders about my goals

Hi Clay.

I know this may be a strange question to ask, but I'm reaching out to anyone who has used the [GOALSITE] web application at one point or another since its inception 4 years ago for a quick favor.

our family is southern California in the immediate future.

We're probably all connected to someone in California maybe you have a lead on an opportunity with a great company in the San Diego area?

And we haven’t even talked about SPAM yet.Respect their trust!

If we are giving great value… we can ask for more information in exchange!

Use that leverage to gather Info!

Ask questions that segment your leads into groups!

Ask questions that separate people by…

• Male/Female• By interests• Income• Age• Education level• Number of times purchased• Cat people/Dog people• Star Trek vs. Star Wars

How much info can I ask for on a webform?

The value you offer must outweigh their fear risking their privacy!

Building trust with your audience increases the amount of info you can safely request!

Communicate that you are careful and targeted about what you send out.

Lets look back at our example…

What if you could treat leads differently based on how they fill out this form?

Path 1

Path 2

Path 3

How “Lists” work in Infusionsoft…

You search by criteria and save those searches as “Lists”…

In Infusionsoft Tags = Lists.

So basically…

Infusionsoft can tag people based on what they choose. Adding them to a list.

Apply Basketball Tag

Apply Football Tag

Apply Baseball Tag

Lists first:Let’s add leads to lists from a webform

Then pick or create your tag!

Let’s see it in Infusionsoft!

Segment people as the enter!

Lets look back at our example…

Infusionsoft can tag people. But why stop there?

Apply Basketball Tag

Apply Football Tag

Apply Baseball Tag

Form to different paths

Path 1

Path 2

Path 3

To route people we need to know how Infusionsoft directs them!

The Decision Diamond!

Decision Diamonds route people by criteria

Like what criteria?

• Tags (Basketball Tag)• Contact fields (like State)• Custom fields you create (like

favorite color)

How does a decision diamond decide which path people take?

Form to lists &Form to different paths

Path 1

Path 2

Path 3

What is Segmentation?

How to segment CURRENT listSpeak more effectively to the people who like you best!

We need to segment CURRENT contacts like we did with NEW ones.

Like our NEW leads made choices on the entry webform, we need our CURRENT list to make choices we can track.

Choices?Like filling out a webform?

Ok, grab put a link to that webform in an email!Great! Now they can click a link and fill out my survey. That will sort them. Not everyone will fill it out…

Wait a minute… What is that! Is that the ability to tag people (read: Add them to a list) when they click on a link in an email??

Let’s say I wanted to segment my list by honey flavor preference.

Apply Orange GroveTag

Apply Mesquites Tag

Apply Alfalfa Tag

From a newsletter email we can tag them and segment them for further targeting later.

Marketing is more powerful

when it is targeted!

What is segmentation?

Finally

• Good Segmentation is good marketing. A little segmentation goes a long way.

• Segment people at the beginning. Then build out custom, more targeted paths for them. More conversions!

• Segment your current customers in natural ways. Self segmentation is the best kind!

• You can do it!

Sum things up.There may be a subhead here

Campaign 1 can be done with a Campaign or a Broadcast.

• Segment your current list into groups:– I have a list but I can’t tell who’s who…Email containing divergent links

sent to your list.

Subgroup 1

Subgroup 2

Subgroup 3

Campaign 1. Self Segmentation:

Segmentation for the current people in your list

What can Segmentation do for me?

How Can I Use Segmentation To Improve My Marketing?

How Infusionsoft makes it easy!

How Infusionsoft Makes it Easy

Tagging Leads from a Webform

Tagging contacts from an Email

Two ways attack segmentation for you lists:

Segmenting people as they enter

Segment your current list

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