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Mohsin Khawaja

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Boost Conversions - Segment Your Audience

How to boost Conversions-Ways to segment a market:

One of the major aspects of maximizing conversion rate is to make your marketing campaigns relevant to the audience. However, it should be always taken care that audience comes from numerous sources and a good marketer is always able to distinguish all of these channels or segments separately and designs an appropriate strategy for each segment. In this article we will explore some of the important ways to segment a market.

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·         By Lead Source:

You should be able to check/detect the source of the visitor/lead, because the person who has attended your Trade show has a different impression than the one who has attended your webinar. Similarly, a prospect visiting a site due to online advertisement is different from the lead as a result of your inbound call. For every set of audience you should have separate landing pages, offers and promotions.

·         By Behavior Criteria:

Another way to filter out the leads from online traffic is by examining the visitor behaviors on your site which include Activity on Website i.e. RSS subscription, email opt-in etc. Also you should note that how visitors response to your Online Surveys and Forms and also do not under-estimate the potential traffic from your email marketing campaigns.

·         By Lead Stage:

The buying cycle is not always single stepped or spontaneous(see: understanding sales funnel), customers often make their decisions after repeated visits and email inquiries. So you should cater to the needs of specific audience according to their unique needs, prospects vs existing customers is a common scenario.

·         Contact Type:

Another important segmentation is based upon the relation of visitors to your organization. You should employ a separate lead generation message to various people i.e. partners vs employees and customer vs prospects.

·         Demographics:

It is the most common and obvious segmentation type and should also include Job function, industry, company size etc.

·         Purchase History:

While dealing with existing customers you should keep in touch with their Purchase Histories so that you can make proper propositions for Renewal of licenses, while you plan to  cross-sell/up-sell your existing customers.

 


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Mohsin Khawaja is a Internet Marketing Manager at Intellectual Works.He occasionally writes on various IT topics along with various SEO, SEM and Internet Marketing articles.
http://www.linkedin.com/in/khmohsin