Clay Harper - Get It Done: People

The Ultimate Event for Small Business Success.
Get it Done: People
Get more out of your list with
segmentation
Clay Harper
Professional 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…
with

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 leads
How can I segment when I first capture
leads.

Segment people as they enter through a
webform
Focus 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 address
And
Other Personal Info
Something of Value
Free Report
Newsletter Info
Free Consultation
Ebook
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 me
about “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

Speak 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.

So…
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

Clay Harper - Get It Done: People

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