Are you tired of lackluster engagement and less-than-stellar results on your marketing campaigns?

It’s time to try something new: segmenting. By gathering valuable data and insights from your audience, you can tailor your content and better nurture your leads, resulting in higher engagement and better returns. In this blog post, we’ll show you how to use segmenting to take your marketing to the next level.  This example is especially useful if you are using a webinar outreach strategy.  There are other ways to use a questionnaire and get excellent insights – this is just a start.

1. Start with a pre-webinar questionnaire.

One way to gather data and insights from your audience is to use a pre-webinar questionnaire. Ask questions about their experience and challenges related to your topic, and use their answers to tailor your content to their needs. For example, if you’re hosting a webinar about email marketing, you could ask participants what their biggest challenges are when it comes to email marketing. Use their responses to create targeted content that addresses their specific concerns.

2. Use the data to segment your audience.

Once you have gathered data from your audience, use it to segment them into different groups based on their needs and challenges. For example, you could segment your email marketing audience into those who are new to email marketing, those who have some experience but want better results, and those who are experienced but want to find new ways to elevate their results. By segmenting your audience, you can create targeted content that speaks directly to their needs and challenges.

There are many ways to segment your leads, some a LOT better than others.  Read our post that walks through Lead Segmentation Best Practices.

3. Tailor your content to each segment.

Once you have segmented your audience, tailor your content to each group based on their needs and challenges. For example, if you’re creating content for the new-to-email-marketing segment, focus on providing basic information and tips for getting started. For the experienced-but-want-better-results segment, provide more advanced strategies for improving their results. By tailoring your content to each segment, you have much higher odds that your campaigns will hit the mark, be more engaging, and winning outcomes.

Content strategy is a big deal.  It’s what helps you think through the buying journey and how you can build relationship with your leads in any given segment (and leads may cross over multiple segments).  In fact, if you can effectively “listen” to your leads through their actions, they’ll also segment themselves, and make your content approach much more straight forward.

4. Use the data to better nurture your leads.

Finally, use the data and insights you have gathered to better nurture your leads through the buying process. For example, if you know that a particular segment is struggling with a certain aspect of your product or service, create content that addresses that concern and provides solutions. By nurturing your leads with targeted content, you can increase the likelihood that they will become customers.

In conclusion, segmenting is a powerful tool for improving engagement and generating better returns on your marketing campaigns. By gathering data and insights from your audience and using that information to tailor your content, you can create more effective and engaging campaigns that speak directly to your audience’s needs and challenges.

Give segmenting a try and see how it can take your marketing to the next level.

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It’s clear that segmenting can be a powerful tool for improving engagement and returns on content and sales. The pre-webinar questionnaire is a smart way to gather information about participants and their needs, and then use that information to tailor the webinar content and follow-up emails. It’s also important to think about how to use the information gathered to better nurture leads through the buying process.

Watch the video on YouTube for helpful insights and tips for building winning campaigns.