- December 9, 2020
- Posted by: JPM 4 Marketing
- Categories: Content Strategy, Digital Marketing, Email Marketing, Legal Marketing, Organic SEO Strategies
In today’s increasingly competitive digital marketing space, you must find ways to make yourself stand out from your competitors. One of the most effective ways to do this is to develop unique relationships with your leads.
If you find yourself sending emails to the same people time and time again, maybe it’s time to get more personal with your leads. What do I mean by “more personal”? Dividing and conquering your leads through segmentation can help you develop more personal messages for each segment. December is an excellent time to implement this strategy!
Each lead is unique with their own needs and goals. Sending blanket, generic messages to all your leads is ineffective and impersonal. By creating categories or groups for these leads you can send more targeted and personal messages that will resonate with them. If you are not sure what categories or segments to use, why not ask them? Create an email that lets prospects know you want to help them achieve their goals for the upcoming year. Then ask them to define their most important goals by giving them a couple of categories to choose from. For example, if you are a law firm you might ask them to respond to your email by ranking from 1-5 which qualities are most important to them.
- A firm that provides excellent service
- A firm with extensive experience
- Strong negotiating skills
- A firm with less than 5 attorneys
This will allow you to create 4 four groups identified by their most important goal. By creating unique groups you can begin developing content specific to their top concerns and goals. This strategy helps you establish a more personal connection with your leads ultimately improving your conversion rate.