If you’re reading this, you probably know about our Website Visitor ID X-Ray pixel. And that’s because we’re proud of our game-changing tool, which provides businesses with the contact and intent information of ~20% of their anonymous website visitors.
Anyone who does digital marketing knows how valuable that data is.
But anyone who does digital marketing also knows that data, on its own, doesn’t really sell anything. Even companies with mountains of accurate, precise data need the right lead nurturing strategy.
So that’s what we’re going to talk about today: How to create a better lead nurturing strategy for your X-Ray contacts!
If you’re new to this process, don’t worry–we’ll cover the basics! And if you’re an old pro, we’ve got product-specific tips you’ll need too!
What is lead nurturing?
Why is lead nurturing strategy important?
Lead Nurturing Strategy for X-Ray Contacts
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Lead Nurturing Strategy
What is lead nurturing?
At its core, lead nurturing is like tending a garden. It’s the process of cultivating relationships with potential customers at every stage of the sales funnel, and throughout the buyer’s journey. It’s not just about making a sale; it’s about creating a meaningful dialogue and a lasting relationship.
Imagine meeting someone for the first time. You wouldn’t ask them to marry you right away, right? Similarly, in the world of digital marketing, we don’t push for a sale at the first interaction. Instead, we foster that connection, provide value, and gently guide them towards deciding that purchasing from us is in their best interest.
Lead nurturing involves understanding the needs and interests of your leads and providing them with relevant information at the right time. This means sending targeted content, personalized emails, engaging social media posts, and more, all tailored to address the specific needs and pain points of your leads. By doing this, we establish trust and credibility, which are essential in converting leads into loyal customers.
Why is a lead nurturing strategy important?
Now, you might be wondering, “What makes lead nurturing so important?” Here’s the deal: not all visitors to your website are ready to buy. In fact, most of them aren’t. They’re in the process of researching, considering their options, or might not even realize they need your product yet. Lead nurturing helps you to stay connected with these potential customers, gently nudging them towards a purchase decision over time.
With our Website Visitor ID X-Ray pixel, you’re not just shooting in the dark. You have access to valuable data about who your visitors are and what they’re interested in. This goldmine of information is your starting point for effective lead nurturing. By leveraging this data, you can create a nurturing strategy that resonates with your audience, addresses their needs, and ultimately guides them down the sales funnel.
So, what is the valuable data the X-Ray pixel gives you and how do you use it to build an effective lead-nurturing campaign? Let’s dig in.
This is another fancy-sounding term but don’t be intimidated. It just means dividing your potential customers into groups based on their common characteristics!
You want to segment your audience to make sure that your X-Ray contacts are seeing the right type of communication about the right thing at the right time.
This process can be very difficult without the right information, but thankfully, your X-Ray contacts have lots of useful information!
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Principles of Audience Segmentation in Lead Nurturing Strategy
Segmentation is the key to creating personalized marketing campaigns that resonate with your audience. With the rich data provided by our X-Ray leads, you can segment your audience in various meaningful ways. Let’s dive into how you can use each piece of information to segment and target your leads effectively:
1. Contact Information
Personalization: Use names and other contact details to personalize your communications. Addressing leads by their names in emails or messages can significantly boost engagement.
2. Landing Page
Interest-Based Segmentation: Group leads based on the landing pages they visited. This indicates their specific interests or the solutions they are seeking. Tailor your content and offers based on these interests.
3. Clicks and Page Depth
Engagement Level Segmentation: Leads who click through multiple pages or delve deeper into your site are showing higher engagement. Segment these active users and target them with more detailed information or special offers.
4. Time Spent on Page
Interest Intensity Segmentation: Longer time spent on a page suggests a higher level of interest in that topic. Segment these users to receive more comprehensive content or offers related to the pages they spent the most time on.
Geographic Segmentation: Tailor your marketing efforts based on the geographic location of your leads. This can involve regional offers, events, or content that resonates with local trends and preferences.
6. Company Size
Business Segmentation: Segment leads based on their company size. Different sizes of companies have different needs and pain points. Tailor your messaging to address these unique needs.
Industry-Specific Segmentation: Different industries require different approaches. Segment your leads by industry to provide highly relevant content, solutions, and case studies.
Tips for Effective Segmentation
Combine Segments for Precision: Don’t hesitate to combine multiple data points for more precise segmentation. For instance, you might target leads from a specific industry, within a certain company size range, who spent a lot of time on a specific page.
Test and Refine: Use A/B testing to see which segments respond best to certain types of content and offers. Continuously refine your segments based on lead behavior and feedback.
Keep it Dynamic: As leads move through the sales funnel, their interests and needs might change. Ensure your segments are dynamic and update your strategies accordingly.
By effectively segmenting your audience with the data provided by our X-Ray leads, you can create highly targeted and personalized marketing campaigns. This not only enhances the user experience but also significantly increases the chances of converting leads into loyal customers. Remember, the goal is to deliver the right message, to the right person, at the right time.
How to Create a Better Lead Nurturing Strategy for X-Ray Contacts
Now that you’ve got an understanding of the fundamentals, it’s time to apply the strategies to your X-ray contacts.
There are a number of things you can do with these contacts but the most important thing is to not spam them!
Your X-ray contacts should be broken up into different audiences based on intent.
From there, you can create specific lead flows that segment them into the right place. Here’s how to break it out:
Send Every Contact to your Digital Ad Networks
Your digital ad platforms, like Meta Ads, are a safe place for all types of users regardless of their intent. Digital advertising is an unintrusive way to keep your business in front of potential customers which makes it a safe landing spot for people who aren’t so familiar with you yet!
Once you’ve sent these contacts to your digital ad platforms, you can build retargeting and lookalike campaigns depending on your needs!
Create Page-Specific Digital Ad Audiences
Even better than general retargeting is product-specific retargeting!
Imagine, for example, that you sell both Homeowners and Renters insurance.
You could put everyone who visits your site into one bucket and advertise insurance to all of them the same way. But because your X-Ray data shows you which page they landed on, you can get more specific!
This means that you can (say it with me) segment them!
So you can show renter-specific ads to the renters and homeowner-specific ads to the homeowners! Personalization is always more appealing!
Creating audiences like this is dead simple, too.
In your Customers.ai account, navigate to your My Leads tab and click on “Audiences.”
You’ll see a big list of all your contacts. Then select “Add FIlter.”
In the Attribute drop-down, select “Landing Page URL” and in the Operator drop-down select “Equals.” Paste the landing page URL in the Value section.
Then just save it as an audience and you’re good to send it to your Facebook account!
Add High-Intent Contacts to Email Campaigns
Contacts who are showing more interest in you are great fits for email campaigns!
The exact parameters of what indicates high-intent will depend on your specific business but, as we’ve covered, strong indicators include:
Spending a lot of time on your website
Clicking several pages
Visiting high-intent pages, like your Pricing page
Adding an item to their cart
With Customers.ai, it is easy to set up automations based on a combination of high-intent signals so that you can send personalized, timely campaigns to the right people.
When you’re setting up your X-Ray automation, pick a high-intent page, like Pricing:
Then, add other intent signals in the Advanced Capture Settings:
Once you’ve got that set-up, write a S.o.L.D. email personalized to their specific interests with our AI Email generator!
Once they’ve engaged with that email, you can send them to your Klaviyo, SendGrid, or other CRM to further nurture them!
Send the Highest-of-High Intent Contacts to Your Sales Team
Customers who visit your site repeatedly, spend a lot of time on high-intent pages, meet your ICP, and engage with your email marketing are in the distinguished group of people who you might send over to your sales team to finally close the deal!
You only want to do this with the cream of the crop, so to speak!
If you’ve got Salesforce, Customers.ai has a simple integration that makes this a snap. You can also notify your sales team on Slack via our Zapier integration!
Create an X-Ray Strategy That Works for You
The data that X-ray provides is invaluable when it comes to sales and marketing and creating the right lead-nurturing strategy is imperative.
It’s important to remember that all leads are not created equal and therefore shouldn’t be treated equally.
With Customers.ai website visitor identification and the right lead flows, you can 10x your conversions and improve ROI. Two things we know businesses love to hear.
Want to get started? See how many contacts X-ray can pick up for you with our form below.
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