Now that you’ve built your tagging strategy, and have seen how tagging can increase sales and conversion for your funnels, it’s time to share some of our favorite optimization strategies for your marketing funnels.
Do you have any tips and tricks that you’ve seen kick some major marketing chops?
Send us a line at firstname.lastname@example.org -- we’d love to feature them, and give you a shoutout as well!
Now, read on, and check out some of the highest performing funnel setups we’ve seen!
1) Optimized Automation Based on Tags
Here is an Evergreen sequence of another one of our customers. This is super-sophisticated and super-successful stuff:
(This campaign is built in Infusionsoft, but you can do it in any CRM)
Note that a lead is put into a different part of an Evergreen Sales Funnel based on the Tag that was applied to them when they opted in. This SegMetrics customer has found that different leads monetize in different ways depending on the content they are served. Accordingly, they have set up different paths depending on the Tags applied to each Lead.
Imagine that you found that people with your “Webinar with SegMetrics Dudes: How To Use Tags To Do Awesome Things” Tag are worth $50 per lead when they are put through Funnel 1, but are worth $100 per lead when put through Funnel 2? How extremely valuable would it be for you to automate putting leads from that Lead Source into Funnel 2?
We know — a lot.
2) Retroactive Optimization of Neglected Leads
You can also retroactively apply to Tags to users in order to enter them into an automated sequence. This is a tremendously helpful tactic for when you find a Segment of leads who have NOT been pitched your products. Here’s an example of how you’d find a Segment that neither owns a product nor has been put through an automated funnel:
(This search is done in Infusionsoft, but you can do it in any CRM that supports purchases)
Once you identify this Segment, you could apply a new Tag to them -- e.g., “Start Evergreen Funnel 1 -- Manual Override” -- that would manually enter them into an Evergreen Sequence. At SegMetrics, we’ve seen this unlock amazing hidden revenue streams.
3) Automation for High Performers
This is one of our favorite tactics. With advanced segmentation you can begin to find your most valuable leads -- and make them even more valuable.
For instance, if you have properly tagged your leads, you could target an automated sequence at only “Facebook Leads who have purchased more than 3 products in the past 60 days”.(Yes, we know this Segment is probably too specific, but you get the point we're making.)
Or maybe you identify a certain Affiliate as being your most profitable Lead Source but notice that 75% of the leads have not attended one of your webinars. You could create a campaign to drive webinar signups that targets only leads from your top affiliate that have not previously been to a webinar.
4) Create Content Variations
Create variations of your content, tailored to a specific Lead Source, to drive CRAZY-HIGH conversions.
When you Tag all of your leads based on their Affiliate or Referral Source, you can position your marketing materials to remind your leads that you know who they are and what they’re interested in. This makes them feel very loved -- and warms them to the idea of buying.
For instance, if we knew that Lifehacker.com generated significant number of high-value leads, we could then create an automated sequence that delivers emails that are Lifehacker-branded.
Their Welcome Email could start with …
“Hey, thanks for reading our article on Lifehacker! Here’s something you might want to know…”
… And we could direct them to a Landing Page that says:
“The perfect marketing automation course for Lifehacker readers!”
Trust us, this converts like crazy.
As you can see, we put a ton of emphasis on measuring the monetization of leads based on the Tags they have. Lead Value is the Numero Uno metric at SegMetrics.