Image courtesy of Lattice It shows off three testimonials from customers who come from companies of different sizes, then shares its 99% rating on G2. Now visitors know that customers with different backgrounds all enjoy Lattice. Benefits sought Your customers look for different sets of advantages to your product. When you segment your audience by preferred benefits, you can tailor your landing pages according to the perks that matter most to each group. Let’s say you sell stationery. You could segment your customers into two groups: those who prefer reliability and those who like aesthetics. Then, you’d market your highest-quality paper to the first group and your prettiest journals to the second. You can often sell the same product while focusing on different benefits.
Let’s look at the Tian ecocar, a product that you could market to two segments in different ways based on benefits: Tian’s landing page focuses on two sets of benefits: eco-friendliness and performance. It has the name “ecocar,” but its first value prop focuses on its sportiness and speed. If you were the marketer for Tian, you could create landing page variants that focus on each set of benefits individually. Brand loyalty According to HubSpot, 90% of satisfied customers will buy from the same brand again. Yet, not every company tries to organize their customers by their level of loyalty. As a result, visitors who already know and love a product get marketing buy email list that acts like they don’t. You can avoid this mistake by segmenting your customers by their level of brand loyalty.
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Some businesses measure a customer’s loyalty by their net promoter score—their likelihood of recommending the brand to a friend. If you don’t have a net promoter score system set up, you could also track it with a metric like their number of purchases. Once you have your customer loyalty segments, how can you market to them differently? As the Woodworkers Guild of America shows, contests can bring loyal customers back in: