How to Segment and Nurture Your Customers with HubSpot

At its core, marketing is about delivering the veracious message, product, or service to the right person at the right time. In the Mad Men era of ad, this was easier to do than it is today. Products and services were reasonably standardized and there were a handful of mediums that would cover a big percentage of people .
today, we have more competitive markets and a highly disconnected media landscape. We ’ ra moving from one-to-many communication to one-to-one communication .
Knowing who your most crucial audiences are, which messages resonate best with them, and where to find them is more important than always, and yet, more challenge than ever .
Audience cleavage is all-important for your brand because it ’ s an exert that helps group your most important constituencies together into addressable audiences based on behavioral and demographic data.

From there, you can determine which of those audiences are most valuable and most receptive to certain kinds of messages, and therefore, which audiences you should focus on creating subject for .
research on consumer decision travel shows that 70 % of purchases are from brands that were in the initial consideration set. Meaning that only 30 % of purchases went to brands that weren ’ t a ) top of mind or barn ) initially considered for leverage. This underlines the importance of brand awareness and relevance among your most valuable audiences .

Using Personas and Lists in Your Segmentation

At 2nd Address, we have a market business model, which means that our commercialize team needs to help the caller balance issue and demand. Since our marketplace is furnished apartments and bodied caparison for clientele travelers, we have four main audiences :

  1. Business travelers (“Guests”)
  2. Landlords (“Hosts”)
  3. Corporate travel managers (“CTMs”), who help manage travel bookings on behalf of their entire company
  4. Personal travelers, e.g. vacationers

Building Personas

Personas are representative personifications of your audience segments. Building out your personas helps you understand and empathize with your consultation. As shown below, we have created a persona for each of our four main audiences .

Utilizing Lists

When we consider the remainder between active customers who are in the middle of a booking versus prospective customers who are concerned in our services, the number of audiences goes from four to eight. We besides nurture past customers in a cut fashion, which increases our sum hearing count to twelve .
however, we don ’ metric ton create raw personas for each customer at these different stages. alternatively, we use lists to section and differentiate our marketing depending on where the customer is in their decision-making travel .
HubSpot lists are comfortable to use. We largely use smart lists, which are dynamically maintained. Contacts are added or removed from smart lists as they meet or cease to meet the registration criteria. Below is an exercise of a tilt we maintain of contacts that haven ’ thyroxine shown interest in us in awhile. We enroll them in a especial work flow to see if they ’ re inactive concerned. We besides use this list as a suppression list for many of our workflows and emails .

Nurturing Your Contacts With Workflows Based on Your Segmentation

Workflows are one of the most authoritative tools used within HubSpot and form the anchor of good selling automation. We use workflows to do everything from making sure that the compensate persona is assigned to each contact to defining a commercialize qualify lead .
here are the major steps when creating a work flow in HubSpot :

1) Choose the workflow type.

The foremost measure is bare. We normally use the standard work flow, which we ’ ve found works for most of our use cases .

2) Set enrollment triggers.

The second and most crucial step in setting up your work flow is choosing the registration triggers. It ’ second easy to do and you have many options. You can use virtually any field as a variable, including customs fields .
Notice in the screenshot below that you can choose between automatic rifle and manual registration. We use automatic rifle registration for about all of our workflows. After all, we ’ re a little market team and we ’ re trying to automate wherever possible .

3) Decide if your workflow needs a branch.

Ask yourself if you will need branching logic in your work flow. It comes down to whether you want multiple sub-workflows within your master work flow, based on data gleaned as the contact moves through the master work flow .

4) Select actions to apply to each enrollee within each branch.

The fourth and final footstep is to choose actions to apply to each branch in your work flow. Actions are things like sending a specific electronic mail template, setting a contact property, or changing a lifecycle degree.

How We Use Workflows to Nurture Our Leads

once a newly liaison is generated for any given consultation, they enter several workflows based on how we mechanically tag that new contact. We then nurture those new contacts mechanically, according to the work flow logic .
For case, we have a welcome electronic mail tailored for each hearing. If person is browsing a place but does n’t end up book, we have follow-up emails that give tips on booking best practices and link to search shortcuts for each of our major cities .
We ‘re working on adding a newly electronic mail that can intelligently suggest properties based on individual research criteria. If person is searching for a two-bedroom apartment in downtown San Francisco that is cat-friendly and has in-unit laundry, we ’ ll be able to show them more listings that fit that description .
At the begin of this post, we mentioned our “ Dusty, Dated Leads ” list. This list identifies contacts who we haven ’ thymine heard from in 12+ weeks. We email these contacts to ask them if they ‘re still matter to. If not, we encourage them to update their subscription preferences so that we do n’t bother them. The objective here is to avoid “ graymail. ”
For us, active customers need a lot of important, timely notifications related to move-in, sustenance and move-out. For model, we use the SurveyMonkey/HubSpot consolidation to deliver a move-in satisfaction surveil to “ Guests ”. The beginning of that work flow is shown below .

We send a different survey URL to individual business travelers than we do to people traveling for personal reasons. HubSpot makes it reasonably easy to section by layering smart content and smart calls-to-action ( CTAs ) on to personas .
Since we can study how each contact interacts with our web site, we use data to test our assumptions about how our persona should be grouped. For exemplar, we know that change of location managers from belittled companies have different perspectives from those from big companies. Travel management is only a humble part of their varied responsibilities. On the other hand, travel managers at bombastic companies are normally focused on travel management at a large scale .

Optimizing Owned Media With Content Strategy

Continuing on the theme of tailoring custom-make messages to the right person at the properly time, we have to understand the media landscape in order to execute well. As a stigmatize, when we think about media, we tend to focus on these categories in precedence club :

  1. Owned media: Blog, social media, website and other forms of media where we control the message and “own” the audience, versus renting the audience.
  2. Earned media: Press coverage.
  3. Paid media: Paid ads.

Given that prioritization, our blog is one of the tent-poles of our marketing scheme .
We try to engage each audience at the awareness degree with a blog-centric capacity strategy built around pillar content. We use pillar pages with HubSpot ‘s content scheme cock and have one chief pillar foliate for each audience. Each pillar page links out to relevant web log posts. This way, search engines can see that we ’ ra organizing our blog message to the benefit of readers, which should positively impact our organic dealings .
Below is a statistical snapshot of the performance of one of our contented pillars targeting corporate travel managers concerned in corporate housing. We can see that over the define time skeletal system, that subject has gotten us at least one new paying customer. That message was besides the beginning touch for at least 12 new contacts .
here ’ s what our topic bunch looks like for that column page :
We can see that our sessions for this bunch are up closely 17 % month over month, which is a reasonably strong indicator that we ’ ra seeing improved organic research rankings .
When you click to open the Core Topic Validation, you see that our relevance score is 95 %, mean that the subject that core subject is focused on aligns with the broader content of our stallion sphere. HubSpot does a estimable job of reminding you how to continue to optimize your subject clusters. The crimson notification burp in the top mighty is alerting me that several of our sub-topic web log posts aren ’ thyroxine so far linked back to a main pillar page.


coherent use of cleavage, in coordination with personas, workflows, contented scheme, media scheme, and ache capacity has helped our company ’ sulfur organic traffic grow and reduced our average cost per acquisition .
In April 2017, our organic traffic sources accounted for 52 % of our newly visitor sessions. By comparison, in December 2017, our organic traffic sources accounted for a much healthier 85 % of our new visitor sessions. We ’ ve grow our “ owned ” audiences, which means that we don ’ t have to rely on rent audiences quite a much as we used to .
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