SEGMENTATION & TARGETED MARKETING DIRECT COMMUNICATION TO MEET REAL NEEDS Thomson Reuters BizActions PDI Global

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1 SEGMENTATION & TARGETED MARKETING DIRECT COMMUNICATION TO MEET REAL NEEDS

2 THE IMPORTANCE OF METRICS & LIST SEGMENTATION ACROSS ALL INDUSTRIES, INNOVATION IS THE KEY TO PLACING YOUR PRODUCTS AND SERVICES ABOVE THE REST. IN A HIGHLY COMPETITIVE MARKETPLACE, THE INNOVATORS ARE THE BUSINESSES THAT ARE FINDING SUCCESS AND DRIVING FORWARD DESPITE ECONOMIC CONDITIONS AND CHANGING TRENDS. WHETHER YOU HAVE JUST BEGUN TO BRIDLE THE POWER OF E-MARKETING, OR ARE A SEASONED PRO, IT IS IMPERATIVE THAT YOUR BUSINESS CONTINUALLY TAPS INTO THE MAGIC BEHIND YOUR ONLINE EFFORTS LIST SEGMENTATION, METRICS AND TARGETED MARKETING. Innovation does not need to be a mystical experience or an intangible ideal. Metrics offer a tangible solution to channeling your e-marketing efforts and demonstrating true ROI. Just the facts, ma am. New business can come from cold prospects, warm prospects, referral sources and even existing clients. Beyond reaching out to prospects, your communications could also be employed to regularly remind clients about all of the extra services your firm can provide resulting in additional opportunities with minimal additional effort. But how do you know, really know, that any of these efforts are resulting in business growth? Metrics demonstrate the hard facts. They give you tangible data on what is working and what is not. Metrics tell you what is garnering a response, who is responding and when they responded. Armed with this information, you have a means of connecting with prospects in a way that is meaningful to them. Consider how powerful it would be to contact a prospective client already knowing that they have been demonstrating a high level of interest in financial planning content. This information could open the door to conversations and help you to shine as an expert advisor. Also consider how useful it would be to have a way to concretely track new business growth in an easily shared and understood format. This is just the beginning of the value and reach of metrics. Segmenting your marketing database enables you to data mine your prospects, hone in on needs, respond to pain points, and meet needs. You can review your metrics to determine where your subscribers interest is being piqued, and then grab that opportunity to further segment your list by behavioral information. and areas of interest they begin to consider your firm as a valuable resource. Segmented lists become tools that enable you to target highly specialized audiences, and targeted marketing is the most effective way to engage your audience with highly impactful information. De-mystified metrics can demonstrate: Who is responding to content What content is drawing interest When the content was viewed Metrics enable you to: Monitor your e-marketing efforts Quickly respond to needs Proactively offer solutions Reduce opt-out/unsubscribe rates Warm up and generate leads Convert prospects into clients Track true marketing ROI When your prospects and clients receive information from your firm that is highly significant to their lives, businesses Segmentation and Targeted Marketing Page 1 of 5

3 WHY IS LIST SEGMENTATION IMPORTANT? To segment or not to segment? Shakespeare s Hamlet asked, To be, or not to be Well, most of us who are not Danish kings on the edge of sanity prefer to be. In the same way, a healthy marketing list prefers to be segmented. Segmentation enables you to effectively target your audience and demonstrate your knowledge and expertise in direct relation to individualized needs. Segmentation increases the effectiveness of your efforts by allowing you to quickly identify groups and connect them with relevant information. How to segment your database When you segment your list, you will need to first determine the criteria you will be using to transform your list into a welloiled targeted marketing machine. Beyond the basics of identifying clients, prospects and referral sources, think through a comprehensive break down by demographics, interests and behavior. Demographics Demographics can all be important identifiers for your member list. To determine which demographics are the most important to your firm, consider what information would be relevant to your practice areas, and what would allow you to more easily connect subscribers to your niche practice areas. Think about segmenting your database with identifiers such as: Industry Size Revenue Age Business vs Individual Income Marital Status Children Home Ownership Location Interests Give subscribers the opportunity to tell you what they are interested in by giving them access to a Preference Center, taking a poll, or tracking their click activity and readership on specific articles. Let them choose their topics of interest, such as retirement planning, estate planning, business management, not for profit, family business, financial planning, real estate, etc. Your subscribers should have the opportunity to select their preferences through newsletter sign up forms and member account management tools. Whatever niche service offerings you provide, allow your optin process and/or account management tools to have related areas of interest for your subscribers to tap into. If you don t have a Preference Center or user-based management tools in place yet, send out a brief survey or poll to gather this information and then update your database accordingly. For your clients and prospects that you already know well, you can plug in their interests and give them the opportunity to change them if they so choose. The different kinds of interest areas that you might be able to utilize when developing targeted lists include: Practice area needs Tax and accounting Litigation support Forensic accounting Business valuation Audit and compliance Lifestyle needs Retirement planning Financial planning Estate & trust planning Insurance Business needs Business consulting Non-profit audit Succession planning Investment assistance Financing assistance Employee benefits Mergers and acquisitions Behavior Subscriber behavior involves who clicked on or responded to content in your e-marketing messages, which indicates that they have an interest in that particular topic. Any number of articles, images or calls to action may generate click activity from time to time, but the real magic happens when you begin to notice a repetitive pattern in your subscriber behavior. Segmentation and Targeted Marketing Page 2 of 5

4 Review your metrics to determine if subscribers are repeatedly clicking on a specific topic and you can then assign those members to an appropriate grouping. For example, pull a report based on click activity related to the topic of estate planning, then create an Estate Planning group based on this activity, follow up by messaging this group with either breaking news related to changes in estate tax laws and regulations or as part of a predetermined campaign aimed at educating and building top of mind awareness with prospective estate planning clients. Additional behavior that you can track and use to identify and segment your target market into relevant content classes includes webinar registrations, event or conference attendance, social media participation, whitepaper downloads and other online engagement and interaction. All of these behaviors indicate interest, which you can then hone in on to develop the relationship further. Drill down to the details The goal of any communication campaign is to engage readers with highly relevant, valuable and accessible information. When you go beyond basic identifiers, such as client, prospect or referral source, you begin to uncover a way to relate to your contacts with a targeted focus. Consider further breaking down your list by client value, then rank them based on hierarchy, and also be sure to determine their standing, identifying them as active or inactive clients. Determine their value Determine who your high value clients are based on revenues, volume, profitability, and so on. Classify your high value clients as Platinum Circle members (for example) and target them with messages focused on nurturing these treasured relationships. Determine their hierarchy Once you have determined each client s overall value, rank clients and message them accordingly. For example: diamond, platinum, gold and silver clients could receive messaging offering rewards, perks, freebies, or inside information only they are privy to, simply for being loyal clients. Determine their standing Lost clients. It s a fact of business that clients come and go. However, lost clients may still want to receive information from your firm and maintaining that connection via e- marketing is a valuable commodity to you. If inactive clients remain active e-newsletter subscribers even after the client relationship is severed, classifying them as a Former Client helps keep the door open between you. Your messages will be regularly reaching them, keeping you top of mind if their next business relationship doesn t quite work out. Classifying former clients not only enables you to track re-engagement, but allows you to target messaging that relates specifically to them, giving lost clients the ability to become found at a later date. More tips to tap into segmentation You also can determine who will receive your e-marketing messages based on subscriber behavior and metrics such as open and click activity from your e-newsletter content. Look for e-newsletter readers who have opened a specific article within a specific time period or have clicked on a specific category, banner ad, or link to read an article or announcement. Once you have identified the active areas of interest for your subscribers, you can plug this information into your database and follow up with relevant information on down the road. Another illustration of effective targeted marketing is to call out criteria based on the target audience for an upcoming campaign. You could choose to communicate with all of the "CEOs" in your database, and then further drill down by zip codes and industry. Armed with this powerful information, you will now be touching all of the CEOs in a specific area, in a specific industry with content focused on communicating directly to their needs in real time. Your messages will have exponentially increasing impact as you drill down your focus to communicating with the specific subset that your goods and services can help. Segmentation + follow up = lead generation The goal of tapping into your hard data is to generate leads and increase prospect conversion rates. Your efforts will lead to new business if you are attentive to your list segmentation and metrics and diligently follow through. Raw leads that stumble upon your business and opt-in to your communications for information and education purposes can be tracked through segmentation and metrics, targeted with relevant messaging and then converted from leads into clients. Segmentation and Targeted Marketing Page 3 of 5

5 THE PATH FROM SEGMENTATION TO LEAD GENERATION Align marketing and business development Emerging trends demonstrate that the most successful strategies have their marketing and business development efforts working in tandem toward the mutual goal of prospect conversion and client retention. The wealth of information available through your e- marketing list segmentation strategies can forge the marketing and business development teams into a relay race where one leg passes the baton to the next. Demonstrate expertise and drive traffic to your website When you demonstrate your expertise in public forums such as newsletter campaigns, social media platforms and blog sites, you will begin to drive traffic to your firm s website through the calls to action that you invariably include in your communications. Elicit sign-ups Once prospects are at your website, be sure clear and actionable opportunities are present to sign up for your newsletter, to follow your blog and social media sites and to request more information from your firm. Keep your finger on the pulse Once interested parties become subscribers, watch them. Use your segmentation, metrics and reporting tools to determine how to best communicate to their needs based on either their chosen criteria, subscriber behavior, or both. You even can even segregate prospects based on how they found you (website, blog or social media sign ups) to track the effectiveness of each campaign. Follow up while the lead is hot Without a regimented practice of segmenting, tracking, managing, and measuring lead flow, you will impede your sales funnel and run the risk of losing leads to competitors. In order to prevent leads from going cold, consider the following actions: campaigns can be set up in advance and utilized to respond to pre-determined triggers. For example, if a prospect clicked on a free consultation call to action, you could set up an campaign in response to the offer connecting them with important information related to their initial appointment and other relevant resources. You could also follow up after the consultation with messaging providing continued tips and insights in order to continue nurturing the budding relationship. Phone call Ah, the good old-fashioned phone call. It isn t dead yet! You can tap into your segmented list and use your subscriber behavior reports to see who is reading your articles related to, for example, manufacturing and distribution. You can then pull the related contact information from your database and create to call lists. Touch upon the pain point in the conversation. Let your prospect know that you have noticed many subscribers responding to this topic, and let them know how you can help. Listen and respond to additional pain points. Ask concise, educated questions that demonstrate your industry expertise and provoke response. Let your prospects do the talking. Simply direct the conversation as needed and land the sale. List segmentation and targeted marketing can generate leads New business can come from cold prospects, warm prospects, referral sources and even existing clients. Your communications should be employed to regularly educate, inform and enlighten your readers. Engaged readers will be consistently reminded about the expertise you have to offer, building top of mind awareness when needs arise. List segmentation, metrics and targeted marketing give you the tools and the opportunities you need to get in front of new business in a way that matters to your prospects. A steadfast commitment to your e-marketing strategy will keep your growth efforts strong continually reaping new clients and maintaining fervent existing clients. Metrics give you the ability to grab hold of leads in real time so they don t slip through your fingers and stumble upon a competitor. With the magic of metrics in your hand, your prospects and clients will think you are a bit of a mind reader; with your talents and expertise they will find that you are a valued service provider and expert source of educational material and resources; and with personalized, human messaging, they will be continually engaged (maybe even enraptured) with the business relationship forged by your consistent, relevant, enlightening and even occasionally entertaining messaging. Once you tap into the power of list segmentation and targeted marketing, you will inherently build relationships, position yourself as a valued resource, and generate new and ongoing business opportunities. Segmentation and Targeted Marketing Page 4 of 5

6 ABOUT BIZACTIONS A Thomson Reuters business GROW YOUR BUSINESS WITH INTEGRATED MARKETING SOLUTIONS FROM BIZACTIONS Through BizActions, Thomson Reuters offers an e-marketing and communications solution for accounting firms. We invite you to find out more about our solution by visiting to see how we can help you achieve your growth and business objectives.

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