Maybe you work with a lot of couples who hire you as a wedding photographer. Lead scoring is the process of looking at a prospect’s profile and behavior to see how likely it is that they’re serious about becoming a customer. Those prospects that have a profile most similar to your existing customers are considered hot leads. This allows you to effectively budget your marketing time and dollars towards those hottest leads, while not wasting efforts on those who won’t ever convert. Keep Tabs on Your Hottest Leads Once you’ve gone through the effort of understanding current customer behavior and identifying those leads that are most similar in behavior or profile to your existing clients, you’ll want to keep tabs on those people. Continuing on with the photographer example above, let’s say you meet a couple at a wedding expo. Reach out the day after the expo to send a message thanking them for their time, mentioning something specific about the details of their wedding that they discussed with you, and offering them the opportunity to sit down for a free consultation with you to discuss their photography needs. Use Email Segmentation to Keep the Customer Experience High So all of this effort in targeting hot leads and offering personalized service has paid off: You’ve won over a new customer! But this is not the end of the customer journey, and you can’t let the high quality of service that you’ve offered thus far drop off now that you’ve taken down someone’s credit card information. Within your CRM, it’s possible to group people based on their stage in the customer journey or on specific actions they’ve taken or products they’ve purchased.
As I’ve written about in the past, in today’s digital world, the customer journey is no longer a straight line. While you can’t exert complete control over the way in which customers and prospects interact with your business, it is possible to get strategic about guiding people differently depending on where they are in their individual journey.
One of the most useful tools for effectively guiding a customer’s journey is CRM. Because it is the place where you house all of your information on clients and prospects, it not only gives you in-depth information about each individual, it also allows you to see broader patterns in customer behavior and to tailor your approach to meet your customers where they are.
Below, I’ll share four tips for using your CRM tool to effectively drive the customer journey.
1. Identify Patterns in Customer Behavior
If you’ve been keeping good records in your CRM, it should have all of the data on your current customers. How they found you, the ways they’ve been in touch, what they’ve purchased, and the last time they did business with you. Using this information, you can begin to create a composite profile for your ideal customer, and then go out and target similar prospects.
Let’s say you own a photography studio. Maybe you work with a lot of couples who hire you as a wedding photographer. Maybe local business owners use you to do professional headshots for their team. When you’re able to identify patterns in demographics, it means that leads who fit a similar profile are more likely to be promising ones.
You can also use CRM to track the behaviors of existing clients. Is there one action that everyone seems to take before they make a purchase? Going with the photography example: it might be that prospects who convert always reach out via the CTA button on your wedding portfolio page, while your corporate headshot page gets less traction. That tells you something meaningful about your customer base, and that’s information you can use to assess the viability of prospects.
2. Score Your Leads
The next step in assessing your prospects is lead scoring. Lead scoring is the process of looking at a prospect’s profile and behavior to see how likely it is that they’re serious about becoming a customer.
Once you have a complete picture of your ideal customer, you want to begin comparing that profile to your leads. Those prospects that have a profile most similar to your existing customers are considered hot leads. Those who fall outside of the profile of your typical client base are not people you want…