We have the impression that the more leads we win, the more enrollments we will make in that period. It is true that there is a correlation between the two variables, but not just any type of lead is able to close a deal. Lead segmentation in education is, therefore, an important step for you to optimize your strategy and focus your efforts on actions that will generate more results.
Qualifying leads helps you optimize your database and, as a result, help you make strategic decisions.
What you will see in today's post:
Find out now how lead segmentation works in education!
The need for lead qualification
Lead segmentation is an important strategy for you to make better use of your database. After all, it's no use having a well-organized sales flow if, in practice, leads are just a bunch of information and contacts.
To take advantage of the sales funnel and deliver the right content to the prospective student at every stage of the shopping spree, you need to qualify your leads. This is the only way to deliver a message that is as personalized as possible, generating greater engagement.
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The criteria for segmenting leads in education
Targeting groups can be created based on numerous criteria. See some of them:
Geographical
Knowing the location is important to your marketing strategy and can provide you with relevant insights. Imagine that most of the leads interested in your educational institution are from out of town. You can take advantage of this information to offer advantageous conditions to these students or produce content of interest.
Education
Schooling is very important information for educational institutions. After all, people who are attending high school, have completed or are looking for a second degree have different expectations about college. This information helps nurture leads with content designed to meet each of their demands.
Caption: Lead Segmentation for more precise actions.
Internship in the sales funnel
The further along the sales funnel the lead is, the more specialized and targeted content they need. Segmenting leads by position in the sales funnel helps you know the best approach and when to present content that will lead to conversion, based on the inbound marketing methodology.
Segmentation can be done when you already have a list of contacts, all that remains is to optimize the database according to the tools you have available (automation tools, for example).
But the job is even easier when you think about segmentation from lead capture. Therefore, include questions in your forms that help direct the lead qualification work, this will make your life easier in the future!
In addition to the criteria already mentioned, it is essential to consider behavioral and technological variables to further refine lead segmentation. Analyzing users' browsing behavior, such as pages visited and time spent on each section of the website, provides valuable insights into their intentions.
Additionally, evaluating email engagement, observing metrics such as open and click rates, helps identify leads that are more likely to convert. The use of automation tools with artificial intelligence allows for dynamic and personalized segmentation, optimizing campaigns in real time.
It is essential that all of these practices are in compliance with the LGPD, ensuring the appropriate and secure treatment of leads' personal data.
Convinced of the importance of lead segmentation in education? Advance in the quest for knowledge and see how to optimize your sales opportunities!
Why is lead segmentation important in education?
What is lead segmentation in education?
Lead segmentation in education is the process of grouping contacts based on shared characteristics — such as location, education level, or stage in the sales funnel — to deliver more personalized and effective marketing actions.
Why is it important to qualify leads?
Qualifying leads helps you focus your efforts on contacts that are truly ready to take action. Instead of treating all leads equally, you identify who is more likely to enroll and guide them with content tailored to their stage in the journey, increasing engagement and conversion.
What criteria can be used to segment leads in education?
Key segmentation criteria include:
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Geographic location: Knowing where your lead is from helps adapt offers or content;
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Education level: A student in high school has different needs than someone seeking a second degree;
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Behavioral data: Such as pages visited and time spent on site;
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Technology usage: Devices and channels used to access your content;
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Sales funnel stage: Whether the lead is discovering, considering, or ready to make a decision.
How can educational institutions apply segmentation effectively?
Start by organizing the data you already have and use automation tools to create smart, real-time segments. Also, ask strategic questions on your forms — like educational background or area of interest — to guide lead qualification from the beginning.
Should lead segmentation follow data protection laws?
Absolutely. All data collection and processing must comply with data protection regulations such as Brazil’s LGPD. This includes respecting user consent, ensuring data security, and being transparent about how information is used.
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