We’ve said it before and we’ll say it again, understanding your data and leveraging it for marketing is one of the smartest things you can do. Data lets the quantitative gathering drive the qualitative experience for your customer. Within that journey, capturing the leads at the right stage of their highly tracked journey is a skill that many businesses are still struggling to figure out.
Here are 5 ways to leverage your data to better capture and convert your top leads.
1. Lead Scoring
If you take a look at your Google Analytics, one statistic that stands out is the percentage of total users that are returning visitors. While marketing is focused on increasing the number of new visitors and subsequently the potential opportunity to increase the growth of new leads – an area some forget about is the potential in those “returning” visitors. Nowadays people do most of their research online before purchasing a product. So, before they even are in contact with a sales representative from your company, they probably have 80% of their mind made up. This leaves a great opportunity for sales to score leads based on what area of the buying journey they’re in. Use actions on your site and social media to score leads. Say, 10 points if they follow you on Twitter, 10 points for each whitepaper they download, etc. Once you reach certain “scores” you can begin to make human This will not only optimize your business development rep’s time, but will increase the chances of that lead turning into a customer.
2. Behavioural Triggers
Much like lead scoring, behavioural triggers are great for marketing touchpoints to the right people at the right time. And, in this crazy online world we live in, that’s crucial for building a relationship with potential customers. Behavioural touchpoints can include pop-up chats on pricing pages after a user spends more than 30-seconds on the page (for the average attention span of a website user, that’s a long time), or phone calls or emails that are triggered based on a user’s action (i.e. fills out a form).
While this may seem like a lot of work monitoring your website visitor around the clock, there are great tools that can help you appear online even when you’re not. Tools such as Drift allow you to lead score (see section above) visitors that are actively on your site in real time. This will trigger a notification to sales to reach out when a hot lead is viewing your site or taking actions. That’s two marketing hits in one tool!
3. Catered Interactive Content
If you haven’t experimented with interactive content in 2017, you may be behind the times. Interactive content is anything that engages your audience in a new and exciting way. Whether it be a video, pop-up surveys, live chat, calculators, etc. the purpose is to keep your customer’s attention with relevant content. In a nutshell, it’s a better way to educate, entertain and engage your audience – all while improving your ROI in the process. The best part of interactive content is that marketing tools have the knowledge and backend to personalize the content being served up. Using first names, industry types, location/geographic information to be more detailed and dynamic with your approach will allow the user to ‘feel at home’.
4. Real-time Sales
Alright, we swear this isn’t a sales pitch for Drift, but real-time sales are the new age way of selling. Drift not only allows you to score a lead in real-time, send you a notification and direct them to the pricing page, but it can help you sell right on the spot. Capitalize on people’s fast-paced lifestyles and stark decision making habits. Using incentives like deals, personalization, and personal, real-life conversations (crazy concept) will help make someone decide on the spot if they want to choose you over another brand. In today’s search for the best tool, it’s not all about features and cool design as much as it is about good customer service and business relationships; the first part matters, but not as much as the second.
5. Niche Selling
Do you have the typical “3-tiered Pricing Plan” displayed on your website? It’s time for a change. Build your pricing packages on niche industries, interests, use cases, etc. Nobody wants a generic pricing package, they want a personalized price that will grow with them. A good way to test which market to tap into is with marketing tools that allow you to campaign to different industries or audiences based on their common interests. Influencer marketing for example is commonly used to expand your brand reach, driving traffic from influencer audiences to your website, and offering discounts along the way. Why not aim for engagement with different influencer audiences based on different attributes? For example, have one campaign (i.e. selling books) and sell it through 4 different types of influencers (i.e. musicians, business women, tech/gadget enthusiasts, and small shop clothing owners). You may be asking, how will I sell this book on marketing to each of these different audiences? Positioning it for each niche, using keywords, topics of interest, and hashtags that correspond with these groups will help you fit in. You can have generic products and services, but make it as specific and detailed as possible when it comes to your marketing and sales.
If you take one thing away from this post, I think it holds true that human contact in a digital world is more valuable than ever before. Score your leads, trigger your touchpoints, personalize your interactive content, and sell in real-time, niche markets. Use your data to guide your customer’s journey and the marketing materials that support that.
For more information, check out our Resources page to get marketing material to help you turn quantitative journey into a qualitative experience.