I’ve mentioned buyer persona in many of my articles. I have frequent conversations with business people about buyer personas. We all get it. Do you implement it in your everyday marketing activities?
I’ll tell you why most websites miss buyer persona knowledge
I’ll tell you why most websites are on the wrong street when their customers are browsing for their products and services on another street.
I was in Rome last year and I walked to Church every morning. On this particular morning I turned left too soon. I was on the wrong street. I walked up on down on the street parallel to the street I needed to be on. Nothing looked familiar. I was lost for half hour until I decided to go back to my start point.
When people are searching for your business they are not so patient. Technology is constantly selling instant rewards. Websites attract or dispel in seconds.
A Website that converts leads to sales, speaks to her buyer personas
The words used on the website are words your buyer personas will use when asking Google, Bing or Yahoo a question. Let’s say you’re a consultant who sells customer service training courses. Most people who need your services never purchased such a service before and is very unfamiliar with your terminology. Instead of saying “Improve your customer services” it would be more lucrative to use words like; “Improve customer retention” or “How to train my staff to relate better to customers” Buyer persona phraseology is not that difficult but it takes research and testing.
At WSI, we use what people search to help future customers to connect to your website and not allow these searching customers to go to the competition’s website. We use search queries to improve the words you use on your website and when you follow up with them either with email or phone calls.
When a visitor comes to your site they may read certain articles. They may read certain pages. According to where they spend more time or less; determines what further information we should add to your site and what further information we should offer to this visitor via email or otherwise.
65% of buyers already have completed their research before they decide to buy. In other words, people, your future customers, are searching. If your website has only the information you want to put on it, simply because you have no more time to spend on your website; most probably your visitors aren’t intrigued. If your website does not connect with your buyer personas (you’re not on the same street as they are) you are wasting your marketing budget by driving traffic to your website.
If you wish to qualify marketing leads before you send leads off to the sales department; leverage your website to improve your buyer persona knowledge. We call this Marketing Automation.
Marketing Automation helps your website qualify leads and thus your conversion numbers improve and so do your sales.Its the most cost effective digital marketing strategy for 2017.
With Marketing Automation on your website, you connect with your buyer personas.
Its time to start making good decisions based on the data your website generates for you. When you send out emails, you put several CTA links. Your data will tell you which link performed most clicks. When you place CTA links on your website you know which ones are most relevant and which positions perform best results.
Too many businesses build their websites with flash, with sign-up forms, with social buttons, etc. and very few measure or analyze the performances of these features.
In this month’s marketing video we outline the reasons why pulling reports and analyzing data is not an option for your website. If you want to learn how to improve your website visitor’s customer experience thus increase sales coming from your website, the number one way is to regularly review these 5 profit pulling analytics reports:
Web analytics tools collect and report data on how people interact with your website. Being able to understand these metrics, will enable you to identify the most effective marketing channels – and be ready to gain a competitive advantage.
1. Referring Sites Report
Knowing which websites and search engines refer traffic to you – and what pages of your website they link to, will enable you to guide your content marketing strategy and successfully allocate your ad budget.
2. Content Engagement Report
Measuring visitor engagement is key to turning website visitors into leads. Knowing which blog topics command the most attention and social shares, will give you direction for achieving your content creation objectives.
3. Landing Pages Report
The home page is no longer the only website entry point. Using landing pages reports, you can see what content is attracting the most traffic, and how visitors are interacting with your offers and lead capture processes.
4. Site Search Report
Often overlooked, a site search report will show you what visitors are looking for once they land on your site – it can indicate where to make website improvements, as well as help direct development for future marketing campaigns.
5. Mobile Performance Report
The ever-increasing number of mobile users expect fast, reliable, and accessible web content. So, understanding how your mobile audience interacts with your website is vital to delivering engaging content.
The most important website metrics are the ones that tie closely to business results – regularly review these 5 vital reports will enable you to significantly improve your marketing impact. Give your website visitor more of what they want. Allow your website visitor to easily find what they are looking for. Increase the possibility of visitors opting into an offer when you analyze your landing page reports. All this leads to happier customer experience, more referrals, more sales, Happier you.
If you need assistance in achieving your online marketing goals, then get in touch with WSIwwwExperts your local Digital Marketing Consultant today.
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Imagine no more Monday Business Review Meetings where marketing department and sales department are pointing fingers. Instead gather the metrics when you track your buyer from awareness to decision to buy from you. Numbers do not lie. Allow all your marketing efforts to qualify leads from the start. Reduce data transfer errors from marketing department to sales department. When the lead reaches sales department they know all about the lead and the lead need not explain her/imself all over again.
Marketing Automation is a powerful system to send to your target audience the effective message s/he needs to hear on any occasion. The right message will be sent to the right prospect at the right time everytime.
Marketing Automation helps brands better serve their target prospects and customers while constantly improving overall customer experience.
Marketing automation software has made impressive strides over the years. It offers businesses both large and small the tools and data reporting they need to build relationships and drive new revenue. Here are some of the ways an automated marketing strategy can help you.
You have several products and not sure which product your customer wants right now. Let the system do the work for you. Through Email marketing you send offers to your list. The interested prospects/customers go to your landing page and opt-in. Now you know that your silent reader really wanted a swim suit for a toddler and not a surf board(for example). This is what we term segmenting your list. Create CTAs (Calls-To-Action) and display to different contacts based on the data you’ve collected.
Repurpose old content and share on Twitter and LinkedIn to draw in new leads. This way you test drive content strategy before putting bigger adspend dollars behind your updated content information.
Use data driven information like conversions and responders to build your marketing plan.
Marketing automation software offers better reporting and marketing analytics that help you reduce CAC. It improves conversion rates, fosters savings through customer referrals and helps with onboarding. And that’s not all – it reduces the amount of manpower required and improves lead generation, email targeting, measuring, reporting and more.
If you wish to read case studies that will inspire you to see the power of marketing automation Check this article
Marketing Automation gives brands the ability to build long-lasting relationships through creative content with their customers and prospects. It removes assumptions about your target market. Through the data collection software it defines new ways, develops strategies that reveal unexpected and insightful information about your leads and customers.
To learn more about marketing automation either call me today or ask to join my newsletter which I share frequently
This post originally appeared at: https://WSIWorld.com/blog/The-Bright-Future-Of-Marketing-Automation/
Turning Website Visitors into Leads, and Leads into New Customers
Successfully delivering appropriate messages helps you to lead customers step-by-step through their buying cycle. Marketing automation enables you to set up a workflow of highly personalized marketing messages designed to convert website visitors into leads, and then your new leads into paying customers.
Here are 5 best practice guidelines to get marketing automation working for your business.
Before you can start creating your emails, autoresponders, workflow messages and landing pages, you need to know your audience. Create buyer personas to help you understand how to produce content that addresses your customer’s specific needs and challenges.
Your marketing automation campaigns should be aligned to your sales processes. Recording every point of engagement to an online CRM will provide detailed customer profiles for your sales team to successfully nurture leads through their buying cycle.
Delivering the right message that appeals to your target audience, will not only drive an engaging marketing automation process, it will also qualify your leads from the start. So be creative, be informative and be focussed.
Effective marketing automation campaigns will feature a multi-channel approach – with touch points including dynamic website content, email, social media, re-targeting, and interaction from your sales team.
The beauty of digital marketing is that it provides a constant flow of data to assist you in optimizing campaign results. A consistent program of monitoring and improving your workflows will increase your overall competitive advantage.
In addition to increasing leads, marketing automation systems can help increase cross sales and upsells, and improve customer care processes, turning your customers into active fans who will be ready to recommend you.
If you would like help getting started with marketing automation, or improving your current campaigns, get in touch with your local WSI Digital Marketing Consultant today.
5 Advanced Techniques to Sky Rocket Your Email Marketing
Email marketing continues to be one of the most effective ways of connecting with your audience –regardless of the device they use. The following five best practice techniques will highlight new opportunities to publish targeted email messages that build customer loyalty and increase sales.
The foundation of an effective email marketing plan is to better understand your customer by developing buyer personas. You can then create appropriate groups and segment your email list accordingly.
Now you are ready to personalize your message with an appropriate greeting, or recognition of an anniversary or birthday. You can further customize your offers by referring to customers’ purchase history or other company interactions.
Automated customer initiated email sequences are a great way of providing a non-intrusive flow of information to your visitors as they progress through the sales cycle, allowing you to address their needs at the exact right time.
You can make continual improvements to your email marketing strategy by trying a variation of your subject line, or different design layouts, to help you understand what will get your message opened and actioned.
A large portion of your customers will read your emails from their mobile device, so make your content responsive with a clear design, easy to read fonts and strong, clearly visible calls to action.
Finally, be prepared to evolve your email marketing strategy by regularly reviewing your progress, and incorporating new best practice email methodologies that will enable you to build stronger customer relations, nurture leads and increase your sales.
Bernadette Chin Lee
P.S. If you would like to review the effectiveness of your email marketing strategy, get in touch with me today.