For many years marketers built websites, put them online and hoped that the content was relevant to potential customers. Then analytics tools evolved and we could begin to see what content was getting the most traffic, enabling us to make some intelligent assumptions and content improvements.
Today, sophisticated yet affordable marketing automation tools enable us to see who is visiting our websites and what specifically they are looking at—even if they don’t fill out a form. By understanding who visits your site and what they look at you can begin to gain insight into how to improve your website so that visitors see you as an authority in your field.
Even more importantly, knowing what a visitor is looking at also enables the sales staff to reach out and answer questions before your competitors are even aware there is an opportunity. Advanced automation tools like notifications and email follow ups can also be employed to insure that visitors remain engaged with your company and that you are providing a customer-focused response.
You’ve spent a lot of time building a website with great content. Now, begin to systematically leverage that content to build business leads and see solid ROI.
To really understand how to leverage your website to get leads and business, contact Chief Internet Marketer for a demo of marketing automation.
Segmenting your audience is critical in today’s highly competitive environment. No longer is one generic message adequate to get prospects to engage with you. The right message to the right person, at the right time can have big returns in increased sales and conversions.
Prospects can be segmented in many ways, but a very simple segmentation strategy could involve classifying your prospects by one or more of the following:
- Company size
- Service/product of interest
- Current services
- Project needs
When getting started, it’s best to work with two or three segments that represent the most likely prospects for a sale. This allows you to keep thing simple as you begin to use segmentation as a strategy.
Once prospects are segmented, custom messaging for each segment should be developed. Then, marketing automation can be employed to deliver timely, custom messages to each segment depending upon how they engage with you.
To learn more, review this case study on how segmentation and marketing automation helped this roofing company increase sales.
Companies that have adopted marketing automation are seeing a wide variety of benefits, from increased leads to shortened sales cycles. CIM has helped a number of small to mid-size businesses make the most of their dollar with marketing automation. Here’s what’s important.
Know your customer. Marketing automation can help you know who is coming to your website and what they’re looking for. Pages of the website can be flagged as “important” and visitors can be “scored” based on the content they view.
The right message at the right time. Because user behavior is key to marketing automation, you can deliver copy to prospects based upon what content they visit at your website.
Hands-off lead nurturing. What leads are the hottest, the most likely to buy? Lead nurturing and lead scoring enable your sales team to know where to spend their time and energy.
Close more sales. Lead scoring tells you when prospects are ready to buy, so sales teams can focus on working with those customers who are likely to purchase.
Demonstrate ROI. Sophisticated campaign tracking lets you know which marketing efforts are paying off in leads and sales, not just website clicks.
Interested in learning how marketing automation can help your company make the most of your web marketing? Contact Chief Internet Marketer today to learn more.
Is your website working for you? Is it bringing in good leads that turn into sales? If not, it may be time to get a handle on who is visiting your site and what they’re looking for. 79% of the visitors to your site come quietly, don’t fill out a form and leave unannounced. Sure, Google Analytics can tell you that someone was there, but what pages did they visit? What company were they from?
Despite the promise of online marketing it’s been difficult to get this information. But with marketing automation, you can understand who is coming to your website and what they are looking for. With this behavioral information you can make sure that you are giving them the right information at the right time.
A solid marketing automation strategy begins with understanding who is coming to your site and why. This allows you to customize website content to meet their needs, ultimately resulting in them filling out a form so that you know who they are. This strategy pays off by insuring that what you are offering matches what your prospects are looking for and opens up opportunities to nurture they with automated emails and custom content and product or service offers.
Now might just be the time to get your website working to provide a return in the form of good prospects and sales. Contact CIM to learn how.