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.
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.
Customer referrals should be the most valuable sales leads to you. Why? Because, the trust (between you and the referring client) has already been developed, even though the initial connection was not between you and the potential client, but instead between the referring client and the potential client. Basically, the “proof is in the pudding” — they can trust you if the referrer trusted you and had success with your services.
Even though customer referrals have a high rate of success, it is important to remember that you still have sell your services, as you would with any other prospect. Once the job has closed, the client referred should be treated with the utmost care and respect — there really are no other marketing strategies that can deliver such solid leads, with little to no cost. Their value is great to you and could lead to yet another referral!
Do NOT forget to ask for testimonials/reviews, and have your clients post them to your local listings, to boost your local search rankings and ratings.
Give us a customer referral that closes and receive $100, CASH instantly! Click HERE to submit.
To learn more about customer relationship management, do not hesitate to contact us today!