If there’s any conclusions to be drawn from marketers as a whole (who better knows the dangers of doing that?), it is that they’re always in search of better tools, techniques, and strategies to drive conversion and improve sales. Well, pull up a seat and relax, because here are some shiny new tools to go into your worn-out toolbox. You’re welcome.
1. Marketing Funnel Management
Managing your funnel wisely is as much about deciding whom to keep out of your funnel as whom to let in. If you include consumers who never actually intend to purchase, can’t afford the product to begin with, or are completely outside a demographic that even needs your product, your numbers are going to be all skewed. Get real about your funnel and escort out leads that aren’t viable.
Inside your funnel, you’ll find several categories of leads. Some plan to purchase immediately, within the next month. The second group intends to buy within three months. A third group plans to make a buying decision within 6 months, and the final group expects to wait more than six months to buy. Categorize your leads into these groups and refine your communications to reflect their position in the buying experience.
2. Better Targeting With Data
Most marketers already have a plan in place to collect and analyze data from online customer interactions, but what about the data you have on your offline customer base? Many businesses still operate brick and mortar stores or have customers that do business with the company via telephone, mail order, or other offline means. If this data isn’t included in your customer profile, you have a very inaccurate picture of who your customer is, because online customers differ significantly from offline customers.
Also, be sure you’re collecting and including all the data you can get from social media and any previous campaigns you ran. Naturally, some of this data will include duplicate information, outdated information, incorrect or incomplete information. Use a data cleansing solution to clean it up before analysis so that your numbers are rock solid when you’re ready to use the results.
3. Accelerating Growth by Lead Conversions
It isn’t enough to track how many people open your emails or respond to your free T-shirt offer. You need to track the entire process of a customer from the point at which they become a lead through the point of achieving a converted customer. Map out your sales process, the path which customers normally take to make a decision on buying. Target only those leads that might realistically buy from you. Engage in educational programs to help customers along this process.
4. Generating Content for Customers at a Progressed Stage in the Marketing Funnel
This customer education process can take many forms. Use your data-generated consumer profile to determine what kinds of content work best on your customers and where to place content for the best results. Branch out from the typical ads and blog posts and go deeper into your subject to educate customers with whitepapers, webinars, live chats with your most knowledgeable staffers, and sleek presentations or ebooks. Keep up with conversion metrics so you can identify what’s working and plan more of that type of content.
Are you ready to get better data to build an accurate customer profile, learn how, where and when your customers find your products, and indulge in high-quality lead generation like never before? Visit ReachForce for a free demo and sign up for your free trial of our services today!