Savvy internet marketers often know the right steps to increase their online presence – a killer blog, search-optimized content, and an active and informative social media presence all work together to create quality inbound traffic. But what many marketers neglect is the second half of the process. Once you’ve generated these leads, how do you adapt yourself and your marketing attempts to their needs?
- Understanding Your Buyer (Lead Intelligence)
Inbound marketing is a way to circumvent the negative associations found with traditional advertising. Consumers found themselves tiring of the traditional, disruptive advertising that often interfered with their personal experience online. Using their own research skills, buyers went online to web communities and search engines to find out what they needed to know to make purchasing decisions.
Lead intelligence is the process of finding out how and why your clients have opted into your site or marketing campaign. In other words, it’s understanding what brought visitors to your site, and what their end goals are. Quality lead intelligence can help you understand the full user cycle, from the moment they discover your site all the way to their experience with your product after purchase. This degree of intelligence clearly requires you to be data-driven in your site analysis. To gather this data, you would need three major components:
- In-depth analytics that reveal who is visiting your site, and why.
- A leads database that tracks clients habits, interactions, and purchases.
- Analytic tools to help you determine the effectiveness of social media, email, third-party apps and other Web 2.0 marketing techniques.
A big problem many inbound marketers face is knowing when your client is ready for certain information, and how to give it to them. Structure your content delivery in a way that clients never receive more information than they are ready for. In other words, your client interactions must reflect where your client is in the purchase cycle.
How important is that? Research shows that context-sensitive lead-generating email campaigns have a much higher click-through rate (CTR) than general email blasts (8% to 3%). What does it take to do this correctly?
- Informative and engaging email content.
- Automated messages that are triggered by client actions (marketing automation).
- An intelligent email system that can shift or stop interactions after certain client behaviors.
- Well written email content.
Starting with how you were initially found, all the way to the nurturing and fulfilling those leads, fully examine your entire inbound marketing campaign. This helps to determine which techniques and channels effectively reach your clientele, and then induce them to act. Continually analyzing your tools will make it far easier to refine and perfect your marketing tactics. To do this correctly, certain things are needed:
- Web and marketing analytic tools to help you determine which tactics turns browsers toleads.
- Closed-loop marketing analytics to to know what techniques are most effective turning leads into customers.
Use the techniques outlined above to refine your inbound marketing campaign and take your business to the next level.
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