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Kevin Dean
by Kevin Dean
on March 29, 2019

In online marketing, it is important to realize that it can take some time before visitors to your website become customers. With online campaigns, you are essentially generating leads that have the potential to be converted into sales and, in turn, repeat customers. In sales, leads are the best way to reach out to a potential client and build up your brand to develop a business relationship. As with in-person interactions, online leads need to be nurtured. You cannot rely on the visitor to come back to your page—you need a strategy to drive them there. In an online setting, the best way to reach back out to those potential customers is through email. 

By understanding your target market, you will be able to devise a strategy and format appropriate information to engage the customer. In utilizing marketing platforms, such as HubSpot, you can benefit from the user-specific information gained through those insights to develop a strategy towards reaching clients. Within these platforms, you can segment your leads based on information the visitor wants to see. Through proper research on online behaviors of targeted visitors to your web page, you will able to cultivate content that will be relevant to the consumer. 

The purpose of these emails is to ultimately build the relationship. This process, while timely, will show a higher return on investment. Segmented emails get 50% more clicks than emails that are untargeted. By providing the customer with relevant information, you are educating them and increasing the potential for them to utilize the emails to drive traffic to your web page.

Progressive Profiling

A great tool to use in retrieving information in marketing is using forms that elicit questions from consumers in terms of demographical factors. This includes simple information such a name, gender, or location to more complex information such as how they make purchasing decisions and what their interests are. The purpose of these forms is to understand the customer. However, consumers are driven by simplicity and ease. If they are required to fill out a lengthy form, they will likely decide to move on. Progressive profiling is a concept developed by marketers that saw the opportunity in form filling and regenerated the idea to match the consumer’s habits. 

With progressive profiling, forms are short and typically no more than 5 questions. In addition, this online tool tracks how many times a particular customer has visited the website. Upon each visit, different questions are asked. In the end, businesses will still discover the information they need to know about the customer, the process just takes more time than filling out a one-time form. However, businesses are more likely to receive qualitative information in this fashion than in a lengthy one-time form. For the consumer and the business, this also avoids repetition and allows the company to capture qualitative information from the consumer.

Keep in mind that there is a difference between progressive profiling and traditional marketing software. The software is certainly a great tool to help capture behavioral trends from the consumer, such as which websites they are visiting. But with progressive profiling, businesses can directly ask the consumer questions that are more detailed and qualitative. This is information that cannot be discovered through marketing software. This has much more value to the business and can be used in marketing in a more personal manner.

Smart Practices for Asking Questions

Being aware of which questions to ask and when to ask them will result in obtaining the most relevant information in a timely manner. First, you will want to ask the most crucial questions first, such as their contact information and what interested them in visiting your web page. This way, even if the client does not land on your page in the recent future, you still have valuable information to be able to reach out to them. These questions should also be broad in nature. This allows you to begin with a large segment and, as the questions get more focused, allow you to create smaller, specific segments.

In addition to knowing which types of questions to ask and when, it is important to study your target market and determine buyer personas of your customers. By determining these characteristics, you will be able to develop strategies for marketing to like-minded consumers. For example, say you have two consumers that both purchase software products specific to online meeting functions. Of these two consumers, one of them also purchases products for creating publications and PDF files. Because these two consumers share similar buying habits, you may want to market publication software to the second consumer, as this might be beneficial tool for them as well.

Repetitive Conversion

With any sales relationship, fostering and developing the relationship will lead to future sales, repeat customers, and brand loyalty. The sales process does not stop after the first conversion. By utilizing progressive profiling, your business can retrieve better information in creating secondary call-to-actions (CTA) on your web page. For these secondary CTA’s, you can use knowledge discovered from the previous conversion to tailor the information to your consumer. For example, if you are a technology company selling software products, and your first conversion was to a client that purchased a product for photo editing, you might want to market a similar product that would pair well with the first product sold, such as video editing.

Beyond the Inbox

Email can certainly be a great tool to target repeat customers. Additionally, there are many other networks where your consumers are active, such as social media. By utilizing keywords, you can track potential and existing customers in many online formats. For example, if you utilize HubSpot in your online marketing strategy, you can set up a monitoring list of keywords to become aware of online users that have the potential of becoming consumers. Continuing with the technology example, you may use “photo editing” as one of your keywords. With this alert, you will be able to track where users are discussing this topic online, on Twitter, for example. With this information, you can reach out to those users discussing the topic and provide them with a link to your landing page, and they are able to gain more information.

This can also be a beneficial tool for existing customers. By using your business name as a keyword, you can track when customers are discussing your business online. You can market to them in the same way, but tracking what topic they are discussing regarding your brand and determining what products offered may match their present needs.

Sales Enablement Roadmap