Identification and Personalization for Your Business
Weeks spent planning a marketing campaign. Dozens of hours devoted to meetings and calls. Hundreds of emails exchanged with the agency, thousands spent on online advertising. You launch a great landing page. Everything buttoned up... It's live. You collect congratulations from the whole team. The whole team? Your sales department watches and waits. After the first week, they start asking:
Why doesn't the website sell?
There is traffic, but no visible results. Clearly, your salesperson needs hot business contacts and information that will help them prepare an effective proposal. Why does the website deliver so few? Here is a hint: only 3% of website users leave their details enabling later contact. That means you may be losing as much as 97% of chances to win a new client.
These few tricks will help you increase the effectiveness of your proposals, and with simple solutions you will collect more contacts from your website. See for yourself!
Identifying companies visiting your website
Are you aware that even half the traffic on your website may be generated by other companies? Every day, dozens of businesses and organizations visit your site. Many of them are your future clients or partners. Tell me - do you know which companies they are?
If you are not using a website traffic monitoring app yet, it is high time. Apps like BAZO will help you fill your sales funnel with new, hot contacts straight from your website. With such a solution you will learn which companies visit your site, where they come from, how often they return and how much time they spend per visit. Beyond basic contact details, you also get the full history of all visits. Some solutions go a step further, letting you find specific employees of a given company on portals like LinkedIn!
Before sending a proposal, it is worth checking the purpose of your future client's visit. Based on that information, you and your team can prepare a unique, personalized proposal focused only on the current needs of that user. That is extra time saved and faster negotiations: you present only what interests that particular prospect.
Remember that your current client is still your future client. From time to time, check what your best partners are looking for on your website: it may turn out that an additional sale or an up-sell has appeared on the horizon. A good sales team can turn such information into actual sales!
And finally... You will not send a proposal to your competitors, but sometimes it pays to know which parts of your website interest them most. That gives you an extra advantage in a tender procedure or prepares you for the launch of a new, competing product.
Make contact possible
Even if you are already devising a plan to build a relationship with a newly identified company, it is worth making it easy for them to talk to you! Today, a plain Contact tab is no longer enough. Forget complicated forms, too. Just two fields to fill in a contact form reduce the probability of submission by almost 20%! You really need only one piece of information from the user - a contact you can reach out to. A phone number or an email address is enough. What should replace forms?
Contact widgets work best in this role. They usually take the form of an interactive icon which, when clicked, triggers a message or a pop-up with specific content: a request for contact or for leaving a message. When looking for the right one, pay attention to a few things:
Make sure the contact option is available everywhere. Whatever tab or product the user is browsing, they must be able to contact you!
It is worth making the content of your contact request refer to the tab currently being viewed. This form of message personalization will increase the effectiveness of your automation (more on that below),
Remember that your pop-up must not cover the page content.
Sometimes simplicity is strength. Content goes stale quite quickly, so look for a solution that lets you create new messages and pop-ups fast.
How do you encourage a user to leave their contact details on the website? Make them feel your offer is meant just for them!
On-site personalization
You may smile now, but do you have a favorite grocery store? Imagine the friendly staff greeting you with:
Good morning! Here for breakfast? Your favorite blueberry buns have just arrived. Fresh and warm. Shall I pack some?
In situations like this we feel the offer is available only to us, right? A specific person gets exactly what they need in a given moment. You can apply similar techniques on your website. It's simple!
One of BAZO's features is smart message personalization. With it, every company identified on your website will see its own name at the beginning of the message! This way you can quickly create personalized automations that ask an employee of a given company to leave their contact details in the most effective and polite way. You can achieve an extra effect with automations such as Company in content, which automatically weaves the identified company's name into your pages or blog posts.
You can go a step further, too. Smart targeting lets you build automations designed for a specific user. Remember the blueberry buns example?
Yes, I want to sell more!
That is an important declaration. We have told you about a few website problems. Solving them will help you prepare even better proposals and earn more - with the website you already have. You can look around the market of available apps and pick the ones that meet your expectations. You may as well check out BAZO, which solves all of these problems.