Your company website is the hub of your online marketing. People in all stages of their buying process visit your site, read your content and download offers. But how do you actually turn them into customers? Turning anonymous website visitors into paying customers depends on properly nurturing your leads. With the right software and analysis you can put the wealth of website data you collect to good use.
This means you need to know exactly what your leads want whether they are just surfing the web for information, evaluating their options, or are ready to make a purchase. Use what you know about each of your contacts to create the most effective content for each group and deliver it in the most efficient way.
One way to do this is to set up a series of customized email messages that you send to targeted leads in a systematic workflow. This enables you to keep track of each type of lead, while carefully maneuvering them from one step in their decision making process to the next.
Here are a few ways to segment and track your audience so you can determine and provide exactly the content they’re looking for.
Set up workflows that will send automated emails when someone completes a form on your website. Automated email lead nurturing workflows are a reliable way to make sure you’re following up with every quality lead that is coming in. For example, you could automatically thank someone for downloading an eBook and then follow up a few days later with a call-to-action (CTA) that leads to a free case study or product demo.
Many email marketing services, like Constant Contact or MailChimp allow autoresponders to send a single customized follow-up or a pre-determined series of messages to an individual contact when they perform a required action, like filling out a form on your website.
Marketing automation software like Hubspot can take this a step or two further with the ability to automatically include contacts in “smart lists,” for even more customizable follow-up email campaigns.
Setting up Workflows
Customize each step in your workflow to fit the needs of whoever has completed your form. Do this not only by personalizing your offers depending on the type of lead, but also the number and frequency of emails you send.
For example, you could create a different workflow for leads that converted on different offers. Then provide different follow-ups for each group, giving them the most targeted and relevant information.
Segmenting Your Workflows
Want to get the most from all your CTAs, landing pages, and forms? Segment the contacts in your automated workflows in order to personalize the emails to each of your groups.
Do this by adding people with different traits to different lists or smart lists and triggering workflows for each list. This way you’re creating more targeted follow-ups than you would by simple reaching all prospects from Facebook in one shot. Here are some different ways you can break down your workflows to get the most from your leads.
A CEO will likely be looking for different information than the Marketing Manager or a Sales Director.
Depending on a company’s size and budget, they’ll be able to afford different versions of the product or service you’re selling.
Help out your sales team by marketing to potential customers based on where they are located. This will help you assign leads to the right people and close more sales.
Study Your Analytics
After working on some awesome Facebook posts, creating engaging blog articles, designing creative, eye-catching CTA’s and landing pages and segmenting your leads, you need to figure out if all your efforts are working to generate more customers.
Use the analytics provided by sources like Google Analytics and Facebook Insights to get statistics and identify trends. By using a marketing analytics tool, such as HubSpot Sources, you’ll be able to easily quantify your results. This way you can see which CTAs and landing pages produce the best results and which ones fall short. This will allow you to alter your blog posts and downloadable offers in order to get the most effective results. As a marketer, analytics will also help you determine your ROI and prove which website referral sources have a positive impact on your business.
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