For the modern marketer, knowledge is a revolving door.
Channel innovations and new technologies keep it spinning based on mandates from the rapidly evolving buyer decision process. There is no exit to a community where loyal customers have settled.
Either you keep moving, or you step out. The market winners in this decade are those who either help keep the entrance spinning – or those who refuse to step out, fearing that if they do, they may never get back in.
What you’re reading now, if not already in the circles of never-ending technological bandwidth, is a small window of opportunity to jump back in. And if you do, you’ll do so knowing that this post could likely be dated in a week.
Catching up to the Customer
The sales funnel is a myth. Prospects, also known as “Leads” in the Biz of Marketing to the Marketer, do not move down a linear process online – they buy what they want, when they want. Sometimes, this is a decisive process – others are just the right place at the right time.
The good news?
The analytics tools you currently use – and key metrics they inform – are still highly relevant.
And more often than not, so are your tactics.
Cookies and Pixel Data
Outside of Paula Deen’s butter buffer, Cookies are saved in a user’s browser under a certain condition. This condition might be “When a user lands here, inject a cookie”, or “If a user arrived via Google Adwords Campaign then inject a cookie.”
Social Media Tracking
Dynamic Content on Demand
- Integrate needs of each person
- Respond at the speed of change
- Simplify how these needs are fulfilled
- Deliver a solution they expected to see yesterday
- With no room for error
Content Marketing via Channel Integration
With the content marketing and conversion optimization efforts a priority, an opportunity exists to use blogging, SEO, and email segmentation to drive opt-ins that enable the user to decide the type of content (and possibly even the frequency) they would like to receive.
This informs both email segmentation and, if combined with user IDs or Sign-Ins, placement retargeting of not only visual media, but pages that generate dynamic site content.
Additional ways to capture leads and match relevant content to qualified targets include:
1. Google AdWords – form extensions
2. In-Banner lead forms
So how does this work?
Here’s a scenario…
Step 1 – Your brand launches an Evergreen Banner ad campaign, with unique tracking IDs for each ad placement. These unique links are associated with a lead source, a media source, etc.
Step 2 – “Visitor ABC123” clicks on the ad and navigates through the site. Each step on the site is now being tracked and collected through a cookie. At some point, “Visitor ABC123” submits a form.
Step 3 – You now knows the following information about:
Banner ad “A”
- Had 234 impressions
- Generated one click
- “Visitor ABC123” viewed 21 pages over 3 visits over 37 days
- On the 37th day, submitted a form to download a whitepaper
- Visitor “ABC123” is actually named…
- Jennifer Smith
- Works for Company XYZ, as Director of Sales
- Lives in Sunnyvale, CA
- Email address is [email protected]
- Phone # is 888-555-1212
- And so on…
Step 4 – Clearly submitting a form to download a whitepaper does not warrant making a phone call. But what about her behavior before she submitted a form?
Step 5 – Based on the information assigned above and her ongoing behavior (email opens, site visits, etc.), Jennifer is sent a series of nurturing emails. At some point, she converts and triggers automated communication workflows to follow up with relevant content.
The kind of content that she requested – uniquely tailored to her, with next step in the customer lifecycle-triggered Calls to Action.
So now we know the performance of the ad, the traffic the ad drove, wand hat the anonymous visitors from the ad did when they visited the website. We’ve appended the anonymous visitor data to lead form data, intelligently scored and nurtured the prospect and associated an ROI to the ad campaign.