Picture this: Riley, a potential customer, is scrolling through their social feeds, looking for a way to solve their latest marketing pain point. Then they stumble upon your blog post or video that perfectly addresses their needs. The algorithm worked - exciting! Intrigued by your content, they jump over to your website to learn more about you. Riley explores your site briefly, but what happens next? Did they "convert" by making a purchase, signing up for a newsletter, or requesting more information? Getting them there is one thing… the conversion is where the value lies.
With people's attention being pulled in multiple directions, you might only have seconds before they move on to the next thing. Time is of the essence and rapidly grasping who they are, and their needs, is critical in maintaining their interest.
Stressed yet? That would be understandable as this is a high-stakes attention game and having a solid strategy matters. Don’t worry, there’s good news. You now have more tools and techniques available to help keep your consumer engaged than ever before. Below are a few of our favorite ways to engage.
Web Forms/Surveys
Tell me a little about yourself. Maybe your Marketing Automation software allows you to easily create web forms or surveys to capture a prospect’s self-provided data (zero-party data). These forms can collect various data, from basic contact fields (such as first name and address) to more personal details like preferences, interests, and opt-in permissions. Tools like Acoustic make it real easy to add web forms to your website.
Dynamic Web Offers
Here’s a gift to sweeten the deal. Several software solutions can track real-time web behaviors, but success requires taking action. Imagine a customer visits your website and indicates "buying" or "interested" behavior while browsing. For instance, they spend time on a specific product or service page. If you're in banking, perhaps it's a home loan (mortgage) quote; if you're in insurance, maybe it's motorcycle policy shopping. Wouldn't it be great if the next time they visited your homepage, a tailored offer was presented to them based on their personalized browsing behaviors? This isn’t an easy task, or you’d already be doing it – and a big high-five to you if you are! Not sure where to start? Unica has developed a solution called Interact specifically designed to handle various inbound web marketing situations like this and much more.
Next Level In-App Marketing
Instant gratification. Now imagine someone using your loyalty app to check an upcoming travel reservation. Wouldn't it be great if you could instantly assess their loyalty points balance and offer an upgrade if they were eligible? Well, you can! If you're unsure how to implement such capabilities, consider checking out Braze. They offer a nifty add-on feature called Content Cards for streaming rich in-app content without disrupting the user's experience.
The world of inbound marketing is ultimately data-driven, so analyzing data from your channel inputs and making swift decisions is vital. Adapting your strategies based on real-time insights ensures that you're on the right track and achieving the desired outcomes. Don’t limit yourself to just one channel. It’s all about delivering the right message to the right person at the right time, capturing their interest, and guiding them toward becoming loyal customers. While speed is important, quality, authenticity, and a customer-centric approach must remain at the core of your inbound marketing strategy.