Consumer Habits & Expectations
The way brands advertise is complex.
We are targeting multiple outlets with distinct search terms and refining our communication.
Likewise, the way buyers purchase is fragmented.
A possible internet shopping consumer may launch her exploration with a mobile ad and check out dresses on a computer.
She could potentially place a garment into her virtual shopping basket on a tablet device, or even inspect dress sizes while in the actual store.
She could conduct more research online, looking at different gowns, prior to making her final decision and acquiring one at the store.
The same pattern is apparent in other industries, like B2B, with regards to their customers.
Consumers are investigating distinct goods or services on various days and on diverse mediums.
Often, these avenues compete with one another to be given recognition for a sale.
Relying on the platform from where you purchase advertisements for tracking purposes is not wise.
It is essential not to rely solely on one avenue to make contact with your clients.
They wish to converse in a manner that suits them best—as well as having the possibility to chat utilizing various channels.
It is possible that if they are unable to communicate in their chosen setting, then they won’t work with you. It was discovered by Salesforce that 40 percent of customers will elect not to use the services of a business if their favored communication method is unavailable.
It is essential to take into account that a client’s preferred way of correspondence is often different depending on their location and activity.
Customers will switch between different methods of communication as they go along; 71% of people interviewed in a study conducted by Salesforce reported that they had used several channels in order to initiate and finalize a single purchase.
The Challenge: Delivering a Seamless Experience
No matter how often customers switch between communication platforms, they anticipate consistency in the customer service and communication they receive.
They don’t want to have to go back to the start; they would prefer to keep going from where they stopped.
One platform flows into the next, creating an interconnected experience.
Nowadays, customers prefer an interconnected communication system over separate channels.
Multichannel vs. Omnichannel: What’s the Difference?
Both multi-channel and omnichannel approaches involve promoting through multiple digital and physical areas, but the distinction is found in how smooth the individual’s journey is along said channels.
Multichannel communication tends to be brand-focused.
The channels exist, but they have not been connected in a way that creates one unified means of communication- leading to disarray.
In contrast, omnichannel communication is centered on the customer, providing them with all functionalities in one place, generating a unique experience.
The Opportunity
When customers’ demands fail to be met, it provides a window of opportunity for both you and your company to bridge that space, proffer a superior customer experience, and develop your business.
These are approaches that can help enhance your customers’ experience.
Be Perceptive & Know Your Audience
Make use of information to determine which type of customer is interacting with your business.
- Where, geographically, are the majority of your consumers calling from?
- What source is driving the majority of your consumers to your landing page?
- Are your consumers filling out forms, or making direct calls?
If you have call tracking capability, take the time to hear what your customers or clientele are talking about with your company by listening to the recordings of the calls or reading their transcripts.
Ensure that the themes you choose are congruent with your key words and content you write.
The wealth of information contained in call data can prove invaluable when it comes to devising a successful PPC plan. Doing proper keyword research is one of the keys to drawing from this data to increase visibility.
Be Informed
Take your data to the next level by integrating CallRail and Google Analytics.
With this, you can acquire more detailed info on your prospects:
- Age, gender, and other demographics.
- Choice of browser (Safari, Chrome, etc.).
- More accurately pinpoint a customer’s location.
- Affinity/interests.
- Recurring or first-time visitor before call/contact form submission.
Be Specific
Knowing your audience enables you to:
- Use language and images that resonate with your consumers’ demographics.
- Use relevant keywords and clear CTAs.
- Provide easy access to contact forms, phone numbers, live chats, etc.
Be Accessible
Having an ability to be reached and the capacity to connect with customers will cause a greater involvement and pleasure in them.
Be sure to enable your clients to get in touch with you at any time, either via contact telephone, conversation, SMS, social networks, or email.
Your phone number must appear on every single platform including your website, Google My Business page, social media outlets, and PPC landing pages.
Be Helpful
Route Your Customers to the Appropriate Department or Person
Ensure that your customers are communicating with the individual who has the most proficient knowledge to aid them.
Routing telephone calls simplifies the process for customers to reach the individual or team that can help them.
Also, consider doing call transfers. If a more qualified individual can be found to help, quickly pass the task on to them and provide all relevant information.
Prep Your Team to Provide Customer Satisfaction
Ensure that your team is successful by providing them with recurrent instruction and guidance.
Hearing phone conversations and examining written summaries of those conversations will assist you in gaining a better understanding of your patrons.
Your team ought to be ready to give responses to the queries that customers generally ask.
Be sure to supervise any training calls and offer help when it is needed.
Ways to Uncover & Generate More Qualified Leads
Pinpoint the Marketing Driving Your Best Leads
You need to study the words people are typing into search engines, the advertisings, where they come from, and the outlets from which they are being reached in order to get leads that are truly pertinent.
How can a marketer establish which marketing efforts are causing qualified leads?
Traditionally, it has been difficult to connect online and offline lead activities and generate consistent reports for marketers.
CallRail provides you with a method to evaluate all of your incoming leads or interactions from any source according to your pre-set standards.
Look for Low Conversion Factors
By taking advantage of more precise information and perceptiveness, it is possible to pinpoint the straightforward areas to be optimized.
For instance:
- Are there leads from prospects outside your geographic target?
- If a specific age or gender is not converting well, is it a product or intake issue, or should you be targeting that age and gender less frequently?
Analyze Your Data When A/B Testing
Pay attention to the following statistics:
- Call length can help measure whether a new tactic or strategy was successful.
- Call transcript and keyword spotting can help measure the effectiveness of new types of ads.
- Higher conversion rates (seen on Google Analytics) of specific demographics after changing targeting content and keywords can indicate a successful new strategy.
Listen, Reflect & Enhance
Data helps us provide answers about low-quality leads.
Review any recorded conversations and scan for key topics or issues during your intake.
- Are people getting disconnected before reaching intake?
- Are there common questions asked by your consumer on a first call? If so, provide a better user experience with pointed FAQs on your site.
- Are there common reasons consumers decline to purchase your services or product? How can your business address these missing pieces that consumers are looking for?
Ways to Improve Lead Quality
Get your sales and marketing departments working together
Jonathan Aufray of Growth Hackers indicates that the best way to strengthen lead quality is to have collaboration between marketing and sales.
It makes sense, right? You want to turn MQLs into SQLs.
The sales department will apprise the marketing team of the type of material they require for every stage of the sales process. Aufray states that the marketing squad will be the ones to produce the content, as well as advise alternative sorts of content.
According to Wes Marsh from BCA Technologies, Inc., different divisions of a company will have diverse interpretations of what is rated as “capable”.
Marsh believes that the answer lies in having a clear understanding between the marketing team and the sales team about what would constitute a sales lead. Ultimately, it is important for the marketing and sales departments to collaborate if the company is to make a profit; otherwise, it won’t be possible to measure the return on investment of the marketing team.
Josh Brown from Helpjuice emphasizes that the knowledge of the sales group should influence the methods the marketing team utilizes to reach possible customers.
This can help improve lead quality because selling involves creating and nurturing connections with customers, which gives your sales team an inside look at their needs, goals, buying habits, and the language they use.
As Brown finishes, this data can assist entrepreneurs with the phrasing of their advertising, the sort of material they make, the avenues they use, etc. All of this has the capacity to allow a business to create more appropriate prospects.
The results of businesses having their sales and marketing groups collaborate well together are even more remarkable: 36% more customer loyalty and 18% higher success rate in sales.
Understand your target audience
Katie Goodwill of Digital Radar states that the distinction between following up on a potential lead and successfully generating a reliable and high-converting lead lies in knowing your potential customers on a detailed and holistic scale, so you are able to offer them precisely what they need, want and desire, and meet them at the point of their prerequisites.
Investing the effort to create a buyer persona that features the demographic and psychographic data of your target shoppers will guide every decision related to your marketing, from the words/phrasing you use, to the design elements, to the places you should be running advertisements.
” Once you figure out who your target audience is, you can start adjusting components of your plan to maximize the level of communication with them. Consequently, you can start creating more appropriate prospects for your organization.
Tomasz Alemany, who runs Top Whole Life (a site which generates 600+ leads per month), thinks you should ask your sales team “to describe these leads in detail:
- What are their ages?
- Where do they live?
- Why do they want our product?
- Why us?
- Which product in particular where they considering?”
Kayla Tarantino from Palm Lane Digital recommends assembling a user group, or a limited selection of the most devoted customers. Meet with those people regularly. Find out what kind of topics they are interested in, where they typically read, what types of other products and items they favor, and what drives them to act.
Work on your positioning
Erik Norsted from Olive & Company suggests that in order to raise the standard of leads, one should take a thorough examination of their brand identity.
“How is your brand perceived by target audiences? How are you positioned within the market? How consistent is the implementation of your brand messaging?”
” No matter how carefully put together your marketing plan is, if your brand is unimpressive and unreliable, it will bring down the output and quality of all your marketing efforts. Despite your marketing efforts, it is likely that your brand won’t be perceived in the manner which you aims, thus making it unachievable for potential customers to take the desired action.
” Norsted finishes by stating that a powerful brand will form a good impression, gain confidence and eventually raise the appraised value, while also reducing the difficulty of advertising and sales endeavors. In essence, elevate your business identity to develop more prospects.
Pinja Virtanen of Advance B2B believes that establishing a proper position for one’s product or service works best in the long run in order to avoid subpar lead quality.
It means looking back on past customer data and doing either qualitative research or being a part of sales discussions to find out what characteristics your best customers have and what products/services they think of as competing with yours.
Once you recognize the type of people who would benefit the most from your product and what sorts of profits they are getting from it, you will be able to target similar customers with promotions that relate to their wishes.
Build a marketing funnel
Makenzi Wood of Kenzi Writes emphasizes the importance of funnel marketing to marketers. The most successful method for enhancing the caliber of leads is to bring into being and adhere to a sales path.
” You can utilize this in order to supply users with appropriate marketing material based on the status of their association with your brand. A method that involves taking a broad, untargeted approach will produce results that are varied and random.
Wood emphasizes that being precise in your advertising efforts will bring about better results in terms of lead generation.
Qualify leads with questionnaires
Casey Hill of Hill Gaming Company believes that the idea frequently propagated that one just needs to capture a person’s name and email to have a successful lead magnet is a fallacy.
Hill asserts that the inquiry of additional inquiries brings a “win-win” state of affairs due to the fact that it gives higher quality leads and allows for better serving the customer as a result of having more background knowledge.
Dan Christensen of Pest Rank affirms that establishing leads does not have to be complex; it is enough to increase the thresholds to entrance.
” It is essential for someone to meet the requirements in order for them to collaborate with you. The fastest technique of eliminating undesirable leads is to require them to complete an in-depth form. This will prevent the attention of people who are not genuinely interested, and queries about particular budget details will help eliminate customers who are bargain-hunting.
