Marketing has evolved. Though, one of the biggest challenges in the marketing of converting a visitor to a customer and then a loyal customer is still prevalent. Studies show that almost 98% of website visitors are anonymous. Online businesses have the aim of converting of every visitor to a customer and urging them to come back again. However, achieving this objective is not a onetime activity.
For any kind of product, you will come across hundreds of competitors. Moreover, the prices don’t vary much, making it much more difficult for customers to make a choice. Everyone is competing on the same lines, even the media industry for increasing their readers’ base. Today, almost most of the content is free and pooled widely across social media platforms making it a struggling battle for publishing and media houses to earn profits.
With the evolution of marketing, it has become important for brands to understand their target audience and create personalized messages accordingly to turn visitors into customers. Here comes the tricky part when marketing professionals have to create content knowing nothing about their visitors. However, there are certain ways in which brands can increase the probabilities of converting a visitor to a loyal customer or maybe register for a mailing list or subscribe for newsletters. Data is the starting line
Create unknown User Profiles Based on Past Behavior
It is important for marketing professionals to understand their customers completely for personalized online interactions. Though, it is very difficult to do that as a brand knows very little about the user visiting the website. Worry not. There are some ways for the same.
First thing is to use the data that is already at disposal in the organization utilizing data management platforms. DMPs usually gain data from the brand’s digital platforms like websites, applications, CRM systems etc. CRM tools are of great help determining quickly whether a particular visitor has visited the website earlier or not. Data related to which page a particular visitor visited, did they purchase, for how much time he was on the website etc. help marketing professionals understand how to create content or reach to the visitor.
Even if a visitor has not visited, DMPs can help in collecting data from second and third party websites and tools. This comprises of data from partners, social media, subscriptions, ERP software, CMS and some other analytics tools.
These tools and combined data enable marketing professionals to understand which product is trending among a specific group of consumers or which products are consumed the most etc. Using such data points they can form a basic assumption of the anonymous visitor.
Examine Visitor’s behavior real-time
When visitors are spending time on the website, marketing professionals are getting real time data in plenty helping them to understand the interests of the visitors. After visitors have spent some time on the website, check the history and their behavior in order to calculate their intent. DMP helps in collecting the data in real time to give more personalized content to users. You need to prepare a set of questions like what pages visitors are visiting, on which page they are spending more time etc.
This method helps in delivering relevant content and advertisements to users. This helps in killing two birds with one stone wherein this will also help you in examining teaser campaigns showing visitors what they could gain if they are paying for a particular product or a service pushing them more down the conversion funnel.
Real-time Personalized Experience
You can create real-time personalized experience with such rich data sets. This helps in increasing user engagement. However, having data is just not enough. It is important to analyze and then take appropriate actions or form strategies accordingly. Not every brand can analyze data and take further steps. Personalizing users’ experiences is important as it serves the purpose of data collection. Combining the two will enable marketing professionals to get a clear picture of what the users are interested in. They can develop relationships with their users making them feel more close to the brand.
Data is the first step in converting a user to a loyal customer. With data, marketing professionals can create a customer journey customized as per the users’ interests. Combination of both first party and second party/third party data can help marketing professionals to customize every visit irrespective of the number of times a user is visiting. To be precise, it is all about developing an all-round view of a prospect creating a personalized journey wherein they are encouraged to purchase and come back again.