Small businesses often focus on relationship marketing to identify and develop customer relationships to encourage repeat sales and develop new customers.
The majority of buying decisions start with a web search these days. Yet most companies have almost no visibility of who is visiting their website, what they are looking for and whether they actually found it.
In fact, 98% of website visitors do not make an enquiry. So it’s worth implementing a system to improve your conversion rates and identifying reasons why visitors would not make an online query or purchase.
Of course, it is easy for any business to examine their web analytics and get lots of numerical data. Google Analytics is fantastic free software, which can give businesses vast amounts of information.
But how useful are numbers and statistics when you’re trying to identify barriers to making a sale, or when a customer keeps coming back to your website, but just hasn’t made a purchase yet?
Standard analytics packages provide population data, but don’t give you details of the individual customer journey, and let’s face it, you can’t sell to numbers.
The majority of people visiting your website are expressing an interest in your products, but they might not be ready to buy. They might just be doing some browsing or some research.
Therefore, it would be extremely useful to digital marketers if they know if and when the same visitor came back and what they had previously viewed. By examining more detailed visitor data, a business can begin to discover how customers move through the website as they search for what they need.
By combining visitor analytics with the sales process, digital marketers can get insights to convert a new sale, as well as discovering what works about promotions and new products.
The smart marketer can use visitor analytics to find out more about this customer journey and importantly, individual customers. For high worth products, this kind of investment is worthwhile to convert an individual prospect.
Relationship marketing relies on communications to keep in touch with customers, but by taking this tactic to the next level with visitor analytics, a marketer can see exactly who opened a newsletter communication, for example, and then which product pages they went onto view, which PDFs they downloaded or which videos they viewed – and importantly whether they went on to make a purchase.
By examining visitor analytics, a relationship marketer is essentially given the last piece of a jigsaw puzzle. To make the marketing and sales process fall into place, looking at individual actions means the company can quickly identify when to send out a trigger email, promotion offer or put in a follow-up call to urge a prospect into action and complete a sale.
In short, without the ability to track activity and associate this to known individuals then relationship marketing is almost worthless.
By Tim Langley, CEO of CANDDi.
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