3. Prioritizing Content & Lead Scoring
Not all white papers are created equal; you need to understand which content has the most value for your customer. Review your existing business data analytics. Interview your sales and marketing teams. Ask your current customers. Determine which content help the buyer move through the buying funnel.
Once you have this information, associate a value to the content. You could start by giving a clicked-on email a value of five. A downloaded white paper could be worth 15 points. A product demo is worth 40 points. And so on. Your marketing automation platform can do this automatically, making it feasible to track a volume of prospects as they move along on their own idiosyncratic journey. Read more about the importance of lead scoring.
Remember, that it is no longer a linear one-way journey. A buyer may first come to your business after an Internet search resulted in a white paper or webinar offer. If you know it takes a score of 80 points for a prospect to become HOT, then encouraging them to download white papers or attend a webinar can get them there faster than having them retweet a post, which may only be worth one or two points.
4. Testing & Technology
You have now created amazing content targeted to your very own buyers, and you would be happy to have online sales land somewhere between Amazon (500+ transactions per second) and Alibaba (85,900 transactions per second) on their respective big shopping days.
Well, you’d better make sure first to test all the moving parts. One organization recently moved its website to a new server and never confirmed all its online forms still worked – they didn’t. A sure fire way to lose potential customers is to not be ready for them once they have made the decision to come to you online – especially if they’ trying to buy via mobile (read about Google’s emphasis on mobile).
Make sure your PPC advertising is updated for the season or current campaign. Make sure the links actually link to the correct landing pages, not your home page. Make sure there is a call to action on the page (“register right now to learn something important at this fabulous webinar’). Test the call to action. Test every link and form, on different screens (laptops, tablets, smartphones), on different operating systems and Internet browsers. Is the form hard to navigate? Is any of the language confusing? When you’re ready to launch, A/B test your headlines, buttons, and offers.
Innovations in technology make it easy to segment your buyers. You can segment by attributes such as title or location; you can segment by actions (e.g., attended a webinar); by purchased product (they bought a printer, so you send emails about ink); by engagement; by where they are in the journey (top of funnel? Mid-funnel? Almost closed?); or any other factor that mkes sense in your unique marketing environment.
You can also consider purchasing retargeting advertising or use programmatic advertising to deliver your snappy videos to customers. Sell direct to buyers online? Consider creating a secure way for existing customers to store purchase information, or incorporate Apple Pay or Google Pay to your shopping cart options to speed up the process. Be transparent about this to enhance trust.
Read Act-On’s ebook on Marketing Tech 101 to better understand the landscape and how you can plan your technology investments.