Dominant market players know the importance of being embedded in their customer's business. They know that a strong marketing database allows them to better understand how customers make decisions, when those decisions are made, and what the criteria are that lead to a go/no-go decision to purchase.
In our digital age, the only way to become that all-important partner for your customers is to have a marketing data gathering strategy. That strategy must drive all of your digital marketing campaigns so that every message you send is tailored to your customer's unique needs. So, what are some of the critical steps to ensuring that you capture that critical customer data and use it properly?
A Simplified Lead Capture Page
You have to make it easy for customers to provide you with information. A simplified lead capture page that's short, easily-understood, and easy-to-fill-out, is the only way to go. Online lead generation marketing strategies fall short when marketing asks customers to do too much. Prospects don't want to fill out a never-ending list of questions. They don't want to be burdened by a redundant and time-consuming questionnaire. Keep your lead capture forms simple and you will see an increase in conversions.
Seamless Integration with Internal Tools
Now, you're probably wondering how you gather concise and thorough customer data if your lead capture forms are short. After all, doesn't that imply that your sales and marketing team has to then call up the customer and inundate them with questions? Actually, no it doesn't.
When your lead capture pages are integrated with your website's landing pages, other internal forms, your CRM, and your marketing automation platform, then you shouldn't have to worry about any gaps in customer data. All of these aforementioned tools should fill in those gaps for you. Your prospects have a less intrusive introduction to your business, and your marketing team has more complete data. Nothing could be simpler.
Knowing Your Buyer Personas
You simply can't use your marketing data if you don't know how it applies to your customer. This means you must clearly define each of your buyer personas and how they go through their unique buyer journeys. Buyer personas were at one time referred to as decision makers. Each of your buyer personas has a different reason for inquiring, a different reason for buying and a different reason for remaining loyal. Having clearly defined buyer personas means the customer data you gather is easily converted within your marketing automation platform into definitive action plans.
This is where you put that customer data to use. Marketing automation empowers you to deliver focused campaigns to specific buyer personas no matter what position they are in their buyer's journey. Being embedded in your customer's business means you know what customers want when they want it. Your marketing automation platform simplifies how and when you launch specific email lead generation campaigns, what goes into your online newsletters, how you manage your social media channels, the type of digital advertising campaigns you run, and finally, how you put together your content marketing strategy.
Make it easy for customers to provide you with data. Next, ensure that your lead capture page system is seamlessly integrated with internal platforms. Define your buyer personas and use marketing automation to deliver focused digital campaigns. If you do these things, then your results will improve.