People do what you want. Or they do not do it.
And there is not much to do about it.
Except react. Except tracking based on a new set of rules.
That's not to say that you can not predict it, though. This does not mean that you can not handle it. This does not mean that you can not choreograph it in advance.
Almost every customer interaction has an IF / THEN scenario. They choose to do one thing, do the opposite or do nothing at all. And each option means that you should react in a slightly different way.
The good news is that you can do it in advance. You can determine what happens before it happens, so that the message that they receive then is always the right one.
Here's how to get that idea and react in real time to give people exactly what they want, when they want it.
1. Start by setting goals
Customization is not "Hey $ FNAME".
It's deeper than that. It is a question of collecting different data points in order to understand the context. So you get & # 39; what someone wants before they want it.
In a Strategy Spy Guide John Braddock, former CIA agent, explains that the creation of a strategy begins with two movements:
- Identify the potential final game of someone, then
- Reasoning back to understand how they get there.
In this way, you can see what will happen. It is only when you know where someone is trying to go that you can create scenarios for how they could get there.
Content mapping is a perfect example of the real world.
Some people come to your site to buy. But not the most. Just a small slice ready to go on the "Product Tour" and "Opt-in" page before reading "Thank you".
Other people want prices. Some want ideas. And even more like information.
That's why content mapping says you have to give all these things to all these people. Make them stay. Bring them to click. Get them back.
The trick is to start here. Without determining who wants what you can not understand how to get them there faster and easier.
Marketing is not a singular campaign today. This is not an advertising banner or a sequence of emails.
Instead, it is a series of IF, THEN instructions. Conditional instructions that show how people get the form A-> B, then somehow Z.
Z is what you want. Z is the place where you buy. But people do not start with Z.
That's why you break the process. A-> B becomes a micro-conversion. It is the step between step. The guy behind the guy. It ends up making things happen.
You start by making assumptions. You are trying to infer what anyone wants. Then comes the "then".
"So" is when things happen. That's your answer.
Product companies are relatively simple. People check a product but do not buy. So you follow retargeting efforts.
Not so much for services. The sales process takes months instead of weeks. You have to feed instead of cuts.
Let's say that someone checks your services. They check a few key pages. But they do not opt.
"Free Consultation"? Not necessarily. It is not very inspiring.
So, you turn it on. You can try an offer to get them to realize how much they need you. You must make the pain real. You need them to place a dollar value on it. Otherwise, no sale.
It starts with a 1-1 conversation. It's a trick on the "free consultation". Except that it does not fear. It is focused on their problems, not yours.
The objective: to ensure that the people who have consulted our services are included in this new offer 1-1.
Then you work backwards. You configure the sequence to determine how someone will get A-> B.
Automation workflows can help you identify this. For example, if someone visits the services page but does not convert it, follow these steps.
"This" could be "send a new email". Perfect.
Now start again. This email is coming out. Do they click on the CTA link?
Yes or no.
If so, but they do not register for your offer, it's a no. Or it might as well be. So, answer accordingly.
These sequences are repeated ad nauseam .
There are no limits. It's beauty. And with a bit of iteration, you can automate most of the entire process.
Setting a clear goal like this leads you seamlessly into the next step. Select your segment
Except you do not create these segments from scratch. Or you should not.
You should let people tell you where they belong.
2. Segment of new tracks
How do people get to your site?
They could point the URL directly. They could run by chance on your blog on Twitter. You can also find your Services page by clicking on your Google ad.
Each of these channels is different, of course. But they are more than that. They give you more information than that.
✅ The direct visit of the site? Sensitive to the brand. Been to your website several times before. Probably the transition from abroad to lead.
✅ Twitter? New visit abroad. Need more information to develop brand recognition.
✅ Google search ad? Also not aware of the brand. But worried about the problems. Probably sensitive to the solution. Show them why you are better.
Now keep them separate. Do not treat them the same way.
Their under-radar behavior already tells you something important. So continue by segmenting their journey.
Create different streams. Create different segments for each.
Sometimes you have control over that. And sometimes you do not do it.
For example, if you create an ad, you control the destination of the landing page.
When you write a blog post, you can control the internal links or other navigation items that they see.
But when someone finds something from organic research? You can not always control everything.
Once again, marketing automation platforms can tell you the trigger. They can tell you the exact page that someone has visited. First. So, you know pretty much who they are or what they are looking for.
They could leave your site now and it would be OK. They could be distracted. Bounce. And that would be fine.
Because you have the same opportunity to retarget to other places depending on the page views.
You can see which of the three products they clicked on. You can see which of the five services they expressed the most interest.
This little clue adds context. You should know what to do next.
Likewise, someone consults your registration form but does not convert it.
No problem. You can always follow up. You can always adapt the message according to their non-action . You can scroll through common objections until you come across what sticks.
This is where the characters often fail. That's where the & # 39; segments & # 39; do not work often.
Your decision-making data should come from people's actions. Not only your own intuitions.
3. Feeding and Reengaging
Finally, someone chooses it.
Someone finds something that he likes and gives you something in return.
On one side, it's great. You are one more step.
Except on the other, it changes everything. You have to update things. You must change the conversation.
For example, let's say that someone downloads an eBook. Then your free trial or offer 1-1. The two good things.
Except, this creates a ripple effect.
For example, you have to work backwards before working forward. You must delete people from previous sequences because their status has changed.
These e-mails from eBook nurturing top of the funnel worked. Wonderfully! But now that they are deeper, they need a new sequence. Only after removing them from the previous one.
Bad news, though.
A person has advanced. They went from TOFU to MOFU or BOFU.
But most do not. Or will not do it.
Let's plan this too. Someone downloads the eBook. Maybe they even like it. But after the first few weeks, nothing else happens.
They received the same encouraging emails. But decided not to take you on the next offer. For whatever reason.
Same goal as the first, but a new segment this time.
What's going on here:
- It has been at least 35 days since someone downloaded the ebook. The reason? It gives your other campaigns at least four weeks to try to move them into the funnel.
- Unfortunately, it did not work. The individual has not opted for another offer that you have launched him. No other forms have been completed.
Cool. No problem. Water the back of a duck.
IF, you saw that coming. IF, you have a scenario planned for them.
Typically, you want to get them to "re-engage" here. So, new emails are coming out. Everyone, with different links like this one.
These are all unique links. They are divided by subject. You set a trap. You lure a hook.
For someone's action to tell you again how to segment better.
Suppose someone clicks on the fifth option: "Optimizing your website". That means he's interested in updating his website.
Cool. You saw that coming. Market Savvy, you.
This draws them into a whole new segment. Seamlessly and automatically.
Now you can better adapt the next messages. You can send them tips about the website, rather than SEO tips. You can send them more relevant offers that they are more likely to support you.
Which brings you one step closer.
4. Sales qualification
E-commerce is easy. Someone buys or not. Most customers are "good" as long as they pay.
The services are not easy. Most prospects and prospects will not become customers.
In fact, you can go further. A small segment of people will want to work with you. But for different reasons, you will not want to work with most of them.
You want the best customers. You want the ones that will fit best. Those who ideally have the longest life value.
Which means you have to qualify. Which means you have to plan in advance.
You know that many people who fill out your form will not go to you. So you add some qualifying questions to the bottom of your form.
"Annual income range" can tell you a few things. He can tell you from the start if they can even afford you. Do not bother to jump on the phone if they can not.
But he can also tell you which product or service might be best suited.
Just like "Biggest Marketing Challenge". This helps you find the solution that suits their problem.
It also helps you logistically. The person or division making websites of $ 100,000 will be different from the person who is advertising $ 1,000,000. So, they must also be routed correctly.
Now, think about your process and your workflow. Each small decision or potential response has another trickle effect. It influences everything that happens afterwards.
You need filters and branches and IF / THEN instructions along the way. In this way, you can take into account all the different possibilities.
Before they arrive. So you know exactly how to react. When that will finally happen.
Different sequences should be started when someone chooses "Yes" or "No".
Different people must be notified. Different tasks and steps must follow.
Congratulations. You have done it till here.
You sold a new contract. Closed a new account. Brought a few dollars.
But a new client is not the end of the process, as long as it is the beginning of a new one.
"Marketing" does not just mean advertising, after all. Integration is crucial. Customer service is the key.
Keeping this account longer means more money in your pocket. Money easier than bringing a new business.
Retention is also your job.
Which means you have not finished. Which means that there are more scenarios to take into account. More sequences to create.
Marketing is not isolated. This is not one and done. It is systematic. It's a process. This is a series of IF / THEN sequences.
People do what they want. They decide or click or opt-in or do not do. You can not control that.
You can only control how you react and respond. Or how do you get them to do what you want.
About the author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.