The better you understand the people in your market, the deeper the connection you can make with them, and the more likely they are to become your fans and customers.
This isn't a discussion of demographics – that's easy to get. And while age, race, gender, and income level can tell you a few things about a person, it isn't nearly enough to make the kind of connection you need to build a tribe of raving fans and customers for life.
For that, you need to go to a whole new level.
So Your Next Customer Comes To Your Site
A potential customer comes to your website – the beginning of the sales process. They might view a few pages, and if they like what they see, subscribe to your blog using email or RSS.
A few weeks later after reading more of your blog posts, this same person comes back and begins to peruse your sales pages, looking at the products and services you're offering. But this time they leave.
A few more weeks pass with this same person reading your posts. And this time when they visit your sales pages, they fill out your contact form.
The ball is in your court, and the question becomes, how best to approach this potential customer?
Preparing For Contact
You log into an application and do a search for this person's name. It's found and what you are presented with is a full history of what pages the person has read, how long they spent there, the days and times they've been there, and how they got there in the first place.
You then do a little due diligence on your new lead by visiting their website and learning more.
With all of this information in hand you send your reply email. After a little back and forth you have the call scheduled.
A First Impression With The Impact Of A Rhino
You read over your notes again, comparing what you've learned about your next customer with what they've read and done on your website.
You pick up the phone.
You address the person on the other end by name, and tell them why you are calling them – they filled out the contact form on your sales page inquiring about XYZ Service.
With you speaking in a very positive and upbeat tone of voice from the beginning the conversation goes very well. As things progress you keep the conversation around the things you know they are interested in, and make indirect references to the posts they have viewed on your site.
By the end of your talk you know exactly what your next customer needs help with, and how they describe that help.
You hang up on a very positive tone, and promise to have a proposal to them 5 days later.
Your Next Customer Becomes Your Now Customer
You send your proposal to your next customer and request another phone call at a specific time. The call is scheduled.
This call goes even better than the first – you match all the benefits of your deliverables to their goals, and answer all of their questions.
After a short negotiation on price and timeline, the contract is signed.
Your next customer becomes your now customer.
Real-Time Analytics Meets Inbound Marketing
Inbound Marketing is a term used to describe using content to get in front of customers, make a connection, and ultimately bring that person deeper into your sales funnel, resulting with them becoming a customer and a raving fan. In the scenario above, it was the content that got your next customer interested in the first place – it introduced you and what you do, to them. But content is only half of the equation.
Once that next customer hit your site, everything they did was then recorded by a real-time analytics application. And once they filled out your contact form, that history was matched to the person. That is the second part of the equation, and is what allowed you to make a much deeper connection with your next customer as soon as you sent your email. It is that connection that turned your next customer into your now customer.
To be able to make that connection you need the real-time analytics application that helps you understand that next customer.
For me, that application is HitSniffer.
Are You Using Real-Time Analytics?
Be it HitSniffer or another application, are you using real-time analytics on your site? Is it helping you get more customers?
Let's talk about it in the comments below.
See you there!