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Real-Time Analytics & Inbound Marketing = More Sales

Businessman in Giant HandThe 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!

Find out if your time is best spent

Comments

  1. Hmmm, okay, the build-up has me intrigued for sure, mate – will be checking it out. You mention in a previous reply its comparison to Hubspot – in your view, what’s the pros and cons of each? I’ve been looking at Hubspot in the last few weeks on behalf of a client, but HitSniffer definitely interests me (a lot of our inquiries come from blog posts).

    Cheers, mate.

    • Robert Dempsey says:

      I’ll have to leave you hanging a bit longer Danny as there is some additional qualification groundwork to lay.

      As for HubSpot to be fair, I cannot compare their feature set today to when I was a customer a year (or so?) ago. What i do know is that it was a content management platform that would allow you to have a full history of someone once they filled out a lead form and even before then. Once they filled out the form though your history was attached to your name. HitSniffer does that for me – I use WordPress.

      Here’s where the difference comes in though – they have a training program (which btw I had the fastest completion time – yay me!) – that shows you how to use inbound marketing. Once I had figured out that inbound marketing was where it was at, their instruction helped a lot. That’s the difference.

      With my toolset I can replicate much of what their software does, so I’m good (and don’t pay $500/month all in), however for a small business owner that is less than tech savvy and won’t be digging in, HubSpot is a great way to go. I’m sure Marcus Sheridan at The Sales Lion can tell you even more – he’s a HubSpot consultant. Here’s one of his posts: http://www.thesaleslion.com/relationship-marketing-emotional-connections-power/

      I’m happy to walk you through via Skype my set up if you’re interested. Let me know.

      • Might take you up on that, mate. 🙂

        I use Woopra, which seems very similar to HitSniffer, and been very impressed with that so far. So I guess my toolset is:

        Hootsuite
        Woopra
        Google Analytics
        Lijit (as per a recent post)

        And agree 100% with you and Marcus, too many people miss the beauty of inbound marketing, yet its probably the warmest of the lot.

        Cheers for the reply, mate 🙂

  2. Having metrics and understanding how to use them…. This is something that is far too often overlooked. Whatever program that you use I think it is essential to have something that helps you collect and analze data. The more your “real time” need the more important for real time results.

    • Robert Dempsey says:

      Couldn’t agree more Steve. Without the numbers you’re operating in the dark, which can be dangerous at best and destroy your business at worst. Gots to have the numbers.

  3. Excellent piece, Robert.

    I love tools and services that can accurately deliver data, allowing one to formulate a real marketing plan that yields good results. Admittedly, I’ve not done nearly enough analytical study in the past but I’m on a new mission now. 🙂

  4. I am with hubspot
    It tracks customers as suggested above
    Although I don’t use the analytics best I can. I am interested in using it more based on the search term or form they fill out

    • Each to their own Jody. try us us out for free. We track a lot more than keyphrases. Have a good look around and if you have any questions then just let me know. Rob will tell you that we always reply to our clients, even the ones on a free trial.

      • Robert Dempsey says:

        I’m really happy with the support and level of service provided, otherwise this blog post would have taken quite a different tone.

    • Robert Dempsey says:

      Hi Jody – I was a HubSpot customer years ago and they are a great company. I am happy that HitSniffer actually gives me the HubSpot-level functionality like this at a super affordable price. It really opens up the tracking capabilities to more people. It doesn’t do everything that HubSpot can do, but it gets you pretty far down the road.

  5. I have to say that I am biased Rob! Great article though. What is the point of driving visitors to a site and then not tracking where they came from or what they are doing on the site?

    • Robert Dempsey says:

      Agreed Pete. It’s kind of good to know. And the power of that information both generally and when you are with that next customer one on one is unparalleled. And for the price it’s a can’t miss.

  6. Robert, sweet breakdown of inbound marketing. I’ve seen this process work over and over and over again. Bring ’em in through the content, keep feeding them, and eventually they’ll fall in love. (or, at least, something like that)

    And for me and my business, analytics is a huge deal. Before I go out to someone’s house to sell a pool for example, knowing what pages of my site they’ve been on, how long they were there, and how many times they’ve visited, has a huge impact on where I go in the sales process.

    Good stuff man. Inbound marketing and rockin analytics cannot be talked about enough IMO.

    Marcus

    • Robert Dempsey says:

      Agreed, and yet, so few people use it and use it well. Blogging in general is a powerful platform for inbound marketing and is only fractionally taken *full* advantage of by bloggers.

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