Where Are You When Your Customers Need You?
4 min read
What if you knew exactly how to reach your potential customers?
Sounds like a great situation to me.
Some marketing tools capture consumer actions at specific spots. The technology catches and records everything from a person’s interaction with a website to their phone call with a sales rep.
In his book, Marketing Management and Administrative Action, Steuart Henderson Britt says,
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”
You must have often heard fellow marketers discuss the prominence of aligning your marketing resources to your customer journey. But what exactly does ‘aligning your marketing resources to your customer journey’ mean?
At a very high level, what you’re trying to do is ‘follow your customer.’ You want to be where your customers are when they are ready to hear you. If your customers are online, you try to be online. If your customers are offline, you try to be offline.
Organizations experiencing profitable results from their marketing efforts maintain a balance between their online and offline presence.
The fact that you’re reading this blog makes it obvious that you’re a smart marketer or business owner. You know that Bill Gates wasn’t kidding when he said,
“If your business is not on the internet, then your business will be out of business.”
If you look at the online world where your customer lives today, there’s a vast variety of options. People are linked to Twitter, Facebook, Instagram, Snapchat, Pinterest, and more. Your customer could be anywhere. Hence, owning a website domain isn’t sufficient. Your social media presence and interactions are equally important.
We have tracked millions of customer journeys for our clients. In this process, we have come across many different types of customer profiles. And they show up on a variety of platforms.
For example, a female customer between 35 to 40 who lived on Pinterest was noticed to be in love with creativity. It was also found that that very same female customer was extremely active politically on Facebook. This is the unique kind of information that our clients value.
Figuring out these customer insights will create opportunities for your business to grow in new ways. Additionally, the growth is very targeted.
Small or large, your organization needs to be thinking about understanding and having a more in-depth knowledge of your customer.
The only way to identify the way customer journey and specific stage of the customer journey is to actually gather specific customer segments to focus on and target one at a time. To do so, you need customer specific data. To obtain this data, you can either ask questions to your customers, and analyze their answers later, or use an analytical platform to get invaluable insights. If you’re already using a tracking platform, does it inform you about where your customers come from?
If you look at these factors in conjunction, you’re going to find specific patterns for specific types of buyers. As a marketing best practice, organizations can give that buyer a name and customize their customer experience for that particular buyer.
Many times when you talk to a web design, or web development company, they focus on two types of buyers. The first type of buyer is aware of you. The second type of buyer is completely unaware of you.
The first buyer comes to the site to get a few pieces of information and makes a purchase. This is a marketers dream.
The second type of buyer is one who doesn’t know you. They require some nurturing. You need to lead him through a customer journey that’s specific to him. You need to reduce or eliminate barriers to purchase. Lastly, you need to help him find the information he wants to find and help him learn the things he needs to learn. Then when the time comes, you need to help him make a purchase in the easiest way possible.
Honestly, the only way to gain the insights and understanding that you need to help your customer achieve their goals is with software. When you combine the online and offline world, you need a call tracking platform that can help you see and connect those separate pieces of data.
Call tracking gives you the complete picture. You know if your Facebook contacts turn into phone calls. And you see if your Google AdWords that target specific keywords generate very late stage phone calls. Phone calls provide a great opportunity for understanding a key element in your customers’ journey.
Many organizations spend a lot of money on their marketing efforts. They miss attributing the phone calls that they’re driving due to the lack of call tracking software. Don’t let that be you.
Call tracking bridges marketing and phone calls. The software that allows our clients to get these valuable insights is Convirza Call Tracking and Conversation Analytics®️.
With Google Analytics integration, we go a step beyond. Our reports not only tell you where your customers are, we tell you which buying stage they are in when they call you. Conversation Analytics®️ shows you what happens on your phone calls.
Gartner says that over 420 billion words are spoken on phone calls between businesses and customers every day. Those words contain buyer sentiment, customer intelligence, sales performance data, close rate and conversion data, and a host of other information. And until Convirza created Conversation Analytics®️, NONE of these words were being analyzed.
We launched Conversation Analytics®️ to analyze these 420 billion words. Conversation Analytics®️ uses sophisticated speech recognition technology and thousands of proprietary algorithms to analyze the content of the call. Conversation Analytics®️ analyzes the call content in near real-time.
You need to know what triggers phone calls to your business. And wouldn’t it be amazing if you understood what happened during the phone conversation?
Published on: Apr 19, 2018