How well do you know your customers? As a business owner, this is one of the most important questions to ask. Your customers are the heart of your business, and a customer-centric marketing campaign is the most effective at producing leads. To improve both the quality and quantity of leads, you need to have an intimate understanding of your customers’ needs, interests, and behaviors. Here are some ways to enhance your customer knowledge and boost lead generation.
Collect a Wide Range of Customer Data
The amount of data you need will depend on your individual business and the types of questions you want answers to. While it’s important to collect a diverse range of data, it’s equally important to be discerning about what types of data you collect. Your marketing strategy needs a focus, and it’s up to you to determine the core questions you want to answer through your data analysis. In general, you need to collect enough data that you can gain a comfortable understanding of your customer, including their likes and dislikes, interests, hobbies, needs, and shopping habits.
Identify Your Key Metrics
Once you’ve gathered the data you need, you can begin honing in on the key metrics that will offer the insights you’re looking for. Some of the key metrics include the customer’s industry, size, their role within the company, and their overall purchase power. This helps you hone in the most promising customer segments within your data and create the ideal customer profile, so you can conserve your energies focusing on the leads that will produce the greatest results.
Focus on the Best Leads
Many marketers wrongfully believe that the quantity of leads correlates to revenue. This isn’t necessarily true. The quality of the lead actually holds more weight when driving revenue than the quantity, so attracting quality leads should be your core priority. The key is to improve your lead nurturing, so you can maximize on your highest quality leads and improve engagement among your website visitors. Here are some of the top ways to improve your lead nurturing.
1. Utilize lead scoring. To improve lead nurturing, you need to know exactly where customers are in the customer lifecycle. Lead scoring enables you to assign values based on the various actions a customer takes, so you can easily track the most promising leads.
2. Have clear calls-to-action. Calls-to-action are an important part in the lead nurturing process, as they are what prompt visitors to take action. Calls-to-action should be present in every step of your marketing, from your landing page to your email blasts.
3. Be personable. Customers are tired of interacting with machines. They desire genuine human connection. Add a touch of human connection to every customer correspondence by addressing customers by name in emails and by personalizing customer outreach as much as possible.
Use Marketing Automation Tools to Increase Customer Engagement
Getting to know your customers is a major step in the marketing process, and marketing automation tools can help. Marketing automation tools will assist you in gathering the right types of data, improving data quality, and enhancing your lead scoring. It provides a cloud-based data management platform, where you can organize and analyze your data, enabling you to gather all of the nitty-gritty details you need to improve your understanding of your clientele.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.