All visitors must be considered potential prospects that may eventually become customers. Your website is your online presence window and must generate revenue for your business. This can in large part be achieved by putting into place a strategy of prospect identification and detail saving through Customer Relationship Management (CRM).
Prospect identification
Prospect identification opens the door to several digital marketing strategies. Identifying a prospect is not always easy, but there are many ways to achieve this. The simplest is to get your information through a contact form or subscription to a newsletter. A chat session can also be a great opportunity to identify your prospect.
Whichever way you choose, the process must be simple and quick. As well, your data gathering strategy must be part of a global approach that makes it seem natural for the prospect to provide you with information.
Client Relationship Management
To ensure you follow up with your prospects, their identity must be saved via a Client Relationship Management (CRM) solution. When a prospect revisits your website, you will then be able to offer them a personalized experience based on their previous visit(s). This is referred to as relational marketing, which can be automated and targeted in order to offer a unique customer experience to help increase your conversion rate.
In a business to business (B2B) context, the implementation of Client Relationship Management (CRM) allows you to better follow up on your customer and prospect consumption patterns and actions. You will then have a better understanding of their decision-making process. For example, you will be able to respond with a targeted message when a prospect returns to your website after a long absence.
If you operate a business to consumer (B2C) business, messages and personalized recommendations addressed to your prospects and customers can make all the difference. There are several automated digital marketing platforms available which can be configured to your requirements. Instilling trust is the cornerstone of all your sales, and this is built by establishing and maintaining good relationships with your clientele.
Our team can help you implement a personalized digital marketing solution for your business.