Start With the Customer – Using a Direct Marketing

Automation Platform

A direct marketing automation platform can deliver a tremendous amount of information while also helping your marketing group to streamline and expedite processes. This works well when there is a focused customer centric approach from the business marketing perspective. But where should a business begin to get the focus needed?

Your Customer

The best place to start is with your existing customer base. There are certain traits and actions that influenced the customer to purchase your products or services. Take a good look and develop a target persona around your ideal customers. Consider these questions:

• What was the primary trigger that made the purchase decision for the customer? Price? Availability? Location? Easy-to-use e-commerce site? Customer service? Referral? It could be a combination but there should be a primary trigger that prompted the visitor to take action.

• How did your customers get to your web site? Do the majority of your customers come via an affiliate microsite? Email promotions? Social media? Search engines?

• Are there commonalities with your top customers? What is the male/female mix? Is there a particular hobby that they all have? What is the income level or browser type used? Is geographic location a factor? Do any other demographics jump out?

Presenting ChoicesOnce you have a good understanding of your target audience persona, you can design web pages, promotions, customer service and other experiences to influence new visitors and encourage purchase decisions.• Leverage email lists to target specific demographics and

tailor the email promotions • Publish content on your blogs and web pages that is not

sales-oriented, but presents a good problem/solution scenario for your various products and services

• Use affiliate microsites to draw attention to specific items with a focused call to action

• Design exit pop and exit intent features that are specific for certain pages. For example offer a 10% discount coupon for one of the affiliate microsites and then present a free trial offer on the corporate e-commerce page

• Create social media posts that present a particular problem along with your business solution

• Educate visitors through entertaining and insightful articles

• Update multiple web pages to make corrections or to launch new campaigns

• Use a story or testimony to help visitors better understands your products or services. This will allow visitors to relate more to your business and encourage them to make the purchase decision

• Present customer service options so the visitor can click to chat, email or phone a customer service representative. Choices like these improve the overall customer experience and provide an opportunity to upsell or close the sale of the product or service

What Next?The process of review and improvement never ends with marketing. Using the direct marketing automation platform, you can review results and make decisions more efficiently. Some of the ways to continuously improve include:

• Analyze conversion rates – over the last three to six months has there been an upward or downward trend? What factors influenced that trend?

• Quality of visitors – are the right types of visitors coming to your pages? Compare the visitors with your target audience persona and determine if you need to refine your SEO or adjust the persona to reflect the new findings.

• AB testing – leverage this test process to compare different web design approaches and determine which would be most effective for your target market.

• Heat maps and other analysis – are there specific areas of your web page that attract more attention? Could the page be redesigned or certain pieces used on other sites to maximize results?

The Fyoosion direct marketing automation platform is the ideal solution for your marketing needs. With scalable features and best in class integration tools, you can focus on your customers and achieve your goals.

Thank YouFyoosion  

4 Poplar Ave, North Brunswick, NJ, 08902+1(848) 228-2546info@fyoosion.com

http://www.fyoosion.com/