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3 Ways to Activate Your Website

Business person using laptop with icons of website, email, customer, data, marketing automation for PROSAR blog

It’s common practice to check out a company’s website before deciding to use their product or service. We all do it; either to learn specific information about the product/service, gain further insight into its use, or simply to feel more comfortable with the company before making a purchase or commitment. This is true for both B2C and B2B, online and in-store purchases, packaged goods and professional services.

Understandably, companies are doing their best to create websites that engage with targeted audiences. Savvy organizations are:

  • Presenting what they do in a stylish and easy to navigate manner.
  • Making their website easy to use on tablets and smartphones.
  • Ensuring their website is accessible for people with disabilities (a legal requirement for some organizations).
  • Incorporating meta information and strategically worded content to build a solid foundation for SEO.
  • Engaging readers with relevant and interesting information.
  • Positioning their brand with messaging and imagery for greater impact.

So, let’s assume you’ve done all the above and have a good looking, informative website that provides a good user-experience on any device. Good for you… however, you can do more. If you expect your website to play an active role in your marketing, it needs to go beyond passively presenting and further engage your audience.

Here are three areas where your website can play a more active role in increasing awareness, improving your message and brand, and facilitating growth. Note that PROSAR is a SharpSpring Partner, so naturally we recommend SharpSpring as a cost-efficient and comprehensive marketing automation solution, but there are many good automated marketing platforms such as HubSpot, Pardot, Marketo, etc.; and software specifically for email such as MailChimp.

 

Automated Emails

Going beyond an auto-reply email greeting when someone completes a form, your website can assist in nurturing relationships and prompting conversations when people have indicated an interest.

In their pre-purchase research, consumers may visit several websites looking for something specific or simply wanting to feel comfortable before they commit. Most consumers don’t announce that they are ready to buy, but they do provide signals. Wouldn’t it be ideal if your website could help identify those potential customers and reach out to them?

  • When a known user returns to your website within 24 hours or visits specific pages, a personalized and customized email could automatically be sent them. Perhaps providing details on the products they were looking at, informing them of an incentive (price, warranty, added value, etc.), suggesting an appointment, call or chat to answer questions… there are many ways to engage and determine how you can help them.
  • When someone downloads a resource from your website it can trigger a scheduled series of personalized and tailored emails with tips, related products/services, articles of interest, other relevant resources.
  • On an e-commerce website, an abandoned shopping cart or product comparisons could trigger a series of emails designed to provide information and insight, or bundling cost advantages on the specific products.

Workflows are series of emails crafted in advance and triggered by prospects’ specific behaviours. The flowchart can be as simple or complicated as you wish, with every if-this-then-that sequence of decisions triggering different emails. The prospects’ actions control what emails are sent to help them with their purchase decision.

Notifications should be added to the workflow so that marketing and sales staff can be alerted when and how a prospect would like information or assistance. Notifications can even alert when a prospect is on the website browsing.

Automated emails are not an excuse to force your information on unwilling recipients; the objective is to provide information to those who are seeking it. Harassment is not good business, the Canadian Anti-Spam Legislation (CASL) imposes strict and sensible regulations on how a company can engage with people via email, you can read more about CASL here.

 

Dynamic Content
On your website, as in your daily life, what you say and how you say it matters. When we speak, we typically cater our words to the audience we are addressing. Most websites are static in nature (ours included these days!). They are filled with relevant, but generic content. Many larger companies have people dedicated to their website and social media accounts, so content can be updated, making it more relevant and topical. However, it is typically focused on a single targeted audience, or worded to address as large a segment of the public as possible.

Personas are being used more and more by organizations to better understand and target specific audience segments. SharpSpring tools enable different versions of emails and website pages so that headlines, text and images can be customized for specific audience segments. When the website identifies a user, it will present the content that relates to that persona. One of the underlining benefits of marketing automation is the ability to target your ideal customer personas and treat them as individuals.

Dynamic content facilitates more appropriate and persuasive communication with targeted audience segments. It also improves SEO by tailoring versions of your content with specific search terms. Such strategically worded content impacts being found online, effectively presenting your message, and converting leads to customers.

 

Conversion Process

Combining personas, dynamic content, workflows and email campaigns with tracking, lead scoring and a full CRM tool (Client Relationship Management) provides a platform to nurture and convert prospects. This complete package is how things come together to more effectively (and efficiently) manage prospects and customers. By tracking user behaviour and notifying marketing and sales staff, your website plays an important role in supporting your customers and identifying prospects.

Marketers can identify trends and create customized content and workflows (emails and landing pages) to address them. Salespeople are notified of potential interest and reminded of customers who have not been active, triggering workflows to engage and retain lapsed customers.

Your website can be more than a 24/7 online brochure. It can be actively participate in the marketing and sales process by attracting, engaging and converting leads, as well as maintaining existing customers. Unlike social media, your website is a stable hub that you control. It is an ideal resource to go beyond passive information presentation and effectively engage with your targeted audiences.

 

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Choosing New Tech Solutions for Business Growth — 5 Things Not To Do

Illustration depicting an effective workplace. for business growth.

Whether you have been in the workforce for three years or 30, you’ve probably had to adapt and adopt new ways of doing things. Our digital work environment provides new solutions, platforms, apps and hacks at a dizzying pace. For some it is the only reality they know, for others, myself included, it has fostered paradigm shifts in how the office works.

When I first started my career in marketing, the internet and cell phones were not yet in public use. Staying in touch with clients required letters, telephone calls and in-person meetings. Client-centric service was a priority then, as it is now, albeit the expectations were lower. If a client reached out with a non-urgent issue, you typically had a day or two before they worried about a response. Technology has narrowed that grace period to minutes, however it has also provided much more expedient means to stay in contact with your clients.

Here are a few other examples of how technology has impacted sales and marketing:

  • Brand was just as important in those days, though it was typically referred to as reputation or image. Without the immediateness, pervasiveness and expansive reach of the internet and social media, your reputation was a more stable and manageable asset. Easier to manage, but much more limited in its effect — our digitally connected society has given an exponential boost to the effect of brand.
  • Prospecting has always been a factor of numbers. The saying was that the “more doors you knocked on the more sales you could make.” Now, door-knocking has been replaced by emails, tweets, blogs, websites and other online content. The intention being to attract and entice prospects interest via Google search results and strategically designed websites with automated workflows.
  • Referrals have always been a valuable means of growing your business, and the internet has ramped that up with many forms of online endorsement. Being “liked’ has become a major preoccupation for many companies.

As these examples illustrate, the objectives or destinations haven’t changed. As a guiding imperative the overall strategy remains consistent, although the tactics we use have transformed dramatically. Marketers today need to be adaptive and willing to adopt successful techniques.

Learning to work with a new project management platforms, client relationship management cloud apps, marketing automation solutions, etc. can be difficult for individuals and disruptive for organizations. Choosing the right solution makes for a smoother implementation and successful adoption much more likely. With the objective of successful integration and business growth, here are five things to be wary of when considering a new software solution:

  1. Don’t let the solutions dictate what you need

Before you start searching for solutions, consider what you need. Detail the problem or issue you are trying to solve. You may revise this outline as you start looking at potential solutions, but you should have a definite understanding of what you want solved before looking for the solution.

  1. Don’t ignore internal factors

In your basic outline of what you need, consider your processes, organizational structure and culture, staff that would be involved, etc. These will directly affect how successfully the new solution will be implemented, which directly affects your implementation cost and the effectiveness of your solution. Be careful to choose a solution that will work as harmoniously as possible with all factors.

  1. Don’t be fooled by the newest or coolest

We all like a shiny new toy, but look beyond the glitz to see how well it fits. If you find yourself thinking “that is so cool” rather than “that is so efficient/effective” you should consider your initial needs.

  1. There is no free lunch

That is to say, everything has a cost. If the solution doesn’t meet all of your needs, there is either an opportunity cost, or you’ll use more staff time completing the tasks, or you’ll need to invest in additional solutions. Measure all options comprehensively, including internal and external costs.

Similarly, don’t be misled by a free or basic version of a solution. Many solutions offer a discounted version, or freemium, to attract new clients. Consider what you truly need — now and in the near future. If the discounted version won’t meet your needs, then use the premium cost make your decision.

  1. Don’t focus on the cheapest

Much like the potentially beguiling free option, cheap solutions shouldn’t be seen with blinders on either. Consider all relevant costs beyond the direct expense. Often a solution is cheap because that is truly its value. It isn’t technically robust or reliable, it doesn’t sync or work well with other software you use, it provides limited support, etc.

If you have limited needs or a very tight budget, a cheaper solution may be the right fit. Just be sure to consider overall value, not simply cost.

Growing your organization and meeting your clients’ needs requires that you keep pace with innovation, and that you find effective and efficient ways to do so. Don’t let the myriad new solutions confuse you or deter you from your objective. Technology speeding along has dramatically changed our means of getting there; as you continue to shift gears with new and improved ways to brand, prospect and refer — embrace change, cautiously.

 

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