Best practices for lead generation, marketing automation and revenue generation topics.

What to Include in a Business Thank You Letter

business thank you letterWhen you want to thank your customers, what do you do? Do you shoot them an email that they will never receive, or do you send them a letter? If you send them a letter, do you print it off and mail it, or do you go the extra mile and handwrite it? If you want to get the most out of each business thank you letter you send, handwritten letters are the way to go. They add a personal touch that you can’t get with a printed or emailed note. Get even more out of your handwritten business thank you letter by including the following components. 

Personal Information

When you’re sending a thank you letter to a specific person, include some personal information. Something as simple as what the person bought will help you connect with the reader. If you formed a relationship with the person during the sales process, take it a step further and include information about the person’s job, family, hobbies, or anything else that you know. The more personal information you include, the greater the impact the business thank-you letter will have. 

A Hope for the Future

In the business world, you want to form long-term relationships that weather any storm. Lay the groundwork for such a relationship by mentioning your hope for the future in the note. Something like, “I hope that we can continue to serve your automotive repair needs,” lets the recipient know that you will continue to be there, well after the note is read and put away. 

A Drop-in Item

Drop-in items, such as a gift card, will make your letter even more special. Some people even send books with their thank you letters. Think about what your customer would like and, if it is reasonable, send it with the letter. 

If you like the idea of sending a business thank you letter to your customers but you don’t have time, utilize a service. You can have a company send handwritten thank you letters out, and some services even include drop-in items upon request. With the help of the service, you can connect with your customers in a way that you never thought possible. These new connections will help you as you forge ahead with your company.

Your Crash Course to Offering a Crash Course

Your Crash Course to Offering a Crash CourseConverting visitors often requires giving away something of value. An excellent way to convert visitors, as well as maintain relationships and grow your subscriber base, is to provide a crash course. This method ties in well with making an offer when a customer tries to exit a page. Encourage the visitor to sign up for a crash course by piquing their interest. Clearly, the visitor had at least some passing interest in what you have to offer to have been on that page in the first place. There can be many reasons why a visitor might choose to exit a page, but before they go, make an offer they cannot refuse with a crash course.

Why Offer a Crash Course?

Doing so gives you the opportunity to convert your website visitors by capturing their name as well as email address. With that information, you then have the chance to market to that lead in the future. The person becomes a prospect in your system, and a part of your company’s most valuable asset – your database! In the future, you can segment your database to easily target people that took your crash course.

Designing a Crash Course for Prospects

To be effective, crash courses should be brief in nature. The ideal length of time to offer a crash course is around two weeks. Make sure you do not inundate prospects with too many emails. Furthermore, all emails should be kept short and be educational in nature. Avoid the temptation to make your emails promotional and too salesy.

Make Sure You Have the Right Tools

The chief reason that many website owners do not take advantage of the opportunity to offer a crash course is that they feel they simply do not have the time to do so. Others sometimes feel intimidated at the prospect of offering even a short two-week course.

Tools such as SiteEngage™ can help make this process easier through automation. By creating an automation for a series of emails that are spread out over time, you can provide your visitors with a crash course to maintain their interest and nurture the relationship, all without expending a lot of time or resources.

Offering a crash course at the right time can provide you with an excellent opportunity to engage and convert visitors.

What Are Email Gates and How to Use Them to Convert

What Are Email Gates and How to Use Them to ConvertAre you giving away all of your content? Learn what are email gates to convert more visitors. Today, such a large amount of content is available and given away for free that many business owners believe their leads will turn to their competition if they do not give away content. While this line of thinking has become commonplace, it does not take a number of factors into consideration. Certainly not all content should be gated, but your highly valuable content should always be gated.

What Is Gated Content?

What exactly is gated content? What are email gates? Gated content refers to any content that a visitor must provide an email address in order to receive something valuable in exchange. The key to using gated content is to encourage visitors to enter an email address to receive the content they want the most. Different types of content can be gated, including case studies, testimonials, datasheets, brochures, and more. Basically, anything you can convert into a word document or PDF. Videos can also be gated, when using providers like Wistia and their turnstyle feature. Web pages can also be gated by using engagement popups with solutions like Lead Liaison’s SiteEngage™. Your marketing automation provider will help you gate all of your valuable content. First, start by creating a marketing content map to take inventory on what’s valuable, which you’ll inevitably gate.

When Should You Use Gated Content?

Not all content should be gated. It is particularly important to make certain the content at the top of your sales funnel remains open. You want people to find your business and your products/services to be interesting. This content often serves as an effective icebreaker to encourage visitors to take the next step. There is a time and place to use email gates, and you must ascertain the correct time to position those gates based on what is best for your business.

Throwing up email gates on all of your content will usually have the exact opposite effect that you desire. While you might get a lead by having a visitor enter his or her email, if the customer is not yet ready to buy, you still won’t get the sale. The last thing you want is to bombard leads with emails they do not want. This is why it is essential to determine the best time and place to use email gates. The goal is to make the determination between those leads that are ready to receive your emails and those leads that would be alienated by your emails. Doing so can help you achieve the desired balance between whetting the appetite of a lead and converting those leads that are ready to buy.

Video Marketing: Your Key to Converting More Visitors

Video Marketing: Your Key to Converting More CustomersAll marketers know about email marketing, direct mail, etc. But, what about video marketing for converting more visitors? Doesn’t that just play videos and push information, one-way, to visitors or can it be interactive? It can be interactive, and there are ways you can use video marketing to to begin converting more visitors.

Adding video to your website is an effective way to convert more visitors into customers. Among the most frequent reasons people do not add video to their website is that producing a video can be expensive. With that said, video production does not have to blow your entire marketing budget. In fact, you might be surprised to discover that you get a quality video produced for far less than you might expect. Ask us too! We’ve done video marketing on a budget. We’ve had multiple video explainers created for less than $1,000 USD each. That’s quite a bargain. But buyer beware. Videos can cost upwards of $15,000 to $20,000 if you need a voice over, storyboard, script, and more.

Types of Videos to Produce that Convert Visitors

Another common question among business owners that consider adding video to their website is what type of video should I use to start converting more visitors. Numerous options are available, including testimonials, solution instructions, marketing, and more. The addition of videos can help to increase both conversions and sales by discussing how a product works, the benefits of using a product, and even how a product can resolve certain issues. Along with explaining how to use a product, you could also use videos to answer frequently asked questions. With the addition of a video, you can transform your site into a sales rep for your business that offers help to the leads as they browse your website. Rather than just seeing a product on your website, customers can learn about your products by watching a video.

What Video Hosting Providers Convert More Visitors?

You will also need to have a place to host your videos. Your choice of hosting service should not be taken lightly. YouTube might be the first place to come to mind for hosting your videos. For businesses, Wistia is often a better choice. With Wistia as the hosting service, you can benefit from lead conversion tools and analytics—tools that are not available with Vimeo or YouTube. You can also exercise complete control over both your video and viewers. For instance, you can protect your viewers from advertisements, commercials, and even potentially dangerous redirects that might ultimately send your leads to your competitors.

The addition of video to your website can make it more powerful and effective, giving your leads the information they need to make a more informed decision.

Too Many Website Visitors Leaving Your Site? Show an Offer

Too Many Exiting Customers - Show an Offer

Stop those Visitors Leaving Your Site!

Do you have too many visitors leaving your site before you even have a chance to convert them? It’s a common phenomenon that most website owners have no idea how to correct. They simply notice a trend when reviewing their analytics, but feel powerless to do anything to correct the problem. When visitors lose interest in what they see on your website, whether they are simply closing the browser tab, typing in another URL, or hitting the back button, you need to take action right away. Showing an offer, also known as presenting an engagement window, can help you to do that.

Pop-Ups versus Engagement Windows

You might be thinking…”hey, this sounds like a pop-up”. While a pop-up has a negative connotation and can be intrusive to the user’s experience, an engagement window is not intrusive. Engagement windows are designed to show the right message to the right user, at the right time. This is accomplished through the use of personalized content, such as the user’s name, his or her location, etc. These engaging tactics can absolutely stop visitors leaving your site.

The key to making this system work for you is to ensure you have the right marketing automation provider. Unfortunately, not all marketing automation providers offer this type of service. To be effective, you need to be able to detect user behavior at the right time in order to determine when a user is about to exit your website and provide a compelling offer to capture the visitor’s attention and interests. Without this type of behavior-detection system in place, you run the risk of alienating visitors by displaying an offer at the wrong time. The goal is to capture a visitor’s attention and encourage him or her to stick around and take you up on your offer rather than leaving.

Your offer should also be carefully crafted to be enticing enough that the visitor is encouraged to take action right then. Oftentimes, this means presenting a limited-time offer that the visitor must take action on right away in order to avoid losing.

Personalize Your Website to Convince and Convert

Personalize Your Website to Convince and ConvertPersonalize your website with the use of dynamic content to make a tremendous difference in your conversion rates. As the world of online marketing has grown increasingly competitive, it is no longer enough to simply update your website with new content. Instead, you must focus on creating dynamic user experiences that encourage visitors to convert. The use of personalized content makes this possible. By moving visitors to conversion faster with a personalized website, you can significantly reduce the sales cycle.

Benefits of Personalized Website Content

Simply relying on generic content is outdated. Today, you must make web experiences as relevant as possible to each individual user. Personalization offers a number of benefits, including a highly targeted approach that helps you cut through all of the noise, clutter, and distractions faced by your visitors. Providing a personalized experience encourages visitors to remain on your site longer, download more, and in the end, make more purchases.

To maximize the benefits offered by a personalized website, it’s important to use on-page content in conjunction with targeted emails. Doing so helps to ensure that visitors see an offer designed to move them to the next part of the sales funnel.

Getting Started with Personalized Website Content

Personalizing your website content is easier than you might think. For instance, you might include text referencing the visitor’s location on your home page. Even something this simple can be all it takes to capture a visitor’s interest and encourage him or her to stay on your site longer. Another option for personalizing your website content is to upsell your current customers by displaying dynamic content for a solution for which the customer is not already paying. You could also use a visitor’s name to catch his or her attention. Case in point, with Lead Liaison’s solution, known as SiteEngage™, standard and custom fields can be used to create rule criteria to determine what is shown to a prospect and at what time and that data can also be included into the content.

While this may sound complicated, the right marketing automation package can make this a breeze. Not all marketing automation packages provide this level of personalization, so make sure you review what your package provides.

Integrating Your Website Forms to Convert More Visitors

Integrating Your Website Forms to Convert More Visitors

Integrating Your Website Forms

Adopting a marketing automation system can provide a number of benefits, including helping you save a tremendous amount of time and maximizing your resources. Unfortunately, many people miss numerous key opportunities to maximize their marketing automation system. The first step when you’re adopting a marketing automation system is to integrate all your website forms. From there, you can use one of several approaches.

Options for Integrating Web Forms into Marketing Automation

  1. One option is to have your existing form scanned. You can then pipe the data from your form directly into your marketing automation system.
  2. Another option is to replace existing web forms with forms that are developed by your marketing automation system.
  3. You could also post form results back to your marketing automation system and your own system using a parallel approach.

Using the web forms developed by your marketing automation provider offers several benefits, including progressive profiling that helps you collect new information on visitors rather than asking for information that has already been provided. Marketing automation forms can also often block or even redirect submissions sent by your competitors.

One of the most common concerns for many people is whether forms will reflect the same look and feel of their website. Forms built by marketing automation can be designed to look identical to the theme of your website, ensuring a completely natural look and feel. Integrating a form designed in another system is a snap. All it takes is a small snippet of code to insert such forms into your website.

Exactly what is provided with a form will depend on your marketing automation provider, but some providers will capture basic information automatically. Such information may include name, company name, and email.

Summarizing the Benefits of Integrating Forms with Marketing Automation

Regardless of the approach you choose, once you have integrated your web form the marketing automation system can correlate anonymous users with a recognized identity. Doing so can make tracking visitors more powerful, as well as easier. Once you have linked up your form, the marketing automation system will then be able to make necessary connections between past and future website activity, as well as other types of digital engagement.

Giving Salespeople a Lead Generation Tool with Visitor Tracking

Giving Salespeople a Lead Generation Tool with Visitor TrackingEvery Salesperson Needs a Good Set of Lead Generation Tools

When it comes to surviving in the world of B2B and B2C sales today, your business needs every lead generation tool available. Regardless of whether you actually sell services and/or goods online or have a brick and mortar business and are trying to attract more customers, you still need tools in place for generating leads. Visitor tracking is an incredibly effective tool for doing just that.

The reality is that you probably have more people who are primed to be excellent leads visiting your website than you know. Unfortunately, when you do not know about those leads, you cannot take action. Visitor tracking is designed to help you identify every possible lead and provide that relevant information to your salespeople, so you can ensure that there is never an opportunity lost.

What Exactly Is Visitor Tracking?

Visitor tracking works to provide your salespeople with the ability to monitor visitors to your website by name, company, and/or location. With this information, your salespeople will be better able to identify prospective clients as well as their needs. As the world of business becomes increasingly competitive, visitor tracking is beginning to form the crux of all online marketing efforts.

If your business has a sales team in place, you need visitor tracking. Most companies provide a number of tools to help their sales teams succeed, and marketing automation is an effective tool. Visitor tracking is another lead generation tool designed to aid your sales team in approaching potential customers intelligently and at the right time. When handled correctly, visitor tracking can help your sales team work more efficiently and effectively.

Visitor tracking can be particularly beneficial if your sales team travels to networking events, conventions, or tradeshows. Rather than having your team waste significant resources following up via phone with contacts, you can instead take advantage of visitor tracking to ensure that you make contact with prospects when they are ready.

As digital marketing efforts continue to evolve, it becomes incumbent upon businesses in every sector to make the most of every available opportunity. Visitor tracking can help your sales team stay competitive. Get out there and grab a great lead generation tool for your company!

Identify People that Visit Your Website

Identifying People that Visit Your WebsiteYes You Can! Identify People that Visit Your Website

So, you’ve got a website up and running and you think you’re doing well in terms of attracting people to your website. While that’s certainly a positive step, you might be missing another critical piece of the puzzle. You also need to identify people that visit your website. Why does that matter, you might wonder?

Why You Need to Identify People that Visit Your Website

Perhaps the biggest reason for identifying who visits your website is so that you can take advantage of the ability to offer your visitors personalized content. If you already have great content on your website, why do you need to be concerned about personalized content? A few reasons, actually. Along with increasing your open rates and click-through rates, personalized content also helps drive higher conversion rates.

The only way you can achieve that level of personalization is by knowing who is on your site, however. Without knowing exactly who is visiting your site, there is a certain amount of ambiguity regarding your target audience. Personalized content helps to cut through that and also works to build trust by delivering relevance based on the wants and needs of your audience. Visitor tracking allows you to deliver the right content to precisely the right person at the right time. When you are able to do that, you will be able to convert more visitors into paying customers. Without visitor tracking in place, it’s likely you are missing incredible leads and opportunities because you simply do not know about them. There is no need to miss those leads. We encourage you to check out Lead Liaison’s solution for website conversion and engagement, called SiteEngage™.

Ensuring that you have the right tools in place for identifying the people who visit your website is essential. Ultimately, it’s simply not enough to know how many people are visiting your website. You also must be able to target precisely who is visiting your website and what it is they hope to gain from your website, your content, and your products and services. Once you are able to do that, you will be in a much better position to deliver exactly what your customers want and watch your conversion rates start climbing.

Website Visitor Tracking Isn’t Just for Salespeople – It’s for Marketers, Too

Website Visitor Tracking Isn’t Just for Salespeople—It’s for Marketers, TooWebsite Visitor Tracking Isn’t Just for Salespeople

Think website visitor tracking is just for salespeople? Think again! While visitor tracking does offer a number of important benefits for your sales team, marketers can also take advantage of the opportunities offered by effective visitor tracking. That’s why we’re confident in saying website visitor tracking isn’t just for salespeople, it’s for marketers too!

Stop and think for a moment. How do you know the best way to reach out to prospects and capture their attention? Suppose you are planning a new marketing campaign—what words would best resonate with your target audience? You could guess. You might even review past marketing campaigns to determine what worked and what didn’t. Without knowing exactly who is visiting your website, however, you would simply be taking a shot in the dark.

Gain Insight Into Your Website’s Visitors

Website visitor tracking can provide you with a wealth of information that can be used in a variety of different ways. Along with determining precisely when is the best time for your sales team to reach out to prospects, visitor tracking can also help you design the most effective marketing campaigns possible.

Once you know exactly who is visiting your website, and are able to identify their primary interests, you will be able to deliver highly customized, personalized content. That can prove to be invaluable in terms of crafting content that is most likely to catch the attention of your target audience. This will not only help your marketing team deliver more effective content, but will also help you save a tremendous amount of time and resources. Rather than spending time on content that is destined to be ineffective, meaning you eventually have to go back to the drawing board, you can instead focus your attention and efforts on designing highly customized marketing campaigns that will truly resonate with your target audience.

Marketers today need every available tool and advantage they can muster. When implemented correctly, website visitor marketing can help your business move ahead of the competition by gaining tremendous insight into what your visitors are thinking and what they want from you.

Measure Return on Marketing Campaigns

We’ve worked with companies using 3rd party software to send out email campaigns or hired 3rd parties to send out email campaigns on their behalf. A little known secret of website visitor tracking is that you can add special hooks into the links inside your 3rd party emails to measure click-through activity and subsequent engagement on your website. Website visitor tracking brings it all together. For example, we’ve worked with automotive companies (car dealerships), that are sending out email campaigns from four to five different vendors at a time. How do you know which vendor’s campaign is delivering results? With visitor tracking it’s easy to answer those questions.

Check out how our company saved $9,618 on an email marketing campaign by using website visitor tracking!

Yeah, now you see website visitor tracking isn’t just for salespeople.