In this three part series, we will cover how to identify when customers are visiting your website, tips on how to optimize their content experience to drive revenue from existing customers and how Blackbaud increased conversions using customer content personalization.
Take a minute to think about your website. You use it to say who your brand is, showcase the variety of products or solutions you sell, show how you solve your customers challenges, house content marketing materials that help guide your buyers to make a purchase decision. In addition to these consumer facing purposes, you have a completely separate segment of visitors, your customers, who use your website perhaps to login, find an answer to a question, refresh themselves on your product offerings or connect with your account team.
The problem? Most websites focus solely on selling to prospects and ignore customer needs, creating a HUGE missed opportunity to drive revenue from existing customers visiting your website. While many marketers are focused on demand gen, your website can also be a tool that drives revenue in the form of upselling or cross-selling existing customers.
Before you run for the hills at the thought of managing two websites – one for prospects and one for customers – don’t panic. You can successfully market to both groups using your EXISTING website.
To help you get started, we’ve outlined how to identify when customers are on your website and how to optimize the website experience to drive revenue from your existing customers.
Data is your best friend here. And, you already own this data! You just need to make sure you are tracking it in a way that you can access and utilize it.
- Login Pages: if your customers have logged into your platform/software, etc., using a login page only accessible to customers, this is good indication they are an existing customer.
- Marketing Automation: If you’ve segmented your customers in any of your marketing platforms, you can sync this data to your website to identify when those current customers are on your website
- Gated Content for Only Customers: Do you have a portal, FAQ section or customer help page only accessible to existing customers? If a visitor has every previously visited any of your “gated” customer content, use this data to identify if a visitor is an existing customer or not.
- Previously Clicked on Client Email: If you send customer updates and newsletters, connect those email contact records to web visitor IDs creating a more richer consumer profile for each visitor.
- CRM Contact Records: Your customer relationship management system is most likely your most robust system of record for both prospects and customers alike. Find an integration solution that works with your CRM of choice to tie those contact IDs to onsite behavior tracking ids so you can determine when customers are visiting your website.