In order to offer more personalized results to the queries, search engines deeply analyze users’ behavior. In their turn SEO-pros use traffic analysis tools to meet the search engines requirements. For marketing and sales, such information is extremely valuable. This kind of intelligence helps to establish a truly personalized communication with the prospects that eventually lead to a better conversion rate and increased revenue. If you give the users what they are searching for, they will find you.
Statistically businesses see 42% higher conversion rate and 19% uplift in sales when using account-based approach at dealing with leads and customers. Here is how it works in real life.
Intelligence for planning and prediction
To its credit, Google is making some of its enormous cache of data available to marketers via a variety of services: Google Trends, Google Trends for Websites, Google Insights for Search, as well as an array of search tools like the Wonder Wheel. Before developing promo strategies and plans check these trends to identify what topics grab your prospects attention during some specific periods of time.
For example, you’re selling custom T-shirts with different prints online. By checking Google Trends you will see what topic or a query are the most popular at certain times so you can modify your next offering based on this information. So taking in account Pokemon Go boom* in July you could
benefit from it in August by selling T-Shirts with Pokemon images.
* Pokemon Go was launched in July 2016 and saw some of the most amazing growth of the video game in history. The downloads reached nearly 750 million times.
A note to remember: If you are not listening to your customers, they will go elsewhere.
Get 3D view of your customers to sell more using SEO data
Why is it so important to know where your customers are coming from, what attracts them and stimulates to make purchases online? Digital market research first of all helps you get to know your target audience, follow the market trends, and develop a successful brand strategy. The better you know your customers, the more effectively you can create and promote the content to increase sales. How to know your audience better?
- Keyword research helps to determine the most frequent queries related to your business. Analyzing this data (keyword volume, for example) helps marketers decode their audience’s most urgent concerns.
- Data and engagement metrics found in Google Analytics such as what pages the lead visited and how much time he or she spent on the site, could tell sales managers what are their customers’ pain points which help to win their trust in the early stages of customer acquisition.
- In the AdWords location reports you can see the places where your customers are physically located, or the locations they showed an interest in. This data helps marketing managers to segment their offline and online ads better. Sales pros can personalize their communications with the prospects with a more targeted approach.
For example, “Near Me” campaigns are one of the most neglected technique for increasing conversions and improving account performance. Moreover, people are getting more and more localized day by day. Whole Foods used location data and geo-conquesting tools to improve post-click conversion rates for its mobile ads, while edging out local competitors. By the end of the campaign, Whole Foods had a 4.69% post-click conversion rate — more than three times the national average of 1.43%.
A note to remember: Marketing success often depends on the “right”: right audience, right place, right time, right message.
Work with HOT leads
Today Internet technology is broadly employed to acquire leads from the website visitors that seek to access helpful information, articles, or downloads. The website may post an interesting report, but require the user to register with their contact information before accessing the promised content. Essentially, contact information collection may also help you get closer to your customers. This way you can empower your lead generation and focus your sales team only on the sales-ready (hot) leads, not all of your website visitors.
A note to remember: Your offers need to be relevant for the prospect’s place in the buying cycle.