30 ways to do real time marketing

A real-time customer-website interaction is similar to an in-store one-on-one interaction. The initial goal in-store and online is to close the sale. Just like a salesman gathers information from customers through conversation, your website gathers information through visitor actions and behaviors. As you understand more about your potential customers, you can fine-tune your responses, engage, and better educate them on the offerings that are relevant to each person. Its time that your website drives these conversations.

There are so many ways to utilize real-time personalization, but what does it look like? In this eBook, we will show you 30 ways to do real-time so that you can take a first time visitor from initial introduction to conversion and advocacy.

REAL-TIME WEB PERSONALIZATIONFor Marketers & Customer Success Professionals

VISITATION INTO CONVERSION

30 WAYS TO DOREAL-TIME WEBSITE PERSONALIZATION


STAGE ONE: PREVENT BOUNCE

WELCOME A NEW VISITOR BASED ONGEOGRAPHICAL LOCATION

Knowing where the visitor is coming from allows you to better understand where they may be interested in going. It enables you to share relevant information to keep the visitor engaged. In the pop-up to the left, the site recognized that the visitor is geographically based in another country. Visitors may bounce if they dont believe an ecommerce site can ship a product to them. Gardeners Supply Company has the ability to decrease the likelihood that an international customer will bounce when they see that the company can ship items to them.

SECOND CHANCE - KEEP VISITORS ON YOUR SITE

Trying one last time to engage a visitor is sometimes the difference between keeping them on the site and having them bounce. Nomads has a Second Chance message that offers a visitor who is on the verge of leaving a discounted offer to entice them to stay on the site. This increases the chance of the visitor continuing their current session or returning to the site in the near future.

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CREATE A SPECIAL OFFER BASED ONTHE VISITORS WEB SOURCE

Certain sources generally yield higher or lower quality traffic. For example, visitors derived from LinkedIn are higher quality for B2B companies, while Facebook yields lower quality traffic. However, B2C companies have higher conversion rates with Facebook generated visitors. If you have a source that sends you a lot of traffic, but rarely converts you can make a special offer for them. To the right is an example offer targeted to Pinterest visitors.

ENGAGE A USER WHO HAS BEEN SITTING ON YOUR LANDING PAGE

Visitors who have been on-site for up to a minute but have not clicked on anything are in limbo. You have not lost them, but you have not caught their attention either. In this instance, you can change your content offerings or bring attention to something new to keep their engagement and push for a click.

BRING ATTENTION TO SIMILAR CONTENT

The behavior of scrolling to the bottom of a content containing page displays a level of customer reading interest. If you know what topic the visitor is interested in, you can choose other relevant content to display. The goal is to ascertain a click to start the relationship.

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SURVEY UPON EXIT

If you are finding you have a high bounce rate, you can pop-up a quick survey to gather information about your visitor. You can then use this information to better target and engage future visitors.

STAGE TWO: BUILD A RELATIONSHIP

WELCOME BACK A RETURNING VISITOR

Everyone likes to be remembered, whether online or in person. Welcoming back a returning visitor increases the visitors engagement and builds upon the initial introductory relationship established in their first visit. You can offer a special promotion to returning customers to illustrate their value and bring them closer to purchasing.

PROMOTE NEW CONTENT RELATED TO PAST VISITS

Your visitors may have indicated specific interests through content they have viewed in the past. You can use this data to further connect the visitors interests with your company. If they previously viewed past blogs on a topic, show them your new blog on that subject. The more integrated your product and services become to a visitors values, the closer you become to a sale or lead.

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CALLOUT RELEVANT CASE STUDIES

As soon as you understand who your visitor is, you can callout case studies and testimonials from past customers who were in similar situations. Proof of customer satisfaction and success is often the strongest persuading factor in a sale or lead.

LET USER SELF-IDENTIFY THROUGH CLICKS

A great way to figure out the likes and dislikes of a visitor is to monitor their clicks. Once their interests are understood, you can promote product offers or other content that will better appeal to them.

GIVE THE VISITOR A TASK LIST OR TOUR

Now that you know a little about the users intent, you can create a specialized task list or guided website tour. The goal is to educate the visitor, so that at the end they will be ready to convert!

MAKE AN INTEREST RELATED OFFER

The data you have collected may illustrate part of your visitors intent. Create an offer related to what your visitor has indicated they are searching for. For example, if a customer previously looked at a pair of boots, give them a coupon for shoe wear. Giving a customer a more favorable offer if they buy now, may create urgency and allow you to close the sale.

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RESPOND BASED ON INTERACTIVE TOOL USE

Interactive tools contain levers that users pull as they make adjustments. You can analyze which levers they are altering to identify areas of concern or interest. Then, you can pull up relevant content or demo offerings. For example, Evergage offers an ROI calculator. If a user is repeatedly experimenting with churn rates, we might promote our churn e-book.

INSERT AN IN-LINE MESSAGE

Personalization does not always need to be obvious to the user. You can utilize in-line messages to create dynamic content, like headlines or ordered lists, promoting the most relevant information based on the users profile. In-line messages can also be used to promote customer success, like in the example below.

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COMPARE A VISITORS PATH TO POPULAR CONVERSION PATHS

Analytics applications, such as Google Analytics, can identify popular conversion paths. Track the path your current visitors are taking with a tool like Evergage and compare. Then, you can understand where visitors are deviating and put them back on the right path with real-time campaigns.

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TAILOR YOUR HOMEPAGE FOR DIFFERENT PERSONAS... SUBTLETY

Each time a customer arrives on your site they drops clues about their likes and dislikes through their clicks. Once their interests are understood, you can tailor their homepage to make it more appealing to them. For example, Ving tailors homepages based on whether users click on education blog or education information.

MAKE YOUR SITE A CUSTOMER SERVICE REP

Provide help and support throughout the customer lifecycle. Call out contact information so visitors dont have to dig for it!

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UTILIZE REAL-TIME MARKETING FOR TRAINING AND ONBOARDING

Compete PRO shows messages that give videos to new users or to introduce new features for training of their platform. This is a great way to get users on the right track and show them the most important parts of the website or of a new product.

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STAGE THREE: CONVERT YOUR VISITORS

USE DYNAMIC CALL-TO-ACTIONS

Each time a customer completes a call-to-action you can alter the content. As you understand more about a visitor, the call-to-action buttons and offers on the site can become more relevant and targeted. Conversion doesnt always mean a sale or lead, getting the visitor fully involved is half the battle. Each stage in a customers visit offers a different form of conversion, all valuable in the journey to the end sale or lead.

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DONT FORGET ABOUT MOBILE

To further build relationships with users, establish a mobile presence and send customers valuable information and current offers. For example, Palms Casino & Resorts created a mobile-specific message for VIP visitors.

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PRESENT RELATED PRODUCTS

Present and promote related items to those that are in shoppers carts. This is a great upsell opportunity and can be used to promote complementary products. It can also be used to show similar products when something in a users cart is out of stock.

ASK A QUESTION LIKE A SALESPERSON

Your sales team is comprised of customer response experts. Find out what questions your sales team asks leads and ask your online visitors the same things. Then, promote content that mirrors what a sales representative would respond with based on their answers.

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PROVIDE A BENEFIT FOR A USER ID

If you can find a way to provide a benefit for entering in some sort of user ID, then you can merge behavior across browsers and visits. An example of a provided benefit could be that a user who creates a sign-in receives 15% off their first purchase. Once a user is signed in you can gather additional information about the visitor in order to provide him or her with the most valuable offers in future visits.

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UTILIZE SHORT FORMS

Although short forms may not provide as much initial information, visitors who fill out forms can be tracked. This means that you can utilize shorter forms to gain more initial interaction, and then track visitor behavior to make a more targeted follow-up offer.

SHOW ABANDONED CART REMINDERS

If a visitor has left items in their shopping cart and returns to your site, remind them of these items. And maybe entice them with a special offer!

DRIVE VISITORS TO A THIRD PARTY REFERENCE

If you understand someone is interested in a specific feature or benefit, promote a 3rd party reference such as a review or blog article on that topic. The goal is to validate and strengthen the claims you have made about how you can help the visitor.

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UPSELL AT THE RIGHT TIME AND PLACE

Presenting relevant promotional offers at the right time can lead to a customer upgrading their product. A discounted upgrade further increases these chances. If a users behavior and time spent on the site suggests that they might be interested in an upgrade, then a coupon could be the deal maker!

STAGE FOUR: TURN USERS INTO ADVOCATES

JUST ASK

One of the best ways to get a re-tweet or a share is to simply ask. You already know this visitor is super engaged as they have converted. Why not simply ask them to help you out by mentioning you, sharing content, or in some way promoting you?

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ADVOCATE YOUR SOCIAL CHANNELS

Once successful conversion is completed, you can ask customers to promote the content you gave them in return. Online you can do this with simply a click of the button. By incorporating call-outs into these resources, you can facilitate this sharing process.

PROVIDE A SAMPLE TWEET OR PROMOTION

Make it easier for users to share content by creating a lazy tweet, like the one below, that will pop up when a user clicks on one of your callouts. The easier the process is the more likely people will follow through with it.

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30 ways to do real time marketing

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time visitor

new visitor

visitor actions

level of customer

international customer

pinterest visitors

higher quality

realtime personalization