Google, Facebook, Twitter and other digital channels have definitely made it easier for us to reach our target audience. That is why we outbid each other to display our ads on these channels. Paid media now forms an important component of our Omni-channel marketing campaigns. It would seem digital marketing provides the holy grail for lead capture.
Digital marketing is great but …
As more businesses, including your competitors, reach their target audience via Google AdWords, Facebook or LinkedIn ads and other paid channels, the cost per click (CPC) keeps rising. At the same time, visitors arriving from these clicks are spending less than 10 seconds on your web page. As few as 1 out of 33 visitors is converting into leads. Each such failure to convert a visitor into lead represents wasted cost.
So how do you reduce the wasted cost of paid clicks and maximize the lead capture? To answer this question, let’s first understand the lead capture conundrum that every marketer faces. We use Google AdWords as an example but the reasoning is equally applicable to any paid media – Facebook, LinkedIn, Twitter, content syndication, retargeting and more.
The visitor arriving on your landing web page from a Google AdWords ad is anonymous 98% of the time. Each such visitor may have a different requirement even if they were searching for the same phrase. For example, a visitor searching on “auto insurance” could be a cost conscious student who travels occasionally, a traveling salesman who drives more than 100 miles a day or a retiree with completely different requirements. If you try to stuff information relevant to all of these different personas on your landing page then the web page will be too complex, bulky and difficult to read. It is very difficult to provide information on the landing page that will engage and nurture visitors with such different requirements.
Digital marketer’s conundrum
As a marketer, you want visitors to fill out your lead capture form so that you can engage and nurture them about your offerings based on their persona. The visitor, on the other hand, is reluctant to provide you his or her contact detail since they are not sure if your offering is relevant. They are also concerned about getting endless email and phone solicitations once they provide you their contact information. Hence, not seeing very relevant information on your landing page, they move away – resulting in a wasted cost per click.
This is a real conundrum: How do you engage and nurture visitors with highly relevant information without knowing who they are?
Breaking the logjam
Your best option is to empower the visitors to personalize their own customer journey by offering them a choice of content, one of which would be relevant for them. When they pick a piece of relevant content, you need to dynamically provide additional content choices based on their initial selection. Continue doing this until they are sufficiently nurtured. Now they will be more willing to provide their contact information.
Here is an effective step-by-step guide to achieving this:
1. Translate Content Strategy into Content Journey Map
List all personas and identify content to start engagement with each one . Represent each such content as a rectangle.
Now ask the question: “If the visitor chose a specific piece of initial content then what will be the next piece of content relevant for them?” As you identify the relevant next content for each persona, you may find that some of the content pieces are common across different personas. Also, more than one piece may be relevant as the next content piece / item to consume. Represent these content pieces as the next line of rectangles. Draw lines from the previous line of rectangles to the rectangles in next line that represent relevant next pieces of content.
Continue this process for three, four or more levels of content choices depending on your business context. The resulting diagram will be a graph as shown below.
We call this graph a Content Journey Map. It represents all the possible paths a visitor may take as they continue to be nurtured through their own personalized customer journey.
2. Sustain engagement with relevant content recommendations
Now that you have built the conceptual content journey map, you can start overlaying the first line of content on your landing page. This overlay can be displayed as a slider window, a side bar panel or a footer.
As the visitors select the relevant content, display the selected content and again overlay the next level of relevant content. At each stage, you are empowering the visitors to personalize their journey based on their needs. This motivates them to continue to willingly engage. By tracking their personalized journeys, you are able to generate deep insights into their interests and purchase intents.
3. Dynamic lead capture
Based on the analysis of their journey, attempt to capture their contact information. They may not be ready yet and in that case, let them continue on their personalized customer journey. Attempt to capture their contact information at another, more opportune time.
As the visitors continue to consume your content, your ability to capture lead improves dramatically. Not only do you convert more visitors into leads, you also gather deep insights about their personas, needs and purchase intents.
Sounds good. So how do I do this?
There are two options:
- You could manually stitch the Content Journey Map by embedding the links to content as well as lead capture forms in your web pages. This could work for simple two or three level content journey maps and for up to a dozen pieces of content. This option becomes increasingly complicated as the number of personas, content pieces and levels of engagement increases.
- You could try out Zoomifier Lead Incubator that is designed for this purpose. Zoomifier includes a dynamic content repository to curate all your content and an interactive designer to build your content journey maps with simple drag-and-drop actions. Dynamic content recommendations are enabled through highly configurable bots that can be linked or embedded into your website. Zoomifier Lead Incubator guides the visitor through a personalized journey and captures contact information by displaying dynamic forms in the right context. Click here to arrange for a demo of Zoomifier Lead Incubator.