The ability to pinpoint the exact time and place a customer will convert is like hitting gold. Technology is getting closer, but humans are inherently unpredictable. The idea is to get as close as we can to predicting this moment. To get to this point, it’s important to learn as much as possible about your target customer by using behavioral, demographic, and psychographic analysis. Focusing on user intent goes a long way in predicting conversion points.
But who has the time to focus on predicting this? Wouldn’t it be great if there was something to help free up your time to focus on personalization and targeted messages to reach your customers when they’re ready to buy?
Enter, Marketing Automation
Not only does marketing automation focus on nurturing customers for the long haul, it allows you to focus your resources on perfecting messaging and finding that moment your customers are most likely to convert. As your campaigns roll, you’re constantly learning about your customer, allowing you to add personal touches to increase the opportunity for conversion.
Using an automation platform like Marketo can help you establish a robust nurture program that provides deep insights about your customer’s intent. With the power of audience segmentation and automation to help you hone in on your customer’s intent, you’ll be able to provide a customized experience for your potential customers.
But, how? Here is a short list of strategies (platform agnostic) that will help take you to the next level of understanding user intent.
Dynamic Content and Personalization
Through audience segmentation, many platforms allow you to segment on a very granular level. Dividing up your audience based on things like specific behaviors, interests, and demographics helps direct the content you’re putting in front of these users. Implementing dynamic content based on these segments provides your users a personalized experience sure to impress.
Testing
Most platforms allow you to test until you can’t test anymore. All types of A/B testing: timing, subject line, cta, etc. Test your heart out!
Analytics
With all that testing you’ve been doing, it’s time to analyze it. Most platforms offer robust analytics capabilities allowing you to monitor your campaign progress and easily see what’s working and what’s not.
With all of that said, the most important aspect of nurturing your current and potential customers is to listen to them. Look for opportunities for feedback loops and ways to impress them without being pushy. Listen to them. They’ll tell you what they want.
