Want to engage visitors who leave your website without purchasing?
Have you ever thought about how many website visitors you have versus actual leads? Most would rather not consider those numbers because they can be discouraging: lost leads are actually the bulk of website traffic. In fact, a study by Marketo says up to 96% of your website visitors could be lost leads. But what if I said recovering those lost leads was completely possible with marketing automation? It’s true: we’ve put together an approach that takes away the complexity of marketing automation and concentrates on its value to solve this common problem.
Let’s break down our exclusive maximum impact marketing automation so you can see why it’s the key to recovering lost website leads and turning them into customers.
Specialized Marketing Automation
What is marketing automation? In short, it’s engaging with website visitors through captivating and useful follow-up emails. However, a generalized approach to marketing automation won’t recover lost leads. What you need is a strategy to capture the interest of researching website visitors enough to provide their email address, and a targeted email marketing campaign to draw them back in.
Luckily, we can help with that.
Fixing the Problem: Recovering Lost Leads
When we examined our customers’ websites we discovered an obvious pattern: their websites were built to sell products and services. Seems like the obvious intention of having an online presence, right? Businesses focus on selling.
However, the design-to-sell approach has a fatal flaw: it assumes that all visitors are there to purchase right away. Unfortunately, not all website visitors are looking to buy right now.
Let’s return to the study we mentioned before. Marketo found that 96% of website visitors are NOT ready to buy now. Most are browsing and researching – even during the best of times.
Stop and think about this for a little bit. Only 4% of the visitors on your website are ready to buy now. Those implications are pretty significant and should be reflected in the way your website presents information.
Sales & Marketing
It would be ideal if every visitor on your website was ready to buy right now, but it just isn’t reality. In fact, you can probably relate to being a researching shopper on another website – everyone has visited a website for information purposes and not a purchase before! The best thing you can do is approach your website design with more than just those who are ready to purchase in mind. It’s best to consider your potential future customers as well and provide content to assist them and move them closer to a purchase. This approach paves the way for sales.
If your website doesn’t provide them with the information they come looking for as they research, they may end up abandoning your site altogether to find the information they need elsewhere. They’ll continue this process until they find a site that engages them with content of interest and/or addresses their concerns.
Here’s the familiar rut many businesses find themselves in:
- You pay to get visitors to your website but don’t have a strategy to bring them back if they leave
- Visitors felt you cared more about selling than about helping them because you failed to address their questions and concerns
- These researching shoppers were willing to become future customers of yours, but without answers they leave and don’t return
Marketing Automation to the Rescue
We developed a system that addresses the big problem of lost opportunity but also takes care of many other problems as well.
Here’s how we approach it:
- Develop highly engaging content targeted at your website visitors who are researching and shopping
- Implement a smart form that offers this content to visitors prior to them departing your website
- Develop and deliver a sequence of emails that assist in research and educating them so they engage with your sales team
With this system, the burden is off your shoulders. We work with you to ensure the content is aligned with your business and valuable to these non-buying visitors. Then, we do all the heavy lifting to ensure that we convert as many of those previously lost website visitors as possible.
Even though our primary concern is upon recovering lost leads, there are many other direct and indirect benefits gained from our system. Here’s just a few:
- Establish your value
- Educate the buyer before the sale to accelerate the sales process
- Stay top of mind with emails that build a connection with your visitors
- Differentiate yourself from competitors
- Waste less time with more return thanks to the automated, always-on leads system
- Build brand loyalty and brand advocates
- Maximize otherwise lost marketing web traffic costs
Need Help Getting into Your Prospects Inbox?
We utilize opt-in content to build a strong connection to your prospects. By combining content with the buyer’s journey and ongoing communication, you’ll have a completely automated and powerful system. Our system easily assist prospects in moving from website visitors to customers – and ultimately, advocates.
Of course you want more information!
Contact us at 800-709-3240 and we can help you navigate modern email marketing.