I was in a meeting with a client last week. I love what they do in this business. I read several of their newsletters, I also regularly visit their Facebook page and their website. I see that I am not listed in their database. In short, I should logically be a fairly qualified prospect and therefore a person likely to make a transaction.
Last week, I was in a meeting with a client. I love what they do in this business. I regularly read several of their newsletters, check out their Facebook page and visit their website. Logically, I should be a fairly qualified prospect for this company, and a person likely to make a transaction. However, I see that I am not listed in their customer database.
However, through his prospects, no trace of my interactions with his brand.
Although I should be a prospect, there is no trace of my interactions with his brand.
A friend told me recently that when a customer opens and clicks in a newsletter, visits social networks, or even a website, the company should be able to follow them to quickly continue the communication. Nowadays when someone visits your website, they have probably heard about you or, at the very least, want to know more. Then, you have to take action.
I’ve even heard that window and door salespeople do their adwords with words like, “house plans, drawing plans,” because they know these people are going to need doors and windows down the road. They already want to implant the idea of going to them for future purchases.
If we look back five years ago, these measurement tools represented major investments and were only accessible to large companies. Today there is no excuse; the solutions exist, and are more than accessible to all types and sizes of businesses. If mastering the tools available today, there is no reason to market without measuring. You need to know through your CRM, which pages of your newsletters have been opened, where visitors to your website come from, and all relevant information in order to optimize your sales and canvassing efforts.
At BSP Americas, we believe that no matter what type of business you are, you need to measure your marketing investments to effectively link them to your sales. For more information on how to achieve this for your company, contact us.
Does this approach appeal to you? Your comments are welcome!
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