Monday, July 3, 2017

Shorten The Digital Prospect Funnel With More Qualified Traffic

Digital Rainmakers can leverage low cost tactics
to identify high value prospects
There are many ways to get prospects into your digital marketing funnel, but one often overlooked method is using email deployments to drive traffic to your digital storefront. Not only can you track the effectiveness of your email content and creative with open and click through metrics, but more importantly, you can begin to encourage your prospect to move from an awareness state to a consideration stage using retargeting display as a strategic, tiered messaging strategy.

In the automotive retail segment, that display strategy could be customized to the prospects behavior on your site. If the conquesting email campaign prompted the prospect to browse multiple vehicles of one particular brand or vehicle category, site cookies would enable your ad network provider to serve up display banners that tease that manufacturer's monthly new car incentive offers. The customer's path to purchase then narrows if they click through and navigate to a specific vehicle details page at a selected store on your site.

Now, you have the information you need to retarget, serving up the most relevant specific vehicle inventory the prospect has already demonstrated to be most interested in. At this decision point in the process, you must make it as easy as possible for the prospect to take that critical step by either completing a lead form online, providing contact details in a chat session or directly calling the campaign tracked phone number on your page. As a marketer, you've won a critical battle by officially producing a lead for your Internet sales representative to follow up to set up the final list of choices for the customer to review online, then come into the store for an onsite inspection and test drive.

In today's digital rich content world, with a fully transactional e-storefront, your customer could very well have completed all the documentation needed to put his or her final signature on the sales contract once the onsite visual inspection and test drive is completed. And it didn't take weeks of non-efficient digital impressions to close the sale. Instead, you were able to identify a quality prospect at a modest cost per lead using a highly-efficient email marketing tactic.

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