Great marketing is all about the right person, the right message, the right time. Let your visitors give you the extra information you need to get it right
With the additional knowledge about who your customer is, it opens up a myriad of possibilities for segmentations, optimised journeys and quality personalisation
Your website is the obvious place to collect data and gain extra insight into your customers and those that are interested in you. It is important to make sure data collection enhances the customer experience, not detracts from it
Collect Data and Help Targeting
Ask for more data to improve targeting
The first thing to understand when you embark on a data collection campaign, be it online or offline, is what the value exchange you are proposing is.
People are generally willing to provide information when it is in their interest.
Understanding the value of what you are giving is extremely important as it enables your customers to make that judgement too. Once they have decided on the value your content provides, they can decide on the value of their data and make the exchange.
Have in mind that sometimes you should be willing to give something away before you ask for data. Giving useful information and insight is a great tool in establishing trust and mutual value in a relationship.
Many marketing automation platforms come with the ability to create landing pages, enabling you to link what you already know about a contact with the request for more data.
Objective specific landing pages enable you to address the topic of what the contact will receive without the distraction of other messages.
If your email promoted your latest hints and tips paper, then land the contact on the page where they can download it, where the focus is on the data capture form and the content they came for.
Where possible, you need to personalise the data capture journey so that you only ask for the information that you need. For example, if you already have the name of your contact then either pre-populate the known data in your capture form or omit that field completely.
Also, don’t ask for everything all at once. It may feel like you are saving yourself a future job, but the more that you ask for, the more likely the contact is to decide that it isn’t worth the effort.
Begin with collecting the essentials and then ask additional questions in future engagements. If it’s their first interaction, name, email address and company name is probably the limit of what should be requested.
The next steps of the journey can enrich the record with missing information, as the relationship evolves. The more the individual engages, the more they’ll be happy to volunteer their data.
Don’t forget that you are dealing with people. Remember that you shouldn’t make your data collection sound like it was written by a robot, for a robot. Be friendly and approach it as you would speak to a person.
Secondly, people have rights when it comes to their data. Under GDPR there are requirements that you have to fulfil. They aren’t just box ticking legal exercises though. Absolute clarity over what you will do, or won’t do, is an essential tool in collecting data. If they’re honestly not going to receive a call, it is crucial that you say that, overcoming the objection before it arises.
By thinking about your data collection strategy and approaching it in an open, honest and friendly way you can add huge amounts of intelligence to your marketing database. Use the marketing automation tools to help with data collection and then use the resulting data in personalisation, segmentations and targeting.
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