How to create an acquisition user journey like a boss!
People are always discussing the smart and efficient way to increase the number of the user base (Subscription & Registration) Marketing world is full of conventionality that the money lays behind this lead base. Plus, when the targets are not being reached marketers try to tilt email lists to reach out their goals.
Marketers know that email lists generate good revenue and it is an efficient way of communicating with people since people can reach their emails on multiple devices. However, knowing how to create or enrich your email databases is another story that I want to point out. Even users make a purchase from platforms, they do not sign your promotional newsletters anymore. So that, collecting highly qualified leads needs to be done together with a personalized approach by tracking the behavior of users while creating the journey!
In order to create highly efficient lead generation personalization, you should focus on 2 points: Awareness & Interest.
Awareness:
Here is an interesting awareness chart by Eugene Schwartz:
As you can see from the chart above, online shoppers have 5 different awareness levels while they are looking for a solution/product/service online.
- Completely Unaware: The consumer doesn’t even know that they have a problem, though they have their own ideas and preferences
- Problem-Aware: The consumer is aware that they have some kind of problem, but they’re not aware there are solutions
- Solution-Aware: The consumer is aware that there are solutions to their problem out there, but they don’t know about yours
- Product-Aware: The consumer knows that you sell a product that matches their problem, but they’re not convinced that it will completely solve it or be right for them
- Most Aware: The consumer knows they have a problem, they know solutions exist, and they know your product is a solution — now, they are about to purchase.
On the other hand, most of the users of online platforms consist of Completely Unaware or Problem Aware. Most Aware is the part which is the minority of users of any online platform. We can also call them retained users.
How to deal with the unaware parts of the users?
New visitors are the biggest proportion of this group.
Now the story begins, you should be able to track users who have specific interests in terms of the category that they look, check the product brand that they added to the cart, and left without a purchase.
An example segmentation is shown below for the interest segmentation for first-time visitors
However, knowing just only which category the leads interested in is not important. Marketers should have platforms like SalesForce, Adobe, Insider, SyneRise, Exponea, Quarticon and many more to collect leads label them with interest categories even clusters.
Why should I focus on category interests?
There are some articles that claim to focus on timing(8 seconds), type of search engine, or the number of pages in general. Unfortunately, this will not help. The providers want to bring that they collected a huge amount of leads, the quality beats the quantity, however.
So that, timing is not the key answer, the answer is how should I treat lead after I collect them. The answer is below.
Journey builders enables marketers collect smart leads, let them create marketing automation, and let them forget what they need to send to the collected leads. Since Insider smart recommender will trigger the best product combination as a newsletter to those users.
Plus, not only category but also brand, search engine keyword, products added to cart. Marketers need stable, robust, and strong technology to ease their life.
The success of collecting leads is not the number of leads that you collect. It is the number of conversions that you generate from leads collected. In order to make users convert from your platform marketers need to provide a personalized user experience for each user.
Next Article: How to create an activation journey like a boss!