GENERATING LEADS, WHAT DOES IT MEAN?

WHAT IS LEAD GENERATION?

First, a lead refers to someone who has shown interest in your company or your offer. A person is considered a lead when they contact you or fill out an online contact form. 

Generating leads will allow you to increase your sales and gain notoriety. On average, 60% of businesses with qualified leads grow faster.  

Lead (or prospect) generation refers to all the marketing and technical strategies your company can implement to acquire qualified contacts to increase your sales. A company can generate leads through digital marketing, inbound marketing or prospecting strategies.

THE DIFFERENCE BETWEEN LEAD AND QUALIFIED LEAD

A lead is defined as qualified when it has characteristics that bring it closer to the ideal customer. Indeed, a prospect will express a strong interest in your product or service and is part of your target (or persona). A qualified lead is rarer, but you have the assurance of an easier conversion and, therefore, a higher ROI. This is why you need to focus on quality over quantity. The more your website is optimized according to the expectations of your target users via UX, the more qualified leads you will collect via this channel.

A simple lead is a prospect who is still undecided. They need to get all the information they want about your business, or they’re just looking for information and need more time to be ready to convert. Although he is not the best customer for your business, the unqualified lead can allow you to highlight your website’s flaws, particularly via the “conversion rate.” If the lead leaves your interface in a matter of seconds or wanders through your web pages without finding what he is looking for, this requires areas for improvement on your part.

HOW TO QUALIFY FOR A LEAD?

DETERMINE LEAD QUALIFICATION STEPS

A good contact will become more or less mature through your website’s conversion funnel. To better follow the evolution of each lead that can lead to a contract, you will have to follow the different stages of qualification of the said lead. 

SEGMENT LEADS

Given the many contacts you collected, you will need more than 100% personalized speech for each one to meet their needs. But you can at least categorize them.

You will therefore need to segment your customers according to their common characteristics. Once this action has been completed, you can send the same messages to a group of prospects and tune your speech to their expectations. 

And this segmentation can be based on different criteria depending on the activity of your company: 

Company size

Industry

Geographical location

The nature of their activity

CLASSIFY LEADS

You have now qualified and segmented your leads. To determine lead progress through the conversion funnel, you must create a scoring system.

The principle? You award points based on the action taken by the lead. For example, if your lead clicks on the link in your welcome email, it may be worth 10 points. These scores then act as milestones to track progress.

ANALYZE QUALIFICATION DATA IN AN IMPROVEMENT PROCESS

Your leads, interactions with them, or the information you collect are not fixed and can change over time. Your qualification actions must then be constantly adjusted to identify, for example, the appearance of new needs and major changes. 

Therefore, monitoring the data of your CRM, Customer Relationship Management, is essential to be aware of the need to adapt your segmentation or the scoring scale. Indeed, managing your customer relationship via a CRM is essential to optimize your experience.

HOW TO GENERATE QUALIFIED LEADS?

You now know how to qualify your customers, but how do you generate qualified leads? Here are our methods and tips to apply.

KNOW YOUR PERSONA

A persona is a typical customer, stereotyped, representing your ideal target and for which you adapt your marketing actions. To work on your persona, you need to identify the characteristics of the perfect customer. 

This persona is built from behavioral, socio-demographic and psychographic data from market studies that you will have carried out beforehand. 

Among these data, you will have to identify, among others: 

• Centers of interest 

• Age

• Buying behaviors

• The motivations and barriers to action.

The persona is also widely used in UX Design to determine clear expectations and the UX workflow adapted to your users. It is then called persona UX.

DESIGN YOUR BUYING JOURNEY

To generate qualified leads, you must design your path to purchase adapted to your target. The goal? Attract their attention by offering coherent and adapted content on each site page, thus bringing added value. 

This content should address the issues your personas encounter and answer the questions they will have along this buying journey. 

This consists of three phases: 

• Awareness: the prospect becomes aware of his problem 
• Consideration: he becomes aware of the solutions available to him and compares them
• Decision: the prospect chooses the solution that suits him best and seeks to validate that he is making the right choice.

During his buying journey, the prospect will ask himself questions between each phase. To generate qualified leads, you must determine the expectations, needs and questions that your prospects will have during each stage and how to provide the right solutions. 

This is why understanding the path to purchase is the key to successful lead generation. You can also collect the most asked questions in your industry to include and answer them in your website content. 

OPTIMIZE THE CONVERSION FUNNEL

Your website should be the centerpiece of your lead generation strategy. It should be built like a funnel. This is why this process is called a funnel or conversion funnel. You attract your visitors and then encourage them to click on a call-to-action button which directs them to a Landing Page on which they can fill out a form. Your visitor has then become a leader since he has performed the action you expected of him.

To transform this lead into a qualified one, you must optimize this conversion tunnel by giving importance to the design of your site by placing the appropriate Calls-to-Action in the right place. 

They can, depending on the context:

• “Share”

• “Download it now!”

• “Find out more.”

• “Also read”

• “About us”

• “Click here”

• “Contact us”

• “Tell us about your project.”

It is imperative to create the right content according to the stage of the buyer’s journey that your prospect is in. You must ask for more information in the 1st phase than in the 3rd, in which your lead will be more engaged. When we talk about lead, we can also talk about cold/hot. A lead that matures is, therefore, a lead that gets hot. Therefore, everything is a question of dosage and “lead maturity.”

OPERATE ALL THE LEVERS AT YOUR DISPOSAL

To make your site a real lead machine, activate all the levers at your disposal. Your visitors should be able to contact you from any page on your site. 

For this, you have different Call-to-Action choices available to you: 

• Propose a telephone meeting with one of your experts.

• Suggest a demo request. 

• Give the possibility of dialogue via chat. 

• Offer a free audit 

• Provide a white paper.

ESTABLISH AN INBOUND MARKETING STRATEGY

Lead generation will only happen with visitors to your website. But you have to bring them to your website. Thanks to a content marketing strategy, you can bring your prospects to your website. This strategy is also called the inbound marketing strategy. 

When a prospect conducts research on the Internet, he will find information on products or services similar to yours. He can find what he wants on social media profiles, blog posts, web pages or other content that will answer his quest. A content or inbound marketing strategy will allow you to direct your prospects to your website. 

Depending on your prospects’ needs and your target’s preferences, you can offer blog articles, guides, white papers or even videos. This quality and relevant content aim to generate website traffic, serve your marketing and prospecting strategy, and position you as an expert. Having expert content on your site adds value to your brand, both in terms of brand awareness and claiming your expertise.

PUBLISH CONTENT WITH HIGH-ADDED VALUE

To convert your leads into customers, you must meet their expectations and, above all, inspire them with confidence. Each page of your site must have content with high-added value to convert. 

Your visitors will not expect your company to sell them its offer, but rather that you guide them in their thinking by showing them that you are the company they need. Your target must therefore recognize themselves through the different issues and content on your website.

STRENGTHEN YOUR SOCIAL NETWORKS

To stand out on your social networks, it is important to know your target and your competitors to offer differentiating content. 

You must define the social networks you want to develop: Facebook to create a community? Instagram to support your identity? Or LinkedIn to position you as an expert in your sector of activity? 

In your lead generation process, the use of social networks will allow you to gain the following: 

visibility, thanks to frequent publications

authenticity, based on the opinions and testimonials of your customers

Notoriety, thanks to the expertise that you will offer to your readers 

promotion, highlighting your services or products

CREATE A CONVERSION-OPTIMIZED LANDING PAGE

Called a destination page in French, a landing page is an independent web page created solely to convert and serve the needs of a marketing campaign. 

His goal? Encourage the visitor to take a specific action from your content, most often by clicking on a Call-to-Action or an advertisement as a sponsored link. 

Usually used to launch a product or service, you can also use it to: 

Collect information, opinions, contact details… 

Encourage your customers to take action: subscribe to your newsletter, download your application… 

• Estimate a project

• Become a partner

• Join a team

• Make presales 

• Offer a discount code. 

• Submit content such as a white paper or guide for download.

• Offer to make an appointment with someone from your company.

A landing page will help you quickly test whether your target is interested in the content offered.

SET UP MARKETING AUTOMATION

Marketing automation concerns automated marketing campaigns triggered when visitors act on your website. It can be in several forms, such as a follow-up email a few hours after abandoning a basket of items on an e-commerce site.

INCREASE YOUR VISIBILITY WITH PAID ADVERTISING

The Internet offers advertising formats adapted to all business needs. Well-honed, your paid acquisition strategy is a very good way to generate quality leads. 

Different formats are available to you: 

• paid referencing (SEA) with sponsored links in the first results of search engines

• Display advertisements in the form of inserts, banners or videos on websites with a large audience

• acquisition campaigns on Google at cost per click 

• socials Ads as an advertising solution based on the power of the algorithm 

• affiliation by creating strategic partnerships 

Be careful; advertising is one of many keys to attracting your prospects. You must guarantee that your product or service aligns with your market and target.

WORK ON YOUR NATURAL REFERENCING

SEO ( Search Engine Optimization ), or natural referencing in French, must be part of your visibility and marketing strategy. The results are only sometimes visible overnight; it is a work of endurance. 

By working correctly on your SEO, you can invest less money in your SEA strategy. SEO consists of working on keywords and inserting them into your content pages to appear on the first pages of search engines like Google. 

For quality SEO, the key is to identify the right keywords and place them in the right places on your content pages. These keywords can be inserted into the structure of your website (your titles, subtitles or menus) and the formatting (your visuals, internal links, Call-to-Action ). Traffic growth is based on using the right keywords that improve SEO, as well as the work done on your website’s user experience (behavioral design).

ANALYZE ALL YOUR ACTIONS

To generate qualified leads, you absolutely must analyze your actions. 

This step needs to be more frequently addressed by companies. However, analyzing your actions allows you to identify which ones are performing and which are not. This is to adapt and readjust your marketing strategy at each stage. 

Unlike a traditional marketing strategy, generating leads online allows you to monitor your performance in real-time, thanks to marketing automation or analysis tools such as Google Analytics. 

By defining your marketing and sales objectives, you can come up with key performance indicators (KPIs) to monitor to verify that your strategy is working. 

The only way to generate qualified leads online is to test, fail, refine, and repeat until you find the strategy that works for your business. And because a strategy is never fixed, yours will also need readjusting as your business evolves.

In the long term, you will need analysis to generate ROI, even if you can generate some of them over time without knowing how they arrived.

Also Read: Tips For Creating Advertisement Videos

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What Is Lead Nurturing?

Lead nurturing is when potential customers are engaged and nurtured with targeted content to build relationships with leads. It is usually done through targeted content and communications. The goal is to gain the trust and credibility of potential buyers. 

Lead nurturing can take many forms, but it will usually involve a combination of email marketing, content marketing, and social media outreach.  

For example, you can send educational emails to potential customers shortly after they visit your website. Or, you can share helpful blog posts or infographics on social media to generate leads.  

This method takes time and effort, but it’s worth the effort. Building a relationship with potential customers long before they’re ready to buy increases the likelihood that they’ll choose you when they’re finally ready. 

Here are six tips for implementing an effective lead-nurturing strategy

Define your target audience

Before creating targeted content, you must identify who you want to reach.  

Lead nurturing requires a deep understanding of your target audience. The idea is to give each of your leads the right content at the right time to move them through the funnel.  

Only by truly understanding your target audience can you create content that will resonate with them and inspire them to take action.  

To get started, try creating a persona for your target audience. Please give him a name, age, profession and family situation. Next, think about his needs and interests. What motivates him? What are the challenges it faces? What information does he need to make a purchase?

Identify the critical stages of the buyer’s journey.

Lead nurturing must consider the different stages of the buyer’s journey. Because to be relevant, the content proposal must be adapted to each stage of the journey in which the prospect finds himself. This will bring potential customers closer to a purchasing decision.  

For example, someone in the research stage may need educational content that helps them understand their problem, while someone in the decision stage may be ready to compare products and price options. 

Create varied content to optimize lead nurturing.

Not all lead nurturing content has to be sales-oriented. Content that needs to be more sales-oriented can turn off potential customers. 

Develop lead magnets. A lead magnet is an incentive you offer potential customers in exchange for their contact information.  

It should be something that your target audience finds valuable and meets their needs. For example, if you sell software, you can offer a free trial or demo in exchange for their contact information. 

A mix of educational articles, blog posts, infographics, ebooks, and white papers will engage your lead nurturing strategy. 

Create a lead capture form.

Once you’ve set up your lead magnet or created your varied content, you must find a way to capture lead information.  

This usually takes a lead capture form, which should be placed on your website or blog so potential customers can easily find it and sign up. Be sure to include fields for name, email, and company name to segment your leads later.

Create and send targeted emails

Now that you have the information about your potential customers, you can start crafting targeted email campaigns designed to nurture those customers for conversion. Again, each email should be tailored to the person at a stage in the buyer’s journey, providing them with relevant and valuable information at each stage.  

You can also automate this lead nurturing process with marketing automation software. It will allow you to set up lead nurturing workflows that automatically send targeted content to leads based on their stage in the buyer’s journey.  

This lets you stay in touch with prospects without manually sending them one-to-one emails. 

Implement lead scoring

Finally, develop a lead scoring system. Lead scoring is a way to prioritize leads based on factors like level of engagement and purchase intent. This lets you focus on the hottest leads to close more deals faster.  

There are many ways to assess leads, but the most common factors are website activity, email engagement, and demographic information such as your prospects’ job titles or industry. 

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The Five Best Strategies To Attract New Clients

Businesses that manage to meet, interact and attract new customers will be positioned at the top. Strategies to achieve greater profitability must capture the attention and preference of a significant number of audiences. To achieve this goal, here are the best methods.

Periodically Renew Digital Marketing Strategies

The great challenge for today’s businesses is learning to get the most out of digital marketing. This is the main way to attract new customers. To do this, you must have a wifi tool that allows you to study the most important features of regular customers, segment them and recognize their preferences. This information will allow you to renew strategies to adjust, position and channel a social image according to public expectations.

Stimulate The Purchase Decision With The Merchandising Tactic

Merchandising generates significant profits. This promotional tactic is conveniently used to condition the purchase decision and build loyalty. However, its effectiveness in attracting new customers has also been proven. Since it produces satisfaction that leads to good reviews, it places your business in the orbit of thousands of users.

Hire The Influencers’ Service

Influencers are individuals who dominate specific niches of great value for company marketing. If you want to attract new customers, it is essential to be part of your content. This is a way to position yourself and attract the interest or curiosity of a convenient number of users. Make sure you hire the right personality to expose your business to the target audience properly.

Optimizes The Quality Of Regular Customer Service

If you invest in digitizing customer interaction processes, including sales logistics, you can choose to channel actions that allow you to attract new customers. In the digital age, it has become clear that improvements to the Customer Experience ensure key benefits, such as increased sales. In addition, it provides security and confidence.

Strengthens Interaction With The Digital Environment To Attract New Customers

When attracting new customers, it is necessary to strengthen the means of interaction with the environment. Social networks, for example, monopolize the audience. This means that the content you broadcast must be aligned with the interests of the sectors that follow you in terms of dissemination and attention. You should also invest efforts to channel online reputation through review websites.

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Conducting an audience analysis before you start your business is an intelligent strategy. It guarantees you long-term stable sales and the success of your startup idea. Because only if you know the values ​​and wishes of your target group can you develop suitable marketing concepts for the new product idea. Therefore, there is no question that a target group analysis is an essential step towards success for you as a founder.

BEFORE THE TARGET GROUP ANALYSIS COMES THE DEFINITION OF THE CUSTOMERS

Every successful business strategy is based on a clearly defined target group. Without a target audience, your efforts to generate revenue are in vain. You will receive reliable data about specific people and their purchasing behavior if you also conduct a target group analysis. Their findings are essential for later market research in your area. This is the only way to put together an appropriate marketing mix and decide which advertising measures suit your company and your target group.

The definition of your favorite target group is the basis for the market segment in which you want to be active with your business idea. Basically, the more precisely you create your target group analysis, the better you can tailor your products to potential buyers. This is how you can successfully position yourself in the market. If you always keep an eye on your target group, this will positively affect your sales. The more you know about your target group, the easier it is for you to influence their purchasing decisions.

WHAT DATA DO YOU NEED FOR A TARGET GROUP ANALYSIS?

It is essential to determine demographic criteria such as age, gender, and marital status in a target group analysis. It is also relevant to collect information about your target group’s motivation to buy and assess their attitude towards the price.

A few years ago, research of this kind was time-consuming and expensive. But today, there are modern online tools that are also useful for startups or new companies with a relatively meager budget and that deliver precise analyses. There are even free offers on the Internet that help you analyze your target group. However, always make sure that these online offers are up-to-date.

A target group analysis helps you identify factors that influence the purchasing decision of potential customers. This, in turn, shows you where product adjustments may need to be made so that you can better meet the needs of your target customers.

The following questions provide crucial answers:

• What time does the product need to be available?
• What properties does it have to have?
• Is there room for improvement?
• Where does the product have to be available?
• Through which channels does it need to be discoverable?
• What does the target group want?
• Where are the problems?
• Can they be solved?
• Who are the influencers?
• What role do price, quality, and customer service play?

IF YOU KNOW YOUR TARGET GROUP, YOU WILL ALSO FIND CUSTOMERS

If you know your target group, you will have an overview of their motivation, wishes, and needs. As a result, you will be able to communicate with her much easier. Using this customer information, you can easily create your business plan with it, for example, because a detailed target group analysis influences marketing and thus requires a budget. If you have planned this in the overall financing of your business startup, you will not have any problems later with the implementation of marketing or advertising. A target group analysis is part of the presentation when it comes to convincing potential financiers of the innovative power of your business idea. Two aspects of the target group analysis play a prominent role:

Perceive and increase customer satisfaction

If you want to achieve sustainable success as a founder, you have to make your customers happy. Because customer satisfaction is the foundation of your company and, at the same time, a guarantee for future growth. Writing a professional target group analysis helps you to understand your target group and later to be able to react to trends and changes in good time. Those who analyze also notice problems and can proactively respond to requests. Such an approach also convinces banks and investors.

This is how you can acquire new customers.

If you determine a target group, you will automatically recognize matches between your service and your desired customers. In this way, you create the conditions for acquiring new customers or converting them into regular customers in the short term. Before you approach them, use your knowledge of how potential buyers and clients tick and what added value they expect from your offer.

TARGET GROUP ANALYSIS: METHODS AND IMPLEMENTATION

If you are looking for answers, you have to ask the right questions. On the Internet today, you will find numerous tools and providers that will help you with data collection and content analysis. For example, you can conduct a target group analysis via social media and platforms like

• Facebook
• Instagram and
• Twitter

use as analysis tools. “Google Analytics” also supports you in determining data for your new business idea. ‍

Tip: Because those tools raise tricky privacy issues, you need to be careful to behave in a legally compliant manner.  

Of course, you can also collect data yourself and use online surveys on Facebook to survey purchasing behavior e.g., e.g., from B2C customers. Direct contact in the form of short interviews is also efficient. Just go out into the pedestrian zone and ask people you think could be part of your favorite target group. The Internet is also an excellent source for preparing a target group analysis or a template. Online you will find comparative statistics and studies, and you can even get a quick overview of current trends online. Because the competition never sleeps, it is certainly interesting to see how the competitors are positioned online.  

But no matter which method you choose, your goals should always form the basis for an initial target group definition. Therefore, ask yourself what you can offer your product before considering who could use it.

In B2C marketing, for example, you address end consumers directly who are supposed to buy your product idea. A target group analysis generates their characteristics, characteristics, and behavior according to the following criteria:

Demographic Characteristics

For customer-centric marketing, you need the following customer data:

• social status: education, job, income
• personal life background: sex, age, marital status, children
• geographic factors: city or country

Psychographic Criteria

This refers to characteristics of people’s personality and lifestyle that affect their purchasing behavior:

• interests and activities
• preferences and opinions
• values ​​and attitudes

Characteristics of purchasing behavior

A target group analysis with a questionnaire helps to categorize potential customers and their purchasing behavior. The following criteria are relevant:

• Media use for information search
• Shopping behavior – online or locally
• shopping frequency
• Brand behavior and purchase volume
• Price behavior regarding discounts and price changes

For example, a target group analysis gives you all the details about the buying behavior of your customers. You get insight into their lifestyle, why they buy a particular product and how often they do it. In this way, you can determine the appropriate channels for distributing your goods or service and build solid customer service.

TARGET GROUP ANALYSIS IN B2B MARKETING

If you start your business in B2B marketing, your target group is narrower because, in this case, your customers are companies. These must also respond to the individual wishes of their business customers. A target group analysis or a checklist for this is correspondingly short. Criteria for characterizing these unique customers are, therefore:

• company size
• phase of development
• industry affiliation
• Regional demarcation

By the way: There are numerous tools from various providers on whose websites you can carry out a target group analysis.

RECOGNIZING THE NEEDS OF THE TARGET GROUP: PERSONAS HELP

If there is a large target group, e.g., B. in B2C, the so-called “persona concept” helps you narrow down your Kienteer. The aim is to design an ideal customer for you who, in your opinion, will benefit most from your products or services. A target group analysis on personas helps you tailor your offers and products to these desired customers. Personas are fictional characters that assume demographic, psychographic, and behavioral characteristics. Important key questions for narrowing down the target group are, for example:

• What are the interests of this ideal figure?
• What are their goals and desires?
• What are the problems?
• In which media channels does she move?

It is best to create several personas to describe all the prominent representatives of your target group sufficiently. Each persona belongs to the analyzed target group, but each one stands for alternative skills, goals, and desires. According to experts, so-called buyer personas are the better target group because they can be described in more detail and enable a specific customer approach.

RESULTS OF THE TARGET GROUP ANALYSIS

You guessed it already. Without a target group analysis, your efforts as a business founder will come to nothing. After a detailed target group definition or research, you know what your products or services offer. It may also make you aware of what you should still adjust or improve.

Because a target group analysis gives you knowledge about the preferences and problems of your potential customers, you will find out when and at what price your innovation should be available on the market. So if you know the wishes and habits of your target group, you can easily use their buying behavior to your advantage. This is how you successfully meet the challenges of corporate management.

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Customer relations and new high-tech opportunities In a current context where communication and collaboration technologies are constantly evolving, the notion of customer service and customer relations in general also tends to change. For example, we are witnessing a multi-channeling of contacts that were once based solely on voice. Indeed, many interaction tools can be used today: audio, video, e-mail, chat, file and workstation sharing system, streaming media, social media, blogs, etc. To guarantee the quality of the service to the customer, it is, therefore, necessary to use technologies adapted to the new modes of communication.

Studies confirm that voice communications remain the preferred channel globally for the time being. Therefore, using contact centers specializing in voice communication remains a relevant approach to optimizing customer relations. In this context, it should be noted that there is an apparent correlation between customer satisfaction and well-equipped agents, especially those who are equipped with high-tech accessories such as hands-free solutions, headset microphones, etc. But for more personalized contacts, social networks are not to be neglected either. And if the videos seduce more and more, their effectiveness requires an optimal level of quality at the risk of impoverishing the customer experience.

Connected objects serving the customer experience among the new technologies in customer relations service, connected objects figure prominently and prove their great interest in improving the customer experience. Capable of detecting a possible problem before the customer even realizes it, they prevent the latter from wasting time contacting the service to report the problem in question. Access to maintenance services will thus be immediate, which will speed up the repair and allow direct recourse to self-service. Today, the idea is also not excluded that these intelligent objects can project themselves into the future and predict any future problems.

Suppose the connected objects can detect a problem as soon as it appears, or even before. In that case, they can instantly transmit a live video feed showing the issue to the service representative or the product manager. And this is via the customer’s mobile device. Therefore, a problem can be resolved without any intervention from the customer and for the interaction to occur only between the operator and the faulty device. However, to be relevant, the use of connected objects to serve the customer experience must be accompanied by comprehensive security measures and effective data protection strategies.

Also Read: What are the Benefits of Email Marketing?

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Customer Counting Solutions

The new health rules imposed by the Covid force stores to count the number of people entering and leaving their premises to respect the famous “store gauge.” In many shops still, an establishment employee is assigned to this repetitive task with low added value. However, there are now many technological innovations in sensors and solutions for counting people by WiFi or camera.

The installation of cameras equipped with intelligent optical sensors, in particular, allows the brand to receive only the counting information if necessary, or both the counting information and the video streams. This solution makes it possible to make significant savings on server capacity.

It is also possible to install simple sensors whose objective is to count customers in real-time for an even simpler solution. These sensors send information directly to the company and can even alert management if the gauge is exceeded. There are several different types of visitor flow sensors:

• Infra-red systems that count customers crossing a virtual line;
• 3D systems that reconstruct a 3D image and offer precise counting even in high traffic;
• “Heatmap” systems that work with a camera analyze hot and cold areas and provide excellent knowledge of the areas analyzed.

Solutions To Guarantee Social Distancing

Another health measure since the arrival of the covid on the territory is the social distance of one meter between each person. This distancing is particularly difficult to enforce in stores, hence the idea of certain editors and manufacturers to offer a vibrating box. Customers and shop employees are advised to wear this case around their neck or place it in their pocket, and when another case is detected within a meter, sound and vibrations are emitted to warn people who are too close. Many companies have already adopted this solution, particularly in logistics and construction.

Solutions To Smooth The Flow Of Visitors

Customer metering solutions are particularly practical to avoid gauge overruns. But that’s not all, as these tools also provide fundamental analytics related to visitor flows. Indeed, thanks to digital counting methods, retailers can now identify periods of high and low traffic. These analyses can smooth flows by installing a system for booking slots or online appointments. This online reservation system solution represents an effective and efficient way to provide concrete answers and sustainably improve customer reception.

Generally, this solution, generally 100% SaaS, can be deployed quickly and allows establishments open to the public to relieve their services. The flow of visitors is thus better distributed, and queues are reduced. Another solution to smooth the flow of visitors: set up a virtual queue system that also works on the principle of slots. The virtual queue allows the customer to receive an hour of entry or checkout without waiting in a physical queue, where social distancing is more difficult to enforce.

Management Of Attendance, Analyze It To Control It Better

If the global pandemic has pushed publishers and manufacturers to imagine innovative solutions to manage better customer reception, these traffic management solutions have a beneficial effect beyond health measures. The analysis of the flow of visitors in stores or establishments open to the public is, in fact, a fundamental commercial issue since it makes it possible to trace a more profitable customer journey. Human resources are also better able to adapt to flows by properly adjusting employee presence. Finally, in general, the analysis of visitor flows and the implementation of adapted solutions allow better customer reception management and, therefore, better customer satisfaction.

Also Read: How Does CRM Benefit A Company?

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If you don’t know your customers, you won’t know what strategies will enhance their experience. Once you know what lead them to choose your company, it adds to your advantage. You can mold your strategy to boost customer experience and meet the core business goals.

So, how to know your customers? Let’s see.

Conduct Some Research

The first way to know the audience better is to do market research, and make sure that the demographics you’ve chosen are right for your brand. You can use Google Analytics to find key pieces of information about particular demographics.

Consider all the demographics to learn about related niches and gauge the audience’s interest in your products. Gather enough information to make knowledgeable conclusive statements about the target audience.

Gauge Your Competition

You can use this as an alternative to researching the market for the audience’s demographics. Evaluate your competitor’s brand, their brand voice, what marketing strategies they use, and messaging they bring out in advertising.

Besides, interviewing your competitor’s customers provides a perspective of their target company. Knowing your competitors’ strengths and weaknesses, you can differentiate your brand from the market.

Once you know about their position in the market, you get an idea of how much time and money they invest in innovation, product development, etc. Thus, you can mold your plan to enhance your customers’ experience.

Build An Effective Customer Persona

Businesses use customer persona as a tried and true tactic to conceptualize their target demographics. You need to create an outline of your ideal target customers. Utilize the information on education level, family, income, career or personality traits to shape an effective customer persona. It helps you to talk to your target customers better.

Design Interactive Surveys

It is one of the most straightforward ways to learn about your audience. As it doesn’t take much to design and create a survey, it is a cost-effective way to know your audience better. Not only is it a way to gain customers’ insights, but it is also an excellent customer engagement strategy. The free online survey tools have made it easy to get real-time customer feedback, making it an easy process. 

However, your survey needs to be interactive. Here are some of the key points to keep in mind while designing a survey-

• An unbiased, impartial, genuine opinion from the customers helps you to improve your product and services. So, ask for the customers’ opinion without disclosing your own.  
• Be concrete in asking questions that are relevant to specific topics. Use simple language to ask questions.
• A particular survey should address only one area, such as service effectiveness, purchase convenience, etc. This makes it easier for you to gather insights about one area and then act upon it.

Consider Customer Journey Mapping

The best way to understand your customers is to put yourself in their shoes. Customer journey mapping is a visual representation of your customers’ experience with your products and services. It provides you with detailed information about their journey based on touchpoints, such as the interaction between a customer and your brand. By identifying the failed touchpoints, you can improve your strategy to solve their issues and enhance the customer experience.

Monitor The Comments And Engagement

If you are running a social media or content marketing, it is essential to monitor comments and engagement. Pay close attention to how many people are responding to your posts, what they comment, and how often. Discover which topics the audience values and what kind of content doesn’t appeal to them.

Try To Know Your Clients Personally

While working with your clients, take some time to know them on a personal level. Discover what they are concerned about while talking with you. Besides, know what appeals, disappoints, and excites them. You can’t always apply these insights to the audience. As you get to know more clients personally, you’ll start making useful generalizations.

These are some of the effective ways to know your customers better and build new customer engagement efforts. Whatever way you choose, make sure that it resonates with your brand.

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