Obtaining Contact Data for Marketing
Quality Contact Data is Vital for Any Business
For a business to grow itself, contact information from leads is essential. With the sales team working hard to gain leads, this process is still time consuming and for many if not most businesses, the origin of these leads will have something to do with one of three sources, all of which revolve around your website.
Visitors to your site are the best source of new leads. And valuable email and phone contact details.
So it is very important to design data capture into your website. Even better, integrate with marketing automation platforms. For example, Sharpsring makes it easy to build databases of potential leads.
To get visitors to your site, you will find that there is 3 main ways. A strong social media presence, if you are good at content, paid adverts (search marketing) and organic visitors (SEO).
Remarketing is Vital Part of Digital Marketing
But doing all that is fairly pointless, if you dont have a strategy to reach out to these visitors and get them comming back. Email can be thought of the traditional way, and it is extremely relevant. Email is the original form of digital remarketing. Today we have extra remarketing options. If your running any kind of search marketing campaign, then you should definitely think about this as a path towards running remarketing campaigns.
Google, for example, will allow different ways to reconnect with past visitors to your site. They are very powerful techniques and are more automated than creating email campaigns.
For example, the basic remarketing code generated by Google is powerful. Added to your website, you can then serve adverts to past visitors. This is available on a variety of platforms. Image ads can appear on websites that visitors later go to (Display Remarketing). You can push conventional text ads further up the page to those past visitors (on the SERP). There are options also to promote to Googles other platforms, such as Youtube.
More complex options, but ideal for ecommerce sites, is Dynamic Remarketing. This involves considerably more set up and a more complex piece of code that has to be placed in the footer of all pages on your site.
When someone visits your site, the last product they visit is stored in a cookie, and you can then target them with a dynamically generated image ad which will appear on websites they later visit. This shows the product and a headline generated from that page. You will need a shopping feed which provides Google with URL’s, images and other data needed to serve up Dynamic Ads. But, if you are already advertising with Google on its Shopping Network, you will have a merchant centre account and a feed which you can link for this purpose.
Googles remarketing options mean you don’t have to manage lists of contacts. You are spared the need to verify you have quality, up-to-date information.
So, the conclusion of any serious marketing specialisit, is that the name of the game is to drive visits to your site, capture data, and use this to generate and convert leads by email and search remarketing. Remarketing is the central component that converts useful traffic. Without it, your sales ‘pipe-line’ simply leaks away the work you are putting in creating content, paying for ads, and trying to boost your organic ranking, all of which is expensive in time and budget.