Mo’ Data – Less Problems: Discover Your Customer’s Secrets

By Harris Fellman |

Jan 10


Hey, you.

You with the craving for some tasty traffic.

Wanna know a secret?

Learning more about your customers – from gathering data on their geographical whereabouts, to figuring out whether they’re more of a dog, or cat person – could help you to generate some pretty phenomenal profits. Really – we’re not kidding.

Why do you think at Traffic 4 Me, we often recommend against the annoying bore of Batch and Blast emails, and encourage you to nurture your traffic with some sweet personalized interaction? The answer is that customized content always performs better. Seriously:

  •        74% of consumers get annoyed when content seems to have nothing to do with their interests

Need we go on?

So how do you get all this important information that you need for a more personalized campaign? Well – you’ve got to use some data.

“Great!” you think, as you roll up your sleeves and start barking orders at your colleagues to get more “data-driven”. It’s time to put that information to the test and make our content shine. Except – whoops, you’ve got tons of traffic – and none of the data. That lack of information is going to hit you where it hurts the most too – your customers and leads.

So…now what?

How can you ensure that your prospects and customers, and all that fantastic traffic you’ve gotten from us isn’t going to slip through the cracks?

Don’t worry, your dreams of using data to drive your sales efforts are far from being over. There are plenty of fantastic ways that you can increase the quality and quantity of the information that you use in your campaigns – and we’re going to give you the secret formula right here – right now.

Cool, huh?

Step 1: Customize Those Lead Capture Forms

When you’re turning traffic into leads with capture forms, you should be looking to gather as much information as possible about your target audience without accidentally scaring them off by being too intense, too quick. Think about the kind of information you currently ask for when segmenting your audience and making the most of your audience traffic. Is there room to request another point of data or two?

Sometimes, capturing basic information like a job title or a zip code can be enough to reveal some pretty important insights about your customers, and what kinds of leads you need to chase. After all, if you know that one of your biggest audience segments comes from one of the hottest places on the planet – then you’re probably not going to sell them wooly hats and scarfs.

Same thing with job titles – if you’re a software business responsible for selling solutions to individuals and businesses – knowing that someone is the CEO of a company means that you can try to sell them bigger packages of your wares.

Step two in this process is to make sure that when your prospects fill out your forms, the information you get is being passed straight onto your sales platform. While some of the sales solutions that you discover will help you to customize, manage, and create new lead capture forms, others will help you with your marketing automation techniques and email personalization.

Step 2: Integrate Your Business Systems

Okay, so data is great and everything – but do you want to know the one thing that’s worse than having no data to inform your campaigns at all? Having bad data.

“But T4M,” you say, “How’s that going to help me make the most of my customer data?” Short answer – telling you that bad data is bad isn’t going to make you get more information – but it should inform you that you need to be more careful about the data that you use.

Remember that gathering all the data you can simply isn’t enough to form a successful campaign – you need to manage what you collect too. The ability to compile data across support, sales, and marketing tools will give your team a better view of the customers and prospects you’re working with, and help you to generate more meaningful conversions.

Get your entire team working towards the same end-goal and you’re less likely to trip over each other on the way to success. Imagine if we didn’t do the same thing here at Traffic 4 Me? Lack of integration would mean that we’d be sending out irrelevant campaigns, or generating the wrong traffic for our customers. It would be chaos! The same applies to you. Get organized. Get it together!

Step 3: Think Like a Customer

Okay, it’s time to change the way you look at the world.

No matter what kind of business you’re running, the chances are that you’re dealing with people. This means that you’re going to need to treat your leads like human beings. Consequently, you need to practice thinking like a human being too. That means putting your “conversion” hat on the stand for a moment, and focusing on what your customers want, and need.

Think of it this way:

  •         Would you use PayPal if you had to do an hour-long transfer from your bank before you could start sending funds to your friend? Nope.
  •         Would you use Spotify if you could only listen to certain kinds of music using certain headphones or pieces of software? Nope again.
  •         Would you eat at fast-food restaurants if everything you touched made you gain ten pounds? – Well…

The point is, most consumers will fail to work with products or services that simply don’t make their lives any easier. People want to invest in stuff that has a positive impact on their lives – yet we’re often forced to deal with software that not only doesn’t make life easier – but makes it a whole lot harder.

Stop worrying about your bottom line for five minutes and start thinking about what your prospects need. At the end of the day, prospects really don’t care about how great you are – they care about how you’re going to help them solve their problems and reach their goals. Take a good hard look at your current business tools, think about how easy it is for your customers to give you information about themselves that you can use to improve their experience in the future.

If your systems for gathering data aren’t consumer-worthy, then you’re going to need to replace them.

Step 4: Let’s Get Mobile!

Why are you still ignoring mobile in your marketing campaigns?

Can you imagine how far we’d get at Traffic 4 Me if we weren’t generating campaigns that could be used on mobile too? Heck – most people today check their emails using their smartphones when they’re sitting on the toilet!

67.2% of consumers use a smartphone to check their email. Recent surveys by Workplace Options found that 65% of American workers use mobile devices in their jobs, while another 59% use them to continue working on projects after business hours.

Think of how much interaction you’re missing out on with your customers if you fail to create an experience that’s mobile-savvy.

If you haven’t got a mobile-friendly strategy for gathering data, then you’re instantly losing piles upon piles of important information about all your crucial leads. The same applies to your sales reps who need to be able to enter data into your system from their phones – rather than having to get back to a computer before they can start recording information.

Any sales software that’s worth – well, anything – should have a native mobile experience that delivers the same insights and capabilities to reps that they receive from their desktops – optimized for smartphones and tablets. What’s more, if your customers have forms to fill out when you’re generating lead data, make sure that they can do this easily from their smartphones – using clear to read text – easy to use buttons, and simple scrolling.

Making Data Your Priority

Numbers and information might not seem like a big deal when you’re just getting started in running a new business or starting a new company. But trust us – learning as much as you can about the traffic that you build is one of the best ways to keep that same traffic coming back for more. While yes, you can always generate new traffic to replace the people you lose from bad or mis-informed campaigns, the chances are that they won’t have the same value as loyal, repeat customers.

While a new customer from new traffic has a conversion rate that’s somewhere between 1% and 3% – a repeat customer that keeps coming back has a 60-70% chance of conversion. In other words, if we send you 100 customers, and you use the right data-gathering tools to learn more about those customers, personalize their experience, and keep them coming back for more – you’ve got an instant 70 purchases.

Many companies are starting to realize that if they want to optimize and understand sales performance, they need to make data collection a priority. Companies that do this will quickly be able to replace those “educated” guesses on dealing with traffic with proven statistics!


About the Author

Harris Fellman has been involved in online sales & marketing since before the web existed. He began his online sales journey at pioneers Galacticomm, iBill, and MSN in the 1990's. He then went on to own a successful multi-million dollar Email Marketing company from 1999 to 2005 before embarking on creating numerous products and services that teach and help other online entrepreneurs to succeed. Harris has a passion for comedy, travel, and inspiring others to live life to the fullest. Harris, along with his wife, Andrea, and two children currently live in beautiful Barcelona. (Andrea is a powerhouse social media maven in her own right, by the way.) Harris Fellman's life mission is to "Make You Richer" - not only in income, but also in life.

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