If the mastery of body language by a salesperson is a formidable weapon to anticipate the brakes on the purchasing decision, know if an argument hits the target or dig into the real motivations of customers, the situation is very different when they are behind their phones , tablets or computers. However, different does not mean impossible. Far from there…
The tracking of web interactions of a known or unknown prospect changed the situation, but did not make it completely opaque. This is all the interest of the digital body language, or digital body language, which aims to identify, understand and better anticipate the act of sale.
For this, a simple method: identify the digital traces left by Internet users to know when the next deal is likely to take place, with whom, and for what product. Analysis of the digital body language is based on several analysis and tracking tools (cookie tracking, data mining, cross-device monitoring, hot zone analysis, interest analysis, etc.) which, when taken together, generate the highest added value for a service marketing: predictive analysis and real-time information. It is also a key feature for CRM where the scoring of prospects and customers is carried out continuously.
A winning formula in 5 tips to better follow your customers online!
Tip # 1: create adaptive scenarios
All marketing professionals know that the success of a good strategy must first depend on a thorough knowledge of its target.
The creation of Buyers Personas allows you to better understand who your prospects are, and how to convert them into customers, then ambassadors. These are typical profiles, a kind of semi-fictional robot portrait based on internal and external data, which bring together similar characteristics. To define them, we play on the common denominators, and some advice to follow explained here by Gabriel Dabi-Schwebel.
All these variables contribute to creating your Buyers Personas, to whom you can then deliver a personalized message. Defining your Buyers Personas therefore requires a good understanding of the digital body language and many data sources available : social media, CRM, download of white papers, registration for a webinar, etc.
Once this data has been analyzed, you can feed your Buyers Personas and create scenarios adapted to their needs. The sooner you get the right message to the right person, the more you will contribute to streamline the customer journey for better efficiency.
Tip # 2: adjust your scoring
Once your Marketing Automation scenarios are in place and functional, perfectly in line with your Buyers Personas, you need to make sure you have the right indicators for each customer profile. However, for this, nothing better than working on your scoring.
By assigning a score, or rating, to each customer, you are able to measure the impact of your strategy for each customer profile.. From qualitative and quantitative data that digital body language can provide you, you will be able to adjust your scoring and determine the likely responses to your next campaigns and marketing operations.
Here are some examples of scoring to deploy head-on:
Scoring Marketing Qualified Lead:
- Consultation of an article (from the awareness stage): + 2 points;
- Consultation of a white paper: + 10 points;
- 3 visits to the site in 30 days: + 15 points.
=> If the score is higher than 30 points, addition of the prospect in a nurturing cycle and tagging of the prospect in MQL (Marketing Qualified Lead).
Scoring Sales Qualified Lead and Push to call:
- Consultation of an article from the stadium (benchmark or product use brochure): + 3 points;
- Subscription to a trial offer: + 25 points;
- Click in a nurturing email dedicated to product tips: + 10 points;
- More than 3 visits to the site’s pricing page: + 10 points;
- Student or self-employed: – 100 points.
=> If the score is greater than 30 points, adding to the list of SQL and sending a proposed meeting with a salesperson.
=> If the score reaches 50 points or more, activation of a push to call to an associated salesperson.
By having a well thought out scoring based on many distinct elements in communication scenarios based on a typical profile, you will be able to better determine with which segment to spend time, energy and budget to maximize conversion.
Tip # 3: be on the lookout for clues to your site
You may not know it yet, but a surfer who visits your website leaves many predictive clues about his behavior. Do you think it anonymous and unimportant? It’s quite the opposite !
In reality, it is not only the acquisition of visitors that must be fundamental. The study of its behavior on your website through an elaborate system of tags and cookies will make it possible to collect and analyze reliable and extremely faithful data.
The creation of heatmaps (or heat maps) is, for example, a system making it possible to identify the areas of attention of the internet user symbolized by hot areas (clicks, mouse over, content read or scrolled) and cold areas, ignored by these. Always useful for understanding and measuring a type of use.
There is a lot of information that can feed your CRM to trigger marketing reminders with a good automation strategy. Tagging is a very interesting way to find out more about usually non-tracked actions.
You can thus create events and escalate them to a marketing automation tool or CRM, such as:
- Hovering over a call to action button;
- Listener clicks on outgoing links;
- The terminal used (can be used for scoring).
Whether it is conversion pixels to use data from a traffic source, advertising cookies or various tags, your website is a source of information to be used to better understand the digital body language of your visitors. Wherever they go, they leave their mark. It’s up to you to follow them!
Tip # 4: bet on A / B testing
You must ensure that your site is optimized enough to meet the expectations of your visitors. Indeed, the digital body language can also affect you negatively: a declining click rate, an increase in the bounce rate, a visit time on a page which decreases or the number of page views in free fall … In these cases, the message is clear: something is wrong!
A / B testing allows you to create multiple versions of the same page that will be randomly presented to your visitors. Layout, choice of colors, title styles, call to action buttons, illustrations … By modifying and testing each parameter, you are able to adjust your site with reliable and statistically proven tests.
Without this data, it is difficult to set up a relevant campaign. However, when you know that the vast majority of buyers are influenced by your web content, you might as well take care of it and optimize it!
“An American study conducted according to a CMO Council survey shows that 87% of B2B customers are influenced by the choice of supplier by the content available online.”
The A / B tests thus strengthen your panoply in your understanding of digital body language. You’ll soon know what your customers or prospects want to tell you before they even open their mouths or pick up the phone.
Tip # 5: go to the next step
The more your system will be able to “digest” as much data as possible, the more reliable it will be. The digital body language, like a foreign language, takes time to understand when you start. In the same way that you have to master irregular verbs in English or declensions in German, you progress even faster if you have good data in abundance.
It’s hard to be really exhaustive on data sources, but this first list should give you a good overview:
- Daily data: these are from your website, social media, CRM or automation campaigns. In general, we talk about first-party data ;
- Various internal data : They circulate in your organization, but you don’t always have control over them. When companies work in silos, they do not pass through you and circulate in other services that do not have the reflex to provide them to you (data from customer service or after-sales service for example, data extracted from information paper re-entered by hand, data from an event or congress, etc.);
- Partnership data : they are graciously loaned to you on an ad hoc basis, but do not belong to you. The best example is this company that sponsors a large sporting event giving it access to participant data for a short marketing operation. We then speak of second-party data ;
- Public data : In B2B, this can be all about your customers such as a move, a new hire or the opening of a line of products. We are also talking about personal data accessible in public mode from social networks, or other demographic or sociological studies carried out by public authorities;
- Private data : they belong to other organizations or companies which will gladly transfer them to you against payment. These third-party data may periodically or regularly enrich your data for an Adwords or Facebook advertising campaign, or the “rental” of a customer file for an emailing campaign;
- Others : those that are essential, but you can escape. Those that have predictive values and that only a DMP tool can decode.
As you can see, whether you have too much or not enough data, the DMP (Data Management Platform) is the natural evolution of digital body language and CRM. By aggregating, analyzing and processing all this data, the DMP will be the tool that will save you precious time.
Something to be bilingual in digital body language!
If you liked this article, I invite you to consult our white paper on digital body language.