The Engage stage in inbound marketing is about building lasting and meaningful relationships with prospects who have signed up to receive information from your company. This can be done in various ways, including email marketing, personalized web content, marketing automation and live chat. These prospects are now eager to get more information and have signed up.
You can also take your inbound marketing one step further to determine where someone is on their decision-making journey. You can customize your marketing journey with integrated Customer Relationship Management tools and marketing technology.
- tracking which pages the prospect has visited on your website
- Identifying the source. They originally came to your site online
- How engaged prospects are with your digital channels
If a prospect has visited your pricing page, they will be further along the buyer’s path than someone who just viewed your homepage. You can tailor content for these prospects using marketing and sales technology based on their specific needs.
These are the top tools you can use in the Engage stage.
- Email Marketing Remember that prospects want to hear from your company. Companies that only focus on new leads are often what I hear. Email marketing is a great way to keep your prospects interested and build your sales funnel. Email is a great way to reach your prospects with relevant blogs, downloadable content, invitations for webinars, and other information.
- Marketing Automation: Using your automation tool to maximize your team’s effort will make it easier. You can think about what content someone wants to receive when they enter your funnel based on their buyer persona. Automate several emails to them and automate reminder tasks to your sales team to follow up with prospects.
- Lead Management: Your CRM gives you every detail about your prospect. You can automate your marketing efforts by using your sales team’s information in the CRM. This includes the prospect’s lifecycle stage, lead status, and responsiveness.
- Personalized Website Content: With the right information in your CRM, you can tailor the content of your website to suit the prospect. Let’s say you know that your prospect works in the healthcare sector. You can personalize your home page and create downloadable offers to target the healthcare industry. This can be very powerful, reducing prospects’ search time and increasing their chances of reverting to sales.
- ChatBots or Live Chat: Most people have used chatbots or live chat on websites at one time or another. It is a great way to allow prospects to communicate with you when they visit your website. They don’t have to wait for a form. Instead, they can chat with a bot or live-chat their questions. This allows organizations of all sizes to get these contacts, especially if they are engaged with your content.
Your prospect and customer experience should be as personal as possible. Research shows that half of the customers are more likely than others to buy again if they receive personalized information and offers via email or on your website. 74% of customers are annoyed when websites don’t provide personalized content. Source: HubSpot.com. Technology is now available for organizations of any size. Prospects want a personal experience. You must deliver this experience to your prospects when interacting with your brand. The prospect and customer journey will be more meaningful and effective if you use the right technology tools.