I have been following a lot of MA related threads, but I’m a little stumped on how to achieve more customer data.
For example, a plumber website’s (plumber.com) ultimate goal is to get a user to avail the plumbing service that costs $150.
But now, they’ve decided to use MA. And so they created a short checklist of “Step by Step Guide to Applying Sealant So It Never Comes Off” and promoted the landing page for it on social media.
People click through, submit just their email address and name and download the .pdf.
Behind the scenes, we see this user named John downloaded an ebook. He becomes a contact and we scored him +10.
A few days later, an email goes out to him from the sales guys email address “Hey John, we just wrote a blog post talking a little about various types of sealants. We thought you might want to check it out. Here it is!”
Now, we keep going through these types of emails and John keeps opening it all up.
But to becomes a Sales Qualified Lead, we need his phone number, service he wants to avail, and city in which he resides.
After going through this automated blog post emailing, what’s the best way to convert John to go to another landing page and give in this additional data for our sales guy to call?
I’ll keep my suggestions brief because, I want to see what our members have done in similar situations.
My first idea is to incorporate distinct services and interests into the content that you send him. For example, if he opens emails about the benefits of three new trends in solar water heating, but not about why it’s important to invest in copper versus alternate materials, through a built out series, you’ll be able to gauge his interest in services that you offer.
Next up you can use our geo-tracking feature to get his location information. You’ll have to have our site tracking feature enabled.
However, getting his phone number will be the most challenging, but not that hard ;), and I’ll propose two suggestions.
First, simply add a phone number input field on your .pdf download page. Up to you whether you make it mandatory or not. I would recommend not, but play around with it - see what happens!
Otherwise, I would explore more personal options, such as an email offering a 15-minute consultation where you can really offer John something.
Bonus (kind of) would be to build out an SMS portion of your content automations. You could send easy tips, facts, and interesting tidbits to people’s phones. Or, run an SMS based contest where people opt-in using a landing page tied to their contact record.
Bonus 2 (thanks @Brian) You can also explore a content upgrade strategy. This is a wonderful article from LeadPages!
Can’t believe I never replied here - but thanks so much @Ted for such a comprehensive reply. And yes, I’d love to see how the others have tackled this.
"Hey it looks like you like the stuff we’re sending you and we’d would really like to have a chat with you to discuss what you are looking for and see if we can help you further. What’s the best number to get you on?
If he replies then you have the number.
You could also include a button with a prefilled form with the only missing field is the phone number.