Do you introduce yourself formally to old friends? Would you start explaining your product’s advantages to absolute strangers on the street without introducing yourself or at least making some small talk first? If you’re treating your potential and current customers as a shapeless mass of people with no context, you should be equally embarrassed. Your website and e-mail communication are no exception here: they’re the two most important communication channels in the early stages of the buying decision process. Once you understand who’s visiting your website, you can customize the content of e-mails they receive and the information they can browse on your website. In one-on-one communication, use half the time for building trust.
What does your customer need?
Every modern marketer understands the importance of focusing on customers. Still, many have problems developing their communication skills in a way that allows them to build a real connection with the customers, understand their needs, and help them understand their own problems and possible solutions. If you want to truly connect with your customers, you need to understand what content they currently need and what questions you need to answer for them.
Your marketing automation system has already worked out a detailed profile of your individual customers, tracked their past activity, and assigned a degree of sales readiness to each. So why don’t you personalize the content that pops up whenever they visit your website and the e-mails you send to them, to cater to their specific needs? We can make this happen by helping you combine the latest technology with a detailed understanding of your customers.
The times of marketing by screaming are coming to an end, especially on the web. There’s no excuse for you to communicate with every customer in the same way. Of course this also applies to websites. Today’s technology allows one-on-one online communication. Do you remember checking out a specific product that then kept following you on Google, Facebook, and other websites for days? Websites remember you as well and fill out conversion forms in advance when you want to access some other part of the web content. So why do we keep showing the same old content to every website visitor? Why do we spend ever more money on digital marketing, but still treat our websites as mere notice boards?
Communicating with your customer
We’re already up to our knees in the amazing future of the World Wide Web. We can finally develop smart websites that identify visitors and adapt content to their needs and desires. Do certain leads regularly check out one and the same brand on your website? Help them find it more easily. Do certain prospects talk to your sales staff and are close to making a purchase decision? Maybe you should give them a special offer or a discount. Is a specific visitor a key customer that has a good relationship with one of your sales reps? Place this rep’s photo at the top of your team’s “about us” page. We’ll help you turn your website into a suitable communication tool.
Nobody wakes up eagerly awaiting an automated e-mail. Warming up leads only works if there’s no clear line between one-on-one and automated communication. In the early days of business e-mail communication, it turned out that using the customer’s name in the e-mail increased his or her interest three times in what it had to say. Of course today nobody believes that a newsletter designed in such detail has only been sent to them and so the impact of entering the customer’s name is also much smaller. E-mail communication has practically turned into a science focusing on providing better customer support.
Any type of one-on-one communication must be personalized
E-mails, just like social media, are nothing but a communication channel. Would you communicate with people one-on-one in the same way as you do via e-mails? Would you stand in the corner of a conference room and shout out your company’s latest news and then say “Please, do not reply to this message”? To warm up your leads effectively all your messages must be authentic and user-customized. They should address the user’s needs based on his latest activity on your website, buyer persona, his position in the sales funnel, and (preferably) his personal contact with a specific employee at your company.
Everyone likes to read and communicate in their own language. English marketing communication is more or less a must for every company that wants to work with international clients, but English won’t be enough when selling a complex product or service. Even though your leads understand the content, they may not be entirely sure about it and so they won’t entrust their hard-earned money to you. Once you start carrying out localization, you’ll soon discover it is much more complicated than just a “translation of your website.”
Localization is a strategic aspect of business operations
A well-planned localization procedure demands several strategic decisions. How many languages do you expect your marketing department to deal with in the medium term? How complex is your content and what kind of investment would you have to make for an individual language? How often do you change your content and how often will you update the localized content?
In addition to solving technical problems, we’ll also help you define the right quality control procedure for your localization. You should bear in mind that a poor translation may offend people because this shows you don’t respect their language. We can help you set up reliable processes that will provide a cost-effective localized digital presence in the suitable language.