The Dance From Prospect To Customer

couple feet of dancers, woman and man latino dancing
SHARE
THIS



In this article, Progress digital experience thought leader Gregg Shupe discusses the complex journey that is turning a prospect into a paying company and how having the right tools can assist.

What’s the best way to turn a prospect into a customer?

Digital marketers are bombarded with hundreds of different data points which can theoretically be used to gauge the potential interest of a user in a product or service.

The challenge now lies in identifying which indicators to pay attention to and which to ignore, as well as placing the right customers into the appropriate conversion filters.

This is what optimises the chance of turning a tyre-kicking prospect into a satisfied customer.

But it isn’t that simple. Markets are overcrowded and increasingly complex.

Marketers need the right tools to push their leads ‘down the funnel’, and it starts with content management.

A simple approach

Progress’s unique Web Content Management system Sitefinity allows marketers to optimise their databases through a centralised and dynamic digital platform.

It’s a system that puts its fundamental purpose to the fore – simplified management of web content.

In the journey of turning a prospect into a customer, marketers need to be able to firstly ensure they can keep their house in order, so to speak.

There’s nothing worse than setting out on a campaign only to be held up by an overly complicated interface and systems that just don’t work.

With Sitefinity, users can easily edit, publish and even translate their content from a multi-site and multi-channel platform.

For those managing a large number of web pages, Sitefinity enables simultaneous updates and as a result, seamless brand continuity.

At Progress, we work to create systems that strike the balance between being easy to use for the customer yet sophisticated enough to deliver results.

Sitefinity helps navigate this dichotomy by creating a user-friendly experience through its clean and simple interface, while also being developer-friendly in its multi-layered architecture, designed to supported extensibility.

Is loyalty dead?

It is sometimes suggested the notion of customer loyalty is fading. I don’t believe this is true.

Customers are still loyal, but the loyalty is now tied to the experience, as opposed to the brand or the product.

Digital experiences are built around the hundreds of touchpoints available, each one representing a new point of interaction between brands and customers.

The better the digital experience you provide a customer, the more likely you are to succeed. And with that, the more likely a customer is to return.

Sitefinity gives marketers the platform to manage each of these critical touchpoints in a user-friendly manner, thus giving the framework to maximise a customer experience.

The P-Word

They say content is king. But if you’re only putting out standardised and bland content to audiences, you risk wasting your time and the attention of your would-be customers.

When it comes to engaging with potential customers, we now know it’s all about personalisation.

But personalisation doesn’t just happen, it is a complex system that builds upon algorithms, data and a touch of creativity to deliver direct messaging and specific calls to action.

With Sitefinity, you are able to deliver different versions of content, page assets and pages to different audiences, through accessing user segments.

Segments can be created around factors like audience behaviour, demographics or phase in customer journey.

Personalisation can then be as simple as modifying local content for users based on their geographic location or as complex as combining different dynamic widgets on a single page.

It is widely-believed personalisation requires the collection of Personal Identifiable Information. This isn’t the case.

Personalisation starts at a much broader level. It is initially about identifying things like user activity, demographic and geographic location.

Even with this approach, it is still possible to create a targeted and personalised campaign, without the need to use overly complex systems.

Either way, you are able to amplify the message you are delivering to the prospect by engaging directly.

It is this directedness which can be the first step in a customer relationship.

With customers now so spoiled for choice, the smallest things can make the largest difference. It is important to remember this when thinking about personalisation – never underestimate its value.

To find out more, visit the Progress Sitefinity website or request a demo to see how Sitefinity can meet for your needs.

 

Please login with linkedin to comment

content management Progress Sitefinity

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]