Having worked at building numerous marketing applications for our clients, we started to see that the last mile conversion was a steeplechase in terms of lead capture. Intrusive win-back forms were the most obvious option to capture lead data of incoming traffic on the website. Then, methods pre-dominantly pulled traffic into the website, to generate interest around their product.
Now with the advent of social groups, marketers now can push content about their products to these groups or audiences, to generate interest and further bring them back to the website. These methods are more effective, as you reach a targeted audience in comparison to the audience that come out of banner advertising
After building focus group sites for products, we feel that the practice to build qualitative leads around a product is to know and communicate with the visitor through online engagements like coupons, surveys, reviews, stories, events etc.
In our attempt to build qualitative leads for the customers, our routine was to post content on sites, measure incoming links, make friends with new users, and engage them. Engagements would ideally be product videos hosted on Youtube and shared on FB or Create Surveys on Survey Monkey and Publish Surveys to Users or Even get a third party coupons integrated into the system,
Though all engagement campaigns were successful in understanding quality insights about the user, the pain of working was in bringing the data together for aggregated insights which draws the big picture of a particular user.
To make things easier for online marketing teams like us, we developed a framework that could help the online marketing and communication executives to build a single system online where he can create and publish all engagement campaigns from a single place and measure and monitor all user data from a single unified dashboard
The framework allows the online marketeer in
Creating a Video Landing page and index all communication.
The framework allows the marketer to create a business landing page to herald all information about the products. The page can contain Videos, Documents(Box.net), Presentations(Slideshare), Slideshows (Flickr, Picasa), Coupons, FB Badges, Twitter Widgets, Feed-burners, Banners, Third Party Banners (Google Adsense), Data Capture forms, Surveys or any iframe/div based widgets. This lets the visitor access all information about your site in one place
Post Videos about your product among various social groups and monitor responses
Each time, the marketer wants to run a campaign, he can customize the landing page to match the campaign and push it to social groups. We can then monitor responses from each of these groups and understand effectiveness of the campaigns within each of these groups. Visitors, who land up on the campaign page can post a reply, like/dislike the video, share it to his friends on various social sites, or even recommend this to a friend
Create Video Surveys about your product and gather insights
Create Surveys around your product and publish the survey link to your users. Responses will be aggregated from all surveys against each individual user
Enable Coupons and allow users to download offers and discounts
Add Coupons to your campaign page and allow your users to download discounts. This encourages product interest among price sensitive audience. The user can print, mail or message the coupon code and avail at the store. This increases offline traffic to the store
Collect emails through traditional winback forms
Enable traditional capture forms on your landing page so that interested visitors can post their requests
Send out Mails and Messages and see how many clicked back to the site
The framework allows the marketer to send out communications either by mail or message to all business contacts. This will help the marketer to measure and monitor the effectiveness of his communications by tracking the responses to his messages
