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Undercover Marketing: How to Elicit Customer Responses Covertly

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Elena
September 21, 2018


Elena
Elena has written 11 articles for DomainInformer.
View all articles by Elena...

In digital marketing, engagement is the name of the game. Getting your leads to consistently click, call, and convert is essential to creating a successful marketing campaign. Unfortunately, this is easier said than done. Outbound techniques that force content into the path of the consumer aren’t likely to grab their attention, so much as they draw their ire. Indeed, the more organic, natural, and helpful your marketing content is, the more likely you’ll be able to nurture and generate leads with regularity. Today we’ll focus on that exact process:

 

Create Content in Good Faith

A business owner’s first priority should be to understand who their customers are and what makes them tick. But pestering curious consumers for more information whenever they visit your website will irritate them. Similarly, hiding your best content behind paywalls or within downloadable content offers means only hardcore leads will see it. It may sound counterintuitive, but if you want to cast a wider net and get feedback from more customers, then you have to place your most engaging content in highly visible places. Sure, you might see an initial dip in conversion rates at first, but over the long haul you’ll inspire more leads to contact your business because of your up-front, transparent approach.

 

Be Personal

Ideally, you want your customers to open emails you send them and to click on posts related to your business. Well, one way to practically guarantee someone will take a second look at your business is to add a personal touch when following up with them. Rather than using the typical canned response, go the extra mile and write a unique message to a few leads you think would benefit from your product or service. Including someone’s name in an email thread will almost always trigger some sort of response.

 

Make it Easy

Most business owners want their customers to rush through the sales process, but transactions don’t usually work that way. After all, someone is unlikely to buy a house until they’ve compared prices in several different neighborhoods first. As such, it’s key to remember that your call-to-actions should link to simple and easy-to-complete forms. It shouldn’t require more than five minutes to request an appointment with an orthopedic doctor or schedule a meeting with a lawyer, for instance. Yes, you need certain information to properly contact leads, but don’t overload prospects with in-depth forms asking for everything from their zodiac sign to their mother’s maiden name. Keep it simple, keep it short and your leads will be more willing to discourse with you.

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