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A New, Powerful Advantage: Marketing & Sales Automation for Security Dealers and Systems Integrators

One of the many inbound lead generation methods available to our clients this year is marketing and sales automation. In this multi part series, we’ll be discussing some of the specific marketing automation strategies that we are implementing to empower your sales team to close more sales and shorten the sales cycle. In this post, we’ll be talking about a powerful application of marketing automation: site tracking.

What Is Site Tracking?

Site Tracking ties your contact’s behavior on your website so our marketing and your sales processes can react and adapt in real-time to the behavior of individual contacts.

The purpose of site tracking with marketing automation is simple: Get the right message to the right contact at the right time.

We begin by collecting page view data on each visitor to your website. This data is anonymous (and inaccessible) until a visitor is identified by opting-in to your list, then all page views that have been collected up to that point are automatically attached to their contact record and subsequent page views are tracked and reported in real-time.

With a time stamped history of each web page a contact visited on your site, you’ll know:

– when they visited

– how many times

– the paths they’ve taken

Each of your contacts becomes a rich case study when Site Tracking page view data is combined with all the other data that our marketing automation platform provides — Location History, Event Tracking, Activities History, the contact’s social network profiles, and any tags or notes you’ve applied.

Isn’t this the same as Google Analytics?

Google Analytics and similar services report statistics on anonymous groups of visitors while Site Tracking with Ignite RMR lets you see exactly what a specific contact has (or hasn’t) done on your website. Statistics are a great way to identify trends in large volumes of data, and are popular for good reasons, but individual case studies are an underrated resource for creating detailed profiles, forming hypotheses, and examining exceptions to rules. The two approaches to data analysis complement each other giving you a more complete picture of who your target market is and how people are interacting with your website.

Know exactly what your contacts want from you.

You can make two extremely valuable assumptions about a contact based on their page views:

1.) What they are interested in

The links a contact chooses to click tell you what they are looking for and what content on your website is most important to them.

2.) The amount of interest they have

Repeat page views and, especially, repeat visits to pages indicate increased interest in that content. Someone who has viewed a product page five times during three visits to your site is probably more interested than someone who has viewed it once.

It is good “to know,” better “to do…”

Beyond just “good to know,” this data is actionable. Site Tracking becomes even more useful when this behavioral data is used to trigger Automations. Our marketing automation platform can “see” what a visitor is doing and perform actions based on that behavior opening up all kinds of possibilities for marketing automation and creating a truly personalized experience.

Site Tracking Applications for New Prospects

Here are a few things that we can do to generate new leads with site tracking:  

  • Email a discount code to a contact who has visited a product page two or more times.
  • Check in with a contact who has viewed a product six times (but not yet purchased) to find out if they have any questions or issues — helping you identify barriers to purchase while providing excellent service.
  • Increase a lead’s score 1 point for each page view and 2 points per visit. When their score reaches 20 points, Ignite RMR creates and assigns a task to notify your salesperson it would be a good time to give the contact a call.
  • Send a contact a personalized “thank you” note two hours after they reach the confirmation page of your website’s “tell-a-friend” feature.
  • If someone is referred to your site from Facebook, Twitter, or Instagram, you could begin an automation that invites them to follow you on your social media accounts.
  • Tag visitors to a specific web page detailing a free webinar you are holding and then begin a sequence of follow-up emails to give them more information as it draws nearer, remind them when it is live, and ask for feedback when it is over. By redirecting attendees to the webinar through a page on your site you can tag them as such (you could also apply this tag using “Clicks a link in email”).

 

Site Tracking For Your Existing Subscribers

Your existing customers are just as important as new leads. Ignite RMR can:

  • Send a contact a short “Do you have any questions/How can I help you?” message if they repeatedly visit your FAQ and product documentation pages after a purchase.
  • Trigger a “new customer” Automation following a purchase that increases customer satisfaction by delivering a timed sequence of messages including product-use tips, asks for a review of the product after they’ve had it a week, gives them a discount toward future purchases, and suggests other products they may be interested in.

Give your contacts more of what they want.

In addition to reacting to what is happening on your website in real-time, we can use your contact’s page view history to further segment your lists. For instance, you might have a sale on a product that would not appeal to everyone on your list. With Site Tracking data you can send an email to only those contacts that have viewed the product (or that category of product). Or, you could send additional content on the same topic a visitor has indicated interest in while browsing your site.

This kind of segmentation helps keep your list as responsive as possible and contributes to a strong, positive relationship.

Your contacts will come to expect that a message from your company will contain relevant content that appeals to them — increasing your open and interaction rates while reducing unsubscribes.

Putting it to use…

One useful application of Site Tracking data is an Automation that tags your contacts if they view important pages of your website multiple times.

For example, we can apply different tags based on the number of visits. If a contact visits a page about smart home lighting two to five times we could tag them as “Interested in Smart Lighting.” If they go on to visit six or more times we could remove that tag and retag them as “Very Interested in Smart Lighting.”

We can then use these tags to:

  1. Send precisely targeted messages about Smart Lighting and Z-Wave related products.

When sending out campaigns we send messages to only those contacts who are tagged as interested in those products.

  1. Customize emails with Conditional Content

We can tailor a message to display the products they find most appealing. For instance, if you are having a promotional sales we could mention specific products they’ve demonstrated interest in:

“We are having a 20% off sale this month. This is your chance to save on Smart Home services like:”

– “Smart Lighting”

– “Smart Thermostats”

– “Smart Locks”

  1. Gain additional analytical insights

By running reports on contacts with these tags you can know which products each of your lists is most interested in. These numbers will be different than those of your analytics service (unless you’ve configured your analytics to segment based on your lists of subscribers) which will report page view numbers biased by which products are doing well in the search engines, or linked to most often, and so will not necessarily reflect the interests of your contacts.

  1. Begin other automations

By using “Tag is added” as the trigger to begin a new automation, we can pick up where this one leaves off. We could begin a series of follow-up messages that treats the contact slightly different depending on how they are tagged or move the contact into another one of your sales processes.

Marketing & sales automation is complicated art and science. Our expert team here at Ignite RMR have invested hundreds of hours of research, training, and client implementation to make this new technology work for our clients: security dealers and systems integrators. For a free demo and consultation, please contact us today. We’ll discuss your growth goals and how our marketing automation strategies can help your sales team thrive in 2017.

The ABC’s Of Google Analytics

You’ve probably heard before that you can’t track what you don’t measure. Google Analytics is free software from Google that makes tracking website visitors and new leads easy. But understanding what all of the terms mean can be a little time consuming and frustrating. We’ve put together a definitive A-Z glossary that will give you a quick reference guide to all of the terms you’ll see most often. If you need Google Analytics installed on your website, or would like a free website analysis, please contact us – we’re happy to help.

A

Alerts: A Google Analytics Alert is a notification of a change in your data. Alerts are beneficial because they draw your attention to program abnormalities you otherwise may have overlooked.

B

Benchmarking: The Google Analytics service gives users a view into how their Website is performing in comparison to other Websites of similar size. Benchmarking allows you to compare your site’s Analytics data, including visits, page views, bounce rate, average time on site and other metrics against data from other participating Websites.

Bounce Rate: The percentage of visits in which the visitor only views one page of your Website before leaving is known as the Bounce Rate. With Bounce Rate information, you can analyze the quality of user visits. A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. You can lower your bounce rate by generating better targeted ads and Landing Pages, as well as creating quality content that will engage visitors and draw them into your Website.

C

Click: The single instance of a user following a hyperlink to another page or to initiate an action.

Conversion: This is what occurs when a goal is completed. Conversions happen when a visitor comes to your site and completes a desired goal or action. Completing a purchase and submitting a contact form are both examples of goals. Google Analytics allows you to create customized goals so you can measure user actions that are important to your Website.

Cookie: A small amount of text data used to remember information from page to page and visit to visit. Cookies can contain information such as user preferences or shopping cart contents.

Cost Data: The information imported from a Google AdWords account into an Analytics account.

Custom Reporting: Google Analytics offers the option to create custom reports based on the metrics and dimensions you choose. Custom reports present the information you selected, organized in a way that works for you. Once you create a custom report, it will be available to you each time you login.

D

Direct Traffic: Visits to your site where the user types your URL into their browser’s address bar or when a visitor uses a bookmark to get to your Website. It is important to know where your Website traffic is coming from so you can understand which marketing endeavors are working for you. Direct traffic illustrates how many of your visitors know your brand and Website URL. These visitors did not find your Website on search engines or on another site. They came directly to your Website.

E

Ecommerce: The purchasing or selling of products or services over the Internet.

Exact Match: One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. An exact match is a match on every character in your search string from beginning to end.

Example: if you set your exact match URI to “/page1” then only the “/page1” string will be included. “/page12345” would not and “2/page1” would also not be included.

F

Filter: A guideline that includes or excludes specific data from reports. You can use filters to carry out actions like eliminating internal traffic from reports or to only include traffic to a specific subdomain. Learn more about using filters in Google Analytics.

Funnels: Series of steps a visitor completes to reach an end goal. Google Analytics allows you to indicate up to ten pages in each funnel definition. Creating funnels can show you where visitors abandon the process during the path to conversion.

G

Goal: A measure of something you want to track in Google Analytics that you define as a success. Goals must relate to a quantifiable action that your Website’s visitors take, such as product purchases, newsletter sign ups, or downloads. Goals are set up in Google Analytics to track conversions.

Goal Conversion Rate: The percentage of visits on a site where the visitor completes a goal or completes a conversion.

Google Analytics: Free service offering a simple way to track metrics on your Website with the addition of a small snippet of code placed on all pages of your Website. Google Analytics allows you to see how visitors found your site, what pages they visited, how long they stayed on your site, among many other facts and figures. Properly understanding and interpreting the data available through Google Analytics will allow you to improve your Website, increase your conversions and increase your Website’s effectiveness. You can create or access your Google Analytics account at http://www.google.com/analytics/.

H

Head Match: One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Matches the characters you specify as the beginning of a string including all strings that end with characters in addition to what you have specified.

Example: if you set your head match URI to be “/page1”, then “/page12345” will also be included because the beginning of the string is identical.

I

Impression: The display of a referral link or advertisement on a web page.

Include: A type of filter that matches a text string or regular expression against incoming data, and keeps only those hits that match.

K

Keywords: These are the words that visitors use to find your Website when using a search engine. Google Analytics provides a list of keywords that have been searched by users who find your Website. This information shows you what searchers are actually looking for when they find your Website. This also allows you to discover potential new keywords to target.

L

Landing Page: The first page a visitor views during a session; also known as the entrance page.

Loyalty: A measure of visitor behavior. A visitor’s loyalty is illustrated by the amount of times they return to your Website in a specified time period. Loyal visitors are typically highly engaged with your Website and your brand. Low customer loyalty often illustrates the need for new content and regular updates to a Website.

M

Match Type: Defines how Google Analytics identifies a URL to include or exclude for goals and funnels. The three available match types include head match, exact match and regular expression match.

N

New Visitors: Internet users who have not previously or recently visited your site are considered new visitors. If cookies on a previous visitor’s computer have expired or if they have deleted their cookies, these visitors will also register as new visitors. Google Analytics lets you see how many new visitors you have so you can fine-tune your Website to increase repeat visits as well as increase the number of new visitors.

O

Organic Traffic: Visitors who come to your Website from unpaid organic or natural search engine results.

P

Paid Traffic: This consists of visitors who come to your Website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns. When investing in an online PPC or other advertising campaign, this data will show you how effective your paid online marketing program is.

Page View: The amount of times visitors arrive on individual pages of your Website. If a user reloads a page, that action will be counted as an additional page view. If a visitor navigates to a different page and then returns to the original page, a second Page View will be recorded as well. Page views allow you to see which pages on your site are the most popular.

Q

Query Parameter: A VARIABLE=VALUE pair that follows the question mark (“?”) in a URL. Example: http://www.example.com/search?q=foo contains the query parameter q=foo

Query Variable: The VARIABLE portion of the VARIABLE=VALUE pair that makes up a query parameter. Variables store information such as search terms entered into a search engine. In the above example, the “q” in “q=foo” is the query variable.

R

Referring Sites: Other Websites that refer or send visitors to your Website are called referring sites. Knowing where your traffic is coming from is an easy way to increase your ROI. You can focus more resources on sites that are referring more traffic, or re-evaluate your campaigns on sites that are not driving much traffic.

Regular Expression Match: One of three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Special characters can be used that enable wildcard and flexible matching. This is useful if your visitors are coming from multiple sub domains or if you use dynamic session IDs.

Request URI: The string at the end of a URL after the “.com” in your Web address is the request URI.

Example: If your URL is “www.mycompany.com/page1/product1.htm” then your request URI is “/page/product1.htm”.

Returning Visitor: A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website, it demonstrates that the Website is of interest to them.

S

Search Engines: Online tools that allow you to find specific Web pages by using a keyword search query. The three main search engines are Google, Yahoo, and Bing. Google Analytics segments your traffic data so you can see which search engines are driving traffic to your Website, and how much traffic each search engine is generating. Google Analytics allows you to separate this data into paid and non-paid results.

T

Time on Site: The average length of time a visitor spends accessing your site within a specified time period. You can use this data to measure the effectiveness and quality of your Website. The longer visitors spend on your site, the more informative and interactive your site is.

Top Exit Pages: The pages on your Website that visitors leave from. In Google Analytics, these pages are listed in order from those the most visitors exited your site to those pages that visitors least exited your site. Take into consideration the content of the exit page when deciding on a course of action. If people are leaving your site from a Thank You page, there is no need for worry. If one of your Top Exit Pages is another page on your site, you want to investigate why your visitors are leaving from this page.

Top Landing Pages: The first pages that users land on, or come to when entering your Website. Within Google Analytics, these pages are listed in order of most visited to least visited. This data is important because it allows you to see which pages are attracting visitors.

Tracking Code: A small snippet of code that is inserted into the body of an HTML page. The tracking code captures information about visits to a page.

Traffic: The total number of visits to your Website. Within Google Analytics, traffic can be divided into multiple categories including, direct, organic and paid.

Traffic Sources: Where your traffic is coming from. Google Analytics includes information on which sites your visitors are coming to your Website from as well as what keywords they are using to get to your Website.

U

Unique Visitor: The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers.

Uniform Resource Locator (URL): The address of your Website (i.e. www.mycompany.com)

V

Visitor: The person who goes to a Website. The “Visitor” section of Google Analytics offers data and reports concerning the behavior of the visitors that frequent your Website.

Visitor Session: The time a visitor spends on a Website. The longer a visitor stays on your Website, the more relevant it appears to search engines. To increase the amount of time visitors stay on your site, it is important to present informative content, easy to use navigation, and up to date information on your brand, products and services.

Visits: The amount of times your Website is accessed. This data allows you to see how effectively your Website is being promoted. Watching the trends in your visits allows you to analyze which aspects of your online marketing are working.
With all of the great information and data available to you within Google Analytics, you have the power to make your security website work stronger for you. At Ignite RMR, we take analytics to the next level with Xtend Analytics, absolutely free with every website and digital marketing program.