Alternatively: Chicken Soup for the Customer’s Soul
It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.
What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch.
You can improve your buyer’s journey by optimizing results to find specific answers to specific questions. But those are hard to predict. Rather than optimizing the result, how can you optimize the experience — the full journey, whatever it might look like?
These are questions that need answers. Because the reality is: you compete with all the experiences your customers have everywhere online. When a customer goes to Amazon and has a great search experience, they ask — why doesn’t everyone work this way? Your competition isn’t just other B2B companies, it’s Amazon too. High standards and a poor experience will send visitors looking somewhere else — anywhere else.
The data you gain from having a better site search lets you optimize the rest of the experience. Websites can be intelligent when this data is put to work. Do people who buy chicken soup also usually buy herbal tea? Desserts? Your data knows, and your site can make suggestions.
1:20 Intent based marketing is new again
11:45 Your competition is the whole internet
16:48 Search is intent, fundamentally
19:05 How do you utilize data to improve the customer journey?
Just past Fish Creek Campground, a gravel, two-track wanders off into the wilderness of Glacier National Park. At the head of the road there are several warning signs about the perils of backcountry travel. Bears. Mountain Lions. Falling trees. There are also unlisted perils — flat tires, dehydration, fire, and the various demons that live in our imagination when we venture into wild places. There’s a lot of unknown down that track but that’s where we’re going, so we drove on.
The age of digital marketing is defined by data. Data has quickly become one of the most valuable assets a business can have, and businesses are willing to invest a ton of resources into market research and collecting data about target demographics. Yet far too often businesses fail to collect the data that customers willingly give them.
Site search is the most underrated and underfunded part of the sales process. Up to 50 percent of customers use site search–but most companies don’t have resources dedicated to improving their search. A significant part of the problem is that many decision makers are confused by site search and don’t know where to start.
In this free 60 minute webinar, four site search experts discuss:
The importance and value of site search
Ways to assess your company’s site search
Approaches to improve your company’s site search
SoloSegment CEO Steve Zakur and Chief Strategist Mike Moran have worked in search for decades and join this webinar to share crucial insights on measuring and improving your site search. SoloSegment specializes in measuring site search analytics to help clients measure their site search and use those measurements to significantly improve their conversions and sales.
If you only have 5 minutes to spare, skip ahead to 26:10 where Mike provides two compelling answers about site search value.
The calculation of ROI (Return on Investment) is a critical step of the business decision making process. It can also be the most intimidating step. Even those who sat through Finance 101 and understand the concepts of ROI calculation may not fully understand how to do it in practice. Fortunately, we’ve had a lot of experience in using this tool, especially in calculating the ROI of site search improvements.
Determining what to do and how to make the most money doing it would seem to be reason enough for calculating ROI. But there’s another, almost equally important reason. Communicating the returns on business decisions is the language of business. You’ll need this information to convince the IT and Finance guys to make the investment. But (ironically) many businesses fail to put the proper time, resources, and methodology to determining ROI, and end up allocating their resources poorly. Site search is a great example of this problem.
Even though up to 50 percent of your customers use your site search, I bet you don’t have technical and human resources dedicated to it. That’s something that needs to be remedied. You’re leaving money on the table. You need to build great partnerships with stakeholders from across business functions to change the status quo and you need to be able to express the need for change in terms of value. Fortunately, you don’t have to have an MBA to figure out the value. Here’s the steps you need to be taking in your ROI process.
According to Forrester, the percentage of B2B buyers who prefer to do research online increased from 53% in 2015 to 68% in 2017. But it’s not just pre-sales research. Accenture’s research indicates that when you look at the end-to-end buying process, 94% of buyers do online research. The digital shift has completely transformed B2C buying behaviors, and while B2B has been more resistant to the shift, those changes are coming.
To take advantage of this trend, successful digital sales leaders will recalibrate where resources and management attention is focused. Sales Reps will continue to be a key part of the B2B sales process, especially during the final phases of high consideration purchases. But online capabilities, especially during the research phase, needs a better seat at your sales table.
The biggest roadblock to fixing your site search is recognizing that you have a problem. Many business owners will brush site search off as unimportant, and even when they know their site search is broken, they will put it off and tell themselves they’ll “fix it soon.” It’s common for our prospects to be skeptical on the real value of improving site search, but the facts are clear.