How to Move Buyers Through the Sales Cycle Faster with Analytics & Machine Learning Software
Content is key when it comes to enticing prospects. Instead of focusing on the original clicks, Nick Edouard, co-founder and president of LookBookHQ, suggests that marketers focus on content that leaves the user wanting more, according to the Content Marketing Institute. That cliffhanger, binge-worthy content is what marketers should seek out.
Prospects will move more than twice as fast through your sales cycle, and are more than twice as likely to buy, when users are awarded “binge-able” content after every click.
How is content failing?
The most basic marketing approach uses a direct line to a single content offer. For example, a company could advertise a free e-book given the prospective consumer provides their contact information. The prospects clicks on the offer, fills out their information and the e-book is delivered to their email inbox. What’s so wrong with that?
This content approach has several weaknesses, according to Edouard. First, the offer is often a dead end. After the conversion is completed, it’s likely the consumer won’t be directed towards anything else. Second, this content lacks customization. The standardized content leaves it without any personal touch for the consumer. Lastly, engagement with the content can’t be measured. Marketers would have no idea if the individual even chose to open the e-book they sent.
While this straight-lined content may initially hook the consumer, it leaves no room for growth in terms of further engagement with the brand.
Alternatively, Edouard suggests dense, binge-worthy content that engages the end-user. He describes this content as a sort of “match-making” between the individual and the brand’s content.
A set of content assets would be provided that consumers could potentially click on. These content assets can be manually created by the marketer or could be generated by machine learning softwares. The content would be forged based on previous buying habits, selected taste preferences and more. Instead of receiving just one e-book to your email inbox, a whole set of curated content would be provided. This is similar to the “Created for You” section that Netflix and other companies provide. Because you click on one piece of content, say a comedy film, an entire set of similar, curated content could be churned out based on this previous choice.
Both marketing insights and marketing automation are needed to create this binge-worthy content. This process has two parts: providing content options and practicing engagement analytics. The system must display related content based on previous consumer behaviors. It’s important that the engagement with the content is also analyzed. If the content wasn’t clicked on, or was clicked once and then halted, this would indicate a lack of engagement with the content.
Analytics are able to tell us what was clicked on, but aren’t able to relay a user’s thought process. This is why engagement analysis is so important. We need to know how many clicks followed the original click, how long the content was consumed and more. Simply put, analysis goes beyond the click.