As an online marketeer, business owner you understand the importance about attracting visitors to your website this is why so much money has been spent on search engine optimization over the years, right? Well, if your website attracts one thousand visitors per week and this generates shall we say, two inquiries per week. By doubling your conversion rate you would generate four inquires per week from the same number of visitors.
As you seek to improve your conversion rates, you’ll quickly realize that real time marketing offers you a way to improve lead generation as well as conversion rates. One of the reasons conversion rates increase is because your target audience starts to see you an authority, as a real person or indeed a real business that they can associate with. The more you engage in answering to things happening today and participate in real time conversations, the more your audience will grow to trust you.
Just like every other form of marketing there are KPIs (key performance indicators) that you should track to ensure that your efforts are getting the results that will lead to your goals. All real time marketing does is to add in the “when” to the “where” and “how” of marketing. “When” is now.
An example would be, if you work with the computer repair and maintenance industry and there is a big news story about a large mufti-national company getting hacked, what can you do to make yourself part of that conversation? You could use their hashtag on Twitter to market your proposition based on the news article. Your response might include a blog post on best practices to avoid being hacked, an informative infographic or a link to a page of case studies showing how you solved similar problems for other companies.
By inserting yourself into the conversation revolving around current news events, you can get lots more buzz than you may have thought possible. The KPIs you track aren’t that different from the ones you should track all the time, but you will want to track them in real time to ensure that your efforts from that action gets immediate response.
There are several KPIs that you need to track:
While no one really owns their audience as they can leave whenever they want, you’ll want to know how many people you’ve connected with click through and perform some sort of action based on the news event.
When you participate in the real time events, does it affect your website visitors right now? You can use Google Analytics to view real time activity on your website right now to see if your efforts make a difference, in an ideal world they should, in fact if handled correctly you might be lucky enough to see a real spike in visitor numbers.
How many leads do you collect in the 24/48 hours after the event?
Have you secured new customers within 24/48 hours of the event?
How many of these new customers ended up as repeat customers?
On Page Activity
You should check your on page activity during the event. Does it change? What happens?
Social Media Activity
Once you start your real time marketing, how many times is your message shared or responded to on social media?
Do people check out without issue? Are there abandoned shopping carts? Are you using remarketing? Are you remarketing to those that abandoned shopping carts?
What is your lead to purchase conversion rate at the moment or for the 24/48 hours after the event?
By paying attention to these KPIs, you can understand whether or not your real time marketing efforts are working well for you. You’ll want to set up the ability to see these KPIs live during the event, and the 24/48 hours after the event.
You can use a lot of the information you gather to improve future real time marketing events as well as to create better follow ups. For example if you have a lot of shopping cart abandonment, you can remarket to these people based on the fact that they clicked through to your real time marketing collateral, so your remarketing content can use this knowledge to re-engage them.