Customer loyalty:

8 ways to hook the user without letting him run away

A few years ago I met someone. I remember it was after about 18pm and while I was finishing a job the phone rang. I still had a landline back then and didn't even bother looking at the number, so I picked up the phone.

Consider that I was working and was completely focused on what I was doing and wanted to finish before dinner time. At other times, perhaps, I wouldn't even have answered, but on that occasion I did.

A male voice answered, very warm, elegant, polite. A mix between Barry White and Mario Biondi just woke up. I don't remember his words very well, but I remember as if it were yesterday, that the more he spoke and continued the conversation, the more I was captivated by his way of approaching and carrying on the conversation. As if by magic, I forgot everything I was doing, dedicating myself completely to him. I swear, I was mesmerized.

This guy was involved in market analysis and had received my number from an agency that had a database. Talking and talking we both understood that I didn't cover the profile he was looking for correctly and the number they had given him was practically wrong.

We entered into confidence, as if we had known each other for a long time and between one laugh and another, he confided in me that he had been doing that job, the telemarketer, for several years now, but that, due to the fault of the telephone companies, which at the time of signing the contract , make the consumer give consent to receive promotions of all kinds, his figure, his attitude and his experience, could be thrown in the toilet. He could have sold me anything that I would have taken. This is the power of real telemarketing!

Marketing automation and funneling: what they are and why use them

The problem of cognitive overload

Today's scenario is quite different. People calling you at any time of day; people calling you with a thick Eastern European accent, without making you understand a bat; people who call you and start talking and asking questions with really unthinkable accents. And you are practically, almost daily hammered. This creates a strong psychological prejudice, because you immediately start from the idea that they are disturbing you, that they are taking up your time, that you don't need anything, even if they were offering you hundreds of thousand euros, you just want to hang up (and block the number, like I always do).

Today we live in a condition of information overload (cognitive overload), that is, there is too much too much and knowing how to select becomes really difficult, especially for the average user who, before buying, is looking for information.

Mistrust increases, creating trust becomes more and more complex, especially in a country like ours which remains practically based on fear.

Beyond the social problems that we experience in everyday life and that cannot be solved here, in this article I want to talk to you about how to engage the user while browsing, with the aim of being able to retain him and accompany him towards the purchase in some cases, or to retain him over time, to then keep him connected, keeping the relationship "warm". Basically, we have to adopt systems that replace the guy on the phone. We try?

8 ways to hook the user once he has arrived on our landing page or on our site and try to prevent him from running away

Let's see them one by one.

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Capture your email

The user's email is really valuable. You can really do a lot of things, like organizing an email marketing campaign, creating a custom audience through Facebook, Linkedin, Twitter and Google Adwords with customer match. The only problem is recruiting the email address which is sometimes not that simple. For example, one way to get it in return is what the legendary Robert Cialdini expresses with the concept of "reciprocity". You give me something and I give you. Then go and create a lead magnet (magnet) inviting the user to leave his email, therefore in exchange for something. This something could be an ebook, a tutorial, a video tutorial, an infographic, access to a Facebook group, a discount coupon that can be spent on the site or in some affiliated circuit, and so on…

Once you have acquired his email, you can organize an excellent email marketing job, building customer loyalty, offering him valuable content and, if you deem it appropriate, also alternating offers that you propose. If you are interested in email marketing and user profiling I talk about it in more detail here.

Various and captivating considerations on digital marketing

Create a connection with Facebook

One of the simplest things to connect with the user is to make him a liker of the page, then make him "Like". Simple and immediate action that allows you to connect with him. The problem is that with your content organically you won't reach many followers. From the latest statistics it seems that you cannot reach more than 16 – 20% of your audience and to solve the problem you will need to invest in Facebook Ads campaigns.

To increase the followers of your Facebook page you can use the service that Facebook itself makes available "Promote your page"

This way, you will increase your page's fans by providing them with valuable content and news about you and your company. But to make sure that all of your audience will see the post, you'll need to boost it.

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Engage it via Facebook pixel

The Facebook pixel is a piece of code, a script, that tracks the passage of users on your website. A bit like Google Analytics does with cookies. Opening your business manager you will find it under Pixel

The installation is really simple. Just take the code that Facebook provides you and insert it on the page on the site or on the page in the case of a landing page for example. If you use WordPress you can use the plugin Pixel Caffeine, so you don't mess with the code.
Once the user reaches the page or site, they will start seeing specific ads, which you have planned, connecting the custom audience. In this case it will be all the people who have viewed the site. But you can do much more. Facebook makes available various possibilities to keep the user hooked, depending on what he does, his actions and much more. In this image you can understand what you could do with the pixel

As you can guess from the image, depending on the action you want to monitor, just add or replace part of the corresponding code. For more details about the Facebook pixel you can do reference here.

Once installed, however, to verify correct installation, you can refer to the chrome extension Chrome Pixel Helper.

The social media manager today

Collect the user's cookie and track it with remarketing

Have you ever noticed, for example, when you browse a site, an e-commerce or something else and at that precise moment you start being reached by advertisements, banners, announcements that talk almost exclusively about that? Or, for example, by adding a product to an e-commerce cart and not completing the purchase for various reasons, do you start receiving several emails reminding you that you have a product in your cart? Well, it's simply remarketing. These are instructions that are automatically downloaded from your browser and are used to collect information about you, what you are looking for, what you like, etc. In this way, through software such as Google Analytics or Google Adwords, you can follow the user who in some way has shown interest in you, your page or your site, offering him targeted offers.

By creating segmented lists according to various factors such as user behavior on the site, rather than general demographic data, you can re-intercept those users who have somehow shown interest in what you offer, keeping the relationship warm and finalizing a sale. in case it failed earlier. Because it is quite physiological to have a reduction in interest in a site, service or product and with targeted remarketing activities you can keep the relationship warm and work well on brand awareness.

Brand reputation on the web

Connect via browser via push notifications

Push notifications are a new and innovative user connection system which, once they access the site or landing page, a tab appears asking them if they want to receive notifications. By agreeing, these notifications will periodically appear in the form of a popup when you open your browser. Push notifications still have advantages because, unlike other systems, they are not widespread, therefore less abused than e-mails, for example; they have a higher opening rate than the numbers generated by email marketing and involve fewer clicks on the part of the user. A case of use could be, for example, an editorial services agency, where periodically, by publishing informative articles, in addition to providing valuable content, they keep the attention high and the users who have shown interest in them connected.

The most popular applications at the moment that deal with this service are Push Crew, which if you use WordPress you can use it through its Plugin e Push Monkey. The latter, always using WordPress with Woocommerce, through his Plugin, in addition to sending the user general notifications such as posts or other, warns him that he has products in his cart that he hasn't bought yet.

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SMS-marketing

SMS is one of those channels that may seem retro but in reality it shouldn't be underestimated. Every commercial offer and every message with an imminent deadline will be consulted quickly, unlike for example an email or a post or an announcement on Facebook. Then we have to consider the fact that (almost) everyone of us owns a cell phone (about 97% of the population) unlike a small part of the population who have a Facebook account (only a third counts) . In addition there is to consider the time spent on the cell phone by each of us.

A very simple example could be that of a physical store, which by creating a loyalty card for its customers, giving their mobile phone number, can receive promotional notifications.

True, at first glance you might think: “Okay but sending SMS is quite expensive, especially when compared to other promotional systems”. True, but I also have a solution for you that could greatly limit the damage. The solution is called "Click here”. This service, unlike all the others that make you buy sending packages, you only buy the SMS where users have actually clicked, also providing you with sending, click, monitoring and conversion reports.

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Cat

The chat is a very powerful tool because, in addition to engaging the user who has reached the site, you can lead him towards the sale of your product or service. With the right approach, you have a very good chance of increasing conversion. Think of the case of an e-commerce: the user reaches the site and, through the chatting platform you can intercept him, welcome him and with the right approach and a good dose of education and NLP, you can guide him towards the purchase, concluding the order via chat. Or, for the more hesitant, you can give them a coupon, which can be spent at another time or for a next purchase.

However, chat is a double-edged sword: if on the one hand it is a powerful means of hooking users and encouraging conversion, on the other it could be a great waste of time. My advice is always to evaluate well, do a test period and check if the chat is a useful tool for your sector.

There are really many software, but the most interesting ones are all commercial. A free chat that I was able to test and that I think is quite interesting is tawk.co. It provides you with everything you need for an appropriate professional use, with various customization possibilities. If that's not enough for you, you can always use the commercial version which eliminates all limitations.

Or, for Facebook lovers, Facebook Messenger Live Chat is now very fashionable, which if you use WordPress, by installing a simple plugin, gives you the possibility to chat directly through the Facebook chat and the history of the conversations can be found directly on your messenger account.

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Chatbots on Facebook Messenger

A chatbot is an interface that can simulate conversations between a robot and a human. It can appear as a user of the chats himself or as a person who answers the questions of those who access a particular site.

The chatbot is the tool of the moment to engage and retain users. Honestly, as often happens with new tools, they're being abused a bit, but I think that if used with the right method and with the right balance between strategy and objectives, a lot can be done.

The chatbot is nothing more than an automatic system that guides the user towards one or more pre-established actions. It can be used for example to collect information (for example in the case of a new post, article or ebook), it can be used to give more general information about a company (gathering information about its services), a restaurant (driving the towards the choice of one menu rather than another) or, it can be used to convey users towards the choice of a product according to their needs, or even direct the user towards a site, for example by offering them coupons expendable.

The most used platforms of the moment are ManyChat, chat fuel, FlowXO (the latter with very interesting features compared to the first two since you can create your own bot in a fairly complete, debranded way and, if that weren't enough for you, you can use the pro version which eliminates all limitations for only €19/month).

What is Remarketing and how to do it effectively

Conclusions

One of the recurring mistakes is to think that if a software or platform worked in one specific situation, it can also work in another. It's wrong, why it is always the strategy and the objectives that determine the tools and never the other way around. Consequently, first you have to understand where the users are, what kind of behavior they have, how to reach them and only then engage them, to insert them in a funnel, offering them valuable material, in order to finally be able to retain them over time.

Mankind one step away from… telepathy thanks to Alter Ego