Digital Body Language: What Your Online Prospects’ Actions Tell You

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Most of us can remember the day when just about all sales calls were done face to face, but that is no longer the case. With the advent of telesales, web technology, go-to-meetings, and other virtual sales mediums, face-to-face time has taken on a whole new meaning.

The advantage of an actual (as opposed to virtual) face-to-face meeting is that you can more easily read your prospect and judge interest. That’s not so easy these days. Or is it? This whole idea got me thinking: Is there digital body language? The answer is: absolutely! If you pay attention to your analytics, they’ll tell you the story that your face-to-face meetings used to provide you.

If you haven’t convinced your prospect that you can deliver on your promise, then you’re not going to close the deal, right? Right. So, take a look at your data and see what your prospects are doing with the informational content you send them. You are sending them content, right? I hope so because this is your opportunity to build your relationship with prospects while simultaneously educating them on what you can do for them. And, if you take a good look at your data, you’ll see that it’s clearly telling you what each of your prospects wants and needs from you.

Chances are high that once you take a look at your data, your prospects will fall into groups based on their actions or lack thereof. So, how do you gather this digital behavioral data? Marketing automation tools provide you with the ability to weigh and score a prospect’s behavior. Assigning a score to specific page visits, clicks, and actions (like downloading content, for example) will help you segment the hot prospects from the ones that need further nurturing.

Using this valuable information you gather, you can easily see what microsites and content materials need to be created and which groups of prospects you want to direct to each one, effectively creating a metric that will help you see your prospects’ online body language. The next step will be in seeing what further actions your prospects took and steering them accordingly by adapting your message and the content you send them.

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