As you might know from other articles, collected feedback can be used to improve websites, convince people to buy, build better product roadmaps etc. But there are more applications of feedback tools. Here’s a list of advanced possibilities of feedback tools that are often overlooked or simply unknown.
Enhance capabilities of marketing automation software
Marketing automation platforms allow you to automatically send personalized mailing campaigns. Messages are usually personalized and triggered based on the behavior of people on the website. Example: a person (to simplify – the person is already in your databases) visits a certain section of your website that is related to high likelihood of buying. But for some reason, the person doesn’t buy and leaves the website. It can trigger a personalized email to offer help or discover reasons for not buying.
Now, how to use feedback in marketing automation? Take a look at this example: a person registers an account but doesn’t convert into a paying customer. So you send emails explaining how useful your tool is, what they can achieve with it etc. Nothing works. So maybe your assumptions are wrong? What if they know what your tool does but are comparing you against a competitor? If you know it, you can send useful email, like a comparison of your tool and your competition. This message will have more impact on the person’s decision whether to buy or not that all other messages about your product.
For this to work, you need website feedback tools integrated with Marketing Automation tools so if you want to use this advanced technique, make sure your feedback tool integrates with your marketing automation platform.
Use feedback tools to generate sales leads
Some feedback tools, especially live chat, social media monitoring and website surveys, give you the possibility of generating sales leads with little effort. What’s more, the cost of generating a lead is often much lower compared to acquiring databases or finding them manually. How to use feedback tools to generate leads?
Let’s start with social media monitoring. It’s easy – just add keywords like “Can anyone recommend me [your tool/services you offer]?”. You’ll be notified every time someone asks this question on social media platforms like Twitter, Facebook, or even a blog. What’s great about it is that those leads are hot – people asking this questions on social media are often eager to buy a certain product or service and just need to choose the right provider. Join conversations and try to convince people to choose you.
Website surveys allow you not only to ask questions but also to collect contact details with lead forms. You can also use both functions simultaneously. Ask one or a few qualifying questions and collect contact details from people who are likely to become customers. Then, you can send leads straight to your CRM and let the sales team do the magic. Take a look at this case study to use website surveys for lead generation: https://survicate.com/blog/case-study-generating-leads-website-surveys/.
Live chat is also a great source of qualified leads. You can set a pre-chat survey so every person who wants to talk to you must first fill out contact details like a name and email address. As a result, you know who you are talking to and you can contact this person with email follow-ups or even contact them on social media. Just one catch: if you require contact details to start a chat, less people will talk to you and you can lose sales opportunities.
Create personalized retargeting campaigns
Retargeting is a powerful tool. It helps bring back people to your website and convert them into buyers. You can divide people who visit your website and don’t convert into several segments and show them tailored ads. Example: show different ads to people who read a post on your blog than to people who spent 5 minutes on your pricing page. Feedback from website visitors can help you create even more personalized retargeting campaigns. A simple example: ask people why they are leaving your website without converting. Then show different ads based on answers. Learn more about using website feedback in retargeting campaigns here.
Research competitive advantages
Why do people decide to choose you over competitors? If you know it you can highlight those advantages to get even more people to choose you. Also, customers of your competitors probably face some problems (yours too). Maybe the support team of your competitors is not as responsive as people expect? Or maybe their prices are just too high? If you discover those issues you can address them and adjust your communication to highlight your advantages. How to do it? Social media monitoring is great for finding problems customers of your competitors face while website surveys and live chat will help you discover why people choose you and which competitors they considered.
Find new customer groups and underutilized marketing channels
Researching NPS is a standard in customer service. This benchmark shows you how likely people are to recommend your company. It’s simple. But what’s sometimes overlooked is the possibility of using this information to discover new marketing channels and target groups. You just need to collect more data than an answer on a scale from 0 to 10. First – ask for the reason of a certain score. Second – ask about the industry or position. Look for trends and capitalize on discovered insights. Example: marketing managers from SaaS companies give you high scores but are a small group of users. So maybe it’s worth to focus on this group in your future marketing campaigns of direct outreach?
As you see, feedback tools offer you much more than you could expect at a first glance. Using described here advanced appliances of feedback tools will ensure you make the most of them and fully utilize tools you already use.