28 December 2016

How to Get Marketing Data without Disturbing the User Experience

 

Businesses launch marketing campaigns with the intention of attracting new clients or maintaining existing relationships, but sometimes collecting marketing data for successful campaigns can interfere with the user experience.

Have you ever had a stranger come up to you with the greatest enthusiasm shouting “Hi Madam, today you’re in luck!” and you think, “Oh no, not another direct marketing guy”?

You may start to feel like the spotlight is on you and everyone is watching. It’s invasive, it’s annoying, and that’s not what you came to the mall for.

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If the same direct marketer set up a volleyball game right in the middle of the mall, with some good music and free refreshments for those who participate, they’re likely to gain interest from shoppers.

It’s not invasive, it’s attractive and fun. The shoppers would be happy to answer one or two casual questions as they enjoy the game – which is actually marketing data collection in stealth mode.


 
Now going back to the same scenario on the web, here are some tips to get marketing data without disturbing the user experience.

Entertain, don’t investigate

User experience depends on the content provided on your site. If it does not interest the user, or there is stuff in there that disturbs their journey (like intrusive questions), they will leave your site to look for something more interesting on a different site.

Find ways to generate and maintain interest in the user while still getting them to be responsive. For example, place pictures and videos within the text that illustrates the topic in an interactive way, and keep quizzes short.

Listen to your audience

Create fun surveys with casual, but relevant questions that get marketing data.

Take the response seriously as it will provide more insight into your prospects. When a client is engaging, engage back too. Keep the conversation going and be open to their feedback as well.


 
You could get insight into the value your audience gets from you, and what would work best for them in return. Ask questions about your service quality, or the industry as a whole, share your findings, create interest through social content and watch for feedback.

What are your goals?

Establish goals for your site.

This will allow you to get marketing data that is relevant to your goals. For example, your goal right now is to persuade your reader to take a certain step without disengaging them from how they have been feeling about your content.

One of the best ways to achieve this is to include some non-invasive CTAs (call-to-actions) like Anchor Text CTAs and Slide-In CTAs.

These are more natural to the eye and unlike adverts and banners, they are less likely to be ignored by the user. It also helps to use these types of CTAs earlier in your page where they stand a greater chance of being seen.

In fact, a recent study by HubSpot showed that anchor text CTAs were responsible for 93% of all lead generation in their experiment! That is quite a convincing number, as supposed to a way smaller amount of end-of-article CTAs which only created 6% of all lead generation.

With that said, you don’t have to abandon a bottom-of-page banner call to action, depending on your type of audience.

If they are avid readers or have taken keen interest in your site/product, they will react to the bottom of page call to action or at least take notice of it.

(I hope that’s the case for you as well – download our free self assessment toolkit to see how you can boost your lead generation with the most effective inbound marketing hacks and tricks)




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