/, Onboarding/Is Digital Onboarding a Serious Sales Funnel or Just Hype?

DIGITAL ONBOARDING

Digital Onboarding is a framework designed to unify the entire buying experience and ensure that every communication advances your prospects through the funnel, resulting in more customers and revenue.  In simple terms, it’s a Marketing + Sales Plan to Grow Your Business.  This begs the question, is your digital marketing strategy and plan currently set for onboarding?  Are you engaging and attracting customers when they visit your website? Do you even think it warrants consideration?

THE CURRENT DIGITAL MARKETING STRATEGY

Many of Browserweb clients are immersed in a wonderful digital strategy.  However, general market research consensus and my own interactions with business people across the globe still confirms that this is not the norm.  In fact, data shows the majority of small businesses will focus on;

  • Web design and development of the brand
  • Basic SEO.
  • A modest budget for PPC via Google Adwords and Facebook.
  • Social Media (Accounts are setup but rarely maintained).
  • A Newsletter.
  • Some blogging and /or content marketing.

Normally, the rest of the marketing budget will be for non-digital marketing, eg. outbound marketing, trade shows and networking, print media and maintaining business relationships with existing clients as well as local marketing and word-of-mouth referrals.

NEW HIRE OR NEW CUSTOMER, THE SAME PRINCIPLE APPLIES

Providing a “live web chat” messenger is not news.  It’s been around for many years.  However, unless you’ve got considerable traffic to your online website(s) that justified you or a staff member to be available online constantly, then it’s unlikely to be something you really wish to add to your “to-do” list.  However, this has recently changed – materially so.  The digital world has expanded this single web application into a full-scale “onboarding journey”.

The easiest way I can express this new system is based on the following analogy.  Onboarding is a term usually associated with human resource management and new hire induction.  However, this term has, for all intense purposes, been “hijacked” by digital marketers.   The assumed premise is that we want to be as social and friendly to our website visitors eg. prospects and clients, as we are with that new hire that has all the credentials you want for the job.  In  order to attract the best talent, you make every effort to ensure they wish to (a) take the job offer and (b) have a great first impression of your company (c) stay with the company for a long time.

The same principles can be applied in the realm of digital prospecting today.  “Onboard the prospect” is really starting to impact how we do business online.  So let’s take a deeper look at “onboarding” and what it can do for your bottom line.  We also wish to curb current subscriber or customer attrition, improve new leads and conversion and ultimately have clients and customers with long term retention rates.

WEB CHAT WITH PREMIUM ADD-ONS

With the modern messenger, it comes with shiny new addons.

  • Real-time in-app messaging with live profiles to acquire new customers.
  • One inbox for your team to collaborate and help customers and visitors.
  • Auto Trigger messages based on customer activities and guide them.
  • Engage customers and optimize message delivery, eg. in-app, email, sms.
  • Send in-app and offline surveys, polls and feedback forms.
  • Keep conversations alive using offline notifications via email and push.
  • Obtain deeper insights into customer behavior and send targeted messages to re-market and re-engage.
  • Create segments that update dynamically every time a customer becomes a qualified lead and/or buyer.
UnderArm.XYZ for Sale Ecommerce Ready WordPress Website + Brand

With messenger and the built in marketing applications working hard together with your sales and support team, you can collaborate, respond and convert visitors to customers in a fast and friendly manner.  You’ll also be harvesting data that can be used for analytics, remarketing, profiling and segmentation.  For example:-

Visitor Profiles
Capture and retain live profile data for every visitor, as soon as they start a conversation. Here we’ve gone from web browser to  a genuine prospect and lead.

Instant Notifications
If you’re away from your desk and pc, will you miss any chat requests?  No.  You can receive real-time notifications such as push (sms), email or sound to get notified about incoming messages when you are away.

Collaborate and Solve
Assign conversations to team members or collaborate on visitor conversations and close any pending issues quicker.

Get more context
See from which URL of your site or app your customers are talking to you. This gives you more context and helps you respond better.

Interact with anonymous visitors in real-time, capture them as leads and convert them.

Messenger
The modern setup is group based, although it can be left as individual, you decide.  The key feature is real-time, In-App messaging.  If you have a team, the messenger app with add-ons generally comes along with a shared inbox for your team to collaborate and acquire customers.

Live Customer Profile
You’ll be receiving live profile data for every visitor and customer and communicate contextually.

Capture leads
You can capture emails with minimal user effort and generate warm new leads for your business.

Smart Notifications
Everyone is kept in the loop.  You will receive real-time notifications via push and email to alert you and your customers and keep conversations live.

Concurrent Chats
Typing indicators give you live updates on every conversation. See when a team member or customer is typing a response.

Keep conversations alive by email or push if visitors leave your site

Keeping conversations live
Capture emails and notify your leads and visitors by email if you respond to their question after they have dropped the chat and left your website.

Conversation and Auto Message Data Analytics and Reporting

Conversations volume
Keep track of the number of conversations your team and you are having with visitors and customers in a given time frame.

Outbound Effectiveness
Track the open, click and response rates of your outbound auto-triggered in-app messages.

Talk to Visitors and Customers on Mobile

Respond from anywhere – The Tamagotchi Effect
The main key take-away from all this is mobile.  Since every human soul has what I refer to as the Tamagotchi Effect  to take with everywhere they go (herein referred to as a mobile phone tamagotchi), you can communicate with your prospects and customers from literally anywhere.  With vendors offering a plethera of mobile friendly messaging solutions, with iOS, Android and Windows apps, this allows you to carry on with your daily tasks but also lets you respond to visitors when needed, instantly.  The issue before was you couldn’t be far from your desktop for live web chats, but now you never  have to leave your visitors and customers waiting for service.

LIVE INTERACTION EQUALS MORE SALES LEADS, CONVERSIONS AND DATA

With onboarding, while the visitors, prospects and customers are on your website, you are making yourself, and your team, available to answer questions “live”.   By engaging the visitors during their visits you are able to answer questions and concerns that prevent the online shopper from completing the sale.  If for whatever reason along the journey there is a disconnect, it’s easy to pick up the conversation and re-engage the potential lead via offline digital efforts.

Browserweb can help you implement an onboard marketing solution for your business.  From the entry of the visitor on your website, to the ultimate sale, we can help setup the necessary stages and remarketing efforts.  We’ll agree on defined filters to campaigns, so that you are personalizing the online sales experience for each prospect and existing customer(s), as well as provide consultations on data analysis and KPI’s and more.  Remember, clients prefer to rave about great service and will be open to not only the sale but completing your polls and surveys as a thank you for a job well done.  These efforts are bound to garnish you with great reviews and probably a lot more “word-of-internet” referrals.

THE FACTORS TO CONSIDER REGARDING “ONBOARDING PROSPECTS”

In summary, and to answer the question I raised, is Onboard marketing just hype, I say it’s not.

I’ve given you a top level overview of the reasons above, but there is much more to discuss.   For example, the evolution of chatbots – which work in unison with messengers – and will aid the reduction in time required to service clients. Other factors include analytics, namely implementation of detailed event tracking and mobile touch and swipe data reporting, as compared with Google’s page-metric views.  Leveraging the real-time and offline visitor data to really understand your visitor and clients much more personally will lead to rewards for both the business and it’s valued clientele.

All businesses should be cautious, however, as we have moved into an era where you’ll gain access to a dossier of personal visitor data very quickly.  That has it’s pros and cons. You will have to strike a balance between sales and support and excessive contact. Planning a sales funnel or digital onboard marketing strategy to ensure all these factors are taken into consideration, is, in my opinion, cardinal for all concerned.

That’s my thoughts.  What do you think? Feel free to #sayhello (@browserweb on twitter) or email me personally if you have any questions or comments.

Cheers

Mark Burke
Browserweb.com, a Digital Media Company

2016-12-12T03:27:46+00:00