Marketing and sales today should be focused solely on the potential buyer – what he wants, what he needs, and when he is ready to get it. In a way, you need to develop a sixth sense to better understand their body language.
“Body language are all movements and positions of the body that show us the thoughts and feelings of a person.” Gestures, body posture, tics, facial expressions, every body language is unique and tells a lot about the buyer. Therefore, traditional “door-to-door” sellers always knew how to use it to make a sale.
Imagine that you are a salesman in a physical store and you interact with the customer face to face. If you are able to understand their body language, it means that you know what they are thinking, whether they are happy or not, and whether they need more conviction to buy from you.
Now imagine that you have an online store for the product or service you want to sell. Do you know what your potential customers are thinking about?
Yes, you may have lost the ability to read their physical body language and make the message, the tone of voice and the approach to how to sell them. But are you really blind to their body language? Not quite. By using “big data” and the right tools, and paying attention to the right things, you can understand what exactly they want and need your potential customers.
Today, this is known as the “digital body language”.
• What exactly does the digital body of the body exactly do?
Digital body language is a concept that was originally popularized by Steve Woods and Paul Teshima, two of the co-founders of Eloqua and Nudge Sowtware.
Digital body language is everything your prospects do online, the sum of all the digital activities of the user on your website and social media: visits, clicks, forms, registrations.
Think of it as to their virtual expression on the face or posture of the body. Customers may be able to hide behind their monitors and mobile phones, but their online activities reveal many key information about their interests and feelings.
The concept of implementing digital body language is art and science for translating data from the Internet, listening to the signals that potential buyers give, which show what they want and when they are ready to “pick up two fingers”.
• The 10 key indicators of digital speech on the body
The beauty of this concept is that, unlike the attempt to read and understand the body language of the buyer’s body (a process that is highly subjective), digital body language can be objectively measured using a database.
To effectively read the digital speech of your potential user’s body, you need to ensure that you have the right indicators. Here is a list of ten of them that will help you read between clicks:
• Source of lids
• Percentage of open e-mail
• Number of filled forms
• Visits to your website
• Visits to the landing pages
• E-mail automation
• Segmentation of lists
• Social media clips
• Lead scoring
• The most important thing is to approach the analysis
The magic of understanding that your potential users feel is not magic, although after the rule of law SEO can feel like it is. It all comes down to how you read the database. Most analytics tools are great, we all know about the miracles they make for marketers.
But the problem with these tools is that they show what the user is doing, but unless you record video sessions, they fail to show you in real time why the user does what he does on your website.
To find out why a potential customer did not become your buyer, you can go through a long process of A / B testing.
• The key is to rely on real-time data
In order to truly take advantage of the benefits of understanding your digital customer’s body language, you must fundamentally change the data analysis approach.
Yes, by passing a long process of A / B testing, you learn a lot and slowly turn your website into a conversion machine. But in the meantime, you lose thousands of visitors who have completed the less successful version of your A / B page.
The right way to do this is to analyze and react in real time. How to do this? Allow your users to define a set of behaviors online, and you optimize the right response to those behaviors.
To succeed, smart businesses are already adapting and understanding that the future lies in the concept of digital body language.
So be smart!