Before we delve into the feature, let’s look at the differences between inbound and outbound campaigns.
Outbound engagement is where brands reach out to targeted customer segments for achieving a specific goal. The goal can be to introduce new products, get subscriptions to newsletters or webinars, or sell services with an offer. The brands may reach out on multiple messaging channels or traditional channels like emails.
Unlike outbound, in inbound engagement, the customer comes to us. Since the intent of the customer is higher, it becomes increasingly important to keep him engaged with proactive nudges and move him across the customer life cycle.
Inbound engagement relies on having a wholesome strategy ranging from blogs & videos through social media to ads.
Customers that search online for solutions to certain problems are accordingly targeted with relevant advertisements. When they click on them, customers are directed to a brand’s blog, or other such useful resources the business can offer to shed light on the issue.
So, you’ve got your target audience on your website. Now, the engagement can begin 🔥.
How best can we engage the visitors? ‘With contextual information’
There are two fundamental strategies for inbound engagement.
Visitor engagement based on sources (Ads, blog posts, etc)
Visitor engagement based on their web behavior (action/inaction) on the website.
What’s important is to guide visitors strategically towards crucial information & decisions.
For example, if a visitor enters by clicking on ‘latest offers’ Ad on Instagram, the website can pop up super-specific offers-related information, quickly initiate a conversation and make them sign up. Another critical aspect for guiding users is the website content. The content should be highly targeted, relevant to your advertisement and compelling enough for the user to take the right action.
Visitors can be engaged based on website behavior too. For example, the website can pop up a banner offering help if visitors are idle on a page for a few seconds. Or, you may show a pop up if the user tries to exit the web page.
yellow.ai launches powerful visual elements for running inbound campaigns. From overlays such as Bars & Sliders to Chat-widget auto-popups, a delightful mix of visual elements can be harnessed from the tool.
Marketers can boost conversions, collect more leads and divert traffic to the chatbot using highly engaging widgets.
Marketers can make use of behavioral automation rules, offer exactly what the visitor wants, right at the moment when it’s most relevant and useful. Nudges can be crafted to nurture the visitors down the conversion funnel.
Automated rule-based visitor targeting:
Discover who your visitors are by creating highly targeted event-based segments. Also, marketers can now create personalised campaigns to improve lead generation, customer acquisition, subscriptions, and sales.
Workflow automation for building engagement journeys
Above all, marketers can now plan persistent web engagement campaigns using no-code workflow builders. With this, they can easily scale up the individualised engagement!
The inbound engagement can:
Potentially uplift visitor engagement rate on the website
Gradually reduce bounce rate
Increase 1-1 conversations between the visitor and brand representatives
Some potential use-cases for inbound visitor engagement
Engaging visitors who are inactive.
Relevant communication for the visitors coming from various other sources such as ads, blogs, other websites, etc.
Collecting leads & opt-in (to send updates on SMS, Email, WhatsApp, Messenger etc) for retargeting visitors who are about to exit the webpage.
Banner-based cross-sell suggestions if a visitor adds to cart.
Redirecting to a sales agent live chat when a visitor visits the pricing page.
Throwing a slide in pop up offering help if the visitor seems lost on a page.
Excited about what inbound engagement can do for your website?
Vishnupriyan is passionate about understanding users and building impactful products. He also helps enabling sales teams. And for record, Vishnu is a human. So, basically he spends time off the work too. He reads stuff in Tamil and English. Loves narrating stories. Lately, he got a craving for tasting various 'sweet dishes' across cuisine. Also, he really, really, really wishes to travels places and observe cultures.