The end of Q1 is where most people would be engaged in Income Tax calculation. However, the time frame is not constrained only to tax calculation but also figuring out ways to save tax by making a wise investment choice. The leads and prospects flow are high during this time frame. These user segments are the potential leads for Mutual Fund companies and marketers. With a powerful marketing strategy and the proper technical support, marketers can achieve great user acquisition results. 

Are you looking for an efficient web engagement strategy? Here is our guide for mutual fund brands to adapt and retarget anonymous web page visitors and bring them into the sales funnel. 

 

The digital revolution in marketing 

Before diving deep into the web engagement strategy, let’s briefly discuss the digital revolution and opportunities for marketers. 

The digital revolution has been highly progressive in enhancing marketing efforts. AI (Artificial Intelligence) is now being used in digital marketing to map the ideal promotional tools for a set of particular market offerings. As an outcome, overall digital advertising spends in 2021 is expected to reach over 50%. 

Digital marketers have great opportunities to hit potential business targets. In general, the marketers are required to focus on the primary opportunities that are: 

• Converting website visitors
• Make those visitors come back by engaging them. 

Both these opportunities are essential, especially for marketers and mutual funds organizations. The goal can be achieved by identifying the anonymous visitor (a critical aspect of the lead funnel) and nurture them and retarget them to convert. 

 

Web Engagement Strategies for lead generation

1. Identify the anonymous visitor 

Marketers spend a lot of time and effort in attracting potential leads and convince them to visit their site, nurture and engage them through a cross-channel marketing journey. However, most people miss out on the anonymous visitor who can be a potential investor if adequately nurtured and engaged. A report states that anonymous visitors contribute 95% of the website traffic. Hence, if these leads are properly targeted, they can boost your business revenues in greater numbers. 

Here’s how you can identify the anonymous visitor: 

 

1. Among that 98% of the website visitors, 90% people leave the site without taking any action in the buyer’s journey. What marketers should focus on here are these sectors not in the target market? Does the campaign content mismatch with the landing page? Identifying those anonymous visitors can aid in figuring out the answers to these questions. 
2. In the case of mutual funds, The SIP calculator page gets more views from anonymous visitors. This is the page where potential investors calculate their savings against the investment amount. 
3. Another significant point here is that you miss out on huge sales opportunities, so knowing your customers and implementing the right nurturing can bring a huge difference in the bottom line. 

Though Google Analytics helps you in identifying the visitors, there are other tools to help you accomplish the objective. The key performance indicators and analytics report include Demographics, Location, Device, Acquisition, Behaviour flow, Session Length, Bounce rate, etc. 

 

2. Average time spent on each web page

Average time on a web page is a metric that shows the average time spent on a page by the visitors. Google Analytics is popularly used to determine the average time spent on the web page. However, there are other services that help in tracking the average time spent. 

 For instance, let us consider the below calculation: 

A web page with 2,000 views, 1,000 exits, and 400 minutes of time spent on a web page. Then the average time spent on a page can be calculated with 400/(2000 – 1,000) = 400/1000 = .4 minutes

 Though it seems to be a simple metric, it has to be tracked efficiently, and when done right, these metrics can give you the required insights on how to deliver engaging content to attract your users. 

As per the Digital Experience Benchmark 2020 report of Contentsquare, the average time spent on a page across web pages is 62 seconds. 

 

3. Define User Segments

Once you are able to calculate the average time spent by the user, the next important step is to define the segmentation condition. User segmentation is usually helpful in discovering valuable user insights. Proper segmentation is beneficial in analyzing the marketing efforts and user experience. Users today expect a user-friendly and intuitive interface, so the segmentation helps in analyzing the user needs. Based on the distinct user segment, the marketers can target potential investors with relevant and valuable content. 

For user segmentation, companies need an effective way to track the web page performance for each user. appICE behavioral analysis tools are often a potential way to distinguish users based on their characteristics and behaviors. The tool can be integrated with the app or website, which will effectively pull the data. The tool comes with a user-friendly interface and simple facility to break down data, create reports, define user segments, and track funnels. 

 

4. Trigger Automated Web Messages

While this segment’s users are on the web page, it is an effective way to trigger the web message automatically. Triggering web push notifications is a potential way to reach out to your leads and engage them. These messages encourage the users to interact with your site and help you capture qualified leads. It is recommended that Web pop-up messages should be triggered after 50% of the average time on the page. 

There are other services from appICE where you can trigger messages for certain user actions, such as drop-offs. Several organizations that make use of our behavior-based trigger messages are already obtaining great outcomes with campaign click-through ( high as 45%).

5. Automating Your Web Push Drip Campaigns

You should also remember that not all anonymous users will respond to the automated messages. However, over 3% of the users end up seeing the pop-up notification, so there is still a high chance to bring back your visitors to your site. 

Though user consent is required for you to send the notification, the average opt-in rate for push notification is around 12% – 15%

The main objective of automating web push drip campaigns are:

• Minimizing redundant tasks 
• Investing the saved time on more productive things like user segmentation, optimization, etc. 

Automating web push notifications through drip campaigns can assist marketers in saving a lot of effort and time. It is suggested to ensure the below three things before defining a dynamic user segment.

• Identify a trigger
• Create relevant notification 
• Focus on the notification frequency

Takeaway

The secret to a fruitful lead nurturing and acquiring potential investors lies in the relevant engagement and continuous experimenting with AI strategies. It is undeniable that AI plays a vital role in providing seamless customer experiences and boosts the user acquisition metrics. Mutual Fund Marketers to convert anonymous visitors into potential investors.