Know Your Visitors: Sales Leads, Customers, Employees and Partners

In this lesson we’re going to look at some of the most popular audience profiles for corporate websites. You can use these as a kick-off point for developing the audience profiles for your own website.

Let’s get started.

Potential Customers (Sales Leads)

Leads are people who may buy from you in the future. This group is the most important for lead generation websites. This group is usually looking for three things.

  • They want to understand a specific problem that they’re facing (early stage lead).
  • They want to identify options for solving their problem (mid-stage lead).
  • And they want to find the specific solution for their problem (late-stage lead).

Action Item:

Identify leads on a visitor-by-visitor basis. Use forms to gather their email address and other identifiable information. Build a profile of these visitors using a service like Pardot, InfusionSoft, or Leadin. This in-depth information will help your sales team close deals.

Existing Customers

An existing customer spends on average 67% more than a new one. This group will likely be searching for:

  • Education for using your product or service.
  • Support to solve problems.
  • Making more purchases, like upgrades or related services.

Action Item:

Make your website as convenient and as useful as possible. Consider creating a customer portal using membership plugins. This portal can be a one-stop location for customer support, personalized communications, and upselling.

Internal Stakeholders (Employees, Executives, Board Members)

Internal stakeholders are people in your organization. They rely on the website as a tool to stay informed about the company.

They will use the website in different ways, depending on what function they serve within the organization.

For example, in a technology company:

  • Salespeople will use information on the site to help them close deals.
  • Support agents will use the site to help customers solve issues.
  • On-site technicians may use the site as a source for detailed product information.

Action Item:

Speak with different stakeholder groups. Figure out how the company’s website could help them do their job more effectively.

Gather feedback on a large scale using survey tools like Google Forms, Wufoo, or SurveyMonkey. You can also use a form plugin like Gravity Forms or Formidable.

Don’t forget to speak with people one-on-one. (It’s a great excuse to go for a walk and grab a coffee.)

Partners (Investors, Peer Companies)

Partners have a deeper interest in your organization than most other audiences. They’re looking for the type of information that’s usually found within the “About Us” section of a website. These visitors seek to understand the value of supporting or working with the company.

What’s your company’s history? What’s the culture like? Who are the executives? What’s your success and growth?

Action Item:

Create a form for requesting partnership information. (A plugin like Gravity Forms or Formidable will help with that.) Embed it on a page in the “About Us” section of your site.

You can then review the requests on a case-by-case basis. This gives you more control over who gets access to sensitive details about your business.

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