How to Hit Your Sales Goals with a Dashboard Marketing Campaign
There’s something about personality tests, behavioral scans, and benchmarking that makes humans want to know how they score. Whether it’s just for fun or to make improvements in a certain area of life or business, we want answers and we’re willing to wade through questions to get them.
Businesses are borrowing from psychology and incorporating dashboards into their marketing. Consisting of a quiz or advanced survey, scorecards invite potential customers to answer questions and read the resulting personalized results. This approach speaks directly to prospects’ ego and curiosity, as they trade contact information for ideas.
Steven Oddy is the technical co-founder of ScoreApp, a software platform that allows entrepreneurs to create personalized dashboards that their prospects love to complete. With over 1500 companies on board, the dashboards generate warm leads and useful insights for their users and the appeal is universal. “Dashboard marketing is even more beneficial for a business that needs to know a customer before closing a sale. This includes consultants, coaches, physical trainers and financial planners,” says Oddy. “It’s common to see companies that introduce dashboard marketing triple their number of leads every month.”
Dashboards are different from surveys because the person who completes a survey usually receives nothing in return. A dashboard, however, returns a useful and personalized report as soon as questions are completed. This means a business can automate the process of building credibility, understanding a customer, building brand affinity, and advising.
I interviewed Oddy to find out how businesses and individuals can generate leads with a dashboard marketing campaign.
1. Create an eye-catching concept
The first rule of your dashboard is that your target audience should be compelled to complete it. Oddy advises you to “think about your typical client and what they would like to have or become. Then create a dashboard that measures whether they are on track with their desire. This can manifest in a scorecard that measures whether or not someone is ready to sell their business, advance their career, or hire another team member. It can measure a person’s leadership style, entrepreneurial blind spots, or financial risk profile.
“The opportunities for dashboard marketing are endless, but the concept is key.” Take a sheet of paper and a pen and start playing with titles. Dig deep into your customer’s wants and needs and think about what they really want to know.
2. Write compelling questions
Once the title and concept are secured, the questions follow. “You should write between ten and fifty questions that your target audience members will answer,” explained Oddy, whose team advised that those answers be simply yes, no, and sometimes or maybe. “Behind the scenes, you award or deduct points based on how people answer each question. Once completed, the results are automatically tallied and the respondent sees a report based on how they got their score. »
To facilitate the flow of questions, think in pillars. Break down what your business does into four or five key topics and create four or five questions for each. For example, a financial advisor might ask five questions in the categories family, risk, income, goals, and assets. Answering yes, no or maybe to these twenty-five questions is likely to give a detailed profile of someone’s financial situation.
3. Value the results
When writing the questions, try not to lead people down a certain path or prompt them to answer a certain way. You want the answers to be authentic and the results to be meaningful. “Generally, think of someone as scoring low, medium, or high in each category, and therefore the scorecard as a whole,” Oddy explained. Continuing with the financial planner example, someone might get an overall average score, but high on income and goals and low on family and risk, based on their answers to the questions. .
To interpret these labels into valuable feedback, write accompanying copy based on their score. “If someone is scoring low, give them ideas on how to improve. If someone is scoring well, you need to help them maintain their scores. Give them advice, direct resource worms or just encourage and support them.
4. Share widely
Being confident with the quality and value of your dashboard comes after testing it with your close network and existing customers. “After testing and iterating, you are ready to promote your dashboard.” Oddy explained that their users share their dashboards, “on social media and in emails to their database. Many advertise on social platforms or link to the dashboard from their blog posts.
Each dashboard completion provides valuable data and insights about your target audience. The more you have, the more you will know how to serve them. “Most importantly,” Oddy added, “each person who fills out your dashboard represents someone who has shown a significant interest in what you do.”
“Now is not the time to be timid or delay action,” advised Oddy. “Follow those leads, book them into meetings or events, and make sales.” The best results are achieved by contacting prospects within two days of completing the scorecard. Don’t let them cool. “Tell them about their scores, then ask them if they want to make improvements with your company’s support.” If someone filled out a dashboard, they signaled that seeing progress in your area of expertise is a priority.
Rather than calling a prospect and telling them about the weather or the news, tell them about their score. Use the completion of their dashboard as an excuse to empathize, build relationships, and position yourself as a person to help them achieve the transformation they seek.
Whether you use a paid or free app or create one yourself manually, dashboards are effective because they are built on sound business principles. Take an interest in your customers, understand their needs and tell them about themselves. Converting fans and subscribers to dashboard completions means your audience members are wasting their time giving you their insights. Take care of it wisely and don’t miss the opportunity.