More to PERQ than Meets the Eye: Making the Most of Buyer Profiles
Instead of simply asking for a name and e-mail address, PERQ generates buyer profiles that allow brands to get an in-depth look at their consumer’s general interests. There’s absolutely no denying how useful these buyer profiles can be to your campaign. Here are some tips for making the most of PERQ’s buyer profiles!
If you’ve kept up with our blog over the past year, you’re aware that PERQ is a wonderful tool that (at a very high level) helps brands engage with consumers. While this is definitely true, PERQ’s other primary goal is to help brands obtain quality leads that help them to learn more about their in-market consumers.
Instead of simply asking for a name and e-mail address, PERQ generates buyer profiles that allow brands to get an in-depth look at their consumer’s general interests. There’s absolutely no denying how useful these buyer profiles can be to your campaign — but how do you know if you’re really utilizing them to the fullest extent? Here are some tips for making the most of PERQ’s buyer profiles!
Ask Specific Questions
One of PERQ’s main “claims to fame” is the ability to customize the user experience. Along with being able to customize the way your microsites look, brands also have the ability to obtain specific feedback by asking questions that are tailored to whatever information they need. Let’s say a dealership wants to better understand the types of vehicles their consumers prefer (Sedans, sports cars, off-roaders, etc.),
Brands have the ability to obtain specific feedback by asking questions that are tailored to whatever information they need.
the dealership can use PERQ to ask consumers about the vehicles they favor. Depending on how much in-depth information the dealership wants, they can either set-up a multi-select widget that allows consumers provide more than one answer; or set up a form-fill widget that allows consumers to provide their own answer.
Regardless of the questions asked, all the information gets saved into a buyer profile; which can be used for a number of things: customized follow-up, in-market analysis and so on. The more specific information you have in your buyer profiles, the easier it’ll be for you to interact with your consumers.
Once you’ve generated a good portion of buyer profiles, you’ll probably start following up with many of those leads. Because no two consumers are exactly alike, follow-up is going to be very different from person to person. One consumer might request to be called at a later time (or a very specific time); while another consumer might know exactly what they want, but can’t make any decisions unless they hear more about financing options. As you can clearly see, lead follow-up almost always means learning more about a consumer’s wants and needs.
Record any additional information directly into the consumer’s buyer profile.
To ensure that you’re providing folks with the best customer experience possible, you can record any additional information directly into the consumer’s buyer profile. Not only will this allow sales to cater to a consumer’s specific needs when they interact with them again, but it will give your brand a better understanding (through testing and experience) of what microsite questions should altered. For example: If consumers are consistently asking about financing and there’s no question (in the microsite) related to financing, you’d probably want to throw it in your microsite.
Flag Buyer Profiles for Later Use
Even though consumers will fill their information out in a microsite, it doesn’t necessarily mean they’re immediately ready to buy something from you. For all you know, they might have just wanted to obtain more information about your store for when they’re eventually ready to purchase a car, furniture, appliances, or whatever it is your store sells.
Now, just because a lead isn’t ready to buy right now, doesn’t mean they should be ignored. When leads are captured and buyer profiles are generated, they don’t go anywhere. In most cases, microsites will ask for a general estimation of a buyer’s purchasing timeline (Ready to buy now, in 6 months, 1 year, etc).
Within the PERQ dashboard, that information (purchasing timeline) can be segmented and exported into your CRM. Depending on the CRM you use, you can set up e-mail alerts that will remind you to follow-up with leads who intended to purchase at the time they designated.
To learn about more ways to get the most use out of PERQ buyer profiles, call an account rep at 800.873.3117.