You can use Web Behavior Tracking to automatically target contacts to encourage them to complete a particular download, or even promote related downloads. Such downloads could be anything from product guides and promotional brochures to whitepapers or events information.
For example, you have uploaded an important industry whitepaper onto your site, into which numerous hours of research have been invested, and which will really serve to educate and benefit users of your services. You want to maximise its reach, ensuring its read and disseminated by as many interested parties as possible. You also want to encourage visitors who have browsed the download page on your site but haven't committed to the download itself.
Before you start
You must have Web behavior tracking installed.
You should be familiar with building segments and programs before trying the steps in this article.
Use Web Behavior Tracking
You can use Web Behavior Tracking to identify browsers who have visited your specific download page.
You can use the program builder to create a simple program to automate the process for you.
To do this:
Create a new program.
Set your program to enrol daily (or less often, if you prefer) and then add an enrolment rule which triggers from a segment.
Create a segment which identifies contacts who have visited your download page. Exclude contact's who have visited the download's confirmation or thank you page, meaning they have already completed the download.
For your program's enrolment limit, the setting Enrol contacts in program only the first time they meet the start criteria is probably the most appropriate for this. It means they contacts get your campaign only once.
Add a campaign node with a campaign encouraging your contacts to complete the download. You could also recommend and include links to any other related downloads on your site.
Add an exit node.
Save and Activate your program.
Analyse the results
You encourage a good number of visitors who had previously browsed your whitepaper download page into actually downloading it! They benefit as a result of your targeting, converting them from mere browsers into readers of your whitepaper, and they come out from it educated, clued up and grateful to you.
Not only that but they end up impressed by your proactivity, your communications with them and your enthusiasm for the publication. They not only have a better impression overall of your business but they're also struck by your company as a resource for knowledge and expertise. They're likely to be back to use your services again soon, and spread the word to others.