How Lead Tracking Can Increase Conversion Rates
September 3rd, 2010Lead tracking is a process for managing information about prospects. Your process accumulates information about each potential customer that visits your website, or attends a webinar, or meets you at a trade show or other type of event. Lead tracking helps you achieve other goals as well test and evaluate marketing and sales departments.
How to Use Lead Tracking
There are several ways to use lead tracking data in your organization. The method will probably depend on the size of your team and the number of leads coming in at once.
If you have a small organization and low volume of leads, you might be able to manage lead tracking with a home-grown program. You will just build a file for each contact. If very many people will use the system, you might need controls on who can change the files.
If you have a larger shop, a larger staff or if you are managing information about more people, you will probably want to look into a system or software program to assist with the tracking function. Effective lead tracking will be able to inform sales, marketing, customer service and management in several ways:
1. Review landing pages and the way visitors are moved through your web site to a sale or asked to give you personal information.
2. Evaluating and refining your registration form and “contact us” page.
3. Taking a look at how effective your blogs, social media, article marketing, advertising and SEO are in their bringing people to your website.
4. Improve your sales processes with feedback and insights from prospect interactions.
5. Build better relationships with existing customers.
If you have a large company, one of your biggest challenges will be tracking leads as they move from the web site and from marketing interactions to the sales force without being lost from view. A more sophisticated lead tracking system will be almost essential for effective lead conversion in a large company.
Why Lead Tracking Makes Such a Difference
If you do not do a good job of lead management, you will not be able to keep track of the people who show interest in your company. If you lose track of them somewhere in your system, you almost always lose the sale before you find the file. Lead tracking is also the best way to constantly improve your marketing plan, your landing pages, and your sales program. Without lead management, tracking and analysis, your growth will be very limited.
If you own a small business or professional and want to learn more about lead generation, see the free video, “How Article Promotion Can Send 25,000 - 50,000 New Prospects to Your Web Site Each Month - For Free.”
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