Five Ways Lead Tracking Can Increase Your Bottom Line
September 3rd, 2010Lead tracking is a system for maintaining and sharing information about sales prospects. Your tracking system gathers and consolidates information about each potential customer that visits your website or contacts you at a webinar, trade show or other event. Lead tracking also helps you accomplish other goals as you learn from each customer and become more effective at both marketing and sales.
How to Do Lead Tracking
There are many ways to use lead tracking for your company. The method will probably depend on the size of your team and the number of leads coming in at once. The kind of sales you do can also be a determining factor, especially if you rely on the complex sale.
If you have a small shop and a small staff with a small but regular number of leads, you might be able to handle lead tracking manually. In this case, you create a data file for each contact, lead, prospect and customer. You gather and log in as much relevant information as possible. If your staff divides functions, you will need to decide who needs access to the information.
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. Analyzing landing pages and the way visitors are moved through your web site to a sale or to giving you personal information.
2. Testing and revising your registration form and “contact us” page.
3. Improve effectiveness of blogs, social media, article marketing, advertising and SEO in bringing people to your sales table.
4. Evaluating the way leads are converted to customers - the sales process.
5. Reviewing the way long term relationships with customers are managed.
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.
The Importance of Lead Tracking
If you are not effective in lead management, you will not be able to keep track of the prospective customers, who express some interest in your company. If you lose track of them, you almost always lose the sale. Lead tracking is also the best research and testing you can use for the effectiveness of your marketing efforts, your website landing pages, and your sales process. Without lead management, tracking and analysis, you might not see a lot of business growth.
If you are a small business owner or professional and want more information about lead generation, see the free video, “How Article Promotion Can Send 25,000 Visitors to Your Web Site Every Month - For Free.”
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