Lead Intakes: The Critical Link to Tracking Your Marketing


October 10, 2017 By

Cheryl Dykstra

Oftentimes, businesses don’t focus on how they’re capturing lead or customer information, if they are at all. This is one of the biggest mistakes you can make.

Why?

You spend good money to generate leads for your business through marketing, advertising, promotions and networking – both online and offline. But without a consistent and systematic intake process, much of that money and those leads are lost.

Here are the top three reasons you need to have an efficient intake process:

Differentiating Marketing Channels

There are many, many ways to promote your business. You might experiment with a lot of these channels for your business, but without documenting which channels are working for your business, there’s no way to optimize your marketing efforts.

Here are a few of the ways new leads come to your business: 

  • Your blog
  • Facebook ads
  • Google PPC
  • Coupon Websites (Groupon / Living Social)
  • Direct Mail
  • Email Marketing
  • TV / Radio
  • Review Sites
  • Tradeshows

Obviously this list goes on and on.

Documenting where your leads come from not only helps you know where to spend your marketing dollars, but also lets you know where those leads might be best reached in the future.

For example, if they come in through an email marketing campaign, email might be the best way to connect with that lead in the future – whereas, if they came in through a Facebook ad, setting up a retargeting campaign might work better than sending them an email.

Continuing Communication

It’s easy to think about capturing information online. You fill out a form with your name and email and you’re sent an eBook or you complete an order.

But capturing information in person is just as crucial. That’s why at almost every store you go to, they ask you for your email address at check out. That way they can send you coupons and other offers via email after you’ve left the store.

This illustrates perfectly why capturing your lead information with an intake form is so important. If you have no way to contact someone after they come through one of your marketing channels, you’ve essentially lost them… and the money it cost to get them there.

Automating Follow-Ups

Based on the information you acquire during your initial intake, creating automated follow-up communication is much easier.

For example, if you know that a lead was interested in your offer and downloaded a guide, you can set up an automated email that will send them an offer for one of your products after 3 days. This reminder adds no extra work for your sales team but may be the push the lead needed to make a purchase.

This type of follow-up can be done with leads and customers alike and is very effective at helping to sell more and keep customers engaged with your business.

Summary

The sad truth is that many companies pull out all the stops to get new customers, but then stop paying any attention to what happens once those new leads come into the company or if they make it into the company.

By creating a consistent and systematic intake process, your business has the best chance for converting more leads, making more sales, and keeping customers happy.

If you’re looking for help organizing your intake process or you’re still trying to get more leads in the door, call Sales & Marketing Technologies at (407) 682-2222 for a free strategy session.

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