If you’re serious about any investment in marketing then it’s essential to ensure that you integrate lead tracking into the structure of your campaigns. This process will not only show you how many of your leads become sales but also provide opportunities to reassess the methods that you’re using to nurture leads and to ensure that you’re getting the most from your marketing spend. Ultimately, tracking leads can help your business to identify which marketing activities are profitable and which are not, as well as the sales scripts that work. It might even highlight where there are new product opportunities.
Lead tracking – the basics
It’s essential to ensure that you have a robust system in place for tracking leads. This should identify the point at which a lead becomes a sale, as well as those leads that are lost or disqualified. You should be able to see which marketing methods have converted the most effectively and where you are essentially wasting money on activities that aren’t really making a difference. There are a number of different ways that you can do this, from working with a marketing agency providing lead tracking as part of the service to investing in software to do the job for you.
How might you be missing out on sales without lead tracking?
Crucially, lead tracking will enable you to identify where to spend your marketing budget to get the best results when it comes to converting leads into sales. If you don’t have this information you could continue to pour resources into the wrong channels, wasting money and potentially missing out on the wealth of sales that could result from ensuring that your marketing cash is being well spent. Lead tracking can also provide you with essential insight, such as the cost of acquiring an individual customer. Data like this means that you can make better informed decisions when it comes to growth strategy.
Marketing often takes time
There are very few overnight solutions in marketing and it takes most businesses some time to identify how to achieve marketing goals and where improvements can be made. For example, if you decide to use a pay-per-click campaign to drive sales it will be necessary to carry out A/B testing to amend and adjust your ads to ensure that you’re getting the results you’re hoping for. Similarly, if you invest in a brand new website but you’re not getting any leads from it, spending time looking at the analytics for the site to spot issues such as a lack of traffic and high bounce rates will be essential. The key is to ensure that you’re tracking the leads that you generate so that you know where to spend your money to get the best results.
If you’re not tracking leads for your business then it’s highly likely that you’re missing out on opportunities to increase sales. Lead tracking provides essential insight and clarity when it comes to existing marketing spend and where there is the potential to do more.
Get in touch for more help and advice with tracking your leads effectively. Call to speak to one of our Digital Marketing Specialists today on 020 7100 0726.