From email to SMS to social media to voicemail, you need a way to simplify and streamline your communications. Whether you are part of a small retail business, a large non-profit organization, an educational institution or a multinational transportation provider, it is essential to be able to reach your current audience and connect with new leads.
Personally targeted content outperforms mass content every time. When you send messages to each lead and customer based on what they want, they respond in a big way. Personalized messages enrich the customer experience, leading to higher engagement, higher purchases and higher loyalty. In other words: more interested, satisfied customers who spend more and keep coming back. With new automated communication tools, it is possible for any business or organization to personalize their communications.
Today it’s all about identifying who your hot leads are and discovering what they’re looking for before they reach out to you. You’ll be able to grab their interest with messages that appeal to each lead’s unique needs and interests. You can even learn about a lead if they visit your site anonymously.
It can be really difficult to find hot online leads and learn more about them. How did they find your site – your email newsletter, your Facebook campaign, a banner ad? What are they looking for? Where are they spending the most time on your site? Not having the answers to these questions makes it hard to reach the lead before they drop off.
Once you know exactly what a lead is interested in, you can connect with them through messages that meet their needs. Tracking your online leads from the moment they hit your site provides you with a whole lot of relevant information. Each lead will receive messages with information, products or services that are relevant to them. They will find what they are seeking quickly without having to click around your site aimlessly before dropping off.
Sonar is the tool that enables you to track each lead from the first point of contact. You will learn exactly where each lead came from, be able to identify anonymous leads based on their unique IP addresses, and get detailed reports about which links each lead clicked on.
Before a lead provides any personal information, you are already tracking them through their IP address. So, when they do sign up, you already have a detailed personal profile built up, which enables you to reach out to them with relevant messages based on their website activity. Each lead is automatically tagged and scored based on which pages they visited or which links they clicked.
A lead’s score will change based on what actions they take on your website and which pages they visit. This happens automatically based on your specifications, and you can also manually change a lead’s score on their personal profile. Tagging and scoring are very useful for identifying hot leads and learning what each lead is interested in. Having this data helps you shorten your sales cycle and connect with your leads more effectively.
By knowing which pages leads visited and how many unique clicks each of your links had, you are able to see which parts of your website are the most effective and which parts need optimization. You can also view these reports for any landing pages you set up and any social media campaigns. Detailed reports help you find patterns and learn which content is the most effective.
- Consider the structure of your website. Which specific pages or link clicks would you like to track? If you have a very large website, you may wish to focus on a few of your main pages. You want to learn where leads are going once they hit your website and if they are clicking where you want them to click.
- Consider where scoring and tagging leads may be especially useful. For example, a lead who visits a specific category of page, such as a product page, may get a specific tag. These tags help you identify which leads are more interested in purchasing and what they are looking for.
Now that we’ve looked at how to identify and track leads, in our next BLOG we will discuss how to convert anonymous leads to qualified contacts. What is qualification? How and why do you do it? How do you get anonymous leads to sign up?