No matter how much time you spend studying trends in Google Analytics, as a small businesses owner you’re always missing a key piece of information: how your best leads use your website. Unfortunately, lead tracking solutions have always been too expensive for practical small business applications. But now that there is an affordable WordPress lead tracking solution, now is a great time to talk about ways we can apply this knowledge effectively in our sales process.
1. WordPress Lead Tracking Is A GPS For Navigating A Long Sales Cycle
Many small businesses have the unenviable task of navigating a multi-week or month sales process with a small sales staff and very little insight as to when prospects are finally ready to make a purchase decision. Of course you want the opportunity to influence that process, but if you don’t follow up at the right time, you may miss your chance. But knowing when your best leads are looking at your website and — perhaps even more importantly — what they’re looking at, you’ve given yourself data that will not only help you follow up at an opportune time, but also tailor that follow up around the individual’s browsing history.
2. WordPress Lead Tracking Data Can Help You Refine Your Marketing Campaigns
Wonderful things can happen when you compare data gathered through lead tracking with Google Analytics. How do the browsing habits of your best leads differ from the browsing habits of poorly qualified leads? And how do those browsing behaviors compare with trends in Analytics? This kind of analysis can help you refine your content, your navigation and eliminate problem pages and broken links.
3. WordPress Lead Tracking Can Give You Additional Insight on Your Email Marketing
Email marketing, whether in the form of newsletters, autoresponders or personal emails, rank high among a salesperson’s top weapons. Many tools exist to help you discover when a prospect opens an email or clicks a link (think tools like MailChimp for email newsletters and autoresponders or YesWare for personal emails). But what are your key prospects doing AFTER that first click? Is there engagement on multiple pages? How much time do they spend? Are there followup visits? Your traditional emails can do a good job of telling you who may be interested… But combining that data with lead tracking can show you who’s REALLY interested.