Thank you so much for those who took our survey asking for your #1 marketing challenge [Awesome insight]. Surprisingly, by a large percentage, the number one challenge most marketers are facing is how to increase lead engagement. So we got to thinking, let’s create a river of content hyper-focused on increasing lead engagement. The plan sounded great over lunch. Until…
We started brainstorming various interpretations of lead engagement, and then realized our interpretations differed on everything from clicks to comments. That’s when that “ah-ha” moment hit all of us – the realization that lead engagement is not a one-metric-fits-all determination, which begs the question: “what is lead engagement to you?”
Does more lead engagement mean that more people will not only open your emails but also will click through as well? Meaning, “I’m going to somehow send better content to the same list I’ve been sending to, and more people will open and click through the email.” And that would equal an increase of lead engagement…
Or does it mean that in-between your email sends, other people come out independently to your site, not provoked by an email link; they just come out because they want to look at your blog, read content on your site, or download one of your attractors (aka lead magnets). Maybe that’s what it means.
Does lead engagement mean you have more people not only signing up for your webinars but also attending them? Is that what lead engagement means to you?
Does lead engagement mean that you’ll have people download say an average of three or more of your attractors or lead magnets?
Does lead engagement mean that they become customers and buy from you?
Would it be “lead engagement” if you have a visitor that comes to your site and then you follow them around with retargeting ads until they finally click through an ad and become a lead?
Is lead engagement someone who opens every single email you send them but never clicks through? Is that lead engagement?
Is lead engagement that they read your blogs and then they post a comment to your blogs? Is that how you know people are engaged?
Which parts of those are lead engagement for you? What does lead engagement really mean?
Does it mean that when you send an email and ask them to reply that those that do reply — does that mean they’re engaged?
As you can see, increasing lead engagement is a question-filled, multi-prong goal that is far more complex than most imagine. What is the picture of lead engagement you really would love to see? What’s your current state? And if you increased lead engagement, what would the future state look like? We really would like to know!
We want you to tell us, because as you can see, it looks like a whole bunch of things, or it could, but what’s in your head? Tell us what’s in your head so that we can better understand what increasing lead engagement means, and together we can start to really crack the code on what lead engagement is, and how do you can improve it. Wouldn’t it be cool to have your hands on the levers and dials of lead engagement?
Oh, and that one thing you need to increase lead engagement?… being crystal clear on what “increasing lead engagement” looks like — so you’ll know when you’ve accomplished it.
So… your next step? Tell us what lead engagement looks like to you. We’re listening!