The importance of Lead Activity Tracking is as much what NOT to do as it is a guide for what you COULD do. For instance, stopping an action is as important as initiating an action – both indicate that you are paying attention. Before continuing, please read “To Increase Lead Engagement You Need This One Thing” to help you start thinking about what lead engagement means to you. Pay particular attention to the HUGE mistakes marketers make while strategizing on lead engagement.
Lead engagement is not just about form completes, or email opens, or even email clicks; it’s about understanding the whole engagement picture. Let me articulate the differences between in-person and online engagement.
In-Person: When you’re talking with someone face to face, you can tell whether or not they’re engaged, for example: if they’re cringing, if they’re paying more attention to what’s around them instead of what you’re saying, or if they’re giving one-word answers that have little to do with advancing the conversation. And if you’re remotely interested in conversing with them, you adjust what you’re saying, how you’re saying it, or switching topics based on their interaction. It ebbs and flows. But how do you engage with someone where these in-person cues are not as easy to spot?
Your marketing and email communications must adapt to online engagement. The challenge has been HOW to individualize engagement on a mass scale. Look, we’re busier today than we were two years ago, let alone five years ago. It may seem overwhelming to manually communicate to each lead on a personal level.. but it doesn’t have to be. There is an answer.
Let me give you a few scenarios so you can visualize how this could work for you:
New Lead – You’re Meeting Someone for the First Time:
Usually, when you meet someone, you introduce yourself and they introduce themselves. If you meet someone at an event, you may already have something in common to initiate a conversation. You explore different topics until you hit on a common interest, and then you dive deeper into that subject – shared interests are wonderful – a way to bond… It’s a starting point to engagement.
In the digital arena; however, it might look like this:
Online engagement: The lead downloads a CTA [the initial event]. Then they check out your blog post and love it! Luckily, you have a call-to-action in the blog [or don’t you?] to download an Attractor (a PDF that could be a checklist, assessment, eBook, quick-start guide, cheat sheet, eBook, … you get the idea). They complete a lead-capture form (opt-in form) and immediately receive a delivery email with a link to download the Attractor. With me so far? Great 😉
Now you have their email address and key insight into ONE thing they’re interested in, right? When the fulfillment email gets delivered, you’ll know if they’ve opened it and if they’ve downloaded the file.
Now, you could trigger a nurturing sequence of emails that:
A) Lets them know how to engage with the Attractor they’ve just downloaded
B) Links them to other “existing” blog posts that will help deepen their knowledge and assist with moving them forward so you can discover their other interests.
You could also trigger new leads into a “welcome series” of emails that allow them to get a sense about you, on a human level – while also delivering some killer links to content that will delight them. Those emails could go out interspersed with the nurturing sequence for the attractor they downloaded — there are many ways to set this up that are pretty easy (with tools like WPMktgEngine).
Now, what are you learning about this new lead? You’re learning what they respond to through their clicks and downloads, their page views, webinar registrations, and more — all connected to the lead record and all “actionable” — meaning you can trigger actions based on their expressed interest.
Now here’s the polar opposite of learning about your new lead. Go to this blog and find out how a large retailer failed on every level of Lead Activity Tracking: “Is Your Lead Engagement Just Par for the Course?” Isn’t it amazing that a large chain retailer would ignore those things? The company should’ve done this…
The “ideal” would be to have content mapped out and ready to go that guides your lead through their buying process – answering questions they have at various points in their journey. We have a killer process that has achieved excellent results – we call it assembling “content pathways,”and you can get our eBook on it [upper right column]. Once you get this in place, as leads start to engage with your content, you can get a sense of where they are in their buying process and when might be the right time to request a meeting, invite them to a webinar, or make them an offer that turns them into a customer.
But… lead engagement is as much about what you don’t do as it is about what you do…
Remember When I said It’s as Important to STOP Doing Things?
Here’s an example:
You invite a leads to a Webinar [Note: To get maximum attendance you will send out multiple invites] So…when they register, you STOP inviting them. The message shifts to “bring a friend” or “spread the word to your colleagues,”or “get prepared by downloading this worksheet”… And then you send another email reminding them to attend.
After the Webinar, you communicate with those who DID attend differently from those who registered. Because we know there’s a difference between people who register AND attend than those who merely register but didn’t carve out the time to attend.
Without Lead Activity Tracking, it’s pretty much IMPOSSIBLE to do this without a lot of manual intervention. And who has the time or resources to do this?
Same goes for a purchase…when someone buys, STOP asking them to buy. This is what marketers miss the most! This disconnect happens because marketers believe batch-and-blast email is the most effective way to engage. Find out if you’re one of those who is “Doing Email Wrong?” Did the myths and misconceptions surprise you?
The truth about all of this is that without the right tools, it’s extremely difficult to know what leads are doing and acting appropriately to that activity. That disconnect only perpetuates the widening of the engagement gap.
But the great news is that with the right tools, like WPMktgEngine, it’s pretty straight forward and you can build on what you start and keep growing your pathways and engagement — ALL THE WAY THROUGH THEIR BUYING PROCESS…. boom! They’re a customer.
With tools like WPMktgEngine, you can do for hundreds of leads what we’ve illustrated for ONE. That is building relationships one lead at a time – multiplied by hundreds or thousands! And no extra effort on your part once it’s all set up – you can extend your content, build new sequences and triggers, and keep growing your business.
I’ve got a question for you: what would this allow for in your business? What could you achieve? What would that be worth to you?