I know I spend a lot of time and energy encouraging you to develop your “persona” online and within the social media. In addition to painting a picture that depicts what you and your business has to offer them, it’s important to be in tune to your target customer and understand what motivates them.
That, in itself can be difficult. We have an idea of our prospects’ wants and needs, but doesn’t it seem like in this day and age, we could back that up with something more concrete? Marketers who incorporate lead intelligence into their marketing and sales processes have happily found understanding your consumer is just the beginning. The social media can provide information on the online behaviors that will take a lead from a persona to a living, breathing person.
Gathering and making use of ‘social media intelligence” can help you increase conversions, enhance the consumers online user experience, and also gauge the effectiveness of your social media content and website design.
So what exactly should you track, and once you have the information, how do you use it?
- Lead Nurturing by Email Marketing Campaigns – 64% of companies that use email marketing to nurture leads close their business in 3 months or less, while only 43% of companies can boast a 3 month or less sales cycle that don’t use email marketing.
- Interesting Content On Your Website - Consider what you have on your website that will be interesting enough to motivate a potential lead to fill out a contact form. (Does your site HAVE a visible contact form?)
- ASK the customers that you get or have HOW they found your website and what motivated them to contact you. I can’t stress enough how important this is. It’s easy. ASK!
- RESPOND… if you get an email, a message, a lead… follow up asap. Harvard Business Review released a study that shows companies that contact prospects in an hour or less are 7 times more likely to have a meaningful conversation with a key decision maker than those who wait longer.