Let’s face it, the main motive behind online marketing is to generate something. Depending on your business, it could be to generate leads, sales, traffic for ads etc. That being said, once you get a lead, what do you do?
If you have spent time and money on SEO or any other type of online marketing, you have prepped your website to become another salesperson. In any sales organization, sales people are measured by their performance. You should have the same set-up for your online marketing.
You most likely have some type of web analytics you use. It tells you all kinds of cool stuff about your visitors, but is it set-up to tell you about your leads? Most analytics have a way to set-up some sort of lead tracking. In Google Analytics you would want to configure your goals and funnels so you can go back and learn more about your leads. If you use RhinoSEO, you have a lead management system built-in.
You want to have a way to look at how your visitors became leads.
It is important to learn from your leads and analytics. When you are lucky enough to get new web leads, take a minute to analyze how they became a lead. Some of the things you’ll want to look at are:
- Referring source
- Visitor navigation
- Visitor frequency
Referring source is probably the main thing you will want to look at. This can give you a lot of insight as to how people are finding your site. This give you the opportunity to evaluate how well your online marketing efforts are working. It can also shed some light into how your prospects search or which inbound links are sending you quality traffic.
This information can help you tailor your online marketing strategy around what works instead of wasting time on what doesn’t. Find what is working and why and do your best to replicate it.
Visitor navigation tells you what your prospects and leads are most interested in. You can see what product/services were most viewed and for how long. This will help you custom tailor your sales pitch and drip marketing around what you know they like.
Visitor frequency is how many times someone visits your site. Find out more about your online sales cycle. People might visit 2-3 times before they fill out a form. Make on site tweaks and monitor if you can shorten the amount of visits it takes before they convert into a lead.
The more you learn about how visitors become leads, the more successful your online marketing and conversions will become.