SMX Advanced: Closing The Loop - Are You Tracking Every Lead?
I hope you don’t mind me dumping my notes to the blog - I’ll be back to fill these in by the end of the week so they should make more sense.
There is a lot more to a query than the general broad match keyword that shows as a ‘conversion’
Logging leads over time - from several months out
Know what channel is driving which actions
Look through all the lead logs and study trends and patterns - will you have a significant amount
It’s whether or not you want to track it based upon the incremental insight you get in your
tracking - how much is enough for you?
What does your company really want to get out of your marketing efforts? Sales? Top line revenue?
What metrics are you using to measure the success? Leads? Clicks? Etc
Use CRM to measure whether or not the leads are truly converting - sometimes a keyword will show
’shallow’ successes due to volume of leads but the CRM might show that the ROAS is extremely low
because of a low real close ratio
Step 1 - create custom fields in CRM system for information you want to capture
Step 2 - Update tracking URLS
–Use same variables that you get in analytics if you use analytics
Step 3 - Set Cookies
–Put cookie on all pages, not just landing pages
Step 4 - Add Hidden Fields
–Add hidden fields for each variable to all of your forms
Step 5 - Test and Report
–Test all forms to make sure your processes are working
Step 6 - Compare data to paid search spend
Pick the best player (ad)
Pay attention to the ‘assists’ - it’s a team effort…offline ads, other online mediums besides
search are all part of the team
Stages of the customer buying cycle - Problem Recognition, Information Search, Evaluation of
Alternatives, Purchase Decisions, Purchase
Problem Recognition - email, website landing pages that don’t convert but show the consumer that
they have the problem is vital to the process
Information Search - click on an ad
Evaluation - Look for alternatives
Purchase Decisions - Final searches
Purchase - Conversion ad gets a lot of the credit when there were several other ‘assist’ points
accrued along the path
Always recognize the ‘team’ that preceded the final purchase
Phone call tracking - Ad dollar spent, web site, phone call, order, phone rep requests customer
link id, phone rep enters order into system with customer link id, periodic extract of sales data
sent to clearsaleing (shameless plug for product…ugh ), ClearSaleing Loads data into Online
Tool and Closes the Loop
Benefit of integration - find out which leads are really worth it, true conversion tracking
Set goals before you start
Strategies to increase ROI - go after the low hanging fruit, time to sale reports, don’t create
campaigns geared towards long sales cycle leads, highest ROI by campaign report
Stop wasting money - stop campaigns that are generating $0 in revenue
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