Inbound Lead Automation: Don’t Just Track Website Stats
One of the purposes of a website is to attract visitors, with your content generating traffic that you can hopefully turn into business for your company or meaningful user interaction for your organization. But how can you look at that traffic and turn it into more than just basic information about the number of people who visit your site? A lot of people have heard the phrase “Inbound lead automation” and aren’t 100% certain on what that means. At a high level, it is the collection of specific data points about a website visitor that allows you to compete for that visitor’s personal attention by presenting relevant contextual information within your website. This gives you valuable insight into your website’s traffic and can transform anonymous website visitors into customers.
With that being said, everyone tracks their web traffic, but how helpful is the basic information gathered? How much insight do you get from knowing the number of visitors or page views? Your website can be much more than a repository of information that attracts eyes; it should be a marketing engine that drives sales. Rather than just tracking the behavior of your site’s visitors as a whole, you want to be able to track individual visitors and lead them through the marketing process. By gathering information about specific visitors, you can see what they are interested in and know how to market directly to them.
Ideally, lead automation from your website can replace traditional marketing methods, like cold calling and mass emails. Rather than seeking out new customers, you can use inbound lead automation to convert the people who are already coming to your site and looking for information about your services into sales. The key is understanding your site users, and the ideal way to do this is by making your site a two-way street. You can provide valuable information to your visitors in exchange for information about them, and by tracking what they do on your site, you can lead them through the marketing funnel and turn them into a paying customer.
The tools and capabilities which are available on the web are always advancing, and you can utilize these tools to collect the data which will help your visitors make the decision to work with you. Making your web traffic valuable and turning quantitative data into qualitative information about your visitors will allow you to collect granular business intelligence to help you achieve your business goals. Inbound lead automation starts with your website but ends with your sales team. If you want to discuss how this process can work for you, give us a call or send us an email.