SEO and SEM help drive traffic to your websites, but sales and marketing activities based on lead scoring can help close the deal.
Lead Scoring is a method of qualifying leads based on assigning points to each prospect. Points can be based on many factors including simple items such as demographic information (location, company size, etc.) and more complex items such as website visits, time spent on websites etc. These points are added together to present a good view of how warm a prospect is, along with what types of products or services they might be interested in.
To take lead scoring a bit further, you can use the score of a certain lead to adjust your website on a per visit basis to automatically present a lead with information they are most interested in. For example- based on IP address and cookies- you know that an individual has visited your website 10 times in the last 2 weeks. During these visits he spends an average of 10 minutes, with most of his time focused on a particular product or service. Using lead scoring- you can automate a follow up activity such as a special offer on the service.
You can also trigger actions based on lead activity on your site. For example, if a prospect visits the site 10 times in 2 weeks, he might be qualified as an "A" lead- once a lead is an "A" they are automatically added to a database to receive a personalized call or email from sales. Another prospect has only visited your site twice this month; she is a "B" lead. All "B" leads are automatically added to the newsletter list. This allows you to spend your time on the warmest leads, while still reaching out to all prospects that are interested in your products.
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