Sure, it’s easier to focus on customers we have already acquired. We have them hooked; now, how do we keep them loyal and continuously coming back for more?
However, customer retention is just one piece of the puzzle, and it’s beneficial to keep an eye on the whole process. Where did these customers come from? What piqued their interest in the first place?
If companies don’t have any interest in leads and where they come from, they’re missing out on a whole wealth of information and opportunities. Not to mention, a company without a lead focus is severely squandering marketing potential!
So what are some more specific reasons you should be placing a more significant emphasis on leads? Well, it’s your lucky day– We have conveniently compiled some goodies for you!
What are Leads, Anyway?
Companies have to define who is interested in their product or service and then tailor their approach to cater to these people effectively. These people are considered leads and are then classified as potential customers.
Leads are a way to hone in on what will most likely bring you business while allowing you to use resources more strategically. Sure, conversion is arguably the most crucial part of any business, but we can’t forget the beginning stages of lead generation!
If you’re looking for some more information, we happen to have a handy-dandy blog post all about leads right here!
Why Should We Focus on Leads?
Better Analyze Marketing ROI
Once a lead converts into a sale, it integrates with the sales team and their process. A conversion will then hopefully become a consistent customer, and that is, of course, the main goal for a company!
However, what came before the conversion? The many efforts from the marketing team! Every company invests in a certain level of marketing, and how do you know if it’s money and time well spent if there’s no analysis of this process?
Applications like Zoho’s Page Sense can measure website metrics, better understand site visitors, and create a more personalized experience for these visitors. It takes a look at CTA clicks, heatmaps, and overall engagement on the website. From these metrics, companies can get a better handle on leads and understand where conversions are originating.
Page Sense also integrates with other applications that analyze site performance, like Google Analytics. This way, companies have an even more thorough perspective on website metrics!
The bottom line? An application like Page Sense can help your company analyze its lead process and areas that need more focus. With this comes a better understanding of marketing ROI– and it may even highlight areas where marketing budgets can save some cash!
Optimize What You Already Have
Again, there’s a lot of lead-up to a sales conversion. (See what we did there?) Marketing approaches like email, social media, and landing pages are all elements that prompt a potential customer to engage and seek more information.
A leading player in the lead generation process is, of course, your landing page. An excellent landing page provides direction for a potential customer and hopefully entices them to sign-up for something/volunteer information. Zoho’s LandingPage feature is a great way to optimize your landing page by taking a look at page and visitor statistics and allowing you to A/B test different content.
Zoho also has other marketing applications that can help optimize your email and social media campaigns. What better way to generate leads than consistently showing up in inboxes and on social feeds? Zoho can help you be just persistent enough to intrigue potential leads without making them want to chuck their phones at you.
Build a More Efficient Process
A great way to save time and money in our marketing ventures? Automating what can be automated. Zoho’s Marketing Automation option does just that, giving you a 360 view of your marketing process. Take a step back and analyze aspects like the planning stage and marketing ROI, along with every detail in between.
Marketing Automation emphasizes complete lead management and the best way to approach it. It analyzes lead nurturing paths, allowing companies to tailor different lead process elements.
Upfront, it will take some time and energy to get it right. Once you gain some momentum, however, applications like this will be saving you a reasonable amount of time and money. Spending some extra time on leads and process automation now can mean more time to spend on everything else later!
Have we convinced you yet? Leads are not precisely something a successful company can skip!
The good news is that if you are overwhelmed by lead generation and where exactly to start, there are many resources out there to help make the process a little easier. Not to mention, Woggle is always here to help get you started with Zoho and the applications that will suit your specific needs!