Oftentimes, I speak with companies about their marketing and when we get to the topic of current lead volumes, I catch them off guard.
Some of the questions I ask are how many:
- leads do you currently get?
- of those leads are qualified to buy from you?
- typically convert into a customer?
If you’re able to answer those questions right away, you’re probably in a good spot when it comes to your tracking. If you aren’t, this blog is for you!
In this post, I’ll explain why knowing these numbers is critical to your marketing and ultimately, your business.
What to Track
What do we mean by tracking? It means you make note of the person, the reason they’re calling, and where they’ve heard of you.
There are two areas you should consider tracking: the first is tracking leads who are coming through your website or over the phone. The next is tracking leads as they go through your sales funnel. Each business has different sales’ cycles but in our experience, if you’re selling to a homeowner, the sales process is not usually completed in a single touchpoint. It’s therefore important to understand what that sales process looks like.
When we know the length of the average sale and the odds of a lead turning into a customer, we can better understand how to increase revenue within the company.
How to Track
For contact requests from your website and phone calls to your office, there are a number of data sources you can look into. For your website, the most commonly used free tool is Google Analytics. Not only will Google Analytics tell you how many people submitted a request for a quote or clicked on your phone number, it will tell you how many people visited your website, what pages they viewed, and best of all, what brought them to your website in the first place.
There are a number of call tracking tools as well. At Intrigue, we use CallRail, a third party software that allows you to have multiple numbers across your online presence. For example, when you get a call from a Facebook Ad, it will get registered as a Facebook Ad lead versus, say, a Google My Business page lead. This gives you crystal clear data on how people are finding out about your business.
The Value of Tracking
Having a clear understanding of where your leads are coming from will help you determine:
- What marketing is driving the highest volume of leads
- The geography your leads are coming from
- What percentage of people are visiting your website but choosing not to contact you
- How your website traffic is performing year over year
Knowing this information is critical in determining how to invest your marketing dollars!
In addition, it will show you how your ads are performing or how well you’re ranking on Google over time. Having access to this data will help you diagnose an issue in your lead generation prior to revenue slipping, which enables you to be proactive versus reactive.
If you’re interested in having your tracking process audited, see how our MAP Process may be able to help you, and contact us for more details.