When you first launch a lead generation campaign, your phone probably won’t start ringing off the hook and your inbox won’t be immediately flooded with people wanting to do business with you—no matter how great the campaign.
Research shows us that you can only expect a small percentage of recipients (less than 1%) to complete an online form requesting more information, or downloading a brochure, white paper, or other content. Most often, where you will really find value with lead generation is in monitoring “engagement”: visitors to your website, people who read a blog post or article, those who open or click through an email campaign.
If you want to start tracking engagement but you’re not ready to make the investment in a heavy-duty platform like Marketo or Hubspot, we’ve compiled a list of five budget-friendly ways to identify and follow up with engaged users:
To monitor your social channels (Twitter, Facebook, Instagram, and LinkedIn), we recommend using the HootSuite Pro dashboard. Plug in your URL, as well as keywords in your industry, and HootSuite will aggregate all mentions of both in one easy-to-digest, live feed. It provides up-to-the minute feedback and information about how people are engaging both your brand, and your industry.
2. Google Alerts
Monitor the web for interesting content about you and your industry, and have it feed to you via daily, weekly, or monthly emails. Google Alerts look for press releases, blog posts, and other types of content with relevant keywords you determine. You can also plug in people to see who may be talking about you, members of your team, or a top competitor. And it’s free.
WhoIsVisiting is a monthly subscription that allows you to see companies that visit your website, and their level of engagement while there. It will show you what and how many pages they have seen, time they spent on your site, and other engagement metrics. One important thing to note: this isn’t tracking people, just organizations. As you see these companies start to appear on your dashboard, start researching some of the best ways to make connections:
- Visit their website for more information on whether they are a company you want to do business with. If so, you can typically find a list of employees with email addresses and phone numbers. Find the most appropriate one and reach out.
- Visit their LinkedIn page to learn more about them and how you may have a connection with an employee in your network.
4. Google Analytics
Google Analytics is a web analytics service that tracks and reports website traffic. For measuring engagement and visitor insights, you will be primarily interested in the following sections of Google Analytics:
- Traffic overview: Always check your Audience overview for trending data on users, sessions, and page views. But also, in the Acquisition section, check traffic channels for where your traffic is entering your site as well as referral sources (you can unpack your Social channels here further). You can also drill down to see organic search terms that generated site visits.
- Site Content: In the “Behavior” section of Google Analytics, check the traffic to your content to determine what topics might be trending or popular.
- Events: Specific “Events” can be customized to monitor specific behaviors, like whether visitors are reading and scrolling through your blog articles. Events in Google Analytics can be set up to monitor just about anything on your website.
You can get good insights into user engagement from email campaigns. Using a service like MailChimp or Emma, you can see exactly who opens an email, how many times, if they clicked through, and what they clicked on. These are engaged users. If you have some valuable content to leverage, you can manually or automatically send a follow up email linking to this content to those who open and/or click through an email. From there, continue monitoring for follow up purposes.
Engaged users go cold quickly, just like leads. People are busy. They consume massive amounts of content and information daily. The probability of them remembering a week or two later that they engaged with you is little to none. It typically takes at least six “touches” before you can expect engagement. As you see that engagement, follow up with an email or phone call. Continue to engage them with content and relevant value. When you focus on tracking and following up with engaged users, rather than relying solely on your initial lead gen communication effort, you will find more and more opportunities for converting leads into clients.