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Lead Planning and Tracking

Lead planning and tracking are a vital part of any marketing plan. Lead planning and tracking enable you to determine the effectiveness of each of your marketing campaigns so that you can spend your marketing dollars as wisely as possible.

If you're already doing lead planning and tracking, great! You now own some extremely useful information that will enable you to plan a well-targeted marketing budget.

When we suggest lead planning and tracking to smaller service companies that aren't currently doing it, they ask:

  • How do we do lead planning?
  • Who in our company is going to do the lead tracking?
  • How can we afford to do lead tracking?

Our answer is:

  • How can you afford not to plan and track your leads?

Lead planning and tracking might be the single most cost-effective marketing activities you do. They will help you focus your marketing budget on what works, and stop wasting your money on what doesn't.

And, doing it is often very easy and inexpensive, requiring only slight adjustments to your current business process.

Lead planning and tracking will help you to determine the following:

  • How many leads you need to sustain your business
  • How many leads each department needs to generate
  • How many leads you get by type of advertising medium
  • How many of those leads were from existing customers versus new customers
  • What the company spent per lead for each advertising medium
  • How much you need to invest to create the leads you need, based on a cost-per-lead approach

Many advertising agencies want you to focus on the cost per thousand you reach. That's a useful number for assessing how successful you were in creating brand awareness for your company.

An even more useful advertising statistic, however, is the cost-per-lead-generated. Cost-per-lead is the number that tells you how your marketing and advertising are directly contributing to your company's growth and profitability.

Once you know that number, you should track the closure rates for the leads generated through each of your different marketing activities. You will find that closure rates are much better for some media than for others.

Getting into even more detail, you should record the characteristics of each different marketing campaign you do, and compare the effectiveness of your various campaigns to see which channels, designs, messages, and calls to action work best for each medium and each audience. 

If you track leads to this level, you will have a much more precise idea of how to spend your marketing dollars going forward.

Lead planning and tracking also give you extremely useful metrics for business planning. If you track all the leads that come into your company from internal and external lead generation processes, you'll be able to see how many leads you need from each lead source in order to maintain profitability and growth. You can use your lead forecast to better allocate training, marketing, and other resources within your company. You'll also be able to set lead generation and closure goals for each department in your company.

iMarket can help you set up effective and unobtrusive lead tracking systems to help you understand how your marketing activities are working for you.

Before you start, though, you should begin with lead planning. Our downloadable worksheet on Lead Planning will help you get started. Once you have this number, you can go to our Free Marketing Plan and continue to develop your marketing strategy.

 

Here's what people say:

iMarket Website Solutions Web Design and Development

Take a look at this email Contact Form I received today straight from our website:

"Our Total line Digital Thermostat broke down today - it's blank - and I found your website and have read enough reviews to be convinced you are the right people to contact for this sort of work. Can you please contact me as soon as possible and help me get the air back on in this house!?"

I couldn't ask for a better web response, so glad I chose to go with your Web Domination package. I knew I needed Facebook, a Blog, Twitter and a Reputation Defender service. It's a relief to have handed off items I had no inclination to learn and would never have time to keep updated.

I also want to thank you and the entire iMarket staff for making the transition from our old site to the new one seamless. This is fourth time we have gone thru the design process, but the first time I didn't have to become demanding just to receive what was promised.

Since the new site launched in February, our SEO placement has given us placement on the first page of Google searches in most of the cities we service and phone calls from our web site now account for 16% of calls received. I'm a happy camper; thank you so much!

Bill Chronister
Saddleback Plumbing

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Many people perceive the Penguin algorithm as nothing more than a thug, here to force thousands of small businesses into paid advertisement on Google by tanking their organic visibility. So I’m sure you can imagine the unrest within the community as the one year anniversary of the last update passed. But on Friday (October 17th, 2014), webmasters finally got their wish – Google began rolling out Penguin 3.0. Whether or not it was what they had hoped for is yet to be determined.

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It was exciting while it lasted, but unfortunately, Google authorship is no longer supported by Google. But first, allow me to shed a little light on the rise and fall of Google’s authorship markup. The Google authorship rich snippet was first introduced by Matt Cutts at the SMX Advanced conference, back in 2011. For those unfamiliar with this rich snippet; it allowed you to identify yourself as the author of the content within a blog post, which would then publish a small thumbnail of your Google+ profile photo directly to the left of your blog post snippet within Google’s search results.

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