Lead generation is the lifeblood of any startup or small to medium-sized business. Especially when it comes to inbound leads, potential customers who are actively raising their hand to buy from your business are highly valuable. Businesses also have many different marketing and advertising channels to lean on, from out-of-home billboards to search ads to display banners. It’s tough to figure out what channels to invest in and prioritize and how to track inbound leads accordingly. In this article, we’ll take a look at a few ways to creatively track inbound leads.
Buying a 1-800 number is one way to take advantage of robust call-tracking features. Call tracking records, categorizes, and specifies information like which sales and marketing channels drive the most leads, how much time customer service representatives spend talking to customers, and where leads are coming from. This is a must-have knowledge to figure out where inbound leads are coming from. Using a 1-800 number also allows for a memorable, easy-to-dial number when it comes to calling your business and call forwarding, so sales teams can communicate with prospects at any time of day.
However, through social listening software, you’re able to see who’s talking about you online. Customers might be tagging and mentioning your brand, or they might be writing your brand name in an Instagram caption. If customers are tagging you on Instagram Stories or talking about you on TikTok, this can be valuable information to know. Social listening tools like Sprout Social or Meltwater identify keywords and brand names online, so you can consistently monitor the chatter online. Social media listening also allows for inbound lead generation to interact with potential buyers, learn from what competitors are doing, and even identify potential brand ambassadors and fans.
Plus, artificial intelligence-enabled chatbots collect key customer and demographic info such as location, name, email address, and more to categorize and segment customers even further. They can also monitor how long users are spending on what website pages and where exits occur, allowing marketing teams to see what could be improved. Also, chatbots can integrate with customer relationship management (CRM) and analytics platforms, so you can turn website visitors into warm leads.
Illustration via Freepik
5 Ways to Track Inbound Leads
Lead tracking is extremely important because it tells marketing leaders and small business owners exactly where to allocate their budget. When leads are tracked correctly, brands can better manage prospects, categorize customers based on their interactions, and establish which demand generation channels have the highest value.1. Phone Tracking
Even in the days of social media, customers are still calling businesses. 65% of consumers have called a business within the last month. Inbound phone sales have a significant impact on your business, so a trackable phone system is a critical tool.Buying a 1-800 number is one way to take advantage of robust call-tracking features. Call tracking records, categorizes, and specifies information like which sales and marketing channels drive the most leads, how much time customer service representatives spend talking to customers, and where leads are coming from. This is a must-have knowledge to figure out where inbound leads are coming from. Using a 1-800 number also allows for a memorable, easy-to-dial number when it comes to calling your business and call forwarding, so sales teams can communicate with prospects at any time of day.
2. Social Media Listening
While many potential customers are probably calling your business, another percentage might be talking about you on social media. Social media is a great way to showcase your products, connect with customers, offer sneak peeks, and drive sales through shopping capabilities.However, through social listening software, you’re able to see who’s talking about you online. Customers might be tagging and mentioning your brand, or they might be writing your brand name in an Instagram caption. If customers are tagging you on Instagram Stories or talking about you on TikTok, this can be valuable information to know. Social listening tools like Sprout Social or Meltwater identify keywords and brand names online, so you can consistently monitor the chatter online. Social media listening also allows for inbound lead generation to interact with potential buyers, learn from what competitors are doing, and even identify potential brand ambassadors and fans.
3. LiveChat
60% of millennials have used chatbots, and 62% of consumers preferred to use live chat versus waiting for live help. Live chatbots embedded on websites provide real-time visitor monitoring and support. For example, artificial intelligence-enabled chatbots can monitor website pages like product pages to ask pointed questions, and surface help articles or valuable content.Plus, artificial intelligence-enabled chatbots collect key customer and demographic info such as location, name, email address, and more to categorize and segment customers even further. They can also monitor how long users are spending on what website pages and where exits occur, allowing marketing teams to see what could be improved. Also, chatbots can integrate with customer relationship management (CRM) and analytics platforms, so you can turn website visitors into warm leads.
4. Customer Relationship Management (CRM) Tools
CRM tools are often the backbone of both traditional and creative inbound lead tracking. A sophisticated CRM sorts, analyzes, and prioritizes customers and sales leads, so all teams can directly focus on the highest value opportunities. CRMs often provide valuable tools for continued engagement like email, marketing, messaging, customer service, support, and more. CRMs act as the core workflow tool to help increase sales, generate detailed analytics reports, and overall improve customer retention.5. Content Performance
Content is often the first thing potential customers see when browsing online, searching for their next purchase. Whether that’s social media content, blog posts, or customer reviews, content powers awareness, consideration, and purchase intent. When businesses can accurately track and pinpoint high-performance content, they can double down on those messaging points and channels. Content performance tracking might happen across tools like Hubspot or Google Analytics, and businesses can set up content tracking by what matters to them — whether that is a demo request, request for pricing, download, pageview, and more.Improve Inbound Lead Tracking
Lead tracking involves all monitoring and relationship building with potential customers, and there are tons of tools and creative strategies at your disposal. Inbound lead tracking offers the capability to segment potential customers so sales and marketing teams can more accurately deliver pitches and valuable content. From robust call tracking through 1-800 numbers to monitoring content performance, creative inbound lead tracking unlocks new opportunities for small business growth.
