In order to get leads flowing in through your digital marketing, you must first make sure you have set automated lead alerts on key content. You should also check your click-through reporting to monitor prospect click activity.
“Great! I have a lead… Now what?”
Once you start generating leads through your email marketing, implement a strategy for converting click-through activity and lead alerts into new clients. Lead tracking is a key component to your success. Lay out a basic and intuitive process for monitoring and responding to leads.
STEP 1: Look at What Generated the Lead Alert or Click Activity
Check which article or banner piqued your readers’ interest, and make a note of the topic that generated the lead.
STEP 2: See Who Responded to Your Lead
Look at the individual’s contact record in your database. See if they have also been clicking on other content in the past. If you notice a trend, you definitely have a warm lead in-hand. If this is the first click, you may still have an opportunity to convert your lead into a client.
STEP 3: Follow Up on Your Marketing Leads
Send a personal email with a follow up message to your prospect. Say something like, “I noticed you recently read an article in our newsletter about [topic here]. Is this something you’re thinking of exploring? Feel free to email me at contact@mybusiness.com if I can help.”
After one or two passive emails like that, take the next step and call your warm lead with a friendly approach to feel them out on their level of interest. Even if they don’t access your services at that time, you have successfully reminded them that you’re available if their needs change in the future.
STEP 4: Track Your Marketing Leads
Creating accurate and comprehensive records of your lead follow-up is a vital aspect of successful lead conversion. Make a record of your phone calls and follow-up emails either in your email marketing platform, CRM tool or tracking system of your choice.
STEP 5: Act or Release
If your prospect shows interest, schedule an appointment for a consultation or take appropriate next steps. Be sure your team is aware that you will be connecting them with new prospects generated by your email marketing.
If the lead does not show any interest after a couple emails and phone calls, step back and wait for future interactions. Review your follow-up records to make sure your team is not saturating the prospect with sales calls. As long as your prospect is subscribed to your email newsletter program, there will always be another opportunity to connect.
>> CLICK HERE to Check Out Some More of HomeActions Lead Generation Tools
The Digital Marketing Zscore (DMZ) is included in the latest update of HomeActions e-prospecting system and soon, this data will be automatically delivered to you on a regular basis. Using HomeActions DMZ, agents and management can compare the engagement their HomeActions email newsletters are creating with prospects in their sphere of influence to the results seen by other agents using HomeActions.
“The insight delivered by DMZ is unprecedented in real estate content marketing,” says HomeActions CEO Barry Friedman. “It provides real-time data about the effectiveness of the agent’s e-marketing.”
The DMZ measures:
Active Members
Click Rates
Open Rates
Transaction Readiness Triggers
Survey Responses
“Agents can see how they stack up against other agents in their office and agents in other offices in their brand,” explains HomeActions Senior Vice President of Marketing Lee Sowers. “By knowing the areas where you excel and where you fall down, you can improve your digital marketing. You know where you need to focus to bring yourself up to where other agents are.”
HomeActions members who want to improve their DMZ have access to white papers, webinars and support professionals who can help them adjust their digital marketing plans.
The DMZ gives office managers, regional managers and brand managers a powerful snapshot showing how effectively agents are engaging their sphere of influence. Managers can then offer support to agents who need assistance upgrading their digital marketing strategies to better target their desired customer base.
HomeActions, an e-prospecting and client relationship service, is pleased to announce a major expansion with the launch of a new division: IndustryNewsletters.com.
IndustryNewsletters will focus on marketing email newsletters for payroll bureaus, PEOs, human resource and employee benefit companies and other service providers — just as HomeActions continues to do for real estate agents.
But that’s not all: IndustryNewsletters is also supplying employee newsletters for any business, but with particular attention to accounting firms and payroll bureaus. The EmployeeNewsletters service is particularly attractive to companies that:
Have between 10 and 500 employees.
Have multiple offices.
Need to align company goals and objectives and communicate them to all employees.
Want to demonstrate the culture of their firm.
Need a robust recruiting tool.
Educate staff on employee-based services.
Don’t have the time or resources to prepare their own employee newsletters.
Just as with HomeActions and IndustryNewsletters, EmployeeNewsletters will contain professionally written articles that are automatically populated in each issue. In addition, clients can also write and add their own articles. Clients don’t need any coding or programming skills to use the service. Indeed, no matter how the clients use the newsletter, all articles are laid out and mailed out automatically with the push of a button. And for those who want to customize their newsletters, the company provides online, in-context help and live customer service support.
Only the Best Content
No matter what kind of companies they run, HomeActions and IndustryNewsletters clients can be sure they’re getting professionally written content. HomeActions and IndustryNewsletters staff and contract writers are experienced in covering payroll, employee benefits, real estate, finance, business strategy, health, technology and more, providing articles that are engaging, accurate and informative.
About HomeActions and IndustryNewsletters
HomeActions and IndustryNewsletters provide real estate agents and other professionals with an end-to-end e-prospecting system. The system involves building the professional’s database into a pipeline that is constantly nurtured. HomeActions and IndustryNewsletters do it all for the professionals who lack the time, the systems and the engaging content to do it themselves.
IndustryNewsletters and HomeActions were founded by Barry Friedman, CPA, who managed many CPA firms for over 25 years and subsequently sold to American Express. He then created BizActions LLC, which became the largest marketing e-newsletter company for CPA firms and payroll companies, and sold that to Thomson Reuters in 2012. He has over 15 years’ experience in the email newsletter space.
HomeActions and IndustryNewsletters is a virtual company that employs more than 30 people. It is headquartered in Green Cove Springs, Florida.
For more information, please visit our websites, HomeActions.net and IndustryNewsletters.com, or contact Richard J. Koreto, Chief Content Officer, at 845-642-4314 or Email.
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