Ignoring analysis Lead processing is often carried out without assessing the effectiveness of the work being carried out.
As an example, let’s take a company that allocates a significant budget for contextual advertising. Meanwhile, 80% of useful traffic actually comes from organic search. Consequently, the lion’s share of funds allocated for advertising is wasted.
To avoid such situations, it is necessary to phone number list periodically use analytical tools where you can track key metrics and accurately determine the channels of lead receipt. This will help to promptly adjust the attraction strategy, change the quality of content or the structure of the site based on the feasibility of these measures. For example, these measures can increase the volume of organic traffic and thereby save on advertising campaigns.
Ignoring automation
Manually processing each lead takes a huge amount of time and increases the risk of making mistakes.
Let’s say a manager decides to transfer contact information to a CRM system. He does it manually and in the process makes typos or incorrectly pastes copied phone numbers. Even if the information is entered correctly, it will not be updated automatically.
That is why it is so important to configure a convenient working environment for managers in advance, including tools for automating routine actions.
Lack of quality control of leads
Quite often, companies strive to collect as many leads as possible without paying attention to their quality.
For example, a marketer’s report for the current month shows 1,000 attracted customers. However, it turns out that the vast majority of them are not part of the target audience. These customers will never become actual buyers.
To avoid such situations, you need to what is content marketing formulate clear criteria for classifying leads as target leads and then attract only this category.
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Lack of personalization
Identical messages to all leads without exception make communication ineffective.
As an example, consider an online store that sends the same offers to all subscribers without taking into account people’s interests and past purchases. As a result, a buyer of a smartwatch is again offered to buy the same model at a discount. It is highly likely that a person will consider such a letter spam.
The manager needed to take into account information about the target consumer’s behavior to create a personalized offer.
Stop working with cold leads
Another common tactic is to simply exclude an audience that is not interested in buying from the work.
Let’s say the client is interested in contact lists programming courses in principle, but he won’t be ready to study for at least a year. The manager immediately marks the lead as non-target and forgets about it.
It is more rational in this case to develop a program for long-term maintenance of contacts with cold clients.