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Google Analytics can be a valuable tool for website analytics. But the data you need to understand blog performance isn’t always the information general web analytics tools focus on. Your blog’s budget relies on your ability to prove its value to managers and execs. Without reporting tailored to measure blog and content performance specifically, you may not have the right data to showcase the ROI of your content—or the insights you need to consistently grow that performance. That’s why you need a reporting solution designed for content and blog analytics—a tool that gives you access to the metrics and insights that actually matter for your blog. Note: If you want to give Leadfeeder a try and see which companies have visited your blog in the past month, you can signup and test it free for 14 days here. The Best Blog Analytics Tools for 2019 In this article, we discuss 12 of the best blog analytics tools to add to your stack. Google Analytics Tableau Momently HubSpot Marketing Hub SEMrush Google Search Console Clearscope MarketMuse Leadfeeder Chartbeat Bitly Impactana We start with the top all-in-one blog analytics tools—then dive into the best add-on tools to give you more insights into search, keyword optimization, and the customer journey. All-in-One Blog Analytics Tools Proving the ROI and value of your blog starts with having all the information you need, right at your disposal. The four tools in this section give you that—a well-rounded look at the core analytics outlining your blog performance. While each of these can stand alone, you can also use them together with each other or any of the add-ons in the second and third sections for richer, more in-depth analytics. Google Analytics Not much needs to be said about Google Analytics. It’s the de facto web and blog analytics tool because it offers a wealth of data, right from the horse’s mouth (Google). There’s no software to setup or code to deploy—Google Analytics just needs to know your domain name and the data’s all there. Analytics is also a part of the broader Google Marketing Platform, which makes it easy to tie all of your marketing efforts together. Google Analytics Pricing Google Analytics is a completely free tool. Tableau Content marketers aren’t data-savvy across the board—plenty are uncomfortable inside analytics tools (like Google Analytics) and have trouble making sense of the numbers they find there. Here’s a secret: most executives and stakeholders are even less comfortable with blog analytics. That’s where an all-in-one reporting tool like Tableau sets itself apart. Tableau helps you visualize your blog analytics and really understand what all the numbers mean. It helps you keep track of the numbers that matter for your company, without digging through all the stuff that doesn’t. Tableau Pricing Tableau Creator: $70 per user/per month Tableau Explorer: Starts $35 per user/per month (with a minimum of 5 users) Tableau Viewer: Starts at $12 per user/per month (with a minimum of 100 users) Momently Momently’s analytics dashboard is similar to what Tableau offers, with one key distinction: Momently presents your data in a way that makes perfect sense to stakeholders with minimal content acumen. Instead of using industry language like bounce rate and session duration, Momently frames analytics in common sense terms. How long did people pay attention to this article? Did readers find somewhere to go next? That framing cuts down on the time you have to spend digesting reports and analytics for higher-ups. Momently Pricing Free Personal: $9 per month Business: $29 per month Enterprise: Contact for pricing HubSpot Marketing Hub One can hardly talk about marketing analytics without talking about HubSpot. Their software is designed to help you discover the content that’s working hardest for you—and identify the content that isn’t working so hard. The Marketing Hub software brings all analytics together, from PPC and social media ads to search. And HubSpot prioritizes tying all that data to your bottom line. When you connect with HubSpot CRM, it’s easy to track how content assets and blog articles contribute to sales and conversions. HubSpot Marketing Hub Pricing Free Starter: Starts at $50 per month Professional: Starts at $800 per month Enterprise: Starts at $3,200 per month Blog Analytics Tools for Search and Keyword Optimization The analytics tools we’ve rounded up in this section may offer more than search and keyword data—but SEO is where they really shine and what earned each of them a spot on our list. SEMrush One of the biggest weaknesses of Google Analytics is missing information. If you’ve ever logged in, you’ve seen how much traffic ends up in the “not provided” bucket. That’s not helpful. SEMrush solves this problem with their powerful blog analytics tool. Keep track of traffic, keywords, ranking positions, and engagement data (including social shares). Their suite brings together all the channels that contribute to your blog’s performance—from social media and PPC, to organic search, and even link-building. A research and analytics tool all wrapped up into one, SEMrush even offers data-backed recommendations for optimizing existing blog content and identifying trending topics you can post about. SEMrush Pricing Pro: $99.95 per month Guru: $199.95 per month Business: $399.95 per month Enterprise: Contact for pricing Google Search Console Google Search Console goes a step beyond what Google Analytics offers. In addition to reporting on your blog performance, Search Console gives you the insight needed to “make your site shine” in search results. The biggest benefit of using Search Console is that it enables you to see what Google sees when it crawls your blog—giving you a peek behind the curtain. You get reports on the blog’s mobile performance and added insights to help you rank for and improve rich snippets. Google Search Console Pricing Google Search Console is free! Clearscope Clearscope’s software is more focused on content optimization—they’re all about getting better performance out of the content you’re already creating. When you build blog posts inside Clearscope, the AI-powered platform suggests relevant terms and keywords to include and offers tips on how to rank for them. Their base pricing plan includes up to 50 content optimization reports per month, so even very busy bloggers can get all the insights they need to write better content. Clearscope Pricing Professional: $300 per month Agency & Enterprise: Contact for pricing MarketMuse Similar to Clearscope, MarketMuse focuses on providing you with all the AI-powered insights you need to boost your chances of ranking—before you hit publish. Their content optimization tool even makes it easier for the whole content team to work together better, from SEOs and content strategists to writers and editors. The best part? MarketMuse’s objective measurement of content quality enables you to project the ROI of each blog post, before it goes live. MarketMuse Pricing Contact MarketMuse for pricing information. Blog Analytics Tools for Tracking the Customer Journey Seasoned content marketers know that the ROI of a blog is about a lot more than keywords and traffic volume. It’s about how your audience interacts with your content, across the web. It’s about what you do with that traffic—how it moves people through the customer journey and contributes to the bottom line. The tools in this section are designed to help you measure and report on that side of the blog performance equation. Leadfeeder We built Leadfeeder to give marketers more insight into who visits your website and what they’re interested in. Our tool works together with Google Analytics to identify companies that visit your website—and that includes the blog. That can be a gamechanger for B2B content marketers, allowing you to see the companies your blog attracts and the content they consume there. Not only does that help executives put a face to all the numbers, it can also help inform further sales and marketing efforts—driving up your blog’s conversion rate in turn. Leadfeeder Pricing Lite: Free Premium: from $53 per month Chartbeat Chartbeat offers reporting and dashboard features designed to give you a deeper picture of audience engagement, instead of traffic numbers. You can view data in real-time or use the historical dashboard to see trends and changes. This analytics tool also offers some of the best features for blog reporting across multiple websites or clients—making it easy as pie to compare metrics across blogs and offering up a holistic view of performance across your portfolio. Chartbeat Pricing Chartbeat offers 3 plans: Basic, Plus, and Premium Contact them for pricing information Bitly You’ve probably heard of Bitly as one of the most popular link shortening tools—but they do a whole lot more than condense URLs. Their shortened links are unique, and the analytics features enable you to track those links (just like a traditional UTM tracker.) That means Bitly collects data, in real-time, from across any and every channel where you share that link. Bitly OneView brings it all together into a single custom and intuitive dashboard. Bitly Pricing Free Enterprise: Contact for pricing Impactana Impactana is committed to helping you measure some of the less tangible (but still vital) aspects of blogging and content marketing. Impactana blog analytics combine data like backlinks and social media engagement into one report—and gives you a concrete measure for “Buzz” and “Impact.” The toolbar even makes it easy to see those measures for individual blog posts. Instead of filtering through Google Analytics, just pull up the actual blog article and the toolbar will show you the metrics in real time. Impactana Pricing Impactana is part of LinkResearchTools, which offers four plans: Superhero Small Business: $408.23 per month Superhero Startup: $681.14 per month Superhero Plus: $1,136 per month Superhero Brand: $2,841.70 per month Blog Analytics Tools to Prove Your Content’s ROI At the end of the day, blog analytics tools have two primary functions: helping you identify opportunities to improve performance and giving you the information you need to prove the blog’s ROI to stakeholders. The perfect reporting stack depends on the analytics that matter most, both to you and to executives or clients—and the right combination of these 12 tools offers all the insight you’ll need to grow the blog and the budget.
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A salesperson’s job is to feed the beast that is sales pipeline. But, like the hunters of old, you’re going to need the right tools to bring in the right customer. Tools that’ll help you move faster, gather intelligence better, and engage prospects in a way that helps you close more deals. That’s why we’ve compiled this epic list of the best sales prospecting tools out there. Arranged by each stage in the prospecting framework, along with a detail description of each tool, here is our list the best sales prospecting tools for the modern salesperson. Tools to Build Your Prospect List Tools to Find Contact Details Tools to Qualify Prospects Tools for Meetings Tools for Engaging Your Prospect (Note: Want to discover new leads, prospects, and gain insights on your customers? Try Leadfeeder for free.) Tools to Build Your Prospect List Building your list is the stage where you begin to determine whether a prospect is a good fit for the business, the best way to approach them, and ultimately determine whether or not there’s an opportunity for them to become a buyer. 1. Leadfeeder Pricing: 14-day free trial; paid plans starting at $59/month. Rating: 4.7/5 on G2Crowd. Leadfeeder is designed to help you discover potential new leads and prospects by tracking which companies visit your website, even if they don’t fill out a form or contact you. With Leadfeeder, all you have to do is connect your Google Analytics account and you’ll be able to track and analyze what pages people are visiting. This gives you opportunities to develop outreach and engagement strategies based on each lead’s behavior, as well as helping you identify prospects you might not have been aware of before. Plus, Leadfeeder also helps you find the contact information for employees at any company that visits your website. Allowing you to quickly find who the decision-maker is and immediately get in touch with them. 2. LinkedIn Sales Navigator Pricing: Paid plans starting at $65/month. Rating: 8.4/10 on TrustRadius. As the world’s largest professional social network, LinkedIn is an obvious choice for many salespeople looking to find prospects. To accommodate for that, LinkedIn launched LinkedIn Sales Navigator, a tool that allows for more advanced search filters, displays more detailed information about each prospect, as well as the ability to save and recommend leads, and InMail credit. Leadfeeder also recently launched a partnership with Sales Navigator. 3. FollowerWonk Pricing: Free plan offered; paid plans starting at $29/month. Rating: 4.2/5 on G2Crowd. Twitter can be a goldmine for prospectors and using FollowerWonk you can dive deeper into Twitter’s analytics. You can use FollowerWonk to search for specific keywords in people’s bios like “Graphic Designer” for example, and it will create a list of users who identify themselves as a graphic designer along with information like where they’re located, what topics they often tweet about, and who else they follow. From there you can tweet at them directly, or attempt to find that user’s contact information using the tools mentioned on this list. 4. Quora Pricing: Free. Quora is an online forum where anyone can post questions and receive answers. Thanks to their strict moderation policy, unlike similar sites like Yahoo Answers, questions and answers on Quora are usually of higher quality and provide greater insight. With Quora, you can create inbound marketing opportunities by providing insightful answers and raising your company’s profile. But you can also find potential prospects by looking through the followers a certain question has, or who upvoted specific answers. You can reach out to these people through Quora’s internal messaging platform, or find out their contact details through their public bios or linked social media accounts. 5. AngelList Pricing: Free. AngelList was originally designed to be a platform for startups, VCs, and angel investors to learn more about one another. For salespeople though, it’s a directory of different companies that you can filter by organization type, the number of employees it has, and even what stage of funding they’re currently at. 6. Product Hunt Pricing: Free. Product Hunt is a directory of new and upcoming businesses and products. Beyond simply searching through the directory using keywords and filters, Product Hunt has recently begun expanding its platform and features. For example, they now have an “Ask” platform where, similar to Quora, users can ask and answer questions from the community. They’ve also launched a “Collections” feature, which helpfully groups businesses by specific topics such as “Email Apps,” “Marijuana Tech,” or “Back to School Apps”. 7. Capterra Pricing: Free. Depending on what your industry or niché is, Capterra is another goldmine for salespeople searching for prospects. Capterra contains millions of listings of different digital products and businesses which salespeople can filter through topic and category type, including ratings for Leadfeeder. 8. Clutch Pricing: Free. If you’re looking for a directory of all the digital agencies in the world, then you won’t find anything better than Clutch. While similar to AngelList and Capterra, Clutch differs by focusing entirely on digital agencies from marketing and advertising to mobile app development. 9. MatterMark Pricing: 14-day free trial; paid plans starting at $49/month. Unlike previously mentioned directories and databases, Mattermark was built entirely with salespeople in mind. You can easily search through their directory of businesses through filters such as geography, company size, industry and niche, business model, b2b/b2c, and even the amount of funds their raising. The best feature though is that MatterMark integrates directly into Salesforce, allowing you to save businesses into specific lists. Also helping salespeople automate their prospecting by creating saved searches with over 80 different data fields, complete with company and news alerts. 10. BuiltWith Pricing: Free Google Chrome extension; paid plans starting at $295/month. With BuiltWith, salespeople can find businesses that are using specific pieces of software or technology. This is particularly helpful when looking for competitors in your space. With BuiltWith you can find out which companies are using specific tools, and it goes a step further by also providing you with the contact details of each business. For those who are turned off by the starting price point of $295 a month, you can always check out the free Google Chrome extension, which provides some basic insight into the tools a website is built with. Prospecting Tools to Find Contact Details Now that you’ve built your lists, now it’s time to get out there and start setting up those sales calls. Unfortunately, not everyone will have their contacts publicly listed which is where these following tools come in handy. 11. Voila Norbert Pricing: Free to find up to 50 emails; paid plans starting at $49/month. Rating: 4.9/5 on G2Crowd. Using Voila Norbert, all you have to do is enter the name of the person you wish to contact, along with the company they work for, and it’ll automatically pull up that person’s email address. Voila Norbert also takes it a step further for prospecting salespeople with their Gmail plugin, allowing you to schedule emails, send automatic follow-up messages, and set notes or reminders. 12. Hunter Pricing: Free to look up 100 emails; paid plans starting at $39/month. Rating: 4.2/5 on G2Crowd. Hunter (formerly known as Email Hunter) works as a simple Google Chrome extension to find all the associated email addresses of any given domain. It’ll even give a score on how likely it is that someone will reply to that email address. Even if you can’t find a specific prospect’s email address, Hunter supplies you with the common pattern behind all associated email addresses so you can effectively guess what your target’s contact details would be. You’ll also be able to gather email addresses by bulk through their Google Sheets add-on which finds all emails linked with a domain and automatically copies it all to a Google Spreadsheet. 13. FindThatLead Pricing: Free up to 150 credits; paid plans starting at $29/month. Rating: 4.5/5 on Capterra. Much like Hunter, to use FindThatLead, type in a domain name and it pulls up a list of all associated email addresses. Or, you can install the Google Chrome extension and search for email addresses directly from your browser. 14. Prospect.io Pricing: Paid plans begin at $99/month for 1000 credits. What sets Prospect.io apart from other email lookup tools is its ability to integrate with major CRM platforms like Salesforce and Hubspot Sales, and its unique credit system. Much like Hunter, you can install a Google Chrome extension. However, with Propsect.io you can also use your “credits” to verify emails, create simple drip campaigns, and gain data and analytics through tracking each email. 15. MailTester Pricing: Free. MailTester is a super simple tool where you enter in an email address and it checks whether or not that email address actually exists. While the tool itself is limited in some regards, it is useful in helping you “guess” and verify if a prospect’s email is working or not. 16. Skrapp Pricing: Free for up to 100 emails; paid plans starting at $49/month. Rating: 3.5/5 on G2Crowd. Unlike other email lookup tools, Skrapp is one of the few tools that allows you to look for email addresses associated with a LinkedIn account. Using the Google Chrome extension, you’ll be able to go onto someone’s LinkedIn profile and find the email that they used to sign up with. Another neat function of Skrapp is the ability to save your leads directly into lists, saving you that extra bit of time. Tools to Qualify Prospects Qualifying a prospect achieves two things for a salesperson: It helps them determine whether or not a prospect is worth their time, and It helps the salesperson develop a more personalized approach. Here are a few tools that’ll help you quickly qualify prospects. 17. Datanyze Insider Pricing: N/A. Rating: 4/5 on Capterra. Datanyze contains a variety of helpful tools for salespeople, but it’s specifically their “eyeball” feature that is great for salespeople. With Datanyze, all you have to do is go onto a prospect’s website and with one click it’ll pull up what technology and tools they’re using, the number of employees, annual revenue, and their connected social media profiles. While their paid plans start at $600 per month, you can always check out their free Datanyze Insider Chrome Extension, which will provide basic metrics of the companies you’re visiting. 18. Mention Pricing: Paid plans starting at $29/month. Rating: 4.3/5 on G2Crowd. Mention is a media-monitoring tool that searches through all major news platforms and social media sites for anytime a specific brand, or keyword, is mentioned. This is an easy way to learn what your prospect has been saying online—and what others are too. 19. Zoominfo Pricing: N/A. Rating: 4.2/5 on G2Crowd. ZoomInfo is basically a giant database that provides users with all the information they need to qualify a prospect. Beyond finding a company’s general information, ZoomInfo lets you dig deeper and find out the contact details for the employees of that company. 20. DiscoverOrg Pricing: Pricing starting at $24k+ per year. Rating: 4.3/5 on G2Crowd. DiscoverOrg provides users with detailed company information like their organizational chart, other companies they’re doing business with, and any recent personnel changes. What’s particularly useful is that with DiscoverOrg, you can also find out if there was any recent online activity from their end that’s related to your offering. 21. Detective by Charlie App Pricing: N/A. Rating: 4.6/5 on G2Crowd. Detective by Charlie scours the internet anytime your prospect and their company has been mentioned to provide the latest news regarding your prospect. You’ll be notified of what initiatives they’re following, and who their biggest competitors are based on their information. By integrating it with Salesforce, you can find out if you have closed any deals with clients in the same niche, location, or industry as them. 22. CrystalKnows Pricing: Free with a limited number of views per month; $29/month for unlimited access. Crystal Knows analyzes public data and, using their unique algorithm, details for you that person’s unique personality profile. For example, you can learn the way a prospect prefers to communicate and what their behavioral tendencies are so you can better adapt your pitch and communication style. You can also install their Gmail plugin which gives you real-time suggestions about the recipient’s personality and communication style in Gmail. 23. Owler Pricing: N/A. Rating: 4.1/5 on G2Crowd. Owler is free database that provides you with company information such as who their top competitors are, what their most recent acquisitions were, as well as general information such as their linked social media accounts, employee size, and annual revenue. While it does give you five free searches, you will have to sign up for a plan if you want unlimited access. Tools for Meetings One of the more frustrating aspects of the sales process is figuring out the right time to set up a call. This is especially difficult if you’re trying to organize a time across different time zones. Save yourself the constant back and forth by taking advantage of the following tools: 24. Calendly Pricing: 14-day free trial; paid plans starting at $8/month. Rating: 4.6/5 on G2Crowd. As one of the more popular scheduling tools on the market, Calendly makes it easy for prospects to schedule calls, meetings, and demos. The tool works by first syncing up with your Google Calendar and then you can create a schedule based on what times you’re available. From there, send a link and a prospect can pick a time that works for them. With Calendly’s Gmail plugin, you can create ad-hoc meetings and send over a clickable schedule of available times right in the email itself. 25. Doodle Pricing: Free to use; paid plans starting at $43/year. Rating: 4.7/5 on GetApp. Doodle is another great scheduling tool, but with a slight twist. Unlike similar tools, Doodle gives prospects the option to nominate what times work best for them. It’s then up to the organizer to pick the best option. With their premium version, you can access Doodle’s other features such as adding in your own branding, automated reminders and messages, and the ability to create your own customized polls. This can be particularly useful if you’re trying to set up a call between multiple people. 26. ClaraLabs Pricing: Free. While originally built as a way to help employers manage and schedule job interviews with potential employees, ClaraLabs can also be very effective for sales teams. All you have to do is set your preferences—from your times available, to your favored meeting spots—then Clara will communicate with the prospect on your behalf to arrange a meeting time and location. You can also set up meetings between a prospect and various members of a sales team for a team-selling based approach. Tools for Engaging Your Prospect Once you’ve connected with a prospect, the next step is to get them engaged in a conversation. Here are some tools to help you do just that. 27. Boomerang Pricing: 10 free credits per month; paid plans starting at $5/month. Rating: 4.5/5 on G2Crowd. Boomerang is a Gmail extension for email scheduling. There are many useful functions, the most obvious being the ability to schedule an email in advance to reach a prospect at their ideal time. Boomerang also comes with a couple of other neat features to help you keep your inbox from getting too cluttered. For example, you can also set it up so that an email will automatically be sent if you don’t receive a response with a few days. 28. Rebump Pricing: 30-day free trial; paid plans starting at $5/month. For some prospects, you might need to follow up with them five times before they respond; for others, three will do the trick. With Rebump, you can set your own preferences for how many emails to send and the time it takes between each email. You can also track and monitor the progress of each email. All you have to do is activate Rebump within your Gmail and it’ll automatically send follow up emails for you. 29. Bananatag Pricing: Free to use; paid plans starting at $10/month. Another solid email scheduling tool, Bananatag integrates with all major email clients—such as Gmail, Outlook, and Android. With Bananatag, you can schedule emails as well as track if the recipient has opened your email. You can also see whether or not they’ve clicked through on your links and attachments. 30. HubSpot Sales Pricing: Free basic plan; paid plans starting at $400/month. Rating: 8.3/10 on TrustRadius. HubSpot Sales is one of the most popular email management and tracking tools in the world right now. A division of Hubspot’s CRM platform, HubSpot Sales allows users to set up custom email sequences, track email open and click-through rates, and automate routine sales tasks like rotating leads. The tool can also help you find more prospects by finding out who’s visiting your website. It also gives you the option of engaging with them directly with their live chat feature. 31. Yet Another Mail Merge Pricing: Free up to 50 emails per day; premium license starting at $24/year. Rating: 5/5 from Product Hunt. Yet Another Mail Merge is a tool that integrates with both your Gmail and Google Sheets to help you track who’s opening your emails. This is particularly useful if you’re sending out emails in bulk. 32. Close.io Pricing: Paid plans starting at $59/month. Rating: 4.3/5 on G2Crowd. A powerful CRM platform in its own right, Close.io also happens to come with many powerful tools for cold calling. With Close.io, you can increase your outbound call volume with their ‘Power Dialer’ and ‘Predictive Dialing’ features. Close.io will also track all outbound calls, giving you insights into how your outbound efforts are holding up. It also allows for easy note-taking to keep track of each individual prospect. Many Leadfeeder users also take advantage of Zapier’s integration to pull website visitor information directly into Close.io. 33. Message Ninja Pricing: $99 for 2,000 delivered RVMs. Message Ninja gives salespeople more flexibility when it comes to their cold-calling efforts. With Message Ninja, a sales rep can schedule when calls will automatically go out—and they’ll be able to target and choose prospects based on their location. Message Ninja’s most prominent feature is their “Ringless Voicemails” which will automatically leave a pre-recorded message for your prospect without actually calling them. 34. Ring.io Pricing: Paid plans starting at $69/month. Ring.io is a Salesforce integration allowing sales rep to maximize their cold-calling strategy without having to leave Salesforce itself. Salespeople can automatically track and log all calls within Salesforce in real-time and make calls to multiple people at the same time with one click. As a Salesforce integration, Ring.io gives reps the ability to build lists using filters and data within Salesforce already. 35. Skype Pricing: Free. Rating: 4.5/5 on PCMag.com. Skype is one of the oldest video chatting apps and is used by hundreds of thousands of professionals as their go-to tool for online conferencing. Skype enables free calls to other Skype accounts. With paid credits, users can also make calls to regular phone numbers through the platform. Skype does not have a native feature for call recording like some of the other services in this list, although that can be overcome with third-party apps like Call Recorder for Skype at $39.95. 36. GlobalMeet Pricing: Standard plan starting at $12/user/month. Rating: 3.9/5 on G2Crowd. GlobalMeet is a cloud-based online conferencing tool, meaning that users are not required to download a program to use it. All the organizer has to do is send a link to the meeting room for the recipient to join the call. GlobalMeet was built with enterprises and businesses in mind complete with many features such as their integration with Microsoft Teams. 37. UberConference Pricing: Free for up to 10 participants with PINs required; business plans cost $15/month for up to 100 participants with no PINs required. Rating: 4.5/5 on Capterra. UberConference is another online conferencing tool with a focus on enterprises and businesses. UberConference can host meetings of up to a dozen people without suffering a loss in audio and video quality, and also comes with many features such as screen sharing, call recording, and even custom hold music. Conclusion Sales prospecting can be a big job full of repetitive tasks, but by using some of the tools above, we hope you’ll be able to increase your efficiency, connect with more prospects in less time, and close more deals than ever before.
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Do a quick Google search for how to measure Facebook ad performance, and you’ll find plenty of ad metrics and their definitions. Just track some numbers and you’ll see how your Facebook ads are performing. But there are 2 pretty gaping holes being told to just “measure these metrics.” What numbers are good for the different ad metrics, like click through rate, cost per click, and others? “Good” metrics for one business may be bad for another, so contextualizing the numbers you find is vital. In this article, we discuss some routes you can take to answer that question for yourself. Even if your ads show good click through rates and cost metrics, how do you know if the clicks and ads are sending the right traffic? How do you know if those visitors are high quality, ready-to-buy customers for your business? In the second half of this article, we talk about how Leadfeeder can show you which companies are visiting your website, and help you answer this question. Note: If you want to give Leadfeeder a try and see which companies have visited your website in the past month, you can signup and test it free for 14 days here. Key Facebook Ads Metrics For the sake of clarity, let’s make sure we’re all on the same page when we talk about some of the key metrics Facebook Ads and Insights measure: Engagement: Engagement metrics measure how your audience interacts with a Facebook ad. Did they click on the link? React or comment on the post? Share it? Reach: Reach measures how many people see your ads across Facebook. Impressions: Similar to reach, impressions tell you how many times an ad was seen. The key difference is that multiple views by the same person count toward impressions but not toward reach. Clicks: Clicks are just what they sound like—are people clicking on your CTA, your Facebook page, or other links on the ad? Click-Through Rate (CTR): Of those who see your ads, what percentage click through to the landing page or other linked pages? CTR is clicks divided by total reach, and many use it to gauge the quality of an ad. Cost Per Action (CPA) and Cost Per Click (CPC): How much does each click or other action cost you in ad spend? CPA and CPC are represented by total spend divided by total clicks or actions. How to Set Goal Metrics That Actually Mean Something for Your Business Most serious marketers set monthly or quarterly goals for their Facebook Ads effort (like a CPA of $50, a CTR of 7%, or improving CTR by 40%). But where do those goals come from? For a lot of marketers, they come mostly from thin air—an arbitrary number of percentage points better than last month. Here’s the thing: if your Facebook ad goals aren’t based on something, they’re meaningless for the business. How do you know what’s considered a good click-through rate? How can you improve Facebook ad performance if your goals and benchmarks aren’t based on actual business goals? The key is to take these 3 things into account when you set goals: Industry benchmarks The economics of your business Historical growth A great CTR for an eCommerce business might be completely unreachable for a B2B SaaS provider. A reasonable CPC for direct-to-consumer brands might be wildly more than a healthcare startup can afford to pay. If your engagement has been historically flat, you might need several months to get it up to industry standards. For all those reasons and more, your Facebook ad performance hinges on setting intelligent, achievable benchmarks. That way, whether you hit your goals or fall a little short, you can be sure that that performance is meaningful, and you can take action to improve it. Metrics like engagement and CTR should be informed by averages across your industry and your historical performance. Setting those goals starts by taking a look at how your Facebook ads have performed over the life of your ad campaigns. Then, do some research to find out how competitors and analogous businesses perform on Facebook. Wordstream has a handy guide to get you started here. Now you have a realistic picture of how well the best of the best do, where you fit into that spectrum today, and how you can set strategic goals to bring you closer to the high end. Cost metrics (like CPA and CPC) hinge on the economic realities of your business, too—if you want newly acquired customers to pay for themselves in the first year, and your goal profit margin is a set percentage, it’s easy to see where your maximum CPA and CPC goals should be. For example: if a paying customer is worth $50/month and your ideal payback period is one year, that comes to $600. If your goal profit margin is 50%, then you can afford to pay (at max) $300 for that customer—so your maximum CPC and CPA goals should fall under $300. Those Metrics are Important, But They Don’t Tell the Whole Story Setting goals for your Facebook ad metrics that actually mean something is a really good place to start. But—those metrics don’t tell the whole story of your ad performance. After all, the whole point of running Facebook ads (or any ads, for that matter) is to get new leads into your funnel, move existing leads through the journey, and ultimately convert more sales. Based on the ad metrics Facebook measures, you’re missing out on key details that add context to those numbers. B2B marketers, for example, want to know which companies Facebook ads send to their website. They might visit 10 different pages. They might log off and come back in 3 weeks. They might share your website with coworkers. These are the kinds of details that can get lost if a lead doesn’t ultimately convert (or convert right away), enabling potentially promising leads to slip through the cracks. If you haven’t installed the Facebook Pixel or another visitor tracking solution, you lose out on many of those details. Unless (and until) a lead converts, that makes it hard to map click-throughs on your Facebook ads to the actual companies they send to your website and the behavior they spur. And that data can be invaluable to understanding the true performance of your ad campaigns and where there are bottlenecks or speed bumps that can improve that performance. Measure Facebook Ad Performance After the Click-Through Facebook Ad data can tell you how many people click-through to your landing page or website and how much those clicks cost you, but it doesn’t give you the full context of those clicks. One invaluable piece of information for B2B companies, for example, is knowing the companies that click on ads and browse your website. That company information helps B2B companies gauge the lead quality of their Facebook ads—is this campaign getting us the right companies and leads? To truly measure your Facebook ad performance, you need more information, like: What do those people do once they get to your website? Which product or solution pages are they most interested in? How do companies move through your funnel before converting? When companies don’t end up converting, where did they fall off? That’s vital information for every business—and your Facebook Ad dashboard isn’t giving it to you. That’s where Leadfeeder can help make the connection between Facebook ads and the companies they send to your website. Leadfeeder shows you exactly which companies visit your website, even if they never fill out a form or sign up for anything. That gives B2B companies vital data needed to contextualize and measure the quality of traffic coming from Facebook Ads. The key is that our tool gives you data on the companies your Facebook ads are reaching—not just the individuals. That means you get a deeper understanding of B2B and account-based marketing (ABM) efforts and how your Facebook ads contribute to them. Which companies are moving deep into the funnel and which are barely engaging at all? How long does the process from click-through to conversion take? How does that differ from other lead generation channels? How to Use Leadfeeder to Track Leads from Facebook Ads Step 1: Build a unique UTM code for your Facebook Ads—to identify traffic that comes from each campaign or ad. With UTM codes, you can get as granular and specific as you want, tracking traffic by Facebook ad sets, audiences, or types of ads. Step 2: Create a Custom Feed in Leadfeeder to track who’s visiting the landing page with each of those UTM codes. Under Filters, select Page URL and enter the full URL with UTM code. Step 3: Set your email and notification preferences, so the right people are always up to date about what’s happening with leads who originated from Facebook Ads. Once you’ve set up the custom feed, you’ll see it under Custom on your Leadfeeder dashboard—view the feed anytime to see which companies are clicking through to each landing page. Click to open the Custom Feed and view companies who’ve visited your landing page. Meaningful Facebook Ad Performance Tracking Too many marketers spend countless hours and effort working toward meaningless Facebook ad metrics that don’t carry measurable weight for the business itself. Set ad performance benchmarks that make sense for your business—and use a visitor identification tool like Leadfeeder to get invaluable insights and context into what happens after the click-through.
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While it’s not possible (for obvious privacy reasons) to show you specific people that are visiting your site (unless they sign in to your site), most people don’t realize that you can see specific companies that are visiting your website. In fact, as we’ll show you, you can do it from right inside Google Analytics itself. You can even sort this data to discover which companies are visiting you the most. That means, for B2B marketing and sales teams, a list of hot leads (companies that have visited your site) are already sitting in your Google Analytics account. You just didn’t know about it. As we wrote for the Google Analytics blog back in 2016, GA already supplies you with the information you need to figure out which companies are interested in your website. Note: Want an easier way to see what prospects are on your website? Try Leadfeeder for free. But times have changed, and navigating GA can be a bit tricky. The data you need is still there, but it will take an extra step or two to organize it. How can you take large swaths of data and turn them into a single list of leads? Here’s what you’ll need to know: Can a Website Tell Who’s Visiting It? First of all, if you’re simply wondering how to figure out how many users are visiting your website, from which sources, in what geography, and more traffic related data, that is the bread and butter of what Google Analytics does, so we recommend you turn to Google Analytics’ guide on measuring your users. In this article, we’ll address how to identify the companies visiting your site. Can you turn that information into leads for your business? Yes—if you know how to access this information and organize it properly. It’s only when you run what’s known as a Google Analytics Network Report that the information starts to look like leads. After all, this exact report is designed to answer the exact question that brought you here. Here’s how to use it. How to Use the Google Analytics Network Report The Google Analytics Network Report sounds like a complicated process. It’s not. It’s just a fancy name for logging in to your GA and clicking the following: Audience → Technology → Network Voila. You’re officially running a Google Analytics Network Report. But you’re not quite there yet. With your primary dimension set to “Service Provider,” you’re only looking at which Internet Service Provider (ISP) they’re using. Without any filters in place, it should look something like this: What’s the one thing that stands out from this list? They are mostly a list of internet service providers. That’s not particularly useful for B2B marketers interested in what companies visited their website. The good news is that this company-specific information does exist and GA is willing to share it with you. If you know what networks are visiting your site, you only need to whittle down this Network Report to find the specific company networks on your list. If you find that this is getting too technical, that’s why we created Leadfeeder—to automatically organize this data without any work. Click here to skip below and see how Leadfeeder supercharges and automates this process. At this point, you should have arrived at a large list of ISPs and companies. GA is happy to filter out the ones you don’t want to see. Click Advanced next to the search bar and choose Exclude → Service Provider. Next to that, select “Matching RegExp” from the drop-down menu. Apply the list of companies you don’t want to include in the following format, with a vertical bar between each: customer internet broadband addresses comcast verizon Then click Apply. The problem is that you may have to repeat this process, again and again, until you successfully whittle out the majority of ISPs. You can do this manually. Copy and paste the companies you see there, enter them in your Matching RegExp filter, and keep going. And going. And going. Until you start to see genuine leads. Or, you can simply use this filter and click through your results—dozens at a time—until you yourself spot the needles in the haystack. For example, in our own analytics, we were able to discover a few companies and locations among the ISPs, like U.S.Steel and UNC-Chapel Hill: Once you have a few specific companies, you can use GA to learn a little more about them. Viewing Visitor Behavior on Google Analytics Click on an individual company to get more data on how often someone from that company visited you. Typically, the more overall Sessions they have on your site, the more interested they are. You can also use User Explorer under Audience on the left-side menu to view how each user interacted with your site. But if you want a broader set of data to work with, you’ll have to look beyond just the single user. Click +Add Segment under “User Explorer,” then click +New Segment. There you’ll see a set of options that looks like this: Where it says “Ad Content” by default, scroll down or search until you find Service Provider. There you can view what a specific company was doing on your website—including the pages they were checking out most. This will further break down a company into Client IDs. These will essentially identify users within a company. Congratulations: you’ve essentially pared down your potential leads to a user-by-user basis. Hopefully it didn’t take you too much time. But it probably did. Fortunately, we have a more convenient way of doing everything above: How Leadfeeder Makes it Much Easier to See Which Companies Visited Your Website While Google Analytics can feed you some basic information about your potential leads, Leadfeeder can yield faster and more convenient results. All you need is access to your Google Analytics API and a free trial of Leadfeeder to see how this would work. Linking your Google Analytics API lets Leadfeeder do all of the “number crunching” in advance. Leadfeeder automatically fetches your analytics data from the past 30 days—without requiring you to add any code to your website—and crunches that data to give you a visual readout of which companies are visiting your site: Google Analytics is robust enough to provide you with some of this information. But the key here is that you want to go beyond the basic data to derive genuine insights from your Google Analytics API. Without more advanced filters, you’re left wondering which companies are the genuine leads and which ones just stumbled on your site accidentally. To separate the wheat from the chaff, use Leadfeeder to accomplish the following: Creating a custom feed with advanced filters. This allows you to filter out those companies that quickly bounced out from your site, leaving only the warmer leads. Custom feeds also include variables like Country, Industry, or even customers who have visited a page of your choice without reaching out to you yet. Connecting this data with your CRM software of choice. This will help you identify those companies you’ve already worked with. Once integrated with Leadfeeder, you can also use your CRM to view which companies are frequently visiting your website. Connecting other tools, such as your email marketing software, to see which companies have expressed interest via email newsletter but haven’t yet reached out to your company yet. Clicking ‘Follow’ right under a specific lead’s name to keep tabs on their activity with one click. That’s it. No more Google Analytics Networks Reports and no more manual data entry. Demand More from Your Analytics: Get Company Leads from Anonymous Website Visitors Can you have all the information about your visitors you’ll ever need to capture more leads and discover who’s truly enthusiastic about your site? Yes, you can do it with Google Analytics. But it requires constant maintenance and upkeep to your own filters to get anything meaningful and, when you do, you still won’t have the full suite of features you need to capture meaningful leads. We built Leadfeeder to enhance the analytics experience and bring all these robust features into a single dashboard. Note: Want an easier way to see what prospects are on your site? Try Leadfeeder for free.
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At Leadfeeder, we define high-quality sales prospects with the following five criteria: They fit your target demographic. They’re a decision maker. They’re aware of their need(s). They know of you and your organization. They’re willing to listen. In theory, the goal of every successful prospecting strategy would be to only target prospects that you can confidently say meet all five of the above criteria. But that’s not likely to happen in practice. Sales teams have quotas to hit, and that typically means sales development reps (SDRs) will be prospecting to the best list possible, whether or not they fit all five criteria. But our five criteria are still relevant to gauge the likely success rate of a prospecting campaign. The more of the criteria you can hit, the higher response rates you’ll get. Over the past year, we’ve been quietly working on a feature to Leadfeeder that integrates with LinkedIn Sales Navigator to let SDRs and sales teams prospect better, faster, and with greater success. That is, with our tool, you’re more likely to hit more of the targeting criteria above. We think the difference between prospecting with our tool is so powerful that we’ve coined the term blind prospecting to describe the current methods and targeted prospecting to describe how you can do it with our LinkedIn Sales Navigator add-on. This is not a binary scale but a spectrum: In this article, we’ll explain why we built a LinkedIn Sales Navigator-based feature, and what our Leadfeeder integration does that no one else can do right now. _Note: Want to try LinkedIn Sales Navigator with Leadfeeder’s powerful ability to see which prospects have visited your website and when? You can try it free for 30 days here. _ Prospecting with LinkedIn Sales Navigator Ever since launching onto the scene in 2014, LinkedIn Sales Navigator is, in our minds, one of the most powerful tools for salespeople. That’s because its advanced search filters let you move from largely blind prospecting to more targeted prospecting. With LinkedIn’s search filters, you can search for prospects based on the demographics of your ideal customer that you’ve already identified. Using the Premium version of Sales Navigator, you can apply filters such as company size, years of experience, seniority level and much more. Now, this is a great start to creating a targeted prospecting strategy. It moves you from left to right on the prospecting scale, but we wanted to challenge ourselves to go further. For the savvy readers amongst us, you would have noticed that — for as powerful as LinkedIn Sales Navigator can be — you will only be able to locate prospects that pass, at best, three of the criteria needed for a high-quality prospect: They fit your target demographic. They’re a decision maker. (Maybe) On the off chance that they regularly post updates on their LinkedIn page you might be able to discern whether or not they have a need for what you’re offering. There are still two critical elements missing, that, if added, would really move us further to the right of the targeted prospecting spectrum. How exposed to your company is the prospect? This will affect your messaging to them dramatically. Have they heard of you? Have they only heard a little or have they combed through your whole site? How many times have they heard of you or been to your site? What products, features, or solutions are they interested in? Our customers often sell tools that solve a variety of problems or have very different features, use cases, or applications. Knowing which resonates with a prospective again, changes your entire messaging to them. The BEST Way to Prospect with LinkedIn Sales Navigator “Having LinkedIn Sales Navigator integrated within Leadfeeder reduces our workflow efforts and connects us with our prospects faster,” –Julie Huval, Head of Marketing at Beck Technology. With Leadfeeder’s integration, users can monitor who visits their website or company LinkedIn profile. This immediately starts to add more targeting to prospecting strategy. You can now see: **How exposed are they to your brand? ** **How many times have they visited your site? ** What pages do they visit the most (i.e. what are they interested in)? Leadfeeder also lets you get alerts when a prospect returns to you site, allowing you to add a time element to your prospecting so that you can send relevant follow up messages when you know they are engaged or thinking about your brand. Contacting a prospect when they’re in that mindset greatly increases your chances of closing a deal. Leadfeeder will show you exactly when a prospect is in that crucial stage of the customer journey and let you get out in front of the competition. This way your sales team can devote their time and energy into closing deals and making sales by targeting leads that they know are warm. We’ve begun using it, and it’s really quick and simple to utilize. You can immediately review the details of every visitor, from what demographics they’re in to other relevant company data. You can also take advantage of key features of Sales Navigator such as being able to find any mutual connections, access to their extensive database, and the ability to tag and track prospects. “The integration with LinkedIn Sales Navigator works like a charm. The best thing is that you can save the leads directly to your Sales Navigator without leaving the Leadfeeder interface.” –Kalle Teliranta, a Growth Facilitator at Myynninmaailma. How to Take Advantage of Leadfeeder + LinkedIn Sales Navigator Today Step 1 - Log into Leadfeeder Simply log into your existing Leadfeeder account (or sign up for our free 30-day trial here) and you’ll immediately be taken to our dashboard. Step 2 - Make sure you’ve connected Google Analytics Connect your site’s Google Analytics account to Leadfeeder by clicking the “Add Website” tab on the top right. Once connected, you’ll immediately see the data for the past 30 days transfer into Leadfeeder and start viewing who has visited your website, for how long, what pages they viewed, and how they found your site. Step 3 - Connect LinkedIn Sales Navigator Just toggle the “Enable LinkedIn Sales Navigator” button in the lead view and you’ll immediately connect your Team or Enterprise account to Leadfeeder. In case you don’t have Sales Navigator yet, good news because you can try LinkedIn Sales Navigator for free! Keep in mind: the trial is their Team or Enterprise Sales Navigator plan in order to access the Leadfeeder integration. Step 4 - Start Prospecting! Once you’ve activated the integration between the two, your Leadfeeder integration will immediately start pulling in relevant data from LinkedIn. Just switch over to the Sales Navigator tab, and you’ll be shown additional information for each contact and be given the ability to monitor the prospect’s recent activities and send InMail without having to leave the Leadfeeder interface. Even better, using the LinkedIn Sales Navigator view, you’ll also be shown any mutual connections between members of your team and a prospect, as well as recommendations for who to contact. Conclusion The key to any successful prospecting strategy is making sure that you’re hitting all five criteria of what makes a high-quality prospect—a goal that is surprisingly hard to achieve. Ever since the introduction of LinkedIn Sales Navigator, it’s gotten a little easier. Salespeople are now better today at identifying high-quality prospects than they were ten years ago. But, combining it with Leadfeeder can make it easier than ever to target those high-quality prospects. What it all really comes down to at the end of the day is this: Are you sure they are a high-quality prospect? Note: Want to try LinkedIn Sales Navigator with Leadfeeder’s powerful ability to see which prospects have visited your website and when? You can try it free for 30 days here.
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According to Julie Huval, Director of Marketing and Communications at Beck Technology, her team uses “a rifle instead of a shotgun” approach to sales. In other words, they use an account-based approach. “We know exactly who we’re going after and we know exactly who at that company we’re going after,” Julie told us in a recent phone interview. But what makes their approach unique, is that they’ve learned to do it without using any of the major marketing automation platforms often used by companies trying to execute account-based marketing. What follows is Beck Technology’s five-step plan for successful account-based marketing—without Hubspot, Pardot, Marketo, or the like. 1. Build the Account-Based Marketing (ABM) List Beck Technology, based in Texas, sells software and services that help construction companies and general contractors create estimates for complex building projects, and its account-based approach starts with a very detailed ideal customer profile (ICP). For instance, they’re searching for companies with annual revenue of $200 million and up, located in the U.S. and Canada, doing vertical-based construction. And finally, they’re searching for very specific job titles, such as pre-construction directors and chief and senior estimators. The problem is: these contacts can be hard to track down. Julie explained she’s often approached by lead generation vendors. She gives them all of the parameters and then, “More times than not, the vendor comes back and says, ‘Sorry, we can’t target that because the information’s just not out there for a crawler or a robot or an A.I. solution to find.’” Instead, they often find contacts old-school ways. They use Dun and Bradstreet, industry journals, and strategic industry partners to gather lists of companies. Then they turn to LinkedIn to find the right titles and contacts. Or, they start with LinkedIn, using the LinkedIn Sales Navigator solution to find both the right companies and the right individual to approach. Of course, some prospects find them. Companies find Beck Technology via their active LinkedIn profile, as well as industry conferences. Companies will often visit Beck Technology’s website from LinkedIn or after a conference, and Julie’s team is then able to use Leadfeeder to learn what companies visited and if any match their ICP. “We’re able to pull information from Leadfeeder after a company visits,” Julie said. “We can see companies that are hitting our website, what they are currently looking at, what they are interested in, how long they are staying on the website. If it’s someone we haven’t seen before, we’ll build out their account record. Part of our marketing automation is that we’re assigning lead scores to these accounts as they’re warming up.” This allows Julie and her team to begin building a plan to develop contacts at a company that has shown interest in its solutions. It’s a key step because, as Julie told us, big impactful enterprise sales don’t usually happen from someone simply calling and asking to place an order. Those kinds of sales usually need to be developed over time by the marketing and sales teams. “For someone to pop up on our doorstep, and they’re this huge, massive company that wants to buy several licenses of software — I’m going to say 99 percent of the time, that’s not going to happen.” 2. The ICP Gut Check Each month, Beck Technology’s sales development representatives select 20 accounts each to target. But, before they’re added to the sales funnel, they go through an “ICP gut check” to make sure they’re actually a good match. The marketing team evaluates each account based on the parameters of the ICP to see whether the company would be able to successfully use the software and can afford it. If all the boxes check off, then they place the account in Salesforce. Initially, Julie’s team tested Pardot for two months, but they found the reporting features weren’t aligned with what they needed. “For the cost that we were going to spend, we wanted to be able to see a lot of detail that Pardot wasn’t able to give us,” Julie explained. “We were starting our efforts in account-based marketing and were taking it slow. Pardot is a great tool but we needed something that would teach us along the way instead of jumping in with both feet without knowing how to swim.” Ultimately, Beck Technology decided on Net-Results, a platform that’s smaller and less expensive, but provided the features and support the team was looking for, especially when added to the data they gathered from Leadfeeder and LinkedIn. Once appropriately tagged, their target accounts enter the marketing funnel starting with a primer campaign, which is run by Net-Results. 3. Marketing Campaigns Prime a Prospect for a Sale “Primer campaigns are meant to get people primed and ready before entering our sales funnel,” Julie noted. These campaigns are sometimes 90 days in duration and include an introduction to Beck Technology, its software, user stories, and case studies. While much of the process is automated, these campaigns are still uniquely created per company and include “tailored content pieces written for the needs of that customer.” The goal of these campaigns is to convert an account to an opportunity. A few of the prospect accounts being primed enter into the sales funnel most often when the campaign starts promoting customer testimonials and case studies. “It’s usually whenever they start to see some of their peers and their competitors that are using our software and talking favorably about it, that they want to know what’s going on. ‘I want to know why this big behemoth of a company that keeps winning projects from us switched over to this estimating system.’” At the end of the priming campaign, the accounts get handed off to the sales team. The conversations go much smoother than they did before Beck Technology started using these primer campaigns. Basically, prospects understand Beck Technology. They’re primed for the sales call. 4. Sales and Marketing Teams Work Together to Equip Account Champions During and after the sales process, the marketing team continues to create account-specific content. They focus on identifying “what was the old estimating platform versus what our software can do, the vetting process, how to make sure that this is the right fit for the company, and why making a technology switch is a priority.” Marketing tries to ensure the account champion inside the opportunity is well-equipped to make a solid case for Beck Technology’s software. Every prospect company is invited to an on-site event to explore the software. This is a mandatory part of the buying process as the prospect can touch the product, visit with Beck Technology staff, develop a detailed implementation plan with an implementation specialist, and focus on their needs in a new estimating platform. At the end of the event, attendees are given a survey which allows them to score and rank Beck Technology’s software compared to their competitors. They can use that survey when they’re discussing the purchase with their company’s decision makers. 5. The Account Is Passed to the Customer Success Team (But Marketing Remains Involved) Once a purchase is made, Julie continues to track the customer’s engagement with content and their website. “If we see they’re not coming to our webinars, or they’re not clicking on emails that we’re sending them, or they are not coming to the website, where is that disengagement happening?” They know it’s time for customer success to check in. Each account is treated with importance. For instance, all customers get at least one-to-two in-person visits per year. In the end, the entire account-based customer funnel boils down to building and maintaining a tight relationship. And, according to Julie, it’s what the industry has grown accustomed to. “A lot of people in the construction industry are used to the way you go out and win work in commercial construction, which is still a lot of relationship building. They want to know they like you as a person, because you’re about to build a multi-million dollar project together, and they’re going to deal with you for the duration of the build. There is a lot of trust in construction and trust starts with a good relationship.” Building Partnerships For Beck Technology, their best customers are partners, not just customers. For that reason, a purchase is not the end of the account-based marketing process for Julie and her team. “We’re not going away,” Julie told us. “We want to partner with them. So, we go to their offices; we sit down with them. They know us, and we know them. They have our cell phone numbers.” “It’s not about software and how we’re using it,” Julie added. “We’re definitely a part of their system, and we don’t want to go cold on them, just like we don’t want them to go cold on us.” To do that, Julie and her team have been very careful about what tools they adopt—seeking to find the right tools, not just the ones that are most popular. Had the expensive marketing automation system worked well for them, it’s likely they would have stayed with it. But after trying one for themselves, they found it wasn’t necessary. The combination of Leadfeeder, LinkedIn, and Net-Results is giving them what they need to be successful—at a fraction of the cost. “We’re always on the lookout for the next tool,” Julie said. “We go through a very stringent process of figuring out what our processes are and then going, ‘This feels very manual. Is there a tool out there that can fix it?’”
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Leadfeeder, as robust as it is in its ability help manage website visitor data, also offers more to its users: Access to its equally robust API. Oftentimes, the use case for such a need to tap into our API, is driven by need for customization of certain processes—whether those be sales efforts, marketing functions, or lead generation operations. Our openness to integrate with other apps and tools has made Leadfeeder more functional and convenient for teams all over the world, but, that being said, sometimes our product alone is unable to address ultra-specific problems our users are facing. Our solution — open up and allow other product creators to integrate with our API. Our hope — is to not only retain our customers who are loving what we do with data, and in turn, create more Leadfeeder evangelists! But we also hope to attract other product creators who are interested in using Leadfeeder to power their efforts, as well. Here are three of the most common use cases we’ve noticed that are helpful to our customers’ success, and perhaps these cases will inspire you to join the Leadfeeder API movement: 1. Custom CRMs Certain customers in our database have built their own custom CRMs, for example, Taimer and Captavi. In this case, these customers want to take certain Leadfeeder data to their clients and present as part of their product’s functionality. For instance, the aforementioned Captavi, a Texas-based sales enablement platform, uses the Leadfeeder API to present its clients with insights regarding website visitor data that can only be uncovered using our unique API, and then presents this data in a custom setting via its all-in-one dashboard. With the Captavi Platform clients can manage all inbound and outbound marketing efforts in one, easy-to-use platform, as well as acquire and retain customers with integrated digital marketing and a seamless CRM experience. Using Leadfeeder’s API strengthens this experience for its end users, and best of all, offers Leadfeeder customers, such as Captavi, the opportunity to capitalize further from their subscription, and become evangelists and partners with us. A win:win! 2. Advanced CRM Integrations Certain Leadfeeder customers have their own CRM that they want to integrate with Leadfeeder, for their own purposes. For example, the Finnish food production company, Valio.fi, are plugging Leadfeeder into their SAP, webveistamo.fi. They’re using this to data to build an integration for Odoo, an open-source ERP and CRM, which helps Valio manage its sales processes for ordering, production and fulfillment. 3. Build a Better Lead Qualification and/or Analytics Process Oftentimes, we have users that are just ultra data-driven. They truly understand the power of data, and want more of it. So, these users—who are eager to build a lead qualification process, for instance, that aligns with their unique business’ needs—pull our Leadfeeder API data to their own database whereupon they combine this data with their own sources, and other sources, and then process it even further. Conversely, we have equally data-savvy customers that do the same thing as our prior example, but they capture the Leadfeeder API data, and send it to their own database to analyze it over a business intelligence too, also known as B.I. For instance, Quru.fi, sends Leadfeeder API data to its Tableau reports. Or Accobat.dk, who has built a separate solution to analyze Leadfeeder data inside its PowerBI tool. We actually launched a webinar with them recently about this, and you can view the Replay here by selecting Access Webinar. Kristoffer Engmann Sisseck, Business Consultant, at Accobat, explains, “We use Leadfeeder API in Power BI because it gives us the means and opportunities to filter data much more in-depth. When doing so, we can create a detailed customer journey.” Sisseck went on to note, “We can also calculate our own custom KPI’s, and then track how we are performing compared to different periods. Lastly, we have connected Leadfeeder data to other sources, such as our CRM system — and Leadfeeder itself does that. When doing so, we can track the customer after Leadfeeder, all the way from lead to a Closed customer.” If you have questions or would like to learn more, please send us an email at Team@Leadfeeder.com and we’d be happy to help!
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Despite its popularity, the traditional inbound marketing funnel isn’t right for every business. You know this. When each of your customers is a high-value, enterprise account, all the top-of-funnel content in the world won’t help you convert them. That’s where account-based marketing (ABM) comes into play. But here’s the thing: too many businesses are running headlong into ABM campaigns completely blind. In our experience working with hundreds of B2B companies, we’ve seen too many disappointed by their ABM results. That’s because, without valuable insights on your target accounts and performance, your campaigns are limited right out of the gate. Visitor identification software can change that. Visitor Identification Changes the Game for Account-Based Marketing Gaining visibility into who views your website and how they interact with it enables you to: Uncover and understand your ideal accounts Better target your social media and display ads Assess the performance of your campaigns Create more alignment between marketing and sales That means greater insights into who you should target—not just the name of the company, but enriched data about who they are and how they operate. It means a clearer picture of how your efforts are moving prospects toward conversion. Insights like that can do more than complement your ABM efforts — they can drive them. They can help you fine tune and constantly improve your marketing, so you’re converting more customers with less effort. The Best Ways to Leverage Visitor Identification for Account Based Marketing Visitor identification provides you with a wealth of data, but to really up your account-based marketing game, you have to know what to do with all that information. Let’s talk about the four most effective ways to implement visitor identification data into your ABM efforts. 1. Build the Profile of Accounts You Want to Target The foundation of any and every great marketing campaign is a deep, comprehensive understanding of who your ideal customer is. With traditional account based marketing, you have one of two options: Sell to accounts without seeing the whole picture Spend a lot of time and effort pulling that information together By using visitor tracking software, you can build a much more colorful picture of the accounts you want to target. Visitor identification doesn’t just tell you, “Hey, this person visited your website.” Instead, the best software (like our tool, Leadfeeder) gives you a broad and holistic view of that company. By tracking the pages they visit on your website—along with when and how they interact with your marketing campaigns—you can build a robust profile of everything from company details to their exact needs and use case for your solution. You’ll gain information on the company, itself — like the size of the company, their industry, where they’re located, etc. Then you can use that information to build a comprehensive picture of the kind of accounts you want to target. The best visitor tracking software can even qualify accounts for you. When you build a custom feed, you can set specific, highly targeted criteria to zero in on an actionable list of leads that are much more likely to convert. You can also hide companies you know aren’t a good fit. That means your team spends less time qualifying and figuring out who to target and more time moving those accounts to conversion. 2. Target Ads to the Right Accounts and Multiple People Who Work There Getting your ads in front of the right people is one of the bigger challenges that comes with account-based marketing campaigns. You’re targeting a small, tailored group of accounts—and that doesn’t match up with the way most digital ads define audiences. Traditional retargeting campaigns are an option, but they limit your ads to the specific people who visited your website. Retargeting also limits your ability to qualify who you spend your ad budget on. With visitor identification, you can make that highly specific visitor data work for your ad campaigns. You can export key visitor information to a CSV file and upload the file into LinkedIn ads. That allows you to do two things: If you’re using a custom feed to segment your visitor tracking data, it ensures your LinkedIn ads are only shown to companies that fit your set criteria. You can target more than just the one person who visited your website—showing ads, instead, to anyone at that same company. In a nutshell, visitor identification enables you to build more targeted retargeting campaigns. To download a CSV file of your leads: Select the feed you want to download from your Leadfeeder dashboard Set the time range to view Click the three dots icon to expand the menu and choose Download feed as CSV You can also check out this webinar for a more detailed walk-through. 3. Assess the Performance of Your Current ABM Efforts On top of helping you figure out which accounts to target and how to market to them, account-based marketing requires that you can measure progress as leads move toward conversion. Insights into where prospects are in the process helps you tailor the right messaging and identify any speed bumps between them and the sale. Visitor identification doesn’t disappear once you start targeting an account. Throughout your sales and marketing efforts, visitor tracking software continues to let you see if each prospect is visiting your website, what pages they’re looking at, how they’re engaging with emails and other content, and all sorts of rich information. By integrating Leadfeeder with your CRM software, you can see existing leads as they move through your sales process and interact with your website and marketing content. You can see who you’re connected with and who you’ve yet to connect with, as shown below. You can also follow companies you’re particularly interested in to keep tabs on how they’re interacting with your website and other marketing collateral as they move toward conversion. Pro tip: With a process as intensive as ABM, it’s vital to automate what you can and prevent any account you’ve invested in from falling through the cracks. Build specific custom feeds based on key pre-conversion behavior and set up notifications (in email or Slack) to let you know when a company reaches your set criteria. That makes it effortless to monitor how accounts move through your sales process and identify when it’s time to push the next conversion event. 4. Align Sales and Marketing Teams Around the Same Accounts This last category is less about the tactical process of account-based marketing with visitor identification and more about what’s going on behind the scenes. That said, when sales and marketing are on the same team, working toward the same goals, magical things happen. When they aren’t on the same page… decidedly less magical things happen. With a visitor tracking software like Leadfeeder, both your marketing and sales teams are looking at the same information. The software is easily shared across teams, so everyone sees the same dashboard and the same data. That makes it easy to agree on who to target, how best to market and sell to them, and when it makes sense to hand off an account between teams. Level Up Your Account-Based Marketing with Visitor Identification Account-based marketing can work—and work marvelously. It’s far and away the best way to approach marketing enterprise, high-value products and services. But if you dive into ABM without the insights visitor identification can offer, you’re limiting the potential of those campaigns. That’s no good. Instead, let visitor identification software streamline lead selection, simplify qualification, and take your account-based marketing campaigns to the next level.
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Here at Leadfeeder, we don’t just sell website visitor tracking software — we use it. We call this, eating our own dog food. We use Leadfeeder to help us find leads, inform our sales and marketing communications, and track lead activity throughout the sales cycle. For us, marketing is about three distinct stages: Finding leads, Qualifying them, and Taking action to convert them Some companies focus way too much on the first part and not so much on the second. Leadfeeder can help scale your outbound reach during both of those stages — but only if you actually use the information it gives you. Since we, y’know, work for Leadfeeder, we like to think we’re the experts at using our tool to find and convert leads. Today, we’re sharing that expertise with you. We’d like to share four members of our business development team—Jesse, Mathias, Dipak, and Phil—whose insider tips and insights leverage Leadfeeder into actual sales and marketing activity. Here’s how our team uses Leadfeeder every day. We Find the Most Relevant Leads to Target with Custom Feeds Here’s the thing about tracking every person who visits your website: it can get overwhelming quickly. Plenty of people who happen upon your website aren’t a good fit to ultimately become customers. To apply our sales and marketing efforts wisely, we needed a way to filter through all those visitors and find relevant leads — the ones most likely to convert and worth following up on. Your dashboard showcases all of your feeds, including custom and pre-set feeds. That’s why our team uses Leadfeeder’s Custom Feeds like they’re going out of style. Segmenting to get the most relevant leads into the hands of the right sales reps ensures the best team member for the job is investing in the best prospects. How to create Custom Feeds to find the most relevant leads: Sign into Leadfeeder and click “+Create a custom feed” Choose filters from the dropdown (like country, number of pages visited, or time spent on a particular page) to customize the leads you want to see. Give the feed a name and save. On the inbound side, Business Development Manager, Phil, and Senior Business Development Manager, Dipak, use very specific and custom-tailored filters. Our sales process is consultative, so they invest a lot of time and effort in each lead. To make that happen, they work with only the most engaged leads who tick off specific criteria around the pages they’ve visited on our website and how long they spent there. Dipak and Phil also use Leadfeeder Booster to see how many people from a company have visited our website. With Leadfeeder Booster, you can see how many people from a given company visit your site. Track leads who click on your Mailchimp campaigns On the outbound side, Director of Business Development, Jesse, and Business Development Specialist, Mathias, use Custom Feeds, too. They segment leads by country to ensure they’re sent to the right team member, and they filter new leads versus existing ones, so we aren’t sending redundant messaging. Our entire business development team lauds automation, too. The outbound team has custom lists pushed to different sales reps based on their set criteria and segmentation. Our inbound team uses automated email subscription so they never miss a new lead. How to automate email notifications for your Custom Feeds: On your dashboard, click the gear icon next to the feed you want to subscribe to. Then click over to the “Email” tab. Choose which users should receive email notifications and customize the frequency of the emails. Subscribe to a feed for email updates and choose daily or weekly emails. Spoiler alert: While we’re testing automation internally now, more Leadfeeder automation features will be publicly available soon! Integrations Help Us Turn Data Into Action Custom feeds tell us who to target, but integrations are what empower us to actually do something with that information. Our outbound sales team uses a standard process that involves four main tools that integrate with Leadfeeder and make our lives easier and more streamlined. Slack Pipedrive LinkedIn Sales Navigator Mailchimp When a new lead visits our website two or more times, their information is pushed to a Slack channel with all our business development reps (BDR). When someone claims the lead, they mark it in Slack, and the lead information is pushed into our customer relationship manager (CRM), Pipedrive. The Pipedrive integration helps us qualify leads that didn’t come through Leadfeeder, too, since we can see if they visited our website and what they looked at. View CRM details right on a company’s page in Leadfeeder Once a BDR is on the case, they use LinkedIn Sales Navigator to find the relevant decision-maker and important details like their contact info, expertise, and key conversation points that help us tailor our messaging to the company’s needs. Monitor how leads engage with your email campaigns Mailchimp integration helps us keep track of existing leads and track how our email marketing is performing. We can see what resonates with recipients and what they look at on our website after receiving an email. We Use Our Data Throughout the Sales Cycle It’s not just about the beginning of the lead journey. There’s a misconception that Leadfeeder is mostly a tool for initiating the sales cycle. It’s true, of course, that Leadfeeder can help you identify new leads to target — but our team doesn’t stop there. We use Leadfeeder data throughout the sales cycle to monitor progress, track lead behavior, and inform our customer conversations, which is also integral for upsell opportunities as well. When you sign up for a trial of Leadfeeder, Dipak, Phil, and the rest of our inbound team want to get on a training call to help you leverage our software. Leadfeeder data helps them tailor and personalize that call to each customer’s unique needs here in the middle of the sales cycle. Leadfeeder shows you behavioral data, like the pages a lead visits and how long they spend there. Behavioral info tells them what trial users have been looking at on our website and the features they care about, and company data helps them understand how users may need to use the tool. When our team reaches out to prospects, we don’t use generic, mildly creepy messaging like “Hey there, saw you visited our website…” We use the veritable smorgasbord of information Leadfeeder gives us to speak personally and directly to each prospect about their unique situation and needs—whether that’s on the phone or over email. After the training call, our inbound team can follow each user’s activity on our website and emails — giving them super valuable insights for following up and converting customers. If they finish a training call, and 10 new people from that company view the website, that’s a good sign they’re likely to convert. The same goes for our outbound team. Their focus is on demo-ing Leadfeeder for new leads. If they see more people from the company visit our website after a demo, it gives them insight into the most engaged leads to continue targeting. How to use Leadfeeder data throughout the sales cycle: Click the star icon next to companies who’ve entered your sales cycle. On your dashboard, select “Followed companies” to see all the leads you’ve starred. Convert Leads Like the Pros We’re admittedly biased, but we’re big fans of Leadfeeder over here. The information and context we get from our tool makes all of our marketing and sales activity more targeted, more relevant for leads, and ultimately, more likely to score us new customers. The information we get from Leadfeeder doesn’t make the results we’re looking for appear out of thin air. But taking action that’s informed by that data drives leads to conversions — and that’s powerful.
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We all want more sales leads, right? In this article, we’ve compiled a step-by-step guide for four field-proven lead generation techniques. Each of these can be used to start generating more sales leads for your sales team. We’ve also included examples and recommendations from recognized thought leaders for each method. The four techniques we’re about to cover are how to: Generate Warm Leads from Your Current Website Traffic by Using Leadfeeder Use LinkedIn Successfully Use Old-Fashioned Direct Mail Generate Awareness Through Content Marketing (Note: Want to discover new leads, prospects, and gain new insights about your customers? Try Leadfeeder for free.) 1. Generate Warm Leads from Your Current Website Traffic by Using Leadfeeder Leadfeeder is our tool and we’re really proud to offer it as an option that works great in combination with any of the other strategies on this list. Leadfeeder is a highly customizable tool that does many things to help marketers. It’s core strength is identifying companies that are already visiting your website, tracking the pages they visit, then providing you the information you need to reach out to those companies. Leadfeeder turns anonymous traffic reports (which you can’t turn into sales leads) into actionable lists of contacts your sales team can directly contact to see if they’d like to know more. If someone from your target market visits your pricing page three times in a day, for example, wouldn’t you love to be able to reach out and get in contact with that person? Leadfeeder enables exactly this kind of response. Leadfeeder is a fantastic compliment to any other marketing strategy—including the three other lead generation methods we describe below. When you run a campaign, Leadfeeder helps you track who visits as a result, what they’re looking at, and if they might be a good prospect for your sales team. 2. Learn How to Use LinkedIn Successfully We don’t have to tell you that LinkedIn is a goldmine for marketers and salespeople who learn to use it well. There are two ways to harvest leads on LinkedIn: The free search tool The paid LinkedIn Sales Navigator tool When it comes to getting warm leads off LinkedIn, you’re going to need to do more than send out a connection request and cut-and-pasted sales messages. Mandy McEwen at Modgirl.consulting says, the best way to scale your business via LinkedIn is to only target your dream clients or customers. LinkedIn allows you to do this by giving you powerful search tools to target and find those who would most value your services. Here’s a slightly condensed list of the steps Mandy recommends: Step 1: Create Buyer Personas Before you start connecting with people, you’ll want to sit down and take a few minutes to create your ideal buyer persona. This can include: Age Gender Industry Title Location Interest etc. Think carefully about what your ideal client or customer is like as their persona will have a direct impact upon the next few steps. Step 2: Use Keyword Research What keywords do your prospective clients or customers use when searching LinkedIn? Create a list of around ten keywords that these people probably use when performing a search. You can use such tools as Google Keyword Planner, Buzz Sumo, and Answer the Public to come up with a good list of keywords. You can also look at the profile pages of other people who offer the same or similar service that you do. They will help guide your content and profile creation efforts and can even improve your organic profile rank in the search results. Step 3: Optimize Your Profile Optimizing your profile will allow people to instantly see how your products or services can help them. You can accomplish this by putting their job title or industry in the headline section. Be sure to add various forms of media such as images (if relevant) and video, and even small additions can help. According to an article by LinkedIn career expert Catherine Fisher, profiles with a photo “receive 21x more profile views and up to 36x more messages” on the platform. To create videos, the webcams on most computers and phones are good enough to create a short but sweet 30-second video that will allow people to make a personal connection with you. Examples, samples, and statistics sprinkled liberally throughout your profile can also help highlight past work. If at all possible, try to provide past or current client testimonials as social proof can help instill a greater sense of trust. Step 4: Share High-Quality Content Content is king when it comes to LinkedIn. It sets you apart from the rest of the pack as a thought-leader, and someone people would turn to for advice. When you create content, be sure to center it around the pain points of your audience. The content can be anything from a free download, webinar, video, LinkedIn post, or even a lead generation piece. You should also include a call-to-action (CTA) at the end of every piece of content. Ideally, it should ask for their contact info or direct them to visit your website for more information. Step 5: Create Connections & Build Relationships Use the buyer persona you created earlier to figure out which filters you should use in the targeted search feature on LinkedIn. Find those who closely match your buyer persona and send over a connection request. People tend to ignore generic or blank connection requests, so try to personalize yours as much as possible. Find something in common such as past schooling, industry news, or ask a question about something new in the industry. Step 6: Offer Lead Magnets After the initial outreach, you can keep the conversation going by offering free content. Look at their website or take a cue from an earlier discussion and see if there isn’t a way you can help them with a particular problem they have. A blog post, whitepaper, or short video can be offered as a token of goodwill—at which point the law of reciprocity will come into play and can use this as a springboard for a sales pitch. Step 7: Nurture the Leads By this time, you’ve established yourself as a trusted expert and should have several warm leads to follow up with. Don’t entirely give up on those who haven’t yet converted. Try to send two to three messages per month with new content or valuable resources that will continue to keep you on their radar. By methodically working your contacts on LinkedIn and providing free valuable advice, you’ll be the first person they think of when they need to hire a professional. 3. Use Old-Fashioned Direct Mail With so many businesses focusing their marketing budgets on “online,” competition for the mailbox has never been lighter. Unlike marketing emails, which can be deleted in a fraction of a second, direct mail has a greater chance of being seen and opened. USPS estimates that around 81 percent of people scan or read their physical mail on a daily basis. The marketing gurus over at StreamWorks have given some tips on how to prepare an effective direct mail campaign: Step 1: Segment Your Lists Unlike email, the cost of a direct mail campaign can add up quickly. This is why it’s essential you scrub your lists to ensure that you’re not spending money on a mailer that will most likely get thrown into the trash can. StreamWorks suggests that you accomplish this by segmenting your lists. Each demographic will have slightly different pain points, and you want to make sure that your mailer is 100 percent personalized to the recipient. This can help to increase the response rates exponentially. Step 2: Keep the Message Clear (And Don’t Forget the CTA!) At this point, you’re going to want to think about the type of mailer you’re planning on sending out. Will it be a simple postcard or something as exotic as a handwritten coconut from Hawaii? Once you have the ideal mailer in mind, you’ll then want to begin the copywriting process. Keep the message clear and simple and be sure to include a CTA. You can track the performance of the campaign by adding a pURL in the CTA, which will lead to a specific landing page on your website. The analytics program your website uses will then tell you how many people came to that particular URL on your site. Step 3: Add Some Creative Ideas (Like SWAG Boxes, etc.) Aja Frost from Hubspot Marketing has given a few unique tips on what kind of mailers to use if you want to go above and beyond a standard postcard or sales letter. Such unique ideas as empty iPad boxes (with a promise of the real one if they accept a sales meeting), SWAG boxes of clothing for an entire department, and even content kits with printed out marketing collateral can all help turn a cold mailer into a warm lead. 4. Generate Awareness Through Content Marketing “Great content is the best sales tool in the world.” -Marcus Sheridan In content marketing, the goal is not to promote a brand as such, but rather provide valuable information that can and will be shared by those who consume it. This in turn will stimulate interest in services or products over time. Mary Fernandez from OptinMonster says there are seven steps to driving new B2B leads from content marketing. Step 1: Define Your Customer Avatar Much like LinkedIn and direct mail, you have to know who your ideal customer is before you target them. Mary gives several examples and an exercise to accomplish this. Once you have your ideal client or customer in mind, you can begin the planning phase. Step 2: Create a Content Plan The customer avatar that you settled on will determine the type and kind of content you create as well as where you promote it. Your ideal customer/client will be located at a particular point in the funnel, and it’s up to the content you create to guide them through to the next step(s) in the buyer’s journey. Come up with a content plan that will target your buyer personas and promote it on relevant channels. A content calendar can help with planning, and several free and paid tools will help with scheduling and posting. If your writing skills aren’t the best, or you’re finding that it’s taking far too much time to create content, you can always hire a professional copywriter or content marketer. Step 3: Choose Your Distribution Channels Now that you have your content you’ll want to think about where and how it should be distributed. You can choose from organic channels such as YouTube, SEO, Facebook, and LinkedIn. Keep in mind that it may take several months for the organic content to get noticed and start driving traffic. This is why many people will split their content promotion methods between organic and paid. Google Adwords, Facebook Ads, and even paid banners can all drive vast amounts of traffic in a short period of time. Step 4: Optimize Your Website Finally, you’re going to want to optimize your website. You can use free tools such as Pingdom to determine if the $5/month shared hosting server is causing your site to slow down (protip: it probably is). There are many websites out there that have “best practice” guides that will give you tips on how to perform on-site SEO. This will not only help with organic rankings but with on-site conversions as well. Make sure you have an opt-in form in your sidebar and an exit-intent pop up as well. There are many paid and free opt-in forms available for HTML or Wordpress websites. Step 5: Create Landing Pages Many companies spend hundreds of millions of dollars every year on paid advertising, SEO, and other forms of online traffic generation, only to have a fraction of that traffic convert. Worse yet, these same companies may not fully understand why this is happening. All they see is an over-exaggerated bounce rate on the landing page. While the topic of how to optimize your landing page could take up an entire blog post, there are certain elements that every landing page must have. If you need a landing page builder to make this process easier, UnBounce, Instpage, and MailChimp all offer drag-and-drop tools and templates. According to the experts at WordStream, there are eight things you can do to optimize your landing page for lead generation. Keep Forms Short Internet forms that ask for too much information can contribute to the high bounce rate on any given website page. Look at your lead capture forms and ask yourself if they’re asking for too much information. Usually all that’s needed is a name and an email address. People dislike giving out vast amounts of personal information from both a time and privacy perspective. Use Consistent Messaging Ensure that the snippets in the organic search results closely match the landing page on your website. The same goes for paid advertisements. People come to your site for a reason, and if they can’t find what the ad or organic search result promised them, they will bounce. The keywords you bid on, your landing page, and even the titles of individual website pages can all have an impact on bounce rate. Keeping the messaging consistent throughout will ensure a high-quality visitor experience. Make Your Content Scannable Nobody likes to read a massive wall of text. Break up those manifesto-esque paragraphs into bite-sized chunks that someone can easily scan in a matter of seconds. Better yet, try to bold important keywords and phrases so that the scanners can get the gist of what you’re talking about. Bullet points are a great way to break up a big block of text and offer the scanners amongst us an easy to way to quickly digest content. Add High-Quality Visuals Using free stock photos for your visuals is so 2009. If done correctly, high-quality visuals, such as images, graphics, or videos can completely transform a landing page. This is one area that some people might have to spend a little bit of money on to get things dialed in correctly. There are plenty of paid image sites out there that have millions of photos to choose from. Use Social Proof If your business doesn’t have a Fortune 500 client or two, you can always add social proof in the form of client reviews and testimonials. It will help increase both conversions and trust. If you don’t have any reviews, you can always reach out to your past clients or ask future ones to fill out a card or online form. Engage Readers with Live Chat New leads can quickly be generated from a live chat box installed on your landing page. If you don’t have a customer service department, you can hire a live chat company whose operators will handle and forward questions and leads. Remove Barriers to Conversion A cluttered landing page will only confuse people. Remove unnecessary boxes, banners, ads, and any confusing language or graphics that could distract from the goal of a conversion. In a nutshell, don’t make people think. Have the entire landing page laid out in such a way that it’s completely intuitive for the end user. This may take some time as you a/b test and experiment which landing page design works the best. Conclusion Getting new sales leads isn’t a one-size-fits-all affair. You have to go where your ideal clients or customers are located. Once you reach them, be sure to offer a personalized experience which can increase conversions and loyalty. By using the above tools and techniques, you should find that with a little bit of effort and some time, you’ll have created a way of driving new leads on a regular basis.
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