Web Centric Lead Management
Blue Elevator™ is pleased to offer insights into web centric lead management. In addition, we are also pleased to offer a revolutionary new web centric lead management tool (more about this later). Before we get there, let’s talk a bit about the importance of web centric lead generation.
What is Not Web Centric Lead Management
Over the last two decades, there’s been an explosion of marketing methods and mediums: radio advertising, television advertising, pens, videos, print ads, direct mail, web sites, pay-per-click, SEO, Facebook, Twitter, LinkedIn, etc.
You may have tried some or all of those methods and probably a few more. Even so, there are more mediums popping up all the time. This is what traditional (not web centric lead generation) marketing looks like:
Traditional Marketing
Each of the methods shown may have had some beneficial impact on your business. The challenge with each of the mediums is as follows: to continue to get results, you need to continue to advertise. Like a short-acting drug, to keep the desired effect, you have to continue to advertise. Worse yet, you may have spent the money with not much to show for it. Most of the time, it is “one and done” (e.g. you run the ad in the newspaper – and you hope you get a lead). Most business owners list a phone number as a primary means by which to encourage interaction. The more progressive owners reference their web site so someone can learn more about what they are advertising (e.g. a “catalog” of sorts). However, most businesses have not engaged in true web centric lead management.
Capturing Impressions – the Cornerstone of Web Centric Lead Management
Before we discuss what is web centric lead generation, let’s take a moment for a quick marketing primer. Marketing is about creating impressions, generating a lead, and making a sale. Marketing is often expressed in terms of impressions, reach and frequency. For instance, an ad in a magazine that goes to 5,000 homes every calendar quarter, you will create 20,000 “impressions” per year (4 x 5,000) with a “reach” of 5,000 people and a “frequency” of 4X per year.
Generally speaking, the experts will tell you it takes 7 impressions to get someone to act if they are looking for your product or service.
What IS Web Centric Lead Management?
In the opinion of Blue Elevator™, business owners should immediately adopt web centric lead management. Do you remember all of those mediums and methods that were referenced earlier on? There’s nothing wrong with any of those approaches; however, there is a small paradigm shift that we believe will create a BIG difference in your business. It looks like this …
Web Centric Lead Management
Typical marketing efforts will attempt to drive people to pick up the phone, attend an event, etc. We would like to suggest that you drive people to your web site! Thus, you can engage in web centric lead management.
The 3 Critical Steps for Engaging in Web Centric Lead Management
Here are the 3 critical steps for engaging in web centric lead management:
- Each of your marketing mediums – or lead generation methods – MUST drive traffic to your web site.
- Your web site must be converted into a “lead nurturing” site – not a “catalog” site (which represents the vast majority of today’s web sites).
- You must have a way to manage and measure the leads that have been generated.
If you do the aforementioned, you will avoid the “one and done” short coming of traditional marketing. You will also significantly increase your impressions (contact us for more details)!
MOST IMPORTANTLY: You will create a process whereby you can measure ALL of your lead generation efforts. It has been estimated that only the top 3% of companies have a marketing plan. In the opinion of Blue Elevator™, if you engage in web centric lead management you will rank even higher.
The Web Centric Lead Management Tool
As outlined above, three critical steps are necessary for accomplishing web centric lead management. Each is important and must be present to be successful. Blue Elevator™ has been engaging with clients to assist them in transitioning to a web centric lead management program. This article outlines WHAT to do. When you engage with us, we will show you HOW to do it.
Critical to the success of any program, is the ability to measure and improve your business process. Relative to this, Blue Elevator™ is pleased to offer a proprietary new tool for the exclusive use of our clients, associate advisors, and approved providers.
We are placing the power in your hands. Never again will you have to rely on someone else to tell you what is going on behind the scenes. No more complex codes. No more jibber jabber. You will learn the truth about what is happening in, on, behind, and through your web site. The best part is you will know MORE than the professionals you pay to manage your web site. This means you can evaluate the performance of EVERY aspect of your marketing and lead generation efforts.
Contact us today for more details about this tool and how we might be able to assist you in getting your “business to the next level™.”
AUG
About the Author:
Ken Moll is the Principal and Founder of Blue Elevator®. With professional experience spanning four decades, Ken has a breadth of foundational business knowledge rarely found – making him part of an elite class of professionals. Ken's passion is helping clients of Blue Elevator® get their “business to the next level™.”