Leadgenerering
16. januar 2021
Guide to effective lead tracking
This is important because it gives you a better understanding of how your resources are being used. If you know where your relevant enquiries come from, you can replicate and scale that success. This also allows you to optimise your marketing and budgets in the smartest way.
Indhold
Hvad er et lead Hvorfor er det vigtigt Hvor kommer de fra Koldt vs. varmt UTM-koder Bløde vs. hårde events MQL vs. SQL CLVWhat is a lead?
At Morningtrain, we define a lead as a company with commercial intent. In other words, the company has contacted us through one of our channels. If this happens via a contact form, they have provided information about their company, enabling us to assess whether it is a lead for us.
Where does a lead come from?
A lead can come from the various channels you have set up. For example:
- Contact form on your website
- Phone calls
- Google ads
- Social media
- A lead can also come from your network, and this is something you will of course need to note manually.
What is a cold and a warm lead?
It is important to understand that a lead can be cold or warm. A lead can of course also be lukewarm, but to keep it simple, we will stick to the two main categories:
A cold lead is a contact between you and the potential customer where the company does not have commercial intent. We always advise our cold leads on how they can be matched with another agency that can help them achieve what they are looking for.
A warm lead , on the other hand, is a potential customer who comes with a need that matches what we sell. In other words, they come with commercial intent, if you will.
UTM codes are worth their weight in gold
It is one thing to say that you need to track your leads—but how? Tracking can be done in many different ways. The most common and effective method is to use tags set up in Google Tag Manager and goals set up in Google Analytics.
However, this is very technical to set up and not something you can “just do” if you do not have experience with it. A good alternative is UTM codes. UTM stands for ‘Urchin Tracking Module’ and is information you add to your URL. Once the UTM code has been added, you can see in your Google Analytics account exactly where your leads come from.
You can add UTM codes to the links you use in link building, on social media, Google My Business, and in your affiliate links. You can read more about UTM codes here.
UTM codes can be one of the most important elements when setting up lead tracking, as they allow you to backtrace the exact lead.
Generer din egen UTM URL
What are soft and hard conversions?
We cannot talk about leads without also addressing conversions.
Soft conversions, i.e. user engagement, are important when you need an overview of whether your lead is genuinely interested, or whether it was someone who simply wanted to see what happens when the contact form is filled out.
When we receive a lead at Morningtrain, we check, among other things:
- How many times has this person visited the website?
- How many pages has the person visited and read?
- How long has the person “read” these pages?
- How far has the person scrolled on each page?
This makes it easy for us to decide where to spend our time when it comes to optimising the website.
NOTE! Of course, you should always be aware that some users may have already made up their mind before they become a lead. Therefore, the above approach should not be the only factor you consider when optimising.
The hard conversions are those we get through our contact forms—yes, we have several types (if you need convincing as to why contact forms are still important, read more here)—email, and inbound phone calls.
These types of conversions are categorised as “hard” because they involve direct communication. This means we can quickly enter into dialogue and build a relationship with them.
Conversions + MQL & SQL
Here is how you combine soft and hard conversions with Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL):
- MQL is a lead that has expressed interest in our brand and what we can offer.
- On the other hand, we see an SQL as a potential customer who has moved through the engagement stage and is now qualified to be contacted by our consultant.
In this way, MQL and SQL are the same as soft and hard conversions because the same process takes place. Just like with soft conversions, MQLs are the leads that show interest in your brand, whereas hard conversions—like SQL—are where direct contact happens and the customer moves on to the next step in the sales process.
Customer Lifetime Value (CLV)
Finally, it makes sense to explain what CLV stands for. Customer Lifetime Value is the process through which you gain a real insight into what the customer has contributed versus what the customer has cost.
If you receive a warm lead that becomes a customer, that customer does not necessarily contribute “only” a one-off amount.
Of course, depending on your business model, you will quickly see that the customer is happy with the product your company offers and will therefore continue to “buy” from you.
CLV is also important when you are setting a marketing budget. In other words, when you need to check whether your customer is “worth” taking on, you must remember to check CLV.
