At Farotech, we are dedicated to teaching CMOs and businesses how to develop a systematic approach to generate leads, nurture leads into clients, and then convert those clients into brand ambassadors.
Hubspot tracking code (often called cookies) is a great way to measure how engaged your potential sales targets are with your current marketing. We are going to walk through how strong messaging can lead potential site visitors through the buyer’s journey and discuss how to lead score your sales targets so that your sales team knows which leads are hot and what leads require further nurturing.
When we talk about developing lead intelligence and developing marketing approaches that help you nurture down the funnel, one of the most important things we have to do is we have to focus on content.
Content marketer Barry Feldman is famous for saying your website is the mousetrap and your content is the cheese.
Forming your message
When talking about lead intelligence and how to develop workflows to understand how to convert better, the most important thing that you can do is to focus on your message first.
One of the tactics that we do is go through a book called Building a Story Brand by Donald Miller. In his approach, he develops a formulaic strategy to push people from their standard way of communicating.
Oftentimes a business says, this is my product or service, or this is my company, and we do great stuff, and you should buy from us. Story brand pivots from that by saying your clients are the hero of the story. But when your products and services help them, you actually become the guide to help them reach their dreams or their goals of their potential.
Optimize your messaging to Google to generate site visits
The next thing to do is take your message and tie that with keywords that are going to rank on the first page of Google.
Above is an example of how to help people that struggle with back pain. We’re going to be focusing on the keyword ”back injury prevention tips.” Ideally, if my story is effective, I’m going to be able to develop enough trust to have the visitor come back to my website, or visit multiple pages of my website.
You are able to push them down the funnel and from there, the user ends up on a landing page. A landing page is what we call a content upgrade. A content upgrade allows us to create great content that our users will be willing to put their name and their contact information into to obtain that piece of content. This is typically their phone number and email address.
At the same time, you’re putting a piece of tracking code, or cookie, that will go on to their device wherever they downloaded your information. Now, we’re going to have a user experience profile that will use third-party cookies to display their activity on your site.
Implementing tracking cookies
In this example, he found your client by typing in the keyword “spine specialist in Philadelphia.” From there, he went to the spine specialty page. And later, he downloaded an ebook about back pain related to cycling.
Once he was in our system, our system automatically started to drip market to him to the email address he inputted into our website. The first email was about five back stretches that relieve back pain.
On your client profile, you can see whether they opened the message and read it or if it was delivered without being read from the tracking code implemented onto their device.
The second email contained information about non surgical options for chronic back pain, which was delivered and not opened. The final email in this sequence was about understanding a spinal assessment, which was opened. Finally, Jim was put onto our back pain newsletter.
The consumer profile allows you to have a concise contact record of when they interacted with your content while giving your important insights into how to market new materials and content to him.
Calculating your client’s lead score
Our system looks at his entire contact record, all of his engagement and then assigns a score based upon a rubric that we’ve developed with our clients. This analytics tool can help us aid the content given to them based on where the viewer is in their buyer journey.
This score will figure out how they’ve engaged with your marketing and what engagements earn you more points. The higher the lead score, the more likelihood they will convert into a client.
When you know what your ideal buyer journey is you are able to count how many touches and what particular touches they have with your marketing through cookie tracking. And then I’m going to work backwards.
Let’s say hypothetically it’s the rule of seven, where it takes seven touches to actually buy one of your products and services. By going to look back through your database of 2000 people, about 700 of them have a lead score of 30. This means they’ve only touched one or two pages of your website, or they watched a video when they went to one of your social media pages.
The next step will be to nurture them through this process, by sending drip marketing emails to invite them back to the website. We are inviting them back to download more materials that cater to their needs. Every time they engage, they’re going to get more and more points added to their lead score.
If someone is in the middle of the funnel or in the consideration stage, you can look at the database, and see that they have a lead score of 50. If they’re in the decision level stage they will have a lead score of 70 or above.
What I want to be able to do is, if you’re early on in the journey, I want to be able to know that score through lead intelligence, so that if my salespeople do call you, they are not too aggressive.
On the flip side, if they’ve downloaded materials and they have a very high lead score, what I don’t want to do is talk about very elementary information that was useful in the beginning of the journey. We can give them fresh content that may aid their needs from our website.
In Conclusion: What we learned
The first thing we covered was the power of starting out with a strong message. Using books like Building a Story Brand by Donald Miller helps you develop very strong messaging to understand your unique selling proposition, the value you bring to your market and how your products and services help transform people’s lives.
If you’re looking for more information on how to construct a message like that, please go back to one of our previous videos about the P P P. O strategy(link to vid/blog) where I walked through it step by step on how to develop that message.
The next thing we talked about is the importance of baking cookies into your marketing approach. As you start to develop more marketing materials and connect it with workflows, you want to make sure that you’re able to track your potential sales through cookie tracking as they engage with your marketing.
And then finally, we want to be able to use lead scoring to measure the efficacy of your marketing efforts. Your sales team knows exactly what clients have visited what pages of your website so that they can speak more effectively.
Also, at a macro level, you can figure out the health of my database. You can see important information like 30% of my visitors have a lead score above 50. I would consider this a healthy database, so you know that your leads are being nurtured correctly.
Please contact us with any questions or concerns you have about tracking cookies and lead nurturing. We would love to help!
