As small business marketers, we need to prioritize the good leads over the bad.
When it comes to finding potential customers, you need to spend some time determining who will make a better customer.
In the current marketing environment, chasing after the wrong prospects wastes time, energy, and money. The answer is to set up a lead scoring system.
What are the steps of implementing a lead scoring system?
The following are some of the top tips for implementing your lead scoring system.
Create your target buyer persona
Identify your target buyer so as to filter out those who you don’t want to talk too.
Scoring is often broken up into two categories based on their activities: warm leads, and not so warm leads.
Understand your customers’ buying cycle
Track your customers past purchases to see if there is a cycle to their buying, if they buy sporadically, or of they buy in spurts. Every time a customer makes a purchase, increment their lead score appropriately.
Based on your customers buying cycle, website visits, and quote requests you can segment people according to where they are in the buying process, incrementing the lead score of people who take the most actions which lead up to (or include) a sale.
Lead scoring is based on the idea that you can determine who is a more interested lead moving towards a sale, and which customers are most likely to buy again, based on what actions they do and do not take on your website and in response to email messages you send them.
Actions that move towards purchases (or are purchases) get scored. Relatively quickly you can see which leads have the highest score and give those leads the most attention.