I would say among all great things having to do with the Social Media Revolution, is the ability to track your viewers. Whether you are using an e-mail program, a newsletter design program, or are just moderating your blog, you can track visitors down to their e-mail address and street address. Creepy, right?
No. Not if you’re using it the right way. The reason why trackability is so important is so you can strike while the iron is hot. The moment someone opens your e-mail, you can follow up with a phone call. I’d advise against calling and saying “hey I just saw you opened your e-mail” because frankly, that sounds a bit stalkerish. A better way to phrase your follow-up call is to wait an hour or so, then call and say something to the effect of “Hi! This is XYZ from ABC company. I am just calling to see if I can answer any questions for you regarding (insert product or service here).” This way, you’re reaching out to them while the content you’ve delivered is still fresh in their mind.
Another way tracking is beneficial is so you can populate content that is useful to people in different geographic regions. What I like to read about here in Rochester, NY, may not be useful to someone- for example- in Niagara Falls, NY or Buffalo, NY. Sometimes, when tracking your visitors/audience, you can even see their company name if they’re viewing your information from work. Again, this gives great insight into what KIND of content you want to populate. What a Marketing person would want to read, is usually a bit different from what a Lawyer or Doctor would want to read.
Thankfully, most e-mail newsletter programs give you the handy tool of being able to use merge tags and edit source code to make different pieces of content viewable to different groups of people on your e-mail list. This way, you’re not creating fifteen different newsletters each month.
I am sure you know (as any business owner does) that there’s nothing more disheartening to follow up with “dead” leads that have gone cold since your initial contact.
The idea behind tracking your audience, is to give you the unique ability to foster your business relationships- to remain in contact with them for pertinent business reasons at all times. It gives you insight into their thoughts so you can create relevant content that matters to them. This sets you apart in the industry as a business with a social conscience who truly cares about bettering their clients, and industry as a whole. Even if the prospect isn’t ready to purchase NOW, when they are ready, you will be the first person they call.
So… what’s your take on trackability? How have you been successful by tracking your leads? What tools have you found to be most helpful?