the power of lead management

CONVERT MORE LEADS INTO CUSTOMERS WITH THE POWER OF LEAD MANAGEMENT

reachlocal.com | 888-861-6378© 2014 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

Convert More Leads Into Customers with the Power of Lead Management

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© 2014 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

Table of Contents---------------------------------------------------Introduction .................................................................................... 3

Build Your Contact List ................................................................... 4

Track the Marketing Source .......................................................... 6

Respond to Calls & Emails ASAP .................................................. 8

Nurture Long-Term Leads ............................................................ 10

Lead Management Email Examples ........................................... 12

Conclusion ..................................................................................... 19

Best Practices Checklist ................................................................ 19

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Introduction---------------------------------------------------Attracting consumers to your website is just one step in a successful online marketing plan.

That’s because you don’t just want visitors to find your website. You want them to contact you to learn more about your business, products, and services. It’s at this moment in the consumer buying journey that website visitors convert into leads and move one step closer to making a purchase.

But, how well do you handle your leads when they’ve decided to contact you via email, a contact form, or a phone call? Do you use lead management tools and best practices that can help you convert those leads into customers? By effectively managing and nurturing your leads at this stage in the consumer buying journey, you can turn more leads into customers.

In fact, businesses that nurture new leads see up to 45 percent more lead generation ROI than businesses who do not use lead nurturing.1

Managing your leads doesn’t need to be a complicated process. With ReachEdge™, you get a marketing system that combines a smart website, lead management software, and a powerful mobile app — all to help you convert more leads into customers. This integrated lead management solution captures leads when they visit your site, builds your contact list, and helps you follow up with leads, so you lose fewer leads and gain more customers.

Take a look at some of today’s top lead management best practices and see how ReachEdge can help you better manage your leads and turn them into customers.

Source: 1. Marketing Sherpa








Build Your Contact List ----------------------------------------------One of the smartest things you can do when a new lead contacts you (via email, contact form, or phone call) is to add their information to a contact list. This includes details like their name, phone number, email, product interest, and whether they’re an active or long-term lead. This list gives you a way to reach back out to your contacts with specific information about the product or service they’re interested in. It also enables you to contact them at a later date with helpful tips, offers and specials, announcements, and more.

Today, some businesses build their contact list manually whenever a new prospect contacts them. How are you building your list?

Here’s How Different Options Stack Up:

Rolodex• Familiar format for many office managers

• Paper-based and not scalable

• Time-consuming system

• Hard to keep fresh and updated

John Smith (555) 555-5555










Spreadsheet• Digital, sharable format allows info sharing

• Susceptible to data-entry error

• Lacks features of lead management software like alerts and automation

• Difficult to scale

ReachEdge• Captures and tracks each new contact

from your website

• Sends you email or text alerts when a new lead comes in

• Automatically adds new contacts to your list, saving you time

• Records phone calls from all sources that you can immediately play back and review

• Allows you to classify new contacts as leads via the Web or mobile app

Building your contact list ensures you’re gathering all the information you need about the people who contact your business and keeping track of whether they are they are qualified leads for your business. It also helps you stay organized, so that when the time comes to follow up with your leads, you have all of the information you need at your fingertips. ReachEdge’s lead capture technology builds your contact list for you so you have time to focus on running your business. And by alerting you whenever a consumer contacts you by phone, email, or Web form, ReachEdge helps ensure you never miss a potential sales opportunity. Plus, since it offers an integrated system, it helps you to seamlessly manage the entire lead management process.









Track the Marketing Source ------------------------------------------------Whenever a new prospect contacts you, an important step is to record the advertising and marketing sources (such as online ads, direct mail, billboards, radio, T.V. ads, etc.) that directed them to you. In order to know how consumers are learning about your business online, you can use tactics like call tracking, call recording, and website URL tracking. Monitoring and analyzing the contacts you get from social media pages is also important. How are you tracking the marketing sources of your contacts?

Here Are the Pros & Cons of Some Common Methods:

Asking for Source Directly• Conversational approach builds

rapport with leads

• Can leverage phone calls, website forms, and onboarding documents

• Manual process often results in poor, inconsistent data

• Employees often forget to ask for lead source

• Prospects can be influenced by multiple sources, which makes tracking specific sources difficult









By tracking the advertising and marketing sources that you’re spending money on to generate leads, ReachEdge helps you know which tactics are working most effectively. Having an accurate picture of your marketing results enables you to reallocate your budget if necessary to those that work best, so you can get the most leads and customers for your marketing dollars.

Call Tracking Technology• Places a unique tracking phone number in

each marketing source

• Gives you the ability to see where your calls are coming from

• Helps you track offline advertising such as direct mail, billboards, radio, and T.V.

LOCAL BIZ 555-555-2222

LOCAL BIZ 555-555-4444

LOCAL BIZ 555-555-3333

Unique Tracking Links (UTMs)• Can be assigned to any particular marketing

initiative or ad campaign that uses links

• Give you the ability to analyze which specific campaigns are driving traffic to your website

• Do not provide information about the contact

ReachEdge System• Tracks leads automatically from a variety of

online sources, such as direct site traffic, online directories, search ads, social media, organic search, and other sources

• Reports on site traffic and conversions like calls, emails, and completed forms by marketing source

• Provides insight into where your leads are coming from, lead-to-customer conversion rates, and potential revenue from all new customers

• Gives full and accurate visibility into the entire customer journey by tracking which contacts convert into leads and customers









Respond to Calls & Emails ASAP---------------------------------------------- Many consumers call you to ask about products or services, to get a price quote, or better yet, to book an appointment. But when you aren’t able to answer these calls, they may go to a voicemail system or answering service that doesn’t immediately provide the information your prospects are looking for.

While answering every phone call promptly is the ideal scenario for any business, there might be times when you can’t always answer the phone or you miss a call. Other times, consumers may send an email or fill out a form on your website. Don’t leave those contacts hanging; the sooner you respond, the better. How are you responding to calls and emails?

See How Your Process Stacks Up:

Source: 2. LeadResponseManagement.org

5

Minutes

Respond Quickly• Check voice messages and call leads

back as soon as possible, because consumers often choose the company who responds back to them first.

• Follow up with leads within the first hour they’ve contacted you. If you don’t, the chances of you ever getting back to them drops 10 times.2









The sooner and more frequently you respond to your contacts and

leads, the better chance you have of converting them into customers.

ReachEdge’s automated reminders and lead nurturing helps you

more efficiently and effectively follow up with your leads, keeping you

top of mind and convincing them to follow through with a purchase.

Send Emails Right Away• Promptly send follow-up emails to your

leads acknowledging you’ve received their information

• Share calls to action or next steps

• Set daily reminder if this is a manual task

Hello Sam,

We know you have many businesses to choose from

when it comes to window installation, so thank you for

contacting us at A Window Company. One of our reps

contact you within the hour to discuss your needs and to

provide you with a free quote. Best regards, A. Smith, Manager, A Window Co. (555) 555-5555 | [email protected]

Thank You For Contacting Us!

A WINDOW CO. 555-555-5555

Follow us on Facebook for more great offers and updates!

FreeQuote

REDEEM OFFER

Use Automated Systems Like ReachEdge• Receive notifications of missed calls in real

time so you can call them back

• Get email and text reminders to follow up with your hot leads via phone or email

• Send automated reply/response emails to prospects who contact you via email or website form

• Customize pre-written emails with specific marketing messages and define a pace for sending nurturing emails to leads that aren’t ready to buy

• Save time and effort by automating follow up with your leads

Hello Sam, Thank you for you recently contacting A Window Company for a price quote. One of our window representatives will be contacting you within the hour to schedule your in-home consultation.

When it comes to windows, we know you have many companies to choose from. But did you know that A Window Company was rated the #1 window supplier and installer by readers of Dallas Consumer Magazine for the past four years?

Our successful track record in getting the job done right for thousands of Dallas-area homeowners since 1952 is just one reason to choose A Window Company.

We look forward to scheduling your in-home consultation and providing you with all of your window needs.

Best regards, A. Smith, Manager, A Window Co. (555) 555-5555 | [email protected]

SCHEDULE NOW

A WINDOW CO. 555-555-5555


Voted #1 by Dallas Consumer Magazine readers!









Nurture Long-Term Leads-------------------------------------------- Once you’ve classified new leads based on their interest and stage in the consumer buying journey, it’s important to continually follow up with those who haven’t yet made a purchase. This is especially true in industries with longer lead times, such as home remodelers or car dealers. This is the juncture to start sending compelling emails with content like customer testimonials, before and after pictures of your work, and special offers and promotions that encourage your leads to buy.

But regularly nurturing your leads with these messages can be challenging unless you use a system that helps automate the process for you.

Designed to help drive customer conversions, ReachEdge’s smart technology sends follow-up emails to your leads based on the content and schedule that you determine in the system. By leveraging this technology to nurture your leads, you can stay top of mind with ease and convince them to follow through with a purchase.

So, what kinds of messages should you use in your lead nurturing? Include messages that provide valuable information to your leads about the types of products and services you offer as well as those that build confidence with your leads by showcasing customer results. Don’t be aggressive or overly “sales-y” in lead nurturing emails, but focus on providing content that will educate, inform, and help your leads.









Here’s a Look at Two Important Lead Nurturing Message Types:

Leads who take several weeks or even months to make a purchase decision require consistent follow up from you. With ReachEdge’s automated lead nurturing, your leads receive the attention and information they need to help them choose your business. ReachEdge makes lead management easy and convenient and gives you more time to do what you do best — run your business!

Next, we’ve got a handy set of email examples so you can see what great small business lead management emails look like.

Value-Added Emails• Provide valuable content such as tips,

how-tos, and education that builds confidence in your expertise

• Contain information about your products and services that is relevant to your prospects’ wants and needs

• Can promote special offers and promotions to entice consumers to buy

EMAILDear Anne, Are you like so many Americans who’ve heard about the amazing health benefits of yoga but think it’s too difficult? The wonderful thing about yoga is that there are many levels of practice, including gentle yoga for beginners. You don’t have to be either an athlete or highly flexible to do gentle yoga! Click the link for a quick 2-minute video of our yoga instructor, Lisa, as she demonstrates some common gentle yoga poses that she teaches in her popular class for beginners. You’ll see that gentle yoga is a great place to start your yoga practice. To your health and happiness!, Jane Dowe, Owner, A Yoga Studio (555) 555-5555 | [email protected] Thank You For Contacting Us!


WATCH NOW

A YOGA STUDIO 555-555-5555


Customer-Focused Emails• Build trust and rapport with prospects

by showcasing the confidence of your existing customers

• Can include reviews, before-and-after photos of client projects, testimonials, case studies, etc.

• Illustrate how your products or services have solved a problem or customer pain point

Hello Sam, You’re sure to have an image in mind of what your dream kitchen could look like, and we want you to know that we can make that dream come true! For over 10 years, we’ve helped homeowners like you turn their ideas into reality! In fact, you can visit our website gallery of before-and-after photos of real kitchens we’ve remodeled for actual clients!

See the difference Golden Kitchen Remodeling can make in your home.

Sincerely,Lance Stevens Golden Kitchen Remodeling(555) 555-5555 l [email protected] See The Dream Kitchens We’ve Made Reality!


GOLDEN KITCHEN REMODELING 555-555-5555

VIEW BEFORE AND AFTER PHOTOS

Follow us on Facebook offers and tips!









Lead Management Email Examples---------------------------------------------------Whether you’re following up with your leads for the first time or nurturing them over the course of your sales cycle, emails are an effective way to build rapport and to stay top of mind with your leads. Here are several type of emails every lead management program should have, as well as some examples of each, to help you get started.

Value-Added Emails Educational Example ............................................................................................................................ 15

Special Offer/Promotion Example ..................................................................................................... 16

Immediate Response Emails Thank You Example .............................................................................................................................. 13

About Us Example ................................................................................................................................ 14

Customer-Focused Emails Results Example ..................................................................................................................................... 17

Customer Reviews Example ................................................................................................................. 18









--------------------------- IMMEDIATE RESPONSE EMAILS -----------------------------

Immediate response emails are those you send right after a lead contacts you from your website. These automated emails can contain messages about your business, services, or products, but they mainly serve to let prospects know that you received their message and are ready to listen and help them in their purchasing decision. The following are examples of immediate response emails that our ReachEdge clients use in automated follow up.

THANK YOU EMAILS One of the easiest types of immediate response emails you can send is a simple thank you email. It conveys that someone from your business will follow up with your lead within a specific time frame in order to discuss their interests or needs, schedule an appointment or provide an estimate.

Hello Sam,

We know you have many businesses to choose from

when it comes to window installation, so thank you for

contacting us at A Window Company. One of our reps

will contact you within the hour to discuss your needs

and to provide you with a free quote. Best regards, A. Smith, Manager, A Window Co. (555) 555-5555 | [email protected]


A WINDOW CO. 555-555-5555


FreeQuote

REDEEM OFFER









--------------------------- IMMEDIATE RESPONSE EMAILS -----------------------------

ABOUT US EMAILS About us emails provide a great opportunity to build trust in your business with your potential customers. For example, was your business started by a great-grandparent and passed down throughout generations? Do you have award-winning service or special certificates that your competitors don’t?

Think about your company’s strengths or unique aspects and then share this information with your prospects. You’ll begin to build value and trust with prospects as you differentiate your business from your competitors, so a prospect is more likely to choose your business when they are ready to buy.

Hello Sam, Thank you for you recently contacting A Window Company for a price quote. One of our window representatives will be contacting you within the hour to schedule your in-home consultation.

When it comes to windows, we know you have many companies to choose from. But did you know that A Window Company was rated the #1 window supplier and installer by readers of Dallas Consumer Magazine for the past four years?

Our successful track record in getting the job done right for thousands of Dallas-area homeowners since 1952 is just one reason to choose A Window Company.

We look forward to scheduling your in-home consultation and providing you with all of your window needs.

Best regards, A. Smith, Manager, A Window Co. (555) 555-5555 | [email protected]

SCHEDULE NOW

A WINDOW CO. 555-555-5555


Voted #1 by Dallas Consumer Magazine Readers!









------------------------------------VALUE-ADDED EMAILS -------------------------------------

As you begin to nurture your leads across the sales cycle, providing them with useful content helps build your relationship with them. These emails may feature educational tips, how-to guides, video demonstrations, discounts, coupons, and more. The goal is to give your leads a way to experience the value of your company first-hand so they can gain more confidence and trust in your business. Here are two small business examples:

EDUCATIONAL EMAILS Educational emails containing demonstration videos, industry articles, or how-to content help your leads to learn more about your business and industry while helping you to build trust with these leads. Providing leads with a way to learn more about your product or service is an excellent way to build trust with them. For example, if you already use videos as part of your marketing or on your website, make sure to feature them in your emails with an image and a link to the video on your website or YouTube. These emails shouldn’t be overly promotional but instead focus on providing valuable information to your prospect.

Dear Anne, Are you like so many Americans who’ve heard about the amazing health benefits of yoga but think it’s too difficult? The wonderful thing about yoga is that there are many levels of practice, including gentle yoga for beginners. You don’t have to be either an athlete or highly flexible to do gentle yoga!

Click the link for a quick 2-minute video of our yoga instructor, Lisa, as she demonstrates some common gentle yoga poses. You’ll see that gentle yoga is a great place to start your yoga practice.

To your health and happiness!

Jane Dowe, Owner, A Yoga Studio (555) 555-5555 | [email protected]

New video: See How Easy and Relaxing Yoga Really Is

WATCH NOW











------------------------------------VALUE-ADDED EMAILS -------------------------------------

SPECIAL OFFER/PROMOTION EMAILS Today’s consumers are savvy shoppers looking for the best deals before making a purchasing decision. By sending them emails with special offers, like discounts or promotions, you can entice potential customers to contact or visit you right away to redeem the offer. Each email should include messaging about what the offer includes and how to redeem it, as well as any expiration dates. Also, make sure to alert your staff of any offers so you’re ready for a potential influx of customers. You should also get legal consultation on any offers you run. Make sure your offer terms exist on your website, link them in your email, and be sure to note that terms and conditions apply.

Sam,

Life can be stressful. But instead of taking your stress out on another bowl of mac and cheese (we’ve all been there), join us on the mat instead!

We make it easy with a free 7-day pass to any of our yoga classes! Simply download the attached 7-day guest pass and get full access to all of our classes for seven straight days. It’s a great way to meet your instructors, try a class (or several!), and ask any questions you might have.

You’ll enjoy all the benefits of yoga for free. And we promise not to hassle you with a high-pressure sales pitch. That’s because we’re so confident you’ll love our yoga classes, you’ll want to be a member after seven days!*

Redeem Offer

Namaste, Jane Dowe, Owner, A Yoga Studio (555) 555-5555 | [email protected]

Sign Up & Redeem Offer

Free7-Day Pass

SIGN UP & REDEEM OFFER


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*Terms & Conditions Apply









-----------------------------CUSTOMER-FOCUSED EMAILS ------------------------------

Let your current customers and your great work to do the talking for you with customer-focused emails. Compelling video testimonials, five-star reviews, and photos of client projects can be a wonderful source of information to include in emails that demonstrate to your leads why they should choose to do business with you. Here are two examples of customer-focused emails you can create.

RESULTS EXAMPLE EMAILS Your emails can include links to your online portfolio or pages of before-and-after photos of client projects that demonstrate your expertise. By giving your leads concrete examples of your work, you can help them see the true quality you provide. Plus, showing your work demonstrates your skills and professionalism. And when you build confidence in your solution, you’re increasing a lead’s likelihood to buy from you.

Hello Sam, You’re sure to have an image in mind of what your dream kitchen could look like, and we want you to know that we can make that dream come true! For over 10 years, we’ve helped homeowners like you turn their ideas into reality! In fact, you can visit our website gallery of before-and-after photos of real kitchens we’ve remodeled for actual clients! Visit goldenkitchens.com

See the difference Golden Kitchen Remodeling can make in your home.

Sincerely,Lance Stevens Golden Kitchen Remodeling(555) 555-5555 l [email protected] See The Dream Kitchens We’ve Made Reality!



Follow us on Facebook for offers and tips!

See Real Kitchen Makeovers From Our Happy Clients









-----------------------------CUSTOMER-FOCUSED EMAILS ------------------------------

CUSTOMER REVIEW EMAILS Four-star and five-star reviews from customers on review sites like Yelp and Google+ Local (or on the many other review sites on the Web) can provide great content to reference in emails. Include a link to the review site so that your leads can read the positive comments given from past customers themselves. You can also include positive quotes from your happy customers. Plus, if customers have given you permission to use their review or testimonial on your website, you can include a link to your site within a customer review email.

Dear Sam,

There are many kitchen remodeling businesses you can choose from, so why not go with the one that consistently receives four- and five-star ratings on Yelp? Golden Kitchen Remodeling has received more than a dozen positive reviews on this site in the past year alone!

One customer said this about Golden Kitchen Remodeling: “Love my new kitchen from Golden Remodeling. Lance and his team were professional, prompt, and courteous throughout the entire process. The remodel was affordable, too. Would highly recommend them!”

Be sure to check out our Facebook page, too, to hear more from our happy customers!

Kind regards,Lance Stevens Owner, Golden Kitchen Remodeling (555) 555-5555 l [email protected] The Dream Kitchens We’ve Made Reality!

Hear Why Our Customers Love Us



HEAR FROM MORE HAPPY CUSTOMERS!

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Conclusion---------------------------------------------------From building your contact list and tracking marketing sources to responding to leads and nurturing them throughout the sales cycle, lead management should be an integral part of your marketing strategy. That’s because great lead management can help more leads become customers — and more customers means more for your bottom line.

Want to increase customer conversions and get clear insight into your marketing ROI? The ReachEdge system is designed to do just that. It combines automated lead management technology, a smart, conversion-friendly website, and a mobile app to help you capture, manage, and nurture your leads so you can turn them into customers. Plus, it shows you the return on your investment so you can know your marketing is working.

Call us at 866-978-9312 to learn

how ReachEdge can help you get more

customers from your marketing.









Powerful Lead Management: Best Practices Checklist---------------------------------------------------

Track the Marketing SourceKnowing where your leads are coming from, such as online ads, organic traffic, or social media, helps you to know how well your marketing is working. This information provides insights regarding your budget dollars and whether or not they are being spent on the correct marketing channels for your business.

Respond to Calls & Emails ASAPConsumers often choose the business that follows up first because it shows them the business is ready to help them with their needs. Plus, quick follow up gives you the chance to help your leads by providing them with the information they are seeking so they want to use your business.

Nurture Long-Term Leads One of the best ways to turn leads into customers is to ensure they don’t forget about you! By providing consistent, relevant, and helpful information to your leads via email, you can continue to build your relationship with your leads. Then when the time comes for them to make a purchasing decision, you’ll have a better chance of being the company they choose.

Build Your Contact List Ensure you collect all of the relevant information about your leads: name, email, address, and phone number so you can follow up with them. Also, note if they are a short- or long-term lead; by designating which type of lead they are, you can provide the appropriate type of follow-up.





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