Lead tracking is a process for managing information about prospects. Your process accumulates information about each potential customer that visits your website, or attends a webinar, or meets you at a trade show or other type of event. Lead tracking helps you achieve other goals as well test and evaluate marketing and sales departments.

How to Use Lead Tracking

There are several ways to accomplish lead tracking for your business or firm. You choice of method will likely depend on the size of your staff and the number of leads you are managing at a given time. Another factor in the way you track leads is the type of sale involved in your business. Complex sales often entail tracking more information about prospects and customers.

If you have a small company and a small team with a small volume of leads, you might be able to manage lead tracking either by hand or with a home-grown process. You will just build a file for each person with whom your company has contact. You gather and record relevant contact information. If very many people will use the system, you might need controls on who can change the records.

If you have a larger shop, a larger staff or if you are managing information about more people, you will probably want to look into a system or software program to assist with the tracking function. Effective lead tracking will be able to inform sales, marketing, customer service and management in several ways:

1. Evaluating landing pages and the way visitors are moved through your web site to a sale or to providing information.

2. Evaluating and refining your registration form and “contact us” page.

3. Taking a look at how effective your blogs, social media, article marketing, advertising and SEO are in their bringing people to your website.

4. Improve your sales processes with feedback and insights from prospect interactions.

5. Build better relationships with existing customers.

If you have a large organization, tracking leads as they move from the web site and from marketing to the sales without being lost will be one of your top challenges. A multi-faceted tracking service will be needed for effective lead conversion.

The Importance of Lead Tracking

If you are not effective in lead management, you will not be able to keep track of the prospective customers, who express some interest in your company. If you lose track of them, you almost always lose the sale. Lead tracking is also the best research and testing you can use for the effectiveness of your marketing efforts, your website landing pages, and your sales process. Without lead management, tracking and analysis, you might not see a lot of business growth.

If you own a small business or professional and want to learn more about lead generation, see the short video, “How Article Promotion Can Send 25,000 Visitors to Your Site Every Month – For Free.”