For all businessregardless of how big or small it is, where it is located, or what sector it operates in, it is essential to have one or more marketing strategies that allows you to boost your sales or position yourself in the market. Some tend to implement a marketing mix; others for betting on an SEO or SEM strategy; or some through inbound marketing. However, there is one that may not be widely recognized among entrepreneurs or business owners: the lead scoring.
As its name indicates, this strategy is focused on the lead evaluationthus offering some advantages for your online business that will not only allow you to get to know your potential customers better, but could also increase your conversion rate.
What is lead scoring and what is its importance?
Before delving into the definition of the concept, it is important to review what a lead. This concept refers to user or potential customer who has shown some interest in a product or service, and is considered as such when the Internet user offers their personal data on the page of the online store in exchange for an offer, promotion, discount or material.
Now, what is the exact definition of lead scoring? Well, this terminology is a automated marketing strategy that will allow you assess the degree of interest that a user has for your product or service, so that you can determine if there is a place for them to become a customer for your brand. In most cases, the evaluation of this lead is generated through a numerical value.
The importance of this tool lies in its utility to generate specific actions for a specific group based on an analysis of their interests and habits, thus allowing the creation of personalized value content that speaks directly to this interest group. On the other hand, this technique will facilitate identify at which stage of the funnel are your leads, where you will be able to notice that not all of them are in the same position, so you can focus your marketing actions and efforts on those closest to conversion.
The advantages of evaluating your leads
Like any technique or tool, this marketing instrument offers a series of benefits for brands, among some of them:
- Segmentation: By having the information of the interested users, you will be able to segment your database and classify the new users in it.
- Greater efficiency in the sales team: Since you have managed to identify which leads are most likely to become your customers, the operation in the sales team will be more fluid and efficient, so that their efforts will be much more focused on those advanced leads in the funnel.
- Higher conversion rate: the moment you begin to focus your actions on the best qualified leads, you will notice that it is easier to identify the best times to prospect for sales, as well as the factors that could drive their purchase decision.
- More effective marketing campaigns: By implementing a correct and functional lead scoring strategy, it will only be a matter of time before you start to identify which are the best channels and content that generate the most leads, and also which ones generate the most conversion.
- Synchronization between the marketing and sales team: This technique is highly useful for marketing collaborators and the commercial area to coordinate decisions and efforts, forming a dumbbell that allows capturing the best prospects and results.
Types of lead scoring
To know how to take advantage of this strategy correctly, you should know not only its advantages, but also its different typologies. Generally speaking, there are 2 main types of this technique: the one-dimensional and the multidimensional variant.
This first variant is characterized by rate leads on a scale of 0-100, in which the higher the number, the more interested the user is in your product and the more likely they are to go from being a lead to a customer. In turn, this one-dimensional typology is classified into two categories: retrospective and predictive. The first one is calculated based on the actions that the user has carried out around the brand, and taking into account the number of data that they have provided. Conversely, the second variant determines its analysis based on its behavior, subsequently yielding the probability that this user goes through the conversion phase.
It is distinguished by being more advanced than the previous one, since does not evaluate by assigning a score specific to each lead, but rather takes into consideration a series of variables to determine the next steps. Some of the factors that it ponders are: the knowledge that the user has about the company, the level of interaction they have with it through social networks, seasonality and how attached their profile is to the buyer persona that you have designated for your brand.
While this type might seem more complex in many ways, it is important to note that offers better resultssince it is more accurate and accurate in studying the profile of prospective users.
How to implement it for your business in Mexico
Having reviewed its features, functionalities, and typologies, you are surely wondering: what’s next? To help you, we have compiled 5 basic steps that you could follow to start implementing this strategy in your marketing.
- Create your Buyer Persona: You cannot start without first having determined the profile of the user to whom you want to sell, taking into consideration everything from demographic to psychosocial data, being clear about their interests, their needs and even their hobbies. To do this, we recommend you study and investigate in depth the trends that may exist in the Mexican market, as they could be useful when defining who you are talking to.
- Determine the variables: At this time, you must carefully choose the common parameters or variables among your potential customers, taking into consideration everything from the position or sector where they operate, to even the levels of interaction they have with your content on social networks, via email or your website.
- Score your leads: Once you have determined the parameters and collected your first leads, now it will be time to give them a value based on their potential. To do so, it is best to divide or classify them according to their profile and interest, each evaluated differently.
- use tools: Currently, there are different tools that can facilitate your lead scoring process, such as the CRM (Customer Relationship Management) from Hubspot, Pipedrive or Salesforce, which are available in the Mexican market, in addition to some others.
- Define actions: Now is the time to determine the marketing decisions that you will implement to finally get users into the buying process. These strategies or content must be personalized for each type of client, so that they receive unique attention and thus lead to a successful conversion.
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