Leveraging Lead Generation Software for Tracking ROI
Done right, lead generation brings people to your website and converts them into leads which you can then turn into sales. But do you know which lead generation tactics are the most effective? Do you know which one gives you the best return on investment (ROI)? Sales tracking software can ensure your tactics are the most successful and economical for your brokerage or agency. We’ve got 4 steps to set your lead generation up for success through sales tracking software:
- Set up your website as a digital sales platform.
- Set up free tracking tools for your website.
- Create dedicated landing pages.
- Use sales tracking software (a lead management tool).
Following these steps will help set your brokerage or agency up for success when it comes to lead generation and you’ll be able to track which tactics give you the best ROI.
Your Website as a Digital Sales Platform
The days where just having an online presence was enough are long gone. Your website has to be more than just a brochure – it needs to be a digital sales platform. What does that mean? A digital sales platform needs to:
- Provide an exceptional user experience
- Convert visitors into leads
- Be optimized for search engines
- Be trackable
Providing an Exceptional User Experience
Your website (or digital sales platform, as we call it at Trufla) needs to provide an exceptional user experience. This means your website needs to look good, be easy to navigate, and provide value for your existing and potential customers. A good digital sales platform makes it easy for visitors to find what they need.
Convert Visitors into Leads
Your digital sales platform’s ability to convert visitors into leads is the most important factor when it comes to ROI for lead generation. Even if your lead generation tactics push a lot of visitors to your website, they won’t be worth anything if you can’t convert them into leads.
Optimize Your Website for Search Engines
On the more technical side, your website needs to be optimized for search engines in order to get the most out of your digital sales platform. This helps with your lead generation by getting more people to your website.
Tracking on Your Digital Sales Platform
Tracking is a critical component of your digital sales platform – it can tell you what’s working and what isn’t. You can determine where people are coming from, where they are going on your website, how many are converting into leads, and so much more. This allows you to determine which lead generation tactics are the most effective and offer the most ROI.
Set Up Free Lead Tracking Tools
Luckily, tracking leads, sales, and ROI doesn’t have to be expensive. Google provides several excellent tracking tools that are completely free, and there are many free versions of software that offer you great insights. These tools allow you to know what your visitors are doing, where they are going, and how your digital sales platform is performing – all things that contribute to your lead generation ROI. You’ll also be able to see where you can optimize to do even better.
We recommend setting up the following tools:
- Google Analytics
- Google Search Console
There are many free tools and even more paid tools that can do some incredible things. This is just to get your foundation set up so you can explore lead tracking tools that work for your brokerage and bring it to the next level.
This is digital analytics software by Google that is well respected in the world of digital marketing analytics. It allows you to track how visitors find and use your digital sales platform. It also integrates with lead generation tools such as Google Ads and can be used to track other tactics or campaigns.
Google Search Console
Google Search Console helps you with the technical aspect of your website which and is a way to help you understand how Google sees your site. This can benefit your search engine optimization for your digital sales platform.
Hotjar helps you see how visitors are using your website and gives insight on how you can improve. Using heatmaps, visitor recordings, conversion funnels, and analytics, this tool helps you see exactly what visitors are doing on your website. Feedback tools like polls, surveys, and visuals help you get feedback directly from those visiting your webpages.
Create Dedicated Landing Pages
Are you directing people to your home page? The reality is, someone looking for car insurance shouldn’t be going to the same place as someone looking for home insurance or business insurance. Creating dedicated landing pages is critical to providing a good user experience, getting leads, and improving your ROI.
These unique landing pages will also make it far easier to accurately track your results and ROI. How? You’ll be able to evaluate each page on how it performs and compare it to other pages from that lead generation source or similar insurance products to help determine which lead generation tactic gives you the best ROI.
Set Up Sales Tracking Software
A good sales tracking or lead management system will do the following:
- Track leads off of your website and through your sales process
- Help you determine which lead generation sources give you the most ROI
- Aid in evaluating your sales funnel and processes
- Track lead sources, drop off points, and overall effectiveness of marketing campaigns
Tracking your leads through the entire sales funnel gives you a more accurate view of which lead generation sources give you the best ROI. It also gives you the opportunity to improve your sales processes. You can check out Trufla’s lead management tool, truLeads, designed specifically for insurance.
Importance of Tracking
Without proper tracking, you won’t be able to determine your lead generation ROI. You also won’t be able to tell which tactic works best and it will be very difficult to find where you need to improve – and where you’re already doing great! Tracking helps focus your time, money and effort to where you will be most successful and increase your lead generation effectiveness.
Sales or lead generation tracking software makes this process easier. It makes it simple and efficient for your staff and helps keep your leads, sales, and ROI numbers accurate.
Need Help finding a lead generation or sales tracking system?
If you’re feeling overwhelmed or just don’t have the time or knowledge to really get into this area of digital marketing, don’t worry. There’s a lot to know and a lot to do.
Here are a few solutions to help you out:
1. Learn online.
There are tons of amazing resources to learn about analytics, how to use tracking tools, and website design. A great place to start is Google Analytics Academy or taking an online course through Udemy. There are also many free online guides by industry experts – a quick google will get you a full reading list. There are also many articles examining the best lead and sales tracking software.
2. Lean on your staff.
If you have in-house marketing staff, they may be an excellent resource for you when it comes to tracking leads. You may have someone who’s already worked with a few sales tracking software. If you have someone who is knowledgeable and takes initiative, this could be a good time to delegate and allow them to shine.
3. Get outside help.
Most brokerages outsource their web development and aspects of their marketing (or even all of it). Outside agencies are excellent resources when you don’t have the time or expertise in-house. A good agency will partner with your brokerage or agency, providing the knowledge, strategy, and expert to set you up for success.
Implementing or improving lead generation and lead tracking takes time. The lead and sales tracking system needs to work for your brokerage or agency – otherwise, it’s not going to be a good long-term solution.