When is a website visitor not a website visitor? When they’re a lead!
Once you’re identifying who’s visiting your website, you can start moving them down the funnel. A visitor who has downloaded 4 white papers needs very different treatment to one who hasn’t moved beyond your homepage.
Based on the setup that’s worked for us, we’ll show you how we score different pages on our website. Then how we use the results to decide what sort of content we offer to leads at each different level.
How should you set up page scoring on your site?
We separate our website visitors into 4 types, depending on their score. The groups are Intrigue, Discover, Consider, and Decide. We labelled them this way as a descriptor of their interactions. “I wonder what CommuniGator do?”, “Ah, that’s what they do”, “What CommuniGator do sounds useful”, and “I should buy their software”, respectively. If you prefer stats to descriptions the grades are 5-15 points, 16-20, 21-25 points, and 26+ points.
These divides are based on our own research. Your own website visitors might behave quite differently, so work with the facts on the ground. Trying to force your leads to fit a theoretical mold will only cause you confusion. If you’re only just starting out with page scoring, a good place to start is your existing customers. Looking at what pages they visited, and in what order, is your best predictor of what a buying journey looks like for your future clients.
How to nurture cold leads, hot leads and everything in between.
Whatever boundaries you choose to set for your groupings, you need to nurture their interest until they are ready to buy. You can’t control how quickly they move through the funnel, but you can be smart about how you try to usher them along with strategic use of your content.
Cold
These people have visited your homepage, or maybe one of your blogs. A call from your sales team would only scare them off at this point! But that doesn’t mean you should just forget about them. They will most likely react positively to being sent a blog or two. This doesn’t have to be too often, just enough that, now they’ve found you, they don’t forget you.
Warm
They’ve read a few blogs, maybe one of your resources. They’ve got their head around what it is you do, and they’re interested enough to research further. Offer them some slightly heavier content based on what blog topics they’ve read, but this group still needs to be handled gently.
Warmer
Now you’re talking about active interest. They’ve graduated to downloading resources from your site. They’re reading your more technical documents. You can start to build a picture of what they’re interested in. Send these people a related case study, so they can see a real-world example of how you’ve solved the problem they are having. Hearing from an outside source how your tool works is very valuable at this stage. Seminar or webinar invites can go to this group without too much fear of frightening them away.
Hot
Call these people immediately!
Seriously, no-one clicks on your “Book a demo” link by accident. If they’ve reached the point where they’re considering setting up a demo, they’re ripe for a call from your Sales team. By now you’ll have a pretty good idea of what they’re interested in, based on what content they’ve downloaded. So, your Sales team can tailor their pitch to their specific interests.
Start warming up your website visitors
Now you’re armed with enough know-how to get started with your own page-scoring strategy, all you need is a clever, intuitive tool to help you manage it. Our GatorLeads tool tracks website activity across multiple visits. You can then use this insight to send them tailored campaigns with the right content to develop them into a customer.
