LeadGen Lesson #3: Organize Your Business’s Brain

Build a Lead Generation Strategy that Works
— in 5 Days —
A Small Business Email Course | Brought to You by Hatchbuck
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When you’re a busy small business owner, taking tasks off your plate – like cold calling and prospecting for leads – can give you valuable time and flexibility back into your day. We’re back with the next step to building a lead generation engine for your small business.

Welcome to Day 3 of the 5 day course. So far you’ve learned how to captivate an audience of quality leads and add them to your database through lead magnets. In today’s tutorial, we’re sharing how to organize your growing list of leads so you can have better conversations down the road. Let’s get started…

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Day 3: Organize Your Business’s Brain
Your database or CRM is the center of operations for your business. As you add more and more leads to your database, keeping contacts organized enables you to have intelligent, personal conversations that result in sales for your business.
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Tag and Segment Your Leads
You wouldn’t send the same text message to all your friends. Instead, you might send a message to a few friends at a time.

An inside joke about your industry gets texted to your work buddies. You text shorthand to your high school friends (they’ve known you for so long you don’t have to explain yourself). And text goes out to everyone who lives in town about a local event.

Categorizing your friends makes it simple to reach out to groups at a time while still keep it personal.

Likewise, tagging is a simple way to categorize and segment leads. Tags allow you to pull leads from multiple segments, mixing and matching according to their profile and preferences.

It’s like Garanimals for your database.

For instance, say you own a travel agency. You could tag leads based on where they want to travel – the west coast, Europe, Southeast Asia.

You could also tag based on their peers: Senior Citizens, Families, Recent College Grads.

Now that everyone is tagged, you can easily segment categories like Senior Citizens who want to travel to Europe, or Recent College Grads who want to travel to Southeast Asia.

Now that your leads are tagged for easy segmentation, you gain control in crafting a message that hits home and feels personal for each group.

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Score Your Leads
You wouldn’t ask a casual acquaintance to help you move – that’s asking a lot. But you would ask your best bud.

The same is true of your leads.

Asking a cold lead for a sale is being a little too forward. After all, what have you done for them? Instead, focus on selling to the leads who have gotten to know you and are ready to buy.

Lead scoring assigns a value to your leads based on how engaged they are with your business. With lead scoring, you can easily see who is doing casual research, and who is engaged enough to take the next steps to becoming a customer.

When you pair tagging with lead scoring, you have the power to be incredibly specific and persuasive, whether you’re sending an email, mailing a flyer, or calling warm leads.

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Get to Know Marketing Automation
Tagging, segmentation and scoring leads sounds great, but how do you pull it off?

This is where marketing automation comes in.

Marketing automation technology tracks your leads’ interaction with the emails you send and tracks their behavior on your website, tagging and scoring them accordingly.

Tagging
As leads click on links, download lead magnets, and visit pages of your website, they are clueing you into their interests.

Marketing automation can automatically add tags to your contacts, showing you who is interested in what.

Scoring
Marketing automation weights different activities and scores your contacts accordingly. So a contact who opens an email earns 1 point, while a contact who downloads a lead magnet earns 5 points. As points add up, you can see which contacts are highly engaged, which contacts could use a little more education, and which contacts just aren’t interested.

Segmentation
With all of your contacts automatically tagged and scored, it’s easy to filter your leads by their interests and their interest level. So when you’re making calls or sending an email, your conversation becomes much more relevant and engaging.

Integrating marketing automation with your CRM, or using an all-in-one CRM and marketing automation suite, gives you the insight into what makes your leads tick. Here’s a great list of small business-friendly marketing automation platforms.
If you had to do it manually, you’d have to enlist a small army to find out all of your leads’ preferences and interests. Instead, marketing automation learns about your leads for you so you can reach out in a personal, intelligent way.
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Day 3 Recap
Organizing your leads isn’t just about having a tidy database. When leads are tagged and scored, you can segment them to have personal conversations on a large scale. After all, isn’t being personal what small business is all about?

In tomorrow’s lesson, we’ll explore how to use this important data to have better conversations with your leads. See you in the inbox!