How to Improve Your Lead Quality & Follow-up – Search Engine Journal

How to Improve Your Lead Quality & Follow-up – Search Engine Journal

Struggling to keep up with leads from various sources and channels?

On February 10, I moderated a Search Engine Journal webinar presented by Jessica Clarke and Anna Charity of CallRail, together with Nalini Prasad of BluShark Digital.

They shared their best tips for ensuring a strong lead follow-up, regardless of the channel.

They also dived into techniques to improve lead tracking and drive more leads in the most efficient and cost-effective ways possible.

Here’s a recap of the presentation.

How to Improve Lead Quality & Follow-up

Consumer Habits & Expectations

The way brands advertise is complex.

We’re advertising on various channels, using different keywords, and optimizing our messaging.

Likewise, the way buyers purchase is fragmented.

A potential ecommerce customer might start her discovery with an ad on mobile and browse dresses on desktop.

She might add a dress to her cart on a tablet or even check out dress sizes at the store.

She might even go back to researching other dresses online before finally purchasing “the one” at the store.

Example Customer Journey

The same thing is happening for customers in B2B and other industries.

Customers are exploring different products or services, across various days on a wide range of platforms.

Oftentimes, these channels often work against each other to get “credit” for a sale.

This is why