Are your leads and referrals getting stuck in the funnel?

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Knowing how and where your leads and enquiries come from is a key priority, period! No longer a ‘nice to know’, channel attribution is key to measuring ROI and for budgeting and planning. Yet there are some very common obstacles that may be preventing valuable enquiries or leads being fed back to your business.

In this post, we look at some very simple things you can do to ensure that leads and referrals generated by ESI.info are getting back to your business.

1. Check your company contact details on www.esi.info regularly

We advise all our clients to regularly check their company contact details on their webpages. You may have updated your email address or gone through a rebrand that has changed your domain slightly. So it’s worth checking your company profile regularly to ensure your email address is up-to-date and pointing to the correct inbox.

It’s easy to check your company contact details: simply use your log-in details to access our content management system (CMS) and go to the Your Company tab. Once there, it’s easy to update and change your email address if you need to. If you have specified different contact details on your product pages, then you need to check these too.

2.  Add ESI.info to your company whitelist

Like most companies, your IT or systems teams are hard at work trying to protect you from all sorts of viruses and junk email. They do a marvellous job. However, sometimes email spam filters can be a little over-zealous, so that’s why it’s essential to ensure you add the email domain names of referral sites you have content and links to onto your company whitelists.

You can do this in two ways:

• Add email.ESI.info to your own Outlook or email client whitelist from your desktop.

• Ask your I.T/ Systems team to add email.ESI.info to the company-level email whitelists.

This will ensure emails generated by www.esi.info to your business will reach your inbox rather than get caught in a company junk filter.

3.  Check your company and product links

You spend a lot of time making sure your content on ESI.info is presented to specifiers and buyers in the way that makes the most of your brand assets. So if you ever update pages on your own website and URLs for key product pages change, then remember to update your web pages on ESI.info too. This will ensure that traffic and referrals end up on your new website, rather than arriving at a ‘page not found’ page.

4.  Flag and label the source of enquiries generated from ESI.info

It’s important to make sure you mark the source of all enquiries you get on your company database. This makes measuring ROI and making decisions for next year’s budget much easier, and can be useful in generating marketing reports for management teams. Do this for emails, telephone, fax and postal enquiries too. This will then help you see which marketing channels are operating effectively in generating leads to your business.

5.  Be quick off the mark

Many quotes and enquiries are made by specifiers working to very tight deadlines to complete their specification documents. So when you see a qualified lead or enquiry from ESI.info, look to respond quickly so your products are first in line when they are finalising the spec.  This is really important if you operate in a very competitive maketplace.  Customer service and response times often become a key factor in whether a product finally ends up getting specified.

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