Lead Scoring Methodology

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Lead Scoring Methodology

Lead scoring methodology that you can use right now to validate who’s ready to buy from your email list.

Yup, the process sounds easy right, you send a bunch of weekly emails and if they haven’t unsubscribed and are opening your emails then they must be a hot lead.

Not so fast.

Lead scoring is having the ability to know…

    • Your leads interests.
    • Your leads problems.
    • Keeping your lead feeling valued.
  • And if you have the know how. Do it all on automation.

 

Now you know what lead scoring is. How do you do it?

Thought you would never ask. Let’s dive right in.

In this blog, I’m going to focus on lead scoring using your email list as that’s what I do.

 

Let’s look at the flow of a lead

    1. They come to your site by paid or free traffic source.
    1. You offer a free give away in the form of an E-book, Video/Podcast how-to or interview in return for their email address.
  1. You send them emails and convert them to a customer.

 

Converting your lead to a customer is where it all goes wrong

You see many people say…

    • never sell to your list
    • Keep giving free advice
  • Eventually, they will buy

 

That is terrible advice

You need to give every lead a value and when those leads hit a certain value, boom you send them your offer.

Let’s look at a lead scoring model with points and all, but first, let me just say, so many people get put off lead scoring models, as you have to make up your own scoring values, and for whatever reason, no one wants to set this up and score it wrong.

There is no wrong, just undervaluing or overvaluing your scores which we will talk about in a min.

 

Lead scoring model

    • New email subscriber downloads your free ebook = 0 points.
      It’s possible your ebook has a “To Learn More” link at the end which takes your subscriber to a sales page. (now they know you have a product). If they buy, your shopping cart adds a tag to that subscriber for that product.

      Just know, a very low percentage of first-time subscribers will buy from the ebook. Something like 0.01%
    • Whan a subscriber just joins your list. They are at their highest action taking stage. Use this time to email out tips related to your service or product but don’t sell.
    • Day 2 – email out a tip – subscriber opens it = 10 points
        • Did the subscriber click the link at the bottom of your email to read one of your online blogs? = 5 points.
      • Does the visitor click more blogs as you have your blog’s setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
    • Day 3 – email out a tip – subscriber opens it = 10 points
        • Did the subscriber click the link at the bottom of your email to read an online blog on your site? = 5 points.
      • Does the visitor click more blogs as you have your blog’s setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
    • Day 4 – email out a tip – subscriber opens it = 10 points
        • Did the subscriber click the link at the bottom of your email to read an online blog on your site? = 5 points.
      • Does the visitor click more blogs as you have your blog’s setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
    • Day 5 – do the points = 50 points? If yes send out an email that asks the subscriber to visit your sales letter, video, or call to action. Much higher chance of a sale as you have now shown you are an expert in your niche and built up trust. Think of it as self-branding.

      If the subscriber does not open your email – no more emails for a week. Then repeat an email with a tip until they hit 50 points, then the trigger fires an email with the related offer.
  • If they don’t open their emails for 4 weeks reset their points and let them earn their points again, that way you only email out tips till you find their interest and they rack up the points again.

 

Undervaluing or overvaluing your scores

    • Undervaluing – If your reader has consumed 6 or 7 pieces of content. Wither it be emails, web pages, downloads or a combination of all and you have not sent an email to your offer, you are undervaluing your points system and time to put your points up to hit the trigger score faster.
  • Overvaluing – You have a high unsubscribe rate and lots of complaints about consistently selling. Time to put your points down so your offer emails don’t get sent out as often.

At the end of the day, it’s about testing what works best in your niche.

 

What products do lead scoring?

Here I’m only sticking to budget products as I know there are many high priced systems that do lead scoring but they are not for this blog.

Best products in the low spend group are:-

    • ActiveCampaign
    • Drip
  • Mautic if self-hosted as it’s open source.

If you feel I have missed a product that offers lead scoring, click here and let me know

Got a question? Ask it in the Facebook Group in this post… I answer all question, so don’t struggle.