June 16, 2016
/ by Katie Gaab
Thanks to the Internet, consumers can buy practically anything from anyone if they own a credit card. But with eight-second attention spans, consumers are often and easily distracted. So how long does it to take to actually make a purchase?
Salesforce found that qualified sales leads take an average of six to eight touches before they fully convert, and that’s after the 12 sources they’ve consulted.
Ready for the good news? Embracing the multi-touch attribution model will provide you an in-depth understanding of your efforts and push business forward. To do this effectively you need to be working as a team across all departments.
Here are three ways to bring PR, marketing, sales and client services closer together:
Do you know how people hear about your product or service? Have your sales team ask your target audience to find out. Other information to gather should include the prospect’s or customer’s first impression of your brand and preferred contact methods. Instead of offering a free-form option, create a pick list so you can easily collect and organize the responses.
You may come to find that you’re missing valuable leads by not being on a social platform or that your client services approach needs a boost.
Be a trailblazer in your office. Get our free multi-touch attribution e-book today!
Plot your data from across departments in a multiple line chart based on a timeline of execution. For example, let’s pretend you just published a press release announcing your brand won a major industry award. You may think you’ll get a spike in media mentions within days, or hours, after the release goes live, and then an increase in sales in the following weeks, but is that really what happens?
Compare data cross-departmentally following the press release launch over time, then to past press releases’ performance to get a sense of how effective your releases are on leads and sales.
It’s important to determine which touch points need to be reevaluated, but it’s equally important to understand why your campaigns aren’t resonating with your target audience. All departments should actively ask for feedback in order to improve their current efforts and succeed in the future.
For example, you could send a quick survey after a campaign has run, a sale has been made or a customer has asked for support to see how your brand performed based on the respondent’s expectations. The responses will either support your data or point you towards a new piece in the puzzle that all departments need to be involved in solving.
Images via Pixabay: 1, 2
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