Setup scoring rules for audience engagement
1. Create a list of your top customers and all communication channels they used to engage with your business during their conversion process.
This will help you create a list of all possible methods your customers use to engage with your business. Some examples include: Facebook post comments. Clicks on your company’s tweets and LinkedIn posts. Email opens and clicks. Website lead magnet downloads. Multiple visits to specific sections of your website. Using chatbots to ask questions. Video views.
2. List the most important communication channels that were used by your top customers and arrange them in descending order of frequency.
When viewed, this report will show you exactly what the most preferred engagement methods for your top customers are. You can decide on the level of importance by reviewing the individual communication methods and the business impact they have on customer retention, lifetime value, and overall satisfaction with your business.
3. List the marketing content that you offer on each of these communication channels to your prospects once they enter your sales funnel.
For example, you might send them a marketing email or an infographic, or a blog article on the website.
4. List all the actions that a user can take on all content across all channels.
For example, a user can open, click, reply to, or subscribe to your email list from an email, or like, share, or comment on a social media post.
5. Assign a lead score value for each interaction listed above based on what you believe delivers maximum value for your business.
This method is unique to each business, and is based on how often would you want to use a specific channel or method to increase customer engagement.
6. Review all engagements with your users from the moment they entered your funnel to the end of their journey, measure the actions that each took before converting, and use your best judgment to award a score to each one.
This is partially a subjective measure, therefore you need to use your best judgement when scoring each action. An example rule of thumb to use is: the higher the close rate for a particular funnel action, the more points you award it.
7. Create engagement rules in your CRM lead scoring section and enter your funnel actions and their scores.
Not all CRM tools have lead scoring built-in. Sometimes, you may have to use an additional plug-in or a third-party system to access this feature. For example, if you use Pipedrive as your CRM, you could use a tool such as Salespanel to create detailed lead scoring rules.
8. Evaluate and adjust your scoring model every month based on new customer interactions and conversions.
If you added a new blog post or a video or an infographic that became popular with your prospects, then you will need to include a new scoring rule for this specific piece of content. It will help you drive the prospects that engage higher up in the sales funnel and get more prioritization with your sales team.