The Power of Lead Management

CONVERT MORE
LEADS INTO CUSTOMERS
WITH THE POWER OF LEAD MANAGEMENT
reachlocal.com | 888-861-6378
© 2014 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

Convert More Leads Into Customers with the Power of Lead Management
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Table of Contents
---------------------------------------------------
Introduction..................................................................................... 3
Build Your Contact List.................................................................... 4
Track the Marketing Source........................................................... 6
Respond to Calls & Emails ASAP................................................... 8
Nurture Long-Term Leads............................................................. 10
Lead Management Email Examples............................................ 12
Conclusion...................................................................................... 19
Best Practices Checklist................................................................. 19
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4
6
8
10
12
20
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Introduction
---------------------------------------------------
Attracting consumers to your website is just one step in a successful
online marketing plan.
That’s because you don’t just want visitors to find your website. You want them to
contact you to learn more about your business, products, and services. It’s at this
moment in the consumer buying journey that website visitors convert into leads and
move one step closer to making a purchase.
But, how well do you handle your leads when they’ve decided to contact you via
email, a contact form, or a phone call? Do you use lead management tools and
best practices that can help you convert those leads into customers? By effectively
managing and nurturing your leads at this stage in the consumer buying journey, you
can turn more leads into customers.
In fact, businesses that nurture new leads see up to 45 percent more
lead generation ROI than businesses who do not use lead nurturing.1
Managing your leads doesn’t need to be a complicated process. With ReachEdge™,
you get a marketing system that combines a smart website, lead management
software, and a powerful mobile app — all to help you convert more leads into
customers. This integrated lead management solution captures leads when they visit
your site, builds your contact list, and helps you follow up with leads, so you lose fewer
leads and gain more customers.
Take a look at some of today’s top lead management best practices and see how
ReachEdge can help you better manage your leads and turn them into customers.
Source: 1. Marketing Sherpa

Build Your
Contact List
----------------------------------------------
One of the smartest things you can do when a new lead contacts you
(via email, contact form, or phone call) is to add their information
to a contact list. This includes details like their name, phone number,
email, product interest, and whether they’re an active or long-term
lead. This list gives you a way to reach back out to your contacts with
specific information about the product or service they’re interested in. It
also enables you to contact them at a later date with helpful tips, offers
and specials, announcements, and more.
Today, some businesses build their contact list manually whenever a new
prospect contacts them. How are you building your list?
Here’s How Different Options Stack Up:
Rolodex
• Familiar format for many office managers
• Paper-based and not scalable
• Time-consuming system
• Hard to keep fresh and updated
John Smith
(555) 555-5555

Spreadsheet
• Digital, sharable format allows info sharing
• Susceptible to data-entry error
• Lacks features of lead management software
like alerts and automation
• Difficult to scale
ReachEdge
• Captures and tracks each new contact
from your website
• Sends you email or text alerts when a
new lead comes in
• Automatically adds new contacts to your list,
saving you time
• Records phone calls from all sources that
you can immediately play back and review
• Allows you to classify new contacts as leads
via the Web or mobile app
Building your contact list ensures you’re gathering all the information you need
about the people who contact your business and keeping track of whether they are
they are qualified leads for your business. It also helps you stay organized, so that
when the time comes to follow up with your leads, you have all of the information
you need at your fingertips. ReachEdge’s lead capture technology builds your contact
list for you so you have time to focus on running your business. And by alerting you
whenever a consumer contacts you by phone, email, or Web form, ReachEdge helps
ensure you never miss a potential sales opportunity. Plus, since it offers an integrated
system, it helps you to seamlessly manage the entire lead management process.

Track the
Marketing Source
------------------------------------------------
Whenever a new prospect contacts you, an important step is to
record the advertising and marketing sources (such as online ads,
direct mail, billboards, radio, T.V. ads, etc.) that directed them to you.
In order to know how consumers are learning about your business
online, you can use tactics like call tracking, call recording, and
website URL tracking. Monitoring and analyzing the contacts you
get from social media pages is also important. How are you tracking
the marketing sources of your contacts?
Here Are the Pros & Cons of Some Common Methods:
Asking for Source Directly
• Conversational approach builds
rapport with leads
• Can leverage phone calls, website
forms, and onboarding documents
• Manual process often results in
poor, inconsistent data
• Employees often forget to ask for
lead source
• Prospects can be influenced by
multiple sources, which makes
tracking specific sources difficult

By tracking the advertising and marketing sources that you’re spending money
on to generate leads, ReachEdge helps you know which tactics are working most
effectively. Having an accurate picture of your marketing results enables you to
reallocate your budget if necessary to those that work best, so you can get the
most leads and customers for your marketing dollars.
Call Tracking Technology
• Places a unique tracking phone number in
each marketing source
• Gives you the ability to see where your calls
are coming from
• Helps you track offline advertising such as
direct mail, billboards, radio, and T.V.
LOCAL BIZ
555-555-2222
LOCAL BIZ
555-555-4444
LOCAL BIZ
555-555-3333
Unique Tracking Links
(UTMs)
• Can be assigned to any particular marketing
initiative or ad campaign that uses links
• Give you the ability to analyze which specific
campaigns are driving traffic to your website
• Do not provide information about the contact
ReachEdge System
• Tracks leads automatically from a variety of
online sources, such as direct site traffic, online
directories, search ads, social media, organic
search, and other sources
• Reports on site traffic and conversions like
calls, emails, and completed forms by
marketing source
• Provides insight into where your leads are
coming from, lead-to-customer conversion rates,
and potential revenue from all new customers
• Gives full and accurate visibility into the entire customer journey
by tracking which contacts convert into leads and customers

Respond to Calls
& Emails ASAP
----------------------------------------------
Many consumers call you to ask about products or services, to
get a price quote, or better yet, to book an appointment. But
when you aren’t able to answer these calls, they may go to a
voicemail system or answering service that doesn’t immediately
provide the information your prospects are looking for.
While answering every phone call promptly is the ideal scenario
for any business, there might be times when you can’t always answer
the phone or you miss a call. Other times, consumers may send an
email or fill out a form on your website. Don’t leave those contacts
hanging; the sooner you respond, the better. How are you responding
to calls and emails?
See How Your Process Stacks Up:
Source: 2. LeadResponseManagement.org
5
Minutes
Respond Quickly
• Check voice messages and call leads
back as soon as possible, because
consumers often choose the company
who responds back to them first.
• Follow up with leads within the first hour
they’ve contacted you. If you don’t, the
chances of you ever getting back to
them drops 10 times.2

The sooner and more frequently you respond to your contacts and
leads, the better chance you have of converting them into customers.
ReachEdge’s automated reminders and lead nurturing helps you
more efficiently and effectively follow up with your leads, keeping you
top of mind and convincing them to follow through with a purchase.
Send Emails Right Away
• Promptly send follow-up emails to your
leads acknowledging you’ve received
their information
• Share calls to action or next steps
• Set daily reminder if this is a manual task
Hello Sam,
We know you have many businesses to choose from
when it comes to window installation, so thank you for
contacting us at A Window Company. One of our reps
contact you within the hour to discuss your needs and to
provide you with a free quote.
Best regards,
A. Smith, Manager, A Window Co.
(555) 555-5555 | asmith@awindowco.com
Thank You For Contacting Us!
A WINDOW CO. 555-555-5555
Follow us
on Facebook for
more great offers
and updates!
Free
Quote
REDEEM OFFER
Use Automated Systems Like ReachEdge
• Receive notifications of missed calls in real
time so you can call them back
• Get email and text reminders to follow up with
your hot leads via phone or email
• Send automated reply/response emails
to prospects who contact you via email or
website form
• Customize pre-written emails with specific
marketing messages and define a pace for
sending nurturing emails to leads that aren’t ready to buy
• Save time and effort by automating follow up with your leads
Hello Sam,
Thank you for you recently contacting A Window Company for a
price quote. One of our window representatives will be contacting
you within the hour to schedule your in-home consultation.
When it comes to windows, we know you have many companies
to choose from. But did you know that A Window Company was
rated the #1 window supplier and installer by readers of Dallas
Consumer Magazine for the past four years?
Our successful track record in getting the job done right for
thousands of Dallas-area homeowners since 1952 is just one
reason to choose A Window Company.
We look forward to scheduling your in-home consultation and
providing you with all of your window needs.
Best regards,
SCHEDULE NOW
A WINDOW CO. 555-555-5555
Follow us
on Facebook for more
great offers and updates!
Voted #1 by Dallas Consumer Magazine readers!

Nurture
Long-Term Leads
--------------------------------------------
Once you’ve classified new leads based on their interest and stage
in the consumer buying journey, it’s important to continually follow
up with those who haven’t yet made a purchase. This is especially
true in industries with longer lead times, such as home remodelers or
car dealers. This is the juncture to start sending compelling emails with
content like customer testimonials, before and after pictures of your work,
and special offers and promotions that encourage your leads to buy.
But regularly nurturing your leads with these messages can be challenging
unless you use a system that helps automate the process for you.
Designed to help drive customer conversions, ReachEdge’s smart technology
sends follow-up emails to your leads based on the content and schedule that you
determine in the system. By leveraging this technology to nurture your leads, you can
stay top of mind with ease and convince them to follow through with a purchase.
So, what kinds of messages should you use in your lead nurturing? Include messages
that provide valuable information to your leads about the types of products
and services you offer as well as those that build confidence with your leads by
showcasing customer results. Don’t be aggressive or overly “sales-y” in lead nurturing
emails, but focus on providing content that will educate, inform, and help your leads.

Here’s a Look at Two Important Lead Nurturing Message Types:
Leads who take several weeks or even months to make a purchase decision
require consistent follow up from you. With ReachEdge’s automated lead
nurturing, your leads receive the attention and information they need to help
them choose your business. ReachEdge makes lead management easy and
convenient and gives you more time to do what you do best — run your business!
Next, we’ve got a handy set of email examples so you can see what great small
business lead management emails look like.
Value-Added Emails
• Provide valuable content such as tips,
how-tos, and education that builds
confidence in your expertise
• Contain information about your products
and services that is relevant to your
prospects’ wants and needs
• Can promote special offers and promotions
to entice consumers to buy
EMAILDear Anne,
Are you like so many Americans who’ve heard about the
amazing health benefits of yoga but think it’s too difficult?
The wonderful thing about yoga is that there are many
levels of practice, including gentle yoga for beginners.
You don’t have to be either an athlete or highly flexible
to do gentle yoga!
Click the link for a quick 2-minute video of our yoga
instructor, Lisa, as she demonstrates some common gentle
yoga poses that she teaches in her popular class for
beginners. You’ll see that gentle yoga is a great place to
start your yoga practice.
To your health and happiness!,
Jane Dowe, Owner, A Yoga Studio
(555) 555-5555 | janedowe@ayogastudio.com
WATCH NOW
A YOGA STUDIO 555-555-5555
Follow us
great offers and
updates!
Customer-Focused Emails
• Build trust and rapport with prospects
by showcasing the confidence of your
existing customers
• Can include reviews, before-and-after photos
of client projects, testimonials, case studies, etc.
• Illustrate how your products or services have
solved a problem or customer pain point
Hello Sam,
You’re sure to have an image in mind of what your dream kitchen
could look like, and we want you to know that we can make that
dream come true! For over 10 years, we’ve helped homeowners
like you turn their ideas into reality! In fact, you can visit our
website gallery of before-and-after photos of real kitchens we’ve
remodeled for actual clients!
See the difference Golden Kitchen Remodeling can
make in your home.
Sincerely,
Lance Stevens

Golden Kitchen Remodeling
(555) 555-5555 l stevens@goldenkitchens.com
See The Dream Kitchens We’ve Made Reality!
GOLDEN KITCHEN REMODELING 555-555-5555
VIEW BEFORE AND
AFTER PHOTOS
Follow us
on Facebook offers
and tips!

Lead Management
Email Examples
---------------------------------------------------Whether you’re following up with your leads for the first time or nurturing them over the
course of your sales cycle, emails are an effective way to build rapport and to stay top of
mind with your leads. Here are several type of emails every lead management program
should have, as well as some examples of each, to help you get started.
Value-Added Emails
Educational Example.............................................................................................................................15
Special Offer/Promotion Example......................................................................................................16
Immediate Response Emails
Thank You Example...............................................................................................................................13
About Us Example.................................................................................................................................14
Customer-Focused Emails
Results Example......................................................................................................................................17
Customer Reviews Example..................................................................................................................18

--------------------------- IMMEDIATE RESPONSE EMAILS------------------------------
Immediate response emails are those you send right after a lead contacts you from your
website. These automated emails can contain messages about your business, services, or
products, but they mainly serve to let prospects know that you received their message and
are ready to listen and help them in their purchasing decision. The following are examples
of immediate response emails that our ReachEdge clients use in automated follow up.
THANK YOU EMAILS
One of the easiest types of immediate response emails you can send is a simple thank you email.
It conveys that someone from your business will follow up with your lead within a specific time
frame in order to discuss their interests or needs, schedule an appointment or provide an estimate.
Hello Sam,
We know you have many businesses to choose from
when it comes to window installation, so thank you for
contacting us at A Window Company. One of our reps
will contact you within the hour to discuss your needs
and to provide you with a free quote.
Best regards,
A WINDOW CO. 555-555-5555
Follow us
on Facebook for
more great offers
and updates!
Free
Quote
REDEEM OFFER

--------------------------- IMMEDIATE RESPONSE EMAILS------------------------------
ABOUT US EMAILS
About us emails provide a great opportunity to build trust in your business with your potential
customers. For example, was your business started by a great-grandparent and passed down
throughout generations? Do you have award-winning service or special certificates that your
competitors don’t?
Think about your company’s strengths or unique aspects and then share this information with
your prospects. You’ll begin to build value and trust with prospects as you differentiate your
business from your competitors, so a prospect is more likely to choose your business when they
are ready to buy.
Hello Sam,
Thank you for you recently contacting A Window Company for a
price quote. One of our window representatives will be contacting
you within the hour to schedule your in-home consultation.
When it comes to windows, we know you have many companies
to choose from. But did you know that A Window Company was
rated the #1 window supplier and installer by readers of Dallas
Consumer Magazine for the past four years?
Our successful track record in getting the job done right for
thousands of Dallas-area homeowners since 1952 is just one
reason to choose A Window Company.
We look forward to scheduling your in-home consultation and
providing you with all of your window needs.
Best regards,
SCHEDULE NOW
A WINDOW CO. 555-555-5555
Follow us
Voted #1 by Dallas Consumer Magazine Readers!

------------------------------------VALUE-ADDED EMAILS--------------------------------------
As you begin to nurture your leads across the sales cycle, providing them with useful content helps
build your relationship with them. These emails may feature educational tips, how-to guides, video
demonstrations, discounts, coupons, and more. The goal is to give your leads a way to experience
the value of your company first-hand so they can gain more confidence and trust in your business.
Here are two small business examples:
EDUCATIONAL EMAILS
Educational emails containing demonstration videos, industry articles, or how-to content help your
leads to learn more about your business and industry while helping you to build trust with these leads.
Providing leads with a way to learn more about your product or service is an excellent way to build
trust with them. For example, if you already use videos as part of your marketing or on your website,
make sure to feature them in your emails with an image and a link to the video on your website or
YouTube. These emails shouldn’t be overly promotional but instead focus on providing valuable
information to your prospect.
Dear Anne,
Are you like so many Americans who’ve heard about the
amazing health benefits of yoga but think it’s too difficult?
The wonderful thing about yoga is that there are many
levels of practice, including gentle yoga for beginners. You
don’t have to be either an athlete or highly flexible to do
gentle yoga!
Click the link for a quick 2-minute video of our yoga
instructor, Lisa, as she demonstrates some common gentle
yoga poses. You’ll see that gentle yoga is a great place to
start your yoga practice.
To your health and happiness!
New video: See How Easy and Relaxing Yoga Really Is
WATCH NOW
Follow us

------------------------------------VALUE-ADDED EMAILS--------------------------------------
SPECIAL OFFER/PROMOTION EMAILS
Today’s consumers are savvy shoppers looking for the best deals before making a purchasing
decision. By sending them emails with special offers, like discounts or promotions, you can
entice potential customers to contact or visit you right away to redeem the offer. Each email
should include messaging about what the offer includes and how to redeem it, as well as any
expiration dates. Also, make sure to alert your staff of any offers so you’re ready for a potential
influx of customers. You should also get legal consultation on any offers you run. Make sure
your offer terms exist on your website, link them in your email, and be sure to note that terms
and conditions apply.
Sam,
Life can be stressful. But instead of taking your stress out on
another bowl of mac and cheese (we’ve all been there),
join us on the mat instead!
We make it easy with a free 7-day pass to any of our yoga
classes! Simply download the attached 7-day guest pass
and get full access to all of our classes for seven straight
days. It’s a great way to meet your instructors, try a class
(or several!), and ask any questions you might have.
You’ll enjoy all the benefits of yoga for free. And we
promise not to hassle you with a high-pressure sales pitch.
That’s because we’re so confident you’ll love our yoga
classes, you’ll want to be a member after seven days!*
Redeem Offer
Namaste,
Sign Up & Redeem Offer
Free
7-Day
Pass
SIGN UP &
REDEEM OFFER
Follow us
on Facebook for tips,
inspiration, and special
event info!
*Terms & Conditions Apply

-----------------------------CUSTOMER-FOCUSED EMAILS-------------------------------
Let your current customers and your great work to do the talking for you with customer-
focused emails. Compelling video testimonials, five-star reviews, and photos of client projects
can be a wonderful source of information to include in emails that demonstrate to your leads
why they should choose to do business with you. Here are two examples of customer-focused
emails you can create.
RESULTS EXAMPLE EMAILS
Your emails can include links to your online portfolio or pages of before-and-after photos of client
projects that demonstrate your expertise. By giving your leads concrete examples of your work,
you can help them see the true quality you provide. Plus, showing your work demonstrates your
skills and professionalism. And when you build confidence in your solution, you’re increasing a
lead’s likelihood to buy from you.
Hello Sam,
You’re sure to have an image in mind of what your dream kitchen
could look like, and we want you to know that we can make that
dream come true! For over 10 years, we’ve helped homeowners
like you turn their ideas into reality! In fact, you can visit our
website gallery of before-and-after photos of real kitchens we’ve
remodeled for actual clients! Visit goldenkitchens.com
See the difference Golden Kitchen Remodeling
can make in your home.
Sincerely,
Lance Stevens
Golden Kitchen Remodeling
VIEW BEFORE AND
AFTER PHOTOS
Follow us
on Facebook for
offers and tips!
See Real Kitchen Makeovers From Our Happy Clients

-----------------------------CUSTOMER-FOCUSED EMAILS-------------------------------
CUSTOMER REVIEW EMAILS
Four-star and five-star reviews from customers on review sites like Yelp and Google+ Local
(or on the many other review sites on the Web) can provide great content to reference in emails.
Include a link to the review site so that your leads can read the positive comments given from
past customers themselves. You can also include positive quotes from your happy customers.
Plus, if customers have given you permission to use their review or testimonial on your website,
you can include a link to your site within a customer review email.
Dear Sam,
There are many kitchen remodeling businesses you can choose
from, so why not go with the one that consistently receives four-
and five-star ratings on Yelp? Golden Kitchen Remodeling has
received more than a dozen positive reviews on this site in the
past year alone!
One customer said this about Golden Kitchen Remodeling:
“Love my new kitchen from Golden Remodeling.
Lance and his team were professional, prompt, and
courteous throughout the entire process. The remodel
was affordable, too. Would highly recommend them!”
Be sure to check out our Facebook page, too, to hear more from
our happy customers!
Kind regards,
Lance Stevens Owner, Golden Kitchen Remodeling
Hear Why Our Customers Love Us
VIEW BEFORE AND
AFTER PHOTOS
HEAR FROM MORE
HAPPY CUSTOMERS!
Follow us
on Facebook for
offers and tips!

Conclusion
---------------------------------------------------From building your contact list and tracking marketing sources to responding to
leads and nurturing them throughout the sales cycle, lead management should
be an integral part of your marketing strategy. That’s because great lead
management can help more leads become customers — and more customers
means more for your bottom line.
Want to increase customer conversions and get clear insight into your marketing
ROI? The ReachEdge system is designed to do just that. It combines automated
lead management technology, a smart, conversion-friendly website, and a mobile
app to help you capture, manage, and nurture your leads so you can turn them into
customers. Plus, it shows you the return on your investment so you can know your
marketing is working.
Call us at 866-978-9312 to learn
how ReachEdge can help you get more
customers from your marketing.

Powerful Lead Management:
Best Practices Checklist
---------------------------------------------------
Track the Marketing Source
Knowing where your leads are coming from, such as online ads,
organic traffic, or social media, helps you to know how well your
marketing is working. This information provides insights regarding
your budget dollars and whether or not they are being spent on
the correct marketing channels for your business.
RespondtoCalls&EmailsASAP
Consumers often choose the business that follows up first
because it shows them the business is ready to help them with
their needs. Plus, quick follow up gives you the chance to help
your leads by providing them with the information they are
seeking so they want to use your business.
Nurture Long-Term Leads
One of the best ways to turn leads into customers is
to ensure they don’t forget about you! By providing
consistent, relevant, and helpful information to your leads
via email, you can continue to build your relationship with
your leads. Then when the time comes for them to make a
purchasing decision, you’ll have a better chance of being
the company they choose.
Build Your Contact List
Ensure you collect all of the relevant information about your
leads: name, email, address, and phone number so you can
follow up with them. Also, note if they are a short- or long-term
lead; by designating which type of lead they are, you can
provide the appropriate type of follow-up.

21
ABOUT US
A global leader in online marketing, ReachLocal’s
(NASDAQ: RLOC) mission is to help local
businesses all over the world reach more local
consumers online. Through a combination of our
smart technology and sharp professionals, we
deliver services that get the results you need.
And, we do it all so you don’t have to.
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