Generating and Tracking Organic Online Leads that have an Offline Conversion.

Executive Summary:

In this article, we will explore how Organic assets can generate leads from Search Marketing organically and how we can track them through to final conversion. While eCommerce and online purchases lend themselves to tracking lead through conversion, the problem becomes tricky in the case of most businesses which have online lead acquisition- offline conversion. The focus of this article is to recommend a ROI Tracking methodology for this segment, non-ecommerce businesses. We will briefly look at the different types of assets which come up on Search and possible consumer behavior paths based on different CTAs, and how a proper CRM can track these paths.
This blog will not cover SEO Optimization. That by itself is a subject by itself. The blog also does not cover PPC/ Paid Search Ads. If you are interested in tracking for Paid Search Ads, we recommend checking out the next blog in the series- Search Marketing- Tracking ROI in PPC.

Is it possible to track Marketing ROI for Organic Leads? Why should you try to track what sort of Leads are coming from Organic content? How can you use it to supercharge your Lead Generation from SEO?

Most Marketing Teams do not actively track ROI for Organic Leads because firstly, it’s hard to track. How do you track how much money was spent on creating an individual web page or video? And then if you could calculate that, how can you track the revenue generated?
Agreed that quantifying the effort in creating individual assets is difficult and it’s only something very evolved teams can do. But then, does that mean we should not track how much each asset is bringing in? Given that good content needs an analyst, copywriter, graphic designer, web developer and other Marketing Team members time, high quality content optimized for SEO can be quite expensive. As a Marketing Director, how would you decide or justify to the business leadership team the expense and effort that goes into getting Organic Leads. This thing becomes even more critical if you factor in the long lead time needed for Organic leads to build up.
So, while it may not be possible to granularly measure the exact effort, a savvy Marketing Team could work on thumb rules. Say, a blog will cost so much money if we create it without dedicated artwork vs so much money if we build with infographics, video, etc.
Once you have an estimate, you can go ahead and commission. Track leads which come from that asset (blog) and at the end of six months show a Marketing ROI against it. Does not have to be 100% accurate, but if it gives you a trend, is above your targeted ROI, you have a better tool for decision making. And more importantly, will be much better than going with generic platitudes. Each industry is different, geography is different. For example, Business Consulting firms may generate a lot of Leads by publishing White Papers, whereas, a haute-couture brand will do well to steer away from this type of content and focus on image content, and, a DIY hardware brand may find success publishing “How-To-Videos”.
The rest of this article will explore how we could track where an Organic Lead came from. At the end of this article, you should be able to identify how much revenue different pages on your website, or on sponsored content are generating. With this information, you should be in a better position to make decisions on what to invest in, what to improve, and what to axe. Having a table like the one at the end of a period will enable much more accurate decision making.

Understanding the different types of ways in which your assets appear on Search Engines.

Life was much simpler when Search Engines only provided text results for searches. As search engines have evolved, so has the type of Search Results. Featured Snippets, Map Results (Business Listings), Videos, Images, Answers, have all become options which SEO’s have to optimize for. The list can be very exhaustive but here we will explore the most relevant ones.
If you are already familiar with different types of Organic Search results and opportunities, we would recommend that you skip ahead to the next section.

• Organic Search- Text Results

  

  These are the most familiar results Google/ Bing throw up when a query is entered. Should the consumer click and navigate to your page, the consumer can then decide to follow through on a multitude of CTA’s. Your objective should be to capture which of your pages is generating this Lead and what is the conversion value (in case of a online acquisition-offline conversion category).

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  Ordinary Search	Click, Navigate to your page. Based on whether they like it or not they canfollow through on the following CTA's	Call Form Fill WhatsApp Chatbot Interaction Sign Up Buy (Ecommerce sites)

• Featured Snippet/ Knowledge Graph/ Knowledge Panel.

  Search Engines aim to provide users with the best information possible and have been trying to enrich search results with Featured Snippets/ Knowledge Graph/ Knowledge Panels.
  Here’s what a Featured Snippet looks like.

  

  Example of a Google Knowledge Graph side by side with a Google Knowledge Panel (Image courtesy: Google Blogs)

  

  If you want to understand the finer distinctions between what is a Knowledge Graph and a Knowledge Panel, we recommend checking out Google’s Blog. How to create these kind of results is beyond the scope of this blog (Hint: We recommend that you explore Schema Markup), but suffice to say that working on creating these assets can help you jump to Position 0 in SERP. So what could be consumer action if they click on this page?

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  Image Carousel	Follow Through by Landing On Page.	Call Form Fill WhatsApp Chatbot Interaction	Enabling and proper use of Schema Markup and Alt Text

• Image and Video Carousel.

  With Search Engines serving up Image and Video as Search Results, it can give you an edge to get your brand noticed by consumers and consequently a chance to generate a lead if they find your content interesting.
  An example of an Image Carousel on Google:

  

  An Example of a Video Carousel on Google:

  

  Consumer Interaction can follow any of the following paths.

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  Image Carousel	Follow Through by Landing On Page.	Call Form Fill WhatsApp Chatbot Interaction	Enabling and proper use of Schema Markup and Alt Text
  Video Carousel	Watch and Close		Enabling and proper use of Schema Markup for videos hosted on your page.Put links to conversion pages/ CTA’s in your videos hosted on YouTube/ Vimeo.Always a good practice to answer user comments promptly
  	Follow Through by Landing On Page.	Call Form Fill WhatsApp Chatbot Interaction
  	Go To YouTube/ Vimeo/ Daily Motion. Watch and Leave
  	Go To YouTube/ Vimeo/ Daily Motion. Leave Comment	G. Leave Comment on YouTube

• People Also Ask and How To Types of Search Results

  Other similar type of search results which can be ranked based on proper Schema Markup are the How To (Marked in Blue) and People Also Ask (Marked in Green). Again, like other Rich results, properly done these can help you jump to the top of Search Results.

  

  While these type of results often end in Zero Click searches, the opportunity to rise to the top of Search Results is something that you should not let go of. If you are not trying for it, your competitors will, and even if not them, Search Engines will serve up the same result from a Wikipedia/ News site/ etc. Why not take the chance that the user will navigate to your page to learn more.

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  People Also Ask. How To Results.	Read and Leave
  	Follow Through by Landing On Page.	Call Form Fill WhatsApp Chatbot Interaction	Enabling and proper use of Schema Markup and Alt Text

  Local Search/ Business Listings.

  If you are a local business, or have a physical place serving consumers, this is one set of assets you really need to focus on. In the beginning when Google Maps were just launched, it was OK to just list your business there. But over time with Google My Business , Google started highlighting the importance of physically staking out your position with information that would help consumers. Even today, Google gives inordinately high value in Search to Local SEO. To cut it short. This is IMPORTANT. You can see in the below example how these results rank even above Position 1 in Organic results.

  

  Google allows a business to claim a page and add a variety of data covering opening hours, phone numbers, questions, reviews, offers, products available. This is very useful for mobile users. Any small and medium scale business owner will tell you how many high intent leads an optimized Google Business Listing can generate in a month.

  

  With the variety of information possible, the CTA’s can be myriad.

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  Local Search/ Business Listings	Find Answer and Leave
  	Ask Question on Google Business Listing	H. Question on Google Listing Profile
  	Post Reviews	I. Review on Google Page
  	Click on an Offer	J. Lead from Google Page Offer
  	Book an Appointment	K. Appointment Booking Through Google Page
  	Chat on Google Listing	L. Chat on Google Page	Bing Places and Maps Connect from Apple

  Google Shopping Network

  With Google opening up Google Shopping Network to unpaid listings , this an opportunity for you to get your product up in front of the consumer especially when they are looking to buy. This being an ecommerce conversion route, you will be able to get a lead to final conversion tracking figure directly from your ecommerce platform, therefore while we mention it in this blog for completeness, we will not go into too much detail. Interested readers can explore further in this article 8 Google Shopping Alternatives for Online Merchant.

  

  Assets	Possible Consumer Behaviour	CTA's	Do Keep In Mind
  Google Shopping Network	Leave a Review	I. Review on Google Page	8 Google Shopping Alternatives for Online Merchant [Aug 2023 ] (litcommerce.com)
  	Go to Store's Website	M. Buy from site.

A Cheat Sheet for How to Track Leads generated by different user behavior for Organic Leads.

Now, that we have reviewed all possible opportunities to rank and get ahead of competition in Organic Search, let’s see how we could track leads coming in from these assets in the cases where we are acquiring Leads online but have to go through a series of steps offline before final conversion.
Ecommerce businesses don’t face this challenge because the complete process is online. But wherever there is an offline component, even tools like Google Analytics are inadequate in providing last mile trackability. What is ideally needed is a CRM that can capture as much of this information as possible from different sources and provide a workflow for team members to trace each lead granularly till win (recording the exact conversion amount and conversion date).
The benefit of using a CRM is not only being able to track information on what page is of what value to the enterprise, but will yield additional insights into:

1. By being able to integrate all leads into one place reducing effort needed to manage Sales Funnel and minimize opportunity losses.
2. Conversion Ratio’s at different stages of the offline Sales Funnel
3. Lead time from receiving a Lead to Final Conversion
4. Diagnosis of reasons as to why Leads are Lost.
5. Evaluation of Marketing Team’s Performance.
6. Ease of decision making in allocation of resources between SEO, SEM, Influencer Marketing, Social Media et al.
7. Sales Team Performance analysis and consequent linking to rewards and incentives.

So, how can you capture leads with lead origin information in a CRM?

A true omnichannel CRM like Pronnel comes with integrations of webforms, calls, WhatsApp, Chatbots besides integration with platforms like YouTube, Vimeo, Google Business Listings and Bing Places besides others. Using Pronnel we can capture not only leads but also manage Reviews, Comments from one place.
Based on the listing of the different CTA’s Pronnel’s Lead Funnel tickets uses automation to capture hidden fields (Page submission, UTM’s, Phone Numbers, etc). Based on the CTA’s listed above, these are the following ways in which we could capture lead origin data.

Where this approach outperforms a tool like Google Analytics is in being able to track Lead to Final Conversion completely. Whereas Marketing Teams using Google Analytics solely will often get two sets of data- Web Traffic to Lead by channel/ medium/ etc from Google Analytics and a final conversion data from the ERP, and then break their heads on trying to figure out which leads gave what conversion, a CRM like Pronnel can provide a much more granular view as shown below. Pronnel’s built in Automation (readers interested in how they can build Automation rule sets for classification can check out our Automation Tutorial on Lead Classification) tools will parse data, classify what lead is from what source and help summarize results.

Conclusion:

Non- ecommerce businesses often struggle to track and understand their ROI investment for online acquisition. By understanding the different types of Search Results, the possible CTA’s and investing in a robust omnichannel CRM like Pronnel, business can get actionable insights into which assets are bringing how much revenue for the firm, allowing them to make strategic decisions in building up their Organic Leads portfolio.
In the next article of the series- Search Marketing- Tracking ROI in PPC, we will explore Paid Advertising and how non-ecommerce businesses can track Marketing ROI granularly.

FAQ’s

Are Rich Results on Search Engines worth working for since they often lead to Zero Click Searches?

The first 10 results on a Google Page get about 86% of the Click Throughs with only the first three positions getting almost 55% of the traffic. Imagine how difficult it becomes for any new business to list in these positions. What do you do?
You can always advertise but then Search Marketing is not cheap (for a detailed discussion on Search Engine Ads you can jump to our blog- Search Marketing- Tracking ROI in PPC). Another option is to try and get featured as a Featured Snippet / Position Zero (Google Knowledge Panel, People Also Ask, Image Result, Video Result, How To, Google Shopping Network). Yes, there is the chance that viewers will read and navigate away from the Google page without visiting your website, but then the fact that your brand provided the information will remain with them, and if they are interested they may end up navigating to your site through the link at the bottom.

What are the Alternatives to Google Business Listings?

Google Business Listings, or, more popularly known as Google My Business, is our go-to Business Listing tool. However, there are alternatives in place. Do you need to have them, maybe no. But since you would already be creating a Google Business Listing, why not go ahead and copy these. Chances, are your competitors may overlook them and why not get that added edge?
Apple Business Connect- This one you want to pay attention to, especially if your Customer Profile is weighed towards Apple users. Apple Business Connect lets you create a profile on Apple Maps.

< href="https://www.bingplaces.com/" style="font-weight:500;color:var(--color-primary);">Bing Places for Business - Free Business Listing like google My Business. Chances are that even if you have not created one, your place already exists, and you need to claim it. Given preference on Bing Search.

Facebook Places- Basic FB pages that are different from Business Page on Facebook. Contains name, address, phone and users can share and review your place.

What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

All forms are good if you are able to configure them well. However, we would recommend Pronnel forms for three simple reasons:

1. Pronnel forms are free

   (no limit on number of forms, or form submissions monthly)

2. Pronnel Forms are simple to use and integrate into any website.

3. Pronnel forms come with built in special features

   like hidden tracking fields, without disturbing the client or contravening Privacy Laws, that can capture URL of page form submitted on, Cookie, data from Local Storage of machine, and URL parameters like UTM.

Whether you have a custom website built on Laravel, Django, Express, Ruby on Rails, React or used a platform like Wordpress, WIX, Shopify, Webflow, SquareSpace, GoDaddy, you can implement Pronnel forms in them.
You can refer the Tutorial below on how to implement a Pronnel form through HTML/ iframe on any system in a few clicks.

My website is built on Wordpress. Can I integrate Wordpress forms into Pronnel? Or is it possible to integrate a Pronnel form into a Wordpress site?

Yes. The best way to integrate a Wordpress form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, you can use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your WordPress forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed a Pronnel form into your Wordpress site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

My website is built on Wix. Can I integrate Wix forms into Pronnel? Can I integrate a Pronnel form into a Wix site?

Yes. The best way to integrate a WIX form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, incorporate a Wix form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

To place a Pronnel form on your Wix website, …Use CatchHook. Refer Tutorial below.
Alternatively, you can embed a Pronnel form into your WIX site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

My website is built on Shopify. Can I integrate Shopify forms into Pronnel? Is it possible to Integrate a Pronnel form into Shopify?

Yes. Both are possible. The best way to integrate a Shopify form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, to incorporate a Shopify form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed a Pronnel form into your Shopify site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

My website is built on Webflow. Can I integrate Webflow forms into Pronnel? Is it possible to integrate a Pronnel form into Webflow?

Yes. Both are possible. The best way to integrate a Webflow form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, to incorporate a Webflow form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed a Pronnel form into your Webflow site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

My website is built on Squarespace. Can I integrate Squarespace forms into Pronnel? Can I integrate a Pronnel form into Squarespace site?

Yes. Both are possible. The best way to integrate a Squarespace form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, to incorporate a Squarespace form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed a Pronnel form into your Squarespace site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

My website is built on GoDaddy. Can I integrate GoDaddy forms into Pronnel? Is it possible to Integrate a Pronnel form into GoDaddy?

Yes. Both are possible. The best way to integrate a GoDaddy form into an Omnichannel CRM like Pronnel would be to use a Webhook as outlined in the Tutorial here. You can do it yourself or ask your web developer to do it for you.
Alternatively, to incorporate a GoDaddy form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed a Pronnel form into your GoDaddy site by pasting HTML. iframe Code. Refer FAQ - What is the best Form to integrate into my website? My website is custom code, can we implement your Forms?

I use Ninja Forms. Can I integrate with Pronnel so that I can receive Leads directly in my CRM?

Yes, it’s possible to integrate Ninja Forms to create leads directly into Pronnel every time a Form Submission happens. The easiest way to incorporate a Ninja Form into the CRM is to use an online Automation Tool like Zapier, Make, Integrately or Pabbly to have a single click connection between your Wix forms and Pronnel. Pronnel is already a registered App with Zapier, Make, Pabbly and Integrately.

Alternatively, you can embed Pronnel forms directly into your website using a Webhook like given in the Tutorial below.
You will have the advantage of using unlimited forms, unlimited submissions, less accounts/ passwords to maintain and of course a cost-saving from multiple connector and form Subscriptions. When you consider Pronnel’s pricing it would be insightful to consider the savings from avoiding these subscription services can practically mean that by adopting Pronnel your net costs will reduce.

I want to monitor comments and answer them from my CRM. How can I do this?

Pronnel has a single click Integration with YouTube through Automation services like Zapier, Pabbly, Make and Integrately. You can set up an automation, so that every time a viewer leaves a comment on your YouTube videos, an Item is created in your comment moderation board. No need to juggle platforms, just use one Pronnel Board for Community Management.

Can I connect my CRM to my Google My Business / Business Listing?

Yes, you can link an Omnichannel CRM to your Google My Business listing with a Single click through a connector like Zapier, Integrately, Make, Pabbly. Connect your Community Management Board to your profile. Every time someone creates a Review, you will have a new ticket created on your Community Management Board. You can answer the Reviews from within Pronnel itself.

Can I answer Google Chats sent by customers to my Google Business listing profile from my CRM?

Yes. Pronnel connects directly with all Chat platforms like Google Chat, WhatsApp, Facebook, Instagram, Viber, Telegram, Line, etc. All it takes is you to have an account in good standing and just a few clicks. You can find the connection options in Settings Channels on every board. For individual tutorials on how to connect each Channel refer our Tutorials page.

Once connected you can chat with your customers directly from the Communications View on each Board as shown below.