Today a large portion of your digital spend it captured within Face Book because you just have to be Social. Remember you are giving Face Book what they need which is your content in return for more eye balls back to your site. But the fact remains that most of Face Book views are inflated and with the recent turmoil consumers are spending less time on the platform.
Your digital should not provide your team with more dead leads to chase but it should focus your team on exactly who they need to chase. By focusing attention on In Market shoppers and recapturing those consumers you team can put into place selling skills and actual training that you have paid for.
Burning the CRM for 30, 60, 90 day follow up or having the consumer tell you they are no longer in market is typical, but being able to see when they come back to your site and how often provides your team with insight and data that is now actionable. The path to purchase is never a straight line so knowing the WHO helps to gain the extra 20 units we all want.
Spend less and recapture more.