Understanding and Utilizing Contact Engagement Scores for Better Lead Management

In today's session, we're diving into the Contact Engagement System on Go-High Level. This powerful tool helps businesses measure how effectively and actively a contact or lead interacts with their organization. This metric, known as the Contact Engagement Score, is crucial for assessing the level of interest and involvement a contact has with your services.

Why Engagement Scores Matter

Engagement scores are invaluable, especially when managing a large database of leads. Whether you're engaging in cold outreach or warming up existing contacts, understanding who is most engaged can streamline your efforts and boost efficiency. Instead of reaching out to 50,000 contacts indiscriminately, you can prioritize those who have shown interest by opening emails, clicking links, or interacting with your content.

Setting Up Engagement Scoring

To illustrate how engagement scoring works, let's consider an email blast to 1,000 cold leads promoting an SEO checklist download. By assigning numerical values to specific actions, you can track and score each lead's engagement:

1. Email Opened: Assign 1 point.

2. Link Clicked: Assign 5 points.

3. Form Submitted: Assign 10 points.

These scores help you identify which leads are engaging with your email and to what extent. For instance, if a lead opens the email but doesn’t click the link, they earn 1 point. If they click the link and submit the form, they accumulate more points, indicating a higher level of interest.

Automating Lead Management

Once you have your engagement scoring system set up, automation comes into play. By categorizing leads based on their engagement scores, you can tailor your outreach efforts more effectively:

- No Engagement: Leads with 0 points.

- Low Engagement: Leads with scores between 1-3 points.

- Moderate Engagement: Leads with scores between 4-5 points.

- High Engagement: Leads with scores above 5 points.

Each category can trigger specific automations, ensuring that your follow-up strategies are aligned with the lead's level of interest. For example, high engagement leads might be prioritized for immediate follow-up calls, whereas low engagement leads might receive nurturing emails to boost their interest.

Practical Application

Let's put this into practice. After setting up your engagement scores, filter your contacts based on their scores:

1. Search for Contacts with No Engagement: Add them to an automation designed to re-engage these leads.

2. Filter for Low Engagement: Create a separate automation to nurture these leads with targeted content.

3. Identify Moderate and High Engagement: Prioritize these leads for direct outreach by your sales team.

By continuously updating these filters and automations, you can ensure that your sales and marketing efforts are always focused on the most promising opportunities.

Engagement Score Actions

To further refine your engagement scoring, consider the following actions:

- Email Events: Score based on opens, clicks, and complaints.

- Form Submissions: Assign higher scores for forms filled out on landing pages.

- Survey Submissions: Allocate points for completed surveys.

- Appointments Booked and Confirmed: Track engagement through appointment interactions.

Monitoring and Adjusting

Regularly monitor your engagement scores and adjust your strategies as needed. For instance, if you notice a lead consistently opening emails and clicking links but not converting, it might be worth a direct call to understand their needs better.

Conclusion

Using Go-High Level's engagement scoring system can dramatically improve how you manage and prioritize your leads. By focusing your efforts on those who show the most interest, you can increase your conversion rates and make your outreach more efficient. Set up your engagement scores, automate your processes, and watch your lead management become more streamlined and effective.

If you have any questions or need further assistance, feel free to drop a comment, and I'll get back to you via email. Happy scoring!