Sixty-one percent of marketers worldwide say that their biggest challenges are lead and traffic generation. Do you know what it takes to capture leads from your website?
Today, the online sphere offers huge lead generation potential. However, you can’t get those leads and turn them into conversions if you don’t have a good strategy in place. All of your competitors are vying for the same attention — you need to know how to capture leads better than the rest.
Not sure how to start? We’ve put together our favorite lead capture strategies right here. Read on to learn how to get the leads you really want!
1. Make Lead Capture Easy
Your leads will leave before converting if you make things too difficult. Check out your lead capture functions, and look for challenges that might be getting in the way.
For example, maybe pop-up lead capture forms are ideal for your audience. Some people get annoyed by pop-ups and navigate away if one interrupts their reading. People may also need to get to know your brand a little bit better before they’re ready to convert.
What can you do to make lead capture work better? Maybe try a pop-up that opens at the end of the page, rather than at the beginning. Or you could try reducing the number of fields in your lead capture form. Asking for just an email address is less invasive than asking for multiple fields of information.
2. Try New Forms
Maybe the basic pop-up form isn’t working well because it doesn’t fit the situation. It’s also a good idea to try different lead capture forms on different parts of the site.
For example, you could ask for an email address in the form on your “Contact Us” page. But the form on a piece of blog content might offer a more in-depth piece of free content in exchange for contact information.
Customize the form to the page. Think about what someone visiting that part of your site is looking for, and use your contact form to offer them what they want.
3. Measure Your Efforts
You can’t know how your efforts to capture leads are working unless you have a reliable way to measure them.
Develop a system for measure your results, or try out some software that will measure them for you. Figure out what success looks like, and how you’ll know when you’ve attained it. Then, use this information to make changes when you see your efforts aren’t working well, or to add more of what is working.
4. Change the Submission Button
At the end of your lead forms, does the button just say “Submit?”
It can actually work better to use a different button instead. Try one that says something like “Go” instead. “Submit” sounds very formal, and can be off-putting. A more positive word, like “Go,” implies taking an exciting step forward instead.
5. Grab Their Attention
Your lead capture form needs to be attention-grabbing and properly positioned so people will take notice.
For example, many brands have success with exit-intent pop-ups that appear when someone tries to navigate away from the page. Offer something interesting or enticing, but not intrusive, and you might just get the results you wanted.
6. Use Your Blog Strategically
Don’t invest so much in your lead capture forms that you neglect the blog they appear on. Having a high-quality post will greatly increase the chances of getting a conversion.
Use your blog to position your brand as an industry expert. When readers see that you have the knowledge they really want, they’re more likely to sign up for more.
Make the content high-quality, but interesting and easy to read. If people want to see more of the same, they’ll be more likely to hand over their information. If your posts are boring or dense, you can be sure they won’t want to read more.
Your blog should be informative, not sales-y. People don’t like to feel that they’re getting sold to. It’s better to offer valuable industry information, not product pitches. If people want to learn more about your product, they’ll visit other areas of your site, not your blog.
You should also know how to make a website look professional. If your site looks amateur or outdated, people won’t want to spend much time on it.
7. Know What Comes Next
The steps you take after you capture leads can be just as important as capturing them.
For example, when a lead gives you their email address, what’s the first email they get from you? Ideally, it should be one that thanks them for joining, making them feel like they’re part of something exclusive. Throw in a bonus discount, tip, or another useful perk to make them feel like opening the email was worthwhile.
You can also add calls to action in these emails. Encourage your leads to share your brand, or follow you on social media. Your lead has just given you a great opportunity to connect with them, so make sure to use it wisely.
8. Consider Quality Over Quantity
Sometimes, more leads aren’t always better. You should focus on the quality of your leads, not just the quantity.
For example, maybe you already have a healthy list of email subscribers. Getting more email signups won’t translate to a lot of value for your business. You might want to focus on longer contact forms that ask for different information instead.
While you’ll get fewer leads with a longer form, if you’re getting the leads you really need, this approach can be valuable.
What To Do After You Capture Leads
Knowing how to capture leads will translate into more sales for your brand. However, it’s also important to focus on turning those leads into loyal repeat customers.
Once you’ve mastered your lead capture approach, make sure you’re offering the right value to keep your leads as customers in the future. Ready to take it to the next level? Don’t miss our simple four-step guide!