One of the most basic objectives of digital marketing is to convert more leads to customers. The first step in accomplishing this is to first acquire those leads. The simplest way to do this is by getting a lead’s information– namely their email, telephone number, and of course, their name. This process, simply put, is called lead capturing.
What is Lead Capturing?
Lead capturing is the process of pointing leads towards the information they are looking for and guiding them further down the sales funnel. Lead capturing is most efficiently done when executed with a basic contact form set up on a landing page that captures a lead’s information. Essentially, you are trading your fantastic content for your user’s contact information. The section below outlines this process of lead capturing.
The 3-Step Process of Lead Capturing
1. Collect Contact Information
The first and most common form of lead capturing is by asking for basic information. It is important to note that the more information you ask for, the lower the conversion rate will be. We recommend starting with a name and email address and go from there.
2. Following Up
The next step in closing the deal is to follow-up with your leads. This is often done through automated follow-up messages using a strategic series of auto-responders. A way to think of these messages is to start the conversation and long-term relationship with your leads.
3. Tracking Lead Capturing
Lastly, there’s the performance aspect of lead capturing. It doesn’t matter how outstanding your content or “free offer” is. How the content performs is always the most important element of any marketing campaign. Lead management systems will help interpret and keep track of how your landing pages and CTA buttons are performing to ensure that your efforts are heading in the right direction.
So once you get your lead’s contact information, what’s next?
The contact information are most efficiently and easily created and managed through the use of CRM (customer relationship management) software such as Inbound Brew. After all, you wouldn’t want all your hard work capturing leads to go to waste!
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