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.
Reality is, the two most essential elements on any webpage are the lead-capture form and landing pages. Landing pages provide leads with offers in return for their contact information, which is submitted using the lead-capture contact form. These elements are most efficiently and easily created through the use of automated marketing software.
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 paired with:
- A User-friendly website
- Creative content curation
- Well-designed landing pages (link to IB landing page post)
- An irresistible offer
- A follow-up system
- Conversion data
When an interested prospect wants more information about your product or company, it’s time to bust out your handy-dandy lead capture management system.
What is CRM?
CRM, or Customer Relationship Management, is essentially a lead management system that targets a specific lead group with a landing page and a clear call-to-action. This system then follows up with the customer using automated follow-up emails, which tracked with an analytic system.
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.
How do you capture and convert your leads? We’d love to hear!
Don’t have a strategy laid out quite yet? Inbound Brew can help.