To capture a sales lead is a bit of a black art. It comprises one part creativity and one part technical mundanity. But with the right mindset, it’s more than feasible to hone your marketing comms to ensure you great results every time. So what are these dark secrets?
What you will learn in this article
- What is lead capture
- Where to get marketing leads
- Where you should target
- How to fine-tune lead capture
- 5 brilliant tips for lead capture content
What’s lead capture?
By this, we mean the part of the marketing process that involves capturing a user’s data. By doing so, you can then turn them into a prospect. Lead capture naturally sits at the beginning of the sales funnel. It’s the next step after having attracted traffic. It is then followed by nurturing the prospects.
Often lead capture is used interchangeably with the term lead generation. The entire process entails the following:
- Attract the traffic
- Capture the leads
- Nurture the leads
- Convert leads into sales
- Create repeat customers
- Obtain referrals
Where to get marketing leads
There are many places to find leads, not least review sites, review engines, and comparison tools. But chances are you probably have the tools at your disposal already. So, where can you go fishing for leads?
Your company website – An SEO-optimized landing page will drive traffic and reduce your marketing costs. A properly tweaked landing page is a lead generation machine. However, please don’t confuse it with your home page. Stick to the point, and you will have a sure-fire method of converting traffic into prospects.
A blog – Blogs are a great method to establish authority in your industry niche. Providing relevant and informative content is what will lure your traffic. Free and engaging content is a real ice-breaker. Then you can ask for personal data.
Pop-ups and banners – Pop-ups are problematic. It would be best if you used them sparingly. Polished welcome and exit pop-ups work best.
Lead ‘magnets’ – Magnetic lead-generating content can take many forms. It can be white papers, cheat sheets, podcasts, webinars, etc. However, regularly producing great content is the secret behind lead magnets.
Contact forms – The humble online contact form is an engine of lead generation. Therefore, you should ensure it is highly visible, with many links to it throughout your site.
Where you should target
As well as internal opportunities as described above, you also need to go external. Here are just a few great tips to widen your net.
- Guest posts – Find an authority in your niche and ask them to write a blog post. Users appreciate a good freebie, and killer content always goes down well.
- Video – It’s not too late to get on board the video bandwagon. Although you may think YouTube is too competitive, it’s great content that counts. How-to videos that address a problem always go down well.
- Public speaking – Live events are old school but still a great way to engage your audience. You may find public speaking scary, but you should try to overcome this fear.
- Social media platforms – Social selling on platforms like Facebook is a massive opportunity not to be missed. Freebies, ads, influencer marketing, the list of possibilities is almost endless.
- Google – Google Ads still have a lot of life left in them. A targeted campaign is potentially a treasure trove of leads if you get it right.
Fine-tuning lead capture
As cliched as it is, you should walk a mile in your customer’s footwear. Nobody reads anymore. They scan. So make everything a potential lead will encounter as easy as possible. Your content copy needs to be instantly engaging. Carefully select a visual that will enhance the text and draw the eye into what you have to offer. You also need to:
- Choose the preferred channel for your target audience
- Have clear, unambiguous calls to action
- And, most important of all, an eye-catching title that will prompt users to read on because there is real value.
5 great tips for lead capturing content
Having established the importance of added value content that interests your audience, what else can you do? Here are 5 killer tips to make your content fly.
Reveal the story
After having caught the eye with your attention-grabbing headline, you are not done yet. Tease out your story with subheadings that reveal a little more by adding more intriguing details.
As noted previously, web users have extremely short attention spans. Therefore, the graphics you use should be show-stoppers. You can convey a lot with a striking image.
Stay on point
Calls to action need to be concise and to the point. This can be quite a challenge. CTAs need to convey a sense of urgency. But also resonate with your target audience. You may have to draft out several versions to find the one that works best.
You should give clickbait a wide berth. Sensational headlines convey the wrong impression completely. Furthermore, clickbait will damage your reputation as users will feel cheated if you don’t deliver the goods. Though you may get some short-term gains, in the long run, you will only deter people.
Content designed to generate leads takes a long time to create. Once published, don’t leave it hanging. If you wrote a book, you wouldn’t push it under the bed and forget about it. It’s the same with your content. You need to get it out there, so include a content marketing budget. This will sit within your social media content plan and overall advertising budget.
Capturing sales leads is the currency of any self-respecting small business. It is what pays the bills and salaries. So you want to be sure you are maximizing your efforts, right? An increasing number of small businesses are going down the CRM route to prevent missing any opportunities. And you should probably be doing the same.