Five Rules for Lead Capture on Your Website.
Your website serves several functions. Obviously it is a source of information for your current or potential customers. But, one of its most important functions is lead capture. You should be using your website as a place to capture information from potential customers. Once you have their information, you can then nurture a relationship with them and hopefully, if you’re marketing to them correctly, convert them to paying customers.
To capture their information!
You need some sort of form on your site to collect that data that will then in turn sends that data to your CRM (Customer Relationship Management) software. But, it’s not enough to just throw up any old form. You have to give some thought or that form will be just more meaningless text on the Internet.
Here are 5 elements you need to have to make sure that your opt-in form does the lead generation magic you need it to do:
#1 You must have a compelling call to action.
Don’t ever just put a form up there without some sort of instruction on what your visitor should do. Tell them that they should “Register below” or “Sign up today” so that they are crystal clear on their next step.
#2 You have to give them something of value.
Their personal information is valuable to you so you need to give them something in exchange. It can be a coupon, free ebook, audio, tips, newsletter, etc. but make sure that you communicate that value up front as a thank you to them for trusting you with their information.
#3 Don’t ask for two much information on your form.
Often just the name and email is plenty. Sure, getting their phone number, where they live, what they like to do or other information like that is great but the time for that comes later. For now, concentrate on building the relationship. Start simple with just the name and the email. Once they trust you more, they’ll share more.
#4 Follow up as you agreed.
If you promised them something then make sure you give it to them. Set your CRM up so that it automatically delivers the intended item to their inbox. This is all part of the relationship building process. This is your first opportunity to build trust and confidence by doing what you say you’ll do. Be sure to test this out from time to time to make sure everything is working as it should be. Otherwise you might find out you’re missing valuable leads!
#5 No Spam!
Always follow the rules for the CAN-SPAM act. There’s a lot of legal jargon in there but the basics are – don’t sell or give someone’s information to another party without permission and don’t market to someone unless they’ve given you permission to do so. In general – play nice!
5 Rules? Yes, you can do it.
Keeping these 5 things in mind for your lead capture process will go a long way to building a strong relationship with your prospects that hopefully lead to long-term buying!
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Holly Kile - Marketing Assistant