Lead Capture Best Practices
It’s clear that lead generation is not a new term for you. But are you sure you understand the process well enough to launch a successful lead capture system campaign on your own?
Let’s find out together. In this quick guide, we’ll discuss the best lead capture strategies to attract your target customer.
What is lead capture?
Lead capturing is the collection of a database of potential customers and their contacts. This process aims to turn visitors to your site or social networks into potential clients and get their data for further work. Without a lead capture process, a person who is not ready to buy immediately will leave your online sites and you will no longer be able to interact with them.
That said, it’s important to understand that not all leads are equally valuable to a business. There is a certain classification that is used by marketers to indicate the degree of readiness of the client to buy.
Cold leads are users who have recently learned about your business and left a request out of curiosity. They’re not going to buy right now or they don’t have the money, but they’ve shared their contacts and may come back to them later with new offers.
Warm leads are those who show interest in your offer. For example, they ask questions in a chat room, leave a request for feedback, and clarify terms of delivery and payment. It’s not a given that they’ll end up buying, but you’ll know you can keep working with these customers.
Hot leads – customers who are already ready to buy. These are likely to be loyal users or those in dire need of your product or service. These are the most desirable leads for businesses because they don’t need to be persuaded or incentivized with additional bonuses.
Classifying leads is important to show users the most relevant offers. In marketing, this approach is called segmentation. For example, cold leads are offered significant discounts on their first purchase, warm leads are offered bonuses and promotions, and hot leads may just need to be shown a new collection. Marketers study the reactions of different segments to promotional offers and choose the ones that work best.
Best tools to capture leads
Email is one of the most common channels for contacting customers. Email is easier to get than the telephone – it is enough to offer free information or a discount for registration. At the same time through email, you can unobtrusively remind about the company, offer products and services at a discount, tell about new arrivals, and collect feedback. So you’ll always be in touch with the user and it won’t cause a negative response like frequent sms or push notifications. And the customer can always unsubscribe, which makes communication more comfortable.
In this case, you can use an email finder tool that will make your work much easier.
Podcasts and Youtube shows
Sometimes it’s advantageous to present information about a product or service entertainingly. For example, if your company has a charismatic representative. You can launch your own podcast or Youtube show, or appear on other projects as an expert. This works just like with webinars – you give a free benefit and can natively interest customers in your product or service. After listening to the release, the customer can follow the link in the show or podcast description and make a purchase.
Webinars are perfect for selling complicated products and educational materials. The idea is that users are invited to a free lecture where they benefit and learn more about the offer. Once a person has listened to the speaker and learned more about the product, it’s much easier to decide to buy. And a webinar can also give a discount or promise a bonus if the person buys on the same day – that’s an added incentive for warmed-up customers. You can invite people to the webinar through an advertisement or in an email.
Customers are more likely to decide to buy if they get their questions answered promptly. To do this, companies use online chats on the site and communication in messengers. The idea is that the client sees an advertisement and goes to the site, where he can ask clarifying questions and immediately place an order. The main thing is that your manager was always in touch, promptly and accurately responding to customers. And your employee can also collect contacts for feedback if a product or size is not available at the moment.
How to capture leads?
1. Content marketing
About 80% of B2B companies use this method for lead generation. Blog articles, free downloads, and infographics are just the tip of the content iceberg.
But keep in mind that its main consumer should be your ideal client, so there is no such thing as one-size-fits-all content. But there are a few examples:
- Articles and guides. Creating high-quality blog content is one of the best ways to find B2B leads because this type of content attracts people who can trust you as an expert. First of all, you need to conduct detailed research, write an article that will be in demand, optimize the text, and, of course, share it;
- Lead magnets. This can be any useful content that you are ready to share so that your lead entrusts you with their email, phone number, or other useful information. Lead magnets can be e-books, cheat sheets, research, case studies, etc. And after checking the received emails, you can launch a personalized triggered email campaign to warm up your leads;
2. Targeted advertising to attract leads
Use advertising accounts on social media. You can use the MyTarget service to manage multiple accounts.
The Facebook account has a format of advertising for lead generation – after a short survey, the client leaves his or her data.
About 59% of B2B marketers are convinced that search engine optimization (SEO) has the greatest impact on lead generation. When people are looking for products to help solve their problems, your lead generation website is the first thing they should see. And for search engine optimization to work properly, you need to fill the content on your pages with keywords that match the top search queries in your niche.
4. Cold outreach
This method implies that you first search for leads and then contact them through cold emails or calls.
For example, you attend specialized marketing or sales events and collect contacts from various sources using lead-generation tools.
To automate outreach, there are many useful tools for every taste and budget. So, you can generate leads at zero cost if you do it manually or use a free email finder, like Getprospect email extractor.
5. Content syndication
Although the distribution of expert materials is considered an inbound strategy, content syndication can work the other way around. For example, if you’ve published an important and valuable article, use it to start a conversation with a potential lead by adding a link to it in your cold email.
Lead capture mechanism: bottom line
We hope these tactics have inspired you and given you some ideas on how you can optimize your own lead-generation strategy.
Just remember – test everything.
What works for one company may not work for another company.
You have to try different tactics, test, stick with what works, and abandon what doesn’t. That’s the way forward.
+4 years I have been working in content marketing mainly in B2B, international market. I’ve already had experience with 10 long-term projects (both freelance and full-time). Now I work in a SaaS for salespeople and take side projects. I mentored 3 people, and continue sharing my knowledge in various forms.