Introduction to Lead Acquisition:
Lead Capture is a fundamental pillar for any business. A company can’t remain operational without a solid base of potential clients. For that reason, Growth Hacking Agency services are used to increase the number of clients and the income of a business.
This article will analyze lead generation and the most used ways to generate more.
What is a lead capture:
Lead capture can be defined as a process of searching for contact information of people or companies interested in a product or service. Leads, therefore, can be individual consumers, organizations, and others who have shown some interest in what a business offers.
By capturing leads, we seek to achieve the most significant number of contacts by applying different techniques to obtain the information of these potential clients and include it in the databases. In the long term, the goal is to convert leads into loyal customers.
Leads are also one of the first steps necessary to start and execute a digital marketing campaign.
How do you get leads?
The capture of leads, like any process, is made up of different actions such as the generation of traffic and the collection of contact information.
To generate traffic, two paths are followed: SEO optimization and paid digital advertising. After you have generated a significant amount of traffic, you should incorporate different methods to get the visitors’ contact information, such as forms and downloads.
When the contact information is obtained, the process moves on to a stage known as lead nurturing, made up of techniques for converting leads into customers.
Elements used to capture leads:
As explained, different methods and elements are used to capture leads, such as:
The landing pages are responsible for receiving visitors and guiding them to the form. They must have an impressive design that draws attention and informs users about the products or services offered.
Attractive titles and multimedia content such as videos or interactive elements are often used to increase conversions.
Any field that requires the user’s data to be completed is considered a form. They are usually placed on landing pages after a call to action or CTA (Call to Action) so that visitors provide their personal information if they want to access a benefit or downloadable content.
When the user has left their data, they become a lead. However, you may not complete the form in its entirety and close the page. For this reason, some basic recommendations must be followed.
The form must stand out from the web with unique colors. It should be seen, too, without the need for extra steps and have a catchy title. In addition, only the necessary data should be requested.
Emails are often used after customers leave their details as a reminder. They serve to send information from the web but in a more personalized way.
Likewise, they can be used so that a user who did not finish completing the form is ready to do so to access the downloadable content.
Lead capture methods:
After learning more about lead generation, we discussed the different methods available that are essential.
Since it is direct and relatively simple, downloadable content is usually one of the most used methods when we ask ourselves what lead generation is. It is based on creating content such as an ebook, blog articles, videos or podcasts that include valuable content for the audience. The more value the content offers, the more likely users will convert into leads.
The content varies depending on the activity. A marketing agency can create ebooks with strategies and advice, while an e-commerce company can offer expanded catalogs of its main products.
It is possible to separate the content offered for the general public and registered users based on the content. It is a method to capture leads more directly.
Newsletters relate in part to downloadable content. The method consists of periodically sending emails to users who have subscribed.
This type of content tends to work best when a business offers new products and industry news. However, it is essential to consider using subscription incentives, such as discounts or free shipping for first purchases.
Bots in charge of managing chats on websites have conquered the space of digital marketing and direct customer service. Chatbots are automated assistants that answer visitors’ questions with pre-set answers.
They are undoubtedly one of the best ways to respond to visitor queries instantly, without the need for staff dedicated to this task. In addition, it is possible to program them in such a way that they obtain the contact data and convert the visitor into a lead. On the other hand, it is a relatively cheap implementation for a web page.
Economic discounts, according to experts, are one of the most aggressive strategies to get new leads. However, they are also among the most effective. A reduction in the cost of a product or service can ensure that an indecisive user makes the purchase in the vast majority of cases. In addition, it is a good motivator for visitors to complete the forms on the landing page.
It is a flexible strategy. It can be expanded to create a loyalty model that rewards regular customers or those who access the “VIP” club within the company.
Promotions and raffles:
Promotions and sweepstakes are among aggressive tactics such as discounts. They are helpful in cases where you want to get leads as quickly as possible and invest the least amount of money.
To carry it out, a contest must be organized with a prize that includes access to the services offered by the business or its products. The promotion is carried out through social networks and the website.
Interested users must complete a form with their contact information and, in addition, share it on their profiles to increase brand awareness.
On the positive side, this strategy adds many leads to the database. However, they may not belong to the target audience of the business. Still, it’s a valuable tactic for businesses looking to increase their reach.
Free trials or a significant price reduction are perfect for capturing new leads. The process is simple: to access the service or product trial, you must leave your contact information.
Trials can be from 7 to 30 days and provide access to all features found on the web. When the period ends, the user will have the possibility to continue making a payment or cancel the service. If you cancel, you still get a lead for the future.
It is a strategy that is not only adopted to lead capture but also to increase the number of conversions or sales. In addition, it produces happier users in the long run since the trial allows them to experiment with the product before making the final purchase.
Most strategies for capturing leads are based on getting users organically through the creation of valuable content and other complex methods. However, companies that do not have enough time for this often resort to paid advertising.
Google ads or Facebook Ads are the most used options today if you are willing to invest a considerable amount of money. They require considerably less work while allowing users to discover the website efficiently.
This method can also be combined with the previous ones to increase its effectiveness. Nowadays, paid advertising can be targeted by demographics, interests, and more. This allows businesses to quickly reach their target audience without creating content other than a landing page, a form, and a call to action.
Getting leads is, without a doubt, a complex process. However, it is of great importance, as it can determine the future success of a business and the success of the marketing campaigns that are carried out. For that reason, one of the best options is to use the services of an agency specialized in digital marketing and lead capture.
Contact our agency if you still have doubts about lead capture.