By Madison Jacobs Part 2 of the "The Dos and Don’ts of Lead Capture" series
Welcome to part II in a series of posts on what to do and what not to do when you generate leads on your site. In part I of the series, I talked about creating irresistible lead magnets. In this post, we will discuss two more necessary steps to capturing leads online.
Once you have created an irresistible lead magnet, you have to offer that magnet to your website visitors in a compelling way. For example, you may have a really awesome ebook you want your site visitors to download. The messaging that promotes the e-book on your site has to be just as, if not more, compelling as the content inside of the e-book. Tell people what they are going to learn and how it is going to benefit them personally if they download your content. The traditional “subscribe to something” lead capture method is not going to work anymore. It simply does not offer enough value to the end-user, your consumer. Keep your offer targeted, not open-ended. Make sure that visitors know exactly what they are getting. Also, place your opt-in forms in a prominent location (above the fold on your site), so they are easy to access.
Once someone fills out a web form in order to get your content, you can use technology to help you follow up with your new leads automatically. This technology is called marketing automation. There are several email marketing software options that can help you with this. Before you follow up beyond the initial download, you want to make sure you get permission. You can do this by putting a check box on your web form that allows people to let you know if they want messaging from you in the future.
This step in the process is a very important one. You don’t want to send additional marketing to those who don’t want it. If someone downloads an ebook and that is all they want, that is all they should get. But, if they download an ebook and check a box that says they want more stuff, then you have the right to follow up with them. Here is an example of an email series that a small business could send to a visitor who has downloaded some form of content online and indicated that they’d like to receive more offers and information in the future:
Email 1: Immediately - Confirm their request and deliver your magnet.
Email 2: Day 2 – Send another educational, value-creating message.
Email 3: Day 4 – Discuss the pain points your product or service helps prospects to overcome.
Email 4: Day 7 – Present a special offer that relates to the conversation in prior messages.
Email 5: Day 14 – Deliver more value and follow up on the special offer. So, without a compelling offer and a thoughtful follow-up strategy, a good lead magnet will go to waste. Remember not only do you have to create something valuable, you have to promote it correctly and continue the relationship after that magnet has been consumed. In part 3 of the series, I will talk about the first mistake you want to avoid when capturing leads online.