26 Jan How to capture leads on your website
Welcome to the second of six blog posts in the series about inbound marketing. In the last post: How to drive website traffic, you learned how to get people to visit your website.
This third blog post aims to help you understand how to capture leads on your website.
Blog posts in the series:
- Why inbound marketing?
- How to drive website traffic
- How to capture leads on your website (this post)
- How to nurture leads from inbound marketing
- How to close sales
- How to sell more to existing customers
To attract visitors to your website, you need to create engaging content that will get the visitors to provide their contact details. In return, they access the content you’ve offered and you now have the permission to contact them. This is capturing leads in a nutshell.
This approach enables you to develop a relationship with your visitors and make your marketing programs valuable to them so that you stay relevant throughout their journey and sell more. Think of it as using business cards at an event: how do you get visitors to hand you their “business card”?
This is where great content comes into play. Examples of content your audience will find relevant are newsletters, email offers, whitepapers or interesting reports. But, remember that the majority of your visitors will be hesitant to share their contact information. Unless…
Get attention and attract visitors to capture leads
If your content is very attractive and engaging, your visitors will recognize the value after a quick browse and provide their contact information in order to download or order the material. This is how you start to capture leads.
Your content must provide the visitors with useful and unique information. If your content is unclear or weak, or if it mostly reiterates what has already been said, you will be disappointed with the download rates.
A large number of businesses offers newsletters. Generally, people’s willingness to subscribe to e-newsletters is low as a result of the large number of emails they get. If you provide a newsletter, be clear about what advantages the newsletter brings and what’s in it for the reader so that you succeed in capturing leads. Make sure that the people who register feel that they are getting something valuable in exchange for handing over their contact information.
Where are buyers in their buying process?
It is also important to track the visitor pattern and find out from what channels the leads are coming from. It is realistic to assume that they will be at different stages in the buying process, that’s why it’s a must for marketers to qualify their leads based on where they are in the buying process – early, middle, late stage – and then provide the right information at the right time. With the help of intelligent web forms and lead scoring, you can identify which leads are qualified and which ones need to be nurtured longer. (Read more about the benefits of lead nurturing).
We hope this was helpful to get you to start thinking about what type of content is most suitable for your potential buyers. Once you have this under control, you can start thinking about nurturing leads from inbound marketing.
Stay tuned for blog post #3 – How to nurture leads from inbound marketing and if you have any comments or insights you’d like to share, we’d love to hear from you!