Lead capture is a necessary part of any marketing plan, and with social media and some of the new marketing tactics, companies, need to be careful so that it does not become a ‘lost art’. Gone are the days when the buying cycle stopped at the purchase. Now, your company must find ways to engage consumers with their brand and capture their attention (and contact information. Think about your own decisions as a buyer; what brands do you support and why? Maybe you like their rewards program or the fact that their chat gives you quick and helpful responses. Lead capture is more than just a list of names, it’s what separates your business from the competition. In this post, we’ll define lead capture and describe the ways in which it is a crucial element in your marketing plan.
Lead Capture Definition
In most circumstances, the term lead capture refers to the process of saving lead information to attempt a conversion from a lead to a paying customer. This is the process that allows a company to capture a lead’s name, email address, phone number, and other relevant information. There are many different ways and places to request a person’s information. Some relevant places include your website, an email, or on social media. Of course, there are many other valuable spaces to conduct lead capture. Your business should take advantage of any and all of these opportunities as they come up. The most common lead capture mechanisms are web to lead, call to lead, email to lead, and social to lead. We will break down each of these mechanisms now.
Web to Lead
Web to lead involves requesting a person’s information directly from your website. Examples of this type of lead capture include landing pages, newsletter signups, and forms.
Incorporate these tools into your website to drive qualified leads. You will find that people who submit their information here will likely become active with your business.
Call to Lead
When a call comes in to your company’s phone number, it should be automatically entered as a new lead. The only time this information is not entered is if the lead currently exists in your database, hopefully your company has a database or CRM software that is easy to use and accessible for everyone on your team. This is a very important lead capture type because it indicates strong, qualified leads. If someone has enough interest in your business that they feel the need to find you number and dial it, they are likely someone who will want to become a paying customer.
Email to Lead
This is similar to the call to lead mechanism. Once you get an email from a person, they are automatically entered into your system as a new lead. Again, the only time that someone will not be entered is if that person already exists in your database. It may be helpful to take note of the email’s content when you receive new leads this way. Doing this will indicate the lead’s relevance. For example, if the content seems active and urgent, you may want to classify the lead contact as a strong lead.
Social to Lead
This mechanism is classified by lead capture that takes place over social media. Receiving a direct message or comment on your business profile can serve as a form of lead capture. Once again, a person’s information should be automatically added as a new lead to your database.
Why You Need Lead Capture
Without a specific focus on lead capture, your marketing efforts are wasted. The ultimate goal of every marketing program should be to drive traffic that takes action. What better action is there than someone filling out a form on your website, clicking and calling your phone number, or literally clicking your address and driving to your location! All of these actions indicate that a person wants to find out more about your business. Lead capture is the only way to generate results that prove what you spend on marketing will generate ROI. It is important that you draw the attention of your target market and even more important that they take action. We are surprised every time we asked how we can be effective at social media by a company that says they do not see any results, only to find that none of their social posts have a link to their website, a call to action, or even a hashtag.
Lead Capture Tactics
There are many specific lead capture strategies that your business can implement right now. Among those tools are custom content management systems, marketing automation, website forms, landing pages, live chats, and chatbots. We will describe each of these tactics in detail now.
Custom Content Marketing Management Systems
A custom Content Management System, or CMS, is a computer software application that creates and modifies digital content. With a custom CMS, your company is able to control the platform. This can be good for lead capture because of the level of authority and access you have. We use both WordPress and our proprietary content management system, Radmin3. Both can be tailored to fit each of our clients’ needs, including effective lead capture. Every business is different and requires a different approach. It is important to note that a custom CMS may not be the right fit for your business. Our team of experts at Creative Sizzle is happy to help you find what works best for your business.
Marketing automation allows companies to streamline, automate, and measure marketing tasks and workflows so that they can increase efficiency and revenue. Marketing automation allows you to do more with less. Utilizing this tool frees up your schedule so you can spend more time on what really matters for your company. It also allows you to track user engagement. This is critical for effective lead capture and ROI. You will likely find that you can convert leads quicker and more efficiently with the help of a marketing automation system. The two systems we recommend most often to our clients are Mailchimp and SharpSpring. With marketing automation, you can identify qualified leads, assign personas, and personalize every buyer’s journey. These assets will prove to be very valuable for lead capture.
CRM Webinar Video
Here is a 40 minute webinar where our president, Mitch Levinson, teaches the effective use of CRM for Marketing Automation.
There are many places on your website where you can utilize forms. Contact pages, newsletter signups, and reward programs are only some of the many ways you can incorporate forms into your site. Forms are also an excellent tactic for evaluating a lead’s interest in your company. Many companies choose to utilize some type of contact form on their website. This is a great tool for lead capture as it can provide you with extremely relevant information from people who appear to be interested in your business. Landing pages and newsletter signups are also very popular tools for lead capture.
Newsletter signups are great because they typically capture people with a significant interest in your field and possibly your company. There is nothing better for lead capture than someone voluntarily sending you their information. In order for this to be effective, you’ll want to request the following information: name, physical address, email, and phone number.
Landing pages are great for attracting people from specific events or industries that your business is involved in. After you’ve collected a list of relevant names, you can create a landing page specifically for that group of people. Your landing page should include information about your business as it relates to this organization as well as a form for people to fill out. Next, we recommend sending an email to your list that includes the link to the landing page. This kind of lead capture is great because it allows you to identify very specific types of qualified leads. Landing pages also allow you to make a more personal connection with potential customers. We use this landing page to capture and interact with our not-for-profit leads.
Live Chats allow companies to capture leads and increase ROI. Consumers love live chats because it gives them an opportunity to communicate with customer service representatives in real time. Instead of speaking on the phone with a robot or waiting for a response to an email, customers are given instant gratification in the form of live chats. This tactic is also helpful in the process of acquiring leads and generating sales. Think about how many names you can collect by simply adding live chat to your website. Its use among customers has escalated substantially in the last few years, and for good reason. Every day, we see more and more websites incorporating live chats into their websites. This is definitely a lead capture tactic you’ll want to consider.
Similar to live chat, many businesses are implementing chatbots into their website in order to cater to a new kind of audience. Now more than ever, businesses are receiving messages from prospects and customers outside of regular business hours. By utilizing chatbots, your company can respond to these inquiries as soon as they are sent, and even answer commonly asked questions in a way that can engage prospects while asking for contact information. Chatbots are a great tool for quick communication, and are also able to boost your lead capture efforts. Every time someone new sends a message through your site’s chatbot, their information is recorded in your database. This means you can easily identify new and qualified leads. Take a look at our website and interact with the chatbot in the bottom left corner to learn more about how it works.
As you can see, there are many ways for your business to benefit from implementing lead capture strategies into your marketing plan. This can all feel a little overwhelming at times, which is why we are here to help. To schedule an appointment with our team of lead capture experts, visit our website or give us a call at 847-255-5555.