A fundamental for any sustainable business is growth. All the business operations, scaling, hiring, marketing, and everything else revolves around that objective.
Irrespective of the difference in size, shape, and productivity, all businesses thrive on customers that are interested in their services or products. In this growing digital scenario, turning potential customers into leads is paramount. Thus, 80% of marketers use the concept of lead capturing for B2B companies in addition to their already existing digital marketing strategies.
As a business, you must understand what lead capturing is, and how to do it effectively.
What is Lead Capturing?
Lead capturing is the practice that happens on your website through ads and organic traffic.It mostly happens via forms that enable the user to leave their contact details and the requirements. Depending on the business, the functionality of the forms may differ, but the fundamentals remain the same.
Businesses often hide their lead capture forms in checkout pages, surveys, and gamification. It still is recognizable but does not explicitly tell the users that it’s a form that allows our sales agents to reach out.
Capturing leads has been the basis of growth for businesses. But, why so? Let’s understand.
Why Capture Leads?
To sell your service or product, you need customers. Customers who are interested and willing to pay a premium to enjoy your offerings.
There are two ways for it to happen. The customer reaches you and you reach the customer.
For the customers to reach you, you design marketing campaigns that make the prospects interested in your product. Once they’ve been redirected to your website, they either directly buy the products or ask a sales representative to reach out.
For the latter, you need the contact details of your customers. Reaching out to random strangers who aren’t remotely interested in your product is futile. The marketing campaigns lure customers to your website, and a well-designed form turns them into leads and a lead capture app categorizes them by their quality. A lead capture app saves you time, works in collaboration with your sales team, and generates more revenue.
You capture leads to reach out to interested prospects and turn them into customers.
Which Strategies to Use for Lead Capture?
Forms are essential for capturing leads. The problem with lead capturing forms is that either they ask for too much information, or are placed in inaccessible places. A good lead capturing tool will need only the necessary things from customers. Let’s discuss the components that generate the maximum number of leads.
The Position of the Forms on Your Landing Page
Findable forms on your landing page are the key deal. The users must not manually search for the forms by scrolling down to the end.
Easily accessible forms come in many shapes and sizes. But not spooking the visitors into thinking that you are breaching their privacy too early on the journey should be the priority.
The content of your landing page is the reason most of the users are here and their experience shouldn’t be hampered by the forms. A great way to do that is by setting aside the basic form on the side of the webpage, away from the content. The right side is the most popular choice to place lead capture forms.
You also can place the forms at the bottom of the page, but be mindful to insert buttons and bookmarks for accessibility.
Length of The Lead Capturing Form
Businesses try to extract as much information for their prospects as possible. In pursuit of that, they often forget that the users are humans and don’t like to enter sensitive information in a form that is to be analyzed by strangers.
The issue is maximized with a lengthy form that deters the users from filling it up. To mitigate that, you can either shorten the forms or use multi-step forms. Multi-step forms are a collection of small forms that the users fill up consecutively.
This strategy ensures that the users aren’t “bored” by the massiveness of the forms and are tricked to believe that they aren’t being asked something sensitive outright.
The Form Fields
Again the issue of privacy persists. You can’t outright ask the B2B customers their net worth or B2C customers their relationship status if it isn’t necessary. What you choose as your form fields will affect the submission rates directly.
However, not every lead will be potent enough to invest resources on. The fields necessary to categorize the leads should be present in the form in a way that’s not offensive. For example, if you categorize your B2B leads based on their revenue, you can ask the number of employees and who their primary customers are to get a brief idea.
The Submission Button
Buttons with “submit” in them have a lesser conversion rate than the buttons without it. Brainstorm button texts that give the users what they want and try to use powerful words like download, click here, and go.
What to do With Captured Leads
When you capture a lead, they are almost at the end of their journey through the sales funnel. The only thing left is to make the actual sale.
Making the sale is the responsibility of your sales executives and marketers. When a prospect fills out the lead capturing form, they are turned into leads. The leads are then uploaded to the lead capture app for your sales team to access and contact. The more information they have on their lead, the more potent the communication becomes.
After the first contact, your sales team either needs to follow up with the latest information available through lead tracking or drop them. A lead dropping just after the first contact calls for some internal analysis to understand what went wrong and what can be improved.
Nurturing the leads produce 20% more business opportunities than non-nurtured leads. Following up through the lead after first contact, sending periodic emails, distributing content after the sale, everything matters to keep the existing customers and to make new ones.
The Bottom Line
This article focuses on the fundamentals of lead capturing. Especially the forms. If done right, lead databases can become great resources for any business. Thus, lead capturing holds a prominent place in the digital marketing domain. Hopefully, you’ve understood what lead capturing is, why it’s done, and how you can strengthen your lead capturing strategy from this article.