Understanding the Nuances of Lead Capturing Can Truly Help You Grow. Know How
by Arnab Dey Sales & Marketing Published on: 22 January 2022 Last Updated on: 09 October 2024
For businesses, it’s not only about getting traffic to websites. Success is determined when the traffic converts to leads and then to buying customers. Leading capturing is critical in the steps characterizing customers’ life cycle from the first visit to purchase.
Lead capturing is the process of leveraging contact collection tools to convert visitors into leads. Unfortunately, as simple as the process sounds, not many marketers do lead capture effectively. Hence, this brief article needs to explore vital hacks to effective lead capturing.
Understanding Lead & Lead Generation
Before we delve deeper and study more about lead capturing or generation, we need to understand the fundamentals of the whole deal.
Lead is the fundamental part of the lead generation process. However, it seems like people are slightly confused about the nature of a lead. In simple terms, lead is basically a potential deal.
For example, you own a garment factory that specializes in wholesale. Now, a distributor has reached out to you regarding a bulk order. However, they do not place the order straight away. They inquired about your products and other details. This is a lead.
Therefore, when a client expresses interest in your company, goods, or services but does not go through with the dealing, this is called a lead. Leads and prospects are two indifferent things and should not be confused with one another.
A lead is a potential customer. A prospect with a confirmed customer. Lead is a dynamic term and comes in various shapes and sizes. However, since we are discussing leads, here are some prominent variations of the term:
- Marketing Qualified Lead: MQL leads showed interest after they conducted market research. These people have done their homework and do not need convincing in general.
- Sales Qualified Lead: This form of lead generation is done via cold calls. Sales representatives do cold calls to assess a client’s demand scale.
- Product Qualified Lead: PQL is most common in the electronics sector. PQL employs methods like free trial, demo, etc., to turn leads into prospects. This is a tedious job and has the lowest follow-through rates out of the three
- Service Qualified Lead: This is usually relevant for companies specializing in services. In this variant, clients are usually subjected to a ‘free session’ so that they can assess their overall needs.
Two Main Approaches To Lead Capturing
Several methods to lead capturing exists, which we divide into two main classes. As a business owner or marketer, you don’t need to execute both approaches and subcategories. Instead, finding the one that works best for your business or industry is the best practice. Any of these two main lead capture approaches will set your business on a growth course.
1. How to Build an Effective Lead Capture Page?
Lead capture pages are landing pages where your business offers visitors incentives to get their contact information. Lead capture pages feature fields of data prompts for the visitor to fill in.
Many businesses and marketers still use in-page lead capture forms. The forms are still effective, but visitors are protective of their data. The catch-22 situation also influences the success of lead capture forms. Catch-22-situation states that the fewer the form fields, the better the conversion.
Hence, rather than using a one-page form setup, multistep forms are better. Multistep forms are long forms broken into different views, like Typeform. This is an enhanced lead generation technique because visitors don’t see it as a long list of fields to fill. The initial form-filling fatigue is removed.
The interaction of multiple pages makes it less overwhelming for the visitors.
2. How to Capture Leads on Your Website?
Lead capture pages and forms are the best lead capturing infrastructures. However, you can leverage your website too. Here are the different ways you can leverage your website for lead capturing.
- Popups: popups interrupt visitors when they are deep into consuming your website’s content. With perfect timing, popups can help convert visitors to leads.
- Click popups: These are commonly used for eCommerce sites. Visitor clicks on them, subsequently leading to a landing page.
- Chatbots: These are chats with automated responses, simulating human conversations. When they help visitors, they are effective in lead generation.
- Quiz, Calculators, and Surveys: You can ride on visitors’ interests with quizzes. You can offer value with calculators. Also, people like to help; hence, surveys can be effective.
- Demos and Free Trial Offerings: This is a common trend, which remains effective. You give value by offering visitors demos or free trials of a product. Providing value to visitors most times earns you their contact.
How To Optimize Lead Capture?
The psychology of lead capturing remains the same across different approaches and methods. Optimizing the lead generation funnel or process can interact with a client’s faculty to influence a decision.In other words, these two processes can get under the client’s skin to turn a lead into a prospect.
1. Gamification
Gamification has become a buzzword but remains influential. Irrespective of your lead capture approach, ensure that the experience is interactive. The more interesting your process is to visitors, the better. When done right, you take visitors into a state of timelessness – they enjoy it so much that they lose track of time. Therefore, it is the most effective means of turning leads into prospects.
2. A/B Testing
A/B testing or split testing is a very popular marketing tool that countless businesses use. It involves publishing two versions of one content to know which works better. The derived performance data is tracked, analyzed, and used for optimization, which is then used to streamline the overall lead generation process.
The Wrap!
In summation, this is all that you need to know and understand about lead capturing and generation. Therefore, if you are in a business that works on similar proponents, you can use the aforementioned techniques to generate leads.
However, you must remember that generating leads is a complex task. Therefore, you need to use all your brain faculties to see some results.
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