The process between lead capturing and closing a deal is critical. During this process, you must unleash strategic finesse if your business is chasing record sales. Technology constantly evolves, and consumer behaviors shift right along with it. To keep up, you should continuously redefine your lead capture strategies and how you approach conversions.
Closing deals is not about persuading a prospect to buy something. It entails building a meaningful connection with a potential long-term, loyal customer using marketing campaigns. Effective lead capturing is relevant for seasoned business owners, sales professionals, and green entrepreneurs.
For this reason, Podium has revolutionized lead generation with its Lead Drive feature. Lead Drive allows your marketing and sales team to collate their leads from various platforms and store them in a Podium Inbox. This all-in-one lead-capturing system provides a consolidated view of all new leads and triggers an automated text to each lead. Lead Drive is the best way to eliminate missed opportunities and convert more qualified leads.
Furthermore, speed to lead is critical in today’s fast-paced market, and Podium offers an unparalleled advantage by ensuring businesses engage with leads within a couple of minutes—guaranteed. Podium’s conversational AI is outcome-driven – it doesn’t just respond to inbound leads it guides conversations toward a specific goal, such as a sale or booking. Unlike other AI systems that focus on providing correct responses, Podium aims to drive specific customer actions to grow your business. Podium’s AI Employee guarantees your business engages with leads within a couple of minutes; during peak hours, off hours, and every hour in between.
Don’t let your competition beat you to new leads. Try Podium’s AI Employee today.
What is Lead Capture?
Many entrepreneurs start on their path to success by asking: What is lead capture? Simply stated, lead capture is the process of gathering information from prospects. This information includes names, email addresses, and other contact information. Sales professionals typically use a lead capture form or website lead capture strategies to get the required information. Lead capture is meant to build a database of potential customers that can be converted into paying customers over time.
Businesses must improve their lead-generation efforts and their lead-capturing system in the face of rising competition. Improved lead capturing means high-quality leads, increased website traffic, growing sales conversions, and strong customer relationships.
That said, you must not be confused between lead generation and lead capture. Lead generation means attracting and generating interest in products or services. It involves content creation, advertising, and social media marketing. Lead generation is about creating a pipeline of potential customers.
Meanwhile, lead capture refers to the process of collecting contact information from said potential customers. This is done via lead capture forms, landing pages, chatbots, CRM systems, and other mechanisms. Lead capture converts potential customers into leads you can convert into paying customers.
How to Craft a Lead Capture Strategy?
All businesses must capture leads to continue to grow and succeed. Your lead capture strategy is integral in this process and should include the following steps.
1. Define your target audience and buyer personas.
The process of capturing leads depends on who you’re trying to reach. Identify your target audience by creating buyer personas. Buyer personas are semi-fictional representations of your ideal customers. You can build these personas using market research and related data. Doing this will help you understand your target audience’s needs and tailor your lead-capturing efforts accordingly.
2. Design landing pages and lead capture forms.
Once you have established the audience you want to reach, start setting up landing pages on your website and lead capture forms that appeal to this audience. Your landing pages should motivate conversions and focus on a single CTA (call-to-action).
The main purpose of a lead capture form, lead generation form, or lead capture page is to collect valuable information from potential customers. Doing this allows businesses to build email marketing lists, qualify leads, and track marketing performance. Lead capture forms must be short and only require minimal information. Form fields must also be clearly labeled to make them easier to fill out.
3. Improve and streamline your lead communication channels.
You must have streamlined communication channels available when the leads start rolling in. This means using an omnichannel approach by including email, social media, text, and other forms of communication. Moreover, all communication should be personalized and relevant to the lead’s interests. This makes it easier to convert leads into customers.
4. Optimize and measure performance.
The lead-capturing process also includes optimizing and measuring overall performance. Track your results and make the required adjustments. If you measure your progress, you can continuously identify areas where lead capture efforts need improvement.
Other ways to capture leads include using several lead capture forms for different platforms and using social media to promote these forms. Use incentives to encourage visitors to submit their contact information.
4 Lead Capture Techniques That Work
Lead capture mechanisms include lead capture forms or embedded website forms. They also include landing page- or pop-up forms and AI chatbots. Some companies prefer to use surveys and quizzes to capture leads.
The following lead-capture techniques have proven highly successful in most industries:
1. Use chatbots to engage website visitors.
With the exceptional rise of AI came improved chatbot options. Chatbots are an excellent way to capture leads and engage prospects. They can provide product and service information, answer questions, and book appointments. You can use a chatbot on your website to collect visitor information such as names, email addresses, and phone numbers.
Podium offers a robust chatbot solution to enhance website lead-capture strategies. The Podium chatbot runs on AI power and learns over time to better understand visitor inquiries.
Also, Podium’s AI Employee guarantees your business engages with leads within a couple of minutes; during peak hours, off hours, and every hour in between.
2. Offer lead magnets to incentivize sign-ups.
Incentivize your lead-capturing efforts by offering an enticing lead magnet. Lead magnets usually refer to free content or special offers given in exchange for contact information. They can be free ebooks, checklists, or even discounts. By offering something of value, you are more likely to motivate visitors to submit their contact information.
3. Optimize your landing pages.
You must optimize all your product landing pages and even your homepage to improve conversion rates. This is a must-include component of any successful lead capture strategy. Use a captivating headline to communicate the benefit of signing up or filling out a lead capture form.
Do not use complicated terms, but revert to a concise copy that is easy to understand. Add a CTA button to make it easier for visitors to act on the CTA instruction. Optimize the landing page for mobile use to cater to customers who use their phones to browse websites.
4. Automate lead responses and improve speed to lead.
Automate all lead responses so that you respond to potential customers within five minutes of them completing a lead capture form. Podium’s lead response automation solution can help you send automated emails or text messages to leads within minutes.
How to Optimize Your Site for Effective Lead Capture
Many businesses still miss out on potential leads because their websites cannot capture contact information. With optimized landing pages and websites, you can make sure that your lead-generation efforts don’t go to waste.
Use the following tips to create a complete lead-capturing system for your website.
1. Clear and compelling call-to-action (CTA).
CTAs form a link or a bridge between passive visitors and engaged, ready-to-purchase leads. A CTA is a directive that guides a visitor toward a desired action. This action must align with your ultimate goal for a product or service. In other words, it should lead to a visitor signing up for a newsletter, downloading a free resource (in exchange for a completed lead form), or buying a product.
A good CTA is short and to the point. An excellent CTA possesses an ideal combination of clarity, urgency, and relevance. Any CTA you use on your website must communicate what you want visitors to do. At the same time, it must instill a sense of urgency to act (or miss out), while meeting a pain point or specific need.
CTAs should leave no room for misinterpretation. To convey the action you want visitors to take, use direct phrases like “Sign Up Here,” “Download Now,” or “Buy Today”. If you’re promoting a time-sensitive offer or limited-time deal, go for phrases like “Act Now,” “Incredible Limited Offer,” or “Get Yours Today” to motivate prompt responses.
Shape your CTAs to the specific content or context in which it should appear. Make them visually appealing by using bright colors, big fonts, and clever spacing on the landing page.
You could also draft several CTAs for different objectives. You can generate leads by asking visitors to “Sign Up or Subscribe for Updates”. Drive traffic to a specific page with “Learn More,” or “Explore Our Services” buttons. If you have active social media profiles, you can direct your visitors with “Share on LinkedIn,” or “Continue On Facebook” links.
Lastly, it is essential to place CTAs perfectly. For most businesses, this means incorporating a CTA button above the fold of the webpage. You can also use CTAs within your content or at the end of a long-form article to encourage further action.
2. Try content marketing for lead nurturing.
Content marketing plays a vital role in lead nurturing by providing a foundation for interactions between businesses and potential customers. Valuable content and engagement move prospects closer to making a purchase.
With good content marketing, you can position your business as a trusted institution and demonstrate your experience and expertise in your niche. If you haven’t created content marketing campaigns before, it is essential to do content mapping first. Develop a content strategy that aligns with your target buyer’s journey.
Use various content formats to encourage engagement. This includes blog posts, infographics, videos, and photos. Doing this will allow you to create content that caters to different preferences and engagement styles. Moreover, with several content formats, you can easily tailor information to specific buyer personas.
You should also segment your email marketing lists based on buyer personas and engagement levels. Doing this will ensure that each email recipient receives content that aligns with where they are in the buyer’s journey. Distribute content via social media, your website, emails, and industry publications to reach a wide audience.
The benefits of content marketing for lead nurturing include improved website traffic, more brand awareness, better quality leads, and a shortened sales cycle. All these efforts go a long way in helping you make more money and growing your business.
3. Optimize for mobile and speed.
All the hard work you put into CTAs and content marketing will go to waste if your website has a slow loading time and is inaccessible on mobile devices. Most people use mobile phones to browse websites and check social media. Mobile usage has surpassed desktop usage worldwide, with over 55% of web traffic originating from smartphones and tablets. If you don’t optimize your website for mobile use, you’re losing out on a lot of potential leads.
A mobile-friendly website goes beyond shrinking the front page to fit smaller screens. You must adapt the design to be responsive, rethink the layout, and rewrite content to cater to the expectations of mobile users.
Furthermore, website speed is a critical factor that influences lead capture. Around 53% of mobile website visitors will abandon a web page if it takes longer than three seconds to load. Slow websites cause frustration and can even damage your brand reputation. It leads to high bounce rates and will detract from your conversions.
Effectively optimize your website for mobile users by adding an automated responsive design and compressing images to reduce page loading times. Minimize unnecessary coding and implement caching mechanisms to store often-used data. Invest in a content delivery network and choose a reliable hosting provider proven to handle increased website traffic.
4. Offer social proof and a trust signal.
Modern consumers are increasingly skeptical of online marketing tactics. This is why social proof and trust signaling have become crucial lead-capturing elements. These psychological triggers will help you build credibility and establish trust with your potential customers. They reduce risk perception while increasing conversion rates.
Effective social proof and trust signal strategies include prominently displaying customer testimonials and reviews on your website. It also means not shying away from or deleting negative reviews but resolving them quickly.
If reputable institutions recognize or endorse your business, display their logos on your website to establish your brand’s credibility. You can also add certifications and awards on a specific page. Additionally, highlight your social media follower counts to add to your social proof. If you receive user-generated content on your social media profiles, showcase it on your website. This will encourage further engagement around your brand.
Use figures to show your brand’s impact. These may include the number of customers served or projects completed. Authenticity is key in social proof and trust signal strategies. Only use genuine numbers and content that accurately reflect your business’s reputation and experience.
Use Podium to Capture More Leads
Small businesses need every advantage to stay ahead of the competition. Leads are the lifeblood of these businesses. Without them, any enterprise will find it challenging to make sales.
If you run a small business, lead capture software and tools like Podium can help you capture more leads and grow your brand. Podium’s comprehensive platform offers a variety of lead capture tools, including web chat, to communicate with visitors to your website in real time. You can also use Podium’s SMS text messaging tool to reach out to leads and nurture relationships. Podium’s review management tool allows you to collect, manage, and respond to online reviews. And its social media marketing tool is great for connecting with prospects and driving website traffic.
Podium’s lead generation tools are easy to use, even for small businesses that don’t have technical expertise. It is proven to work and is very affordable, meaning small business owners can include it in their budget.
