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Not every visitor to your website is going to make a purchase or schedule an appointment right away – so how do you capture the most prospects to convert them whenever they are ready?
For many businesses, it’s important to “warm up” the prospect so that they feel comfortable making a transaction with you. Using lead magnets on your website to capture contact information is a great way to start a prospective client on the path to purchase.
Lead capturing is the process of collecting contact information from prospects so that you can market to them at a later time. Essentially, you offer a lead magnet such as a free report or free coupon on your website in exchange for the prospect’s information. It could be their phone number, email address, or mailing address – any of these pieces of info will give a business the opportunity to reach back out and build a relationship with the prospect, which helps increase conversion.
Why should I capture leads?
The primary benefit of capturing leads is that you’ll be creating a list of “warm leads” – people who’ve already expressed some kind of interest in your business or what you’re offering by downloading your free lead magnet. The ROI you get when marketing to a list like this should be greater than when you’re marketing to a “cold list” or a group of people who’ve never heard of you before.
Capturing leads on your website only gives you more leverage to make a sale later down the line. You can send subscribers a monthly newsletter, special offers, industry news, and more to continue building your relationship with them and educating them about your business and solutions. This also helps keep your business “top of mind” with your subscribers, so they don’t forget about you and will come back to your website when they’re ready to make a purchase, schedule an appointment, etc. (Works great for both first-time customers and repeat customers!)
How do I capture leads?
“Lead magnet” is the marketing term for an incentive that a business offers to potential customers in exchange for their contact information, like a phone number or email address.
Lead magnets come in a variety of shapes and sizes. They can be whatever suits your business, taking into consideration many factors such as target audience, budget for creating the lead magnet, business goals, etc.
Good examples of lead magnets include:
- PDF checklist
- Customized report
- Graphics package
- Sample size items
- Case studies
- …And more.
How to capture the leads depends on what you’re offering. To help convert a prospect into a customer, your website should have a lead capture box shown prominently. You can even have the lead capture appear in a sliding popup on every page of your site.
You also can and should incorporate lead capture into your landing pages. For example, if you want to provide a free eBook – perhaps a free chapter from a book you’re promoting – you can set up a landing page to collect their name and email address. Then, you can use an automated email to send them the free chapter, and now you’ve added one more entry to your marketing list.
Ultimately, having a lead magnet and lead capture on your website provides you with many opportunities to help increase conversion and make more sales.
So how do you create the best lead magnet for your business? What do you think your target audience would be attracted to? What are your goals for growing your business?
If you need help creating a lead magnet or adding lead capture to your website, click here to schedule a free 30-minute consultation or call us at (800) 764-8528.