You’re creating great content that engages and nurtures your audience. These activities drive traffic to your website, social media profiles, and inboxes. But to continue nurturing those leads, you need to quickly identify and capture their information and add them to your email list. An email address is one of the most valuable pieces of information you can get from a prospect, enabling you to build an email list you can communicate with whenever you want. That list has value beyond just allowing you to connect. Your email list also cannot be taken away from you, unlike contacts on social media, if the platform shuts down or changes its rules.
While social media engagement increases brand awareness and exposure, it doesn’t drive conversions. Email marketing has a clickthrough rate six times higher than posting on social media. Communicating directly with prospects via email marketing allows you to qualify them, nurture them, and pull them further into the funnel. Email also has a higher engagement rate than social media, reaching about 85% of the people who receive your email.
But capturing all your leads is a challenge. You need proven processes and tools in place to meet your prospects where they are and capture their information.
Capture prospects through opt-ins on your website
The most popular lead capture activity is through an opt-in on your website. The key to maximizing signups is only to ask for an email address. Asking for a lead to provide their name will reduce conversion by 20% and their phone number by 40%. It’s better to have their email address and the opportunity to continue the conversation. Here are the three main opt-ins on websites:
Pop-Ups
A popup, also called a lightbox, is a small window that pops up over the webpage your visitor is on. It contains a call to action for the visitor to provide their email address, often in exchange for an informational reward or promo. Pop-ups are effective because the prospect is already on your website. The best practice is to time a pop-up to appear when your visitor is at the peak of their interest on the site. Timing a pop-up to tie into that interest and offer additional information that helps continue the conversation drives lead capture.
Contact or interest forms
These forms are designed to capture information on visitors to your website. They can be as simple as a “Contact Us” form on your contact page or customized for various points of your buyer’s journey across your website. These forms make it easy for prospects to communicate with you when they have a question, want additional information, or would like to schedule a demo and require the prospect to provide contact information.
Landing pages
Dedicated landing pages directly target specific segments of prospects with content tailored to meet their needs. A landing page is a dedicated page on your website designed to target specific verticals and capture those leads, usually through a request to sign up for more information or a demo. They allow you to segment your audience and analyze where your prospects are coming from, so you can maximize conversions.
We designed our CAPTURE tool to help you identify and capture more leads to fill the top of your funnel and drive conversions.
Capture website visitors who don’t opt-in
What about those potential leads who visit your website but don’t fill out a contact form or subscribe to your email list? Statistics show that 98% of your website visitors leave before capturing their information. Using tools that capture the static IP of your website visitors, like DISCOVER, can provide you with data on visitors to your website, even if they don’t fill out a form or sign up for email. Using reverse lookup, these tools can match the IP address to a specific company. This type of website visitor tracking provides you with information about that visitor, including company name, size, revenue, geographic location, and even contacts at the company. Your sales team can take that information, evaluate who is a good prospect to contact, and pull those qualified leads further into the funnel.
Capture leads hiding in your company’s inboxes
Many potential leads get lost in your inboxes and don’t make it into your CRM or email list for further nurturing. Identifying and capturing those leads allows you to re-engage with lost prospects, evaluate and reconnect with past clients, segment your audience, and keep growing your email list.
You know there are good prospects in those email conversations. The challenge is to find a quick and accurate way to scan your inboxes and determine who may be a good prospect to pull back into the funnel for more nurturing. You need a process that evaluates conversations in your inboxes to determine which contacts should be opted into your email list, allowing you to opt them in. Tools like RECOVER help you identify and capture those leads that would be lost otherwise, saving you time and effort that could be directed to other activities. Once those prospects are identified, your marketing and sales teams can schedule further outreach and nurture those relationships as you pull those leads further into the funnel.
Analyze the data to determine the best lead-generating activities and channels
Analyzing the data is the best way to determine your main lead-generating activities and channels. Take time to evaluate the data from each of them. Segmenting your audience and having specific landing pages for each buyer’s journey allows you to see where leads are coming from and which avenues are most successful in generating leads. It’s the only way to know whether you are getting more leads generated from pop-ups on your blog posts or from links you posted on your LinkedIn feed. Once you have that data, use it to further shape or refine your lead generation strategy.
Build an email list that drives conversions
We designed our lead capture tools and best practices to help you identify and capture the right leads, no matter where they are. Many of these tools also integrate directly with your CRM so that information automatically flows into your system for evaluation, nurturing, and even contact from a member of your sales team.
Contact us to learn more about how boomtime can help you identify and capture more leads across all touchpoints.
