Lead capture and nurturing are essential components of a successful inbound marketing strategy. However, navigating the complexities and overcoming the inherent challenges in these areas can be a daunting task.
From low conversion rates and lackluster engagement to information overload and difficulty in personalization, it’s crucial for marketers to arm themselves with all the tools and strategies available.
Want to add to your arsenal? Stick around for the next 8 minutes or so to read through a curation of strategies.
What is a Lead?
In the context of inbound marketing, a lead refers to a person (or business) that has shown interest in your products, services, or brand and has provided their contact information in some way, such as filling out a form, subscribing to a newsletter, or downloading gated content. Essentially, a lead is an individual or business that has the potential to become a customer or client.
Lead Capture Strategies
Ok, let’s work backwards. How do you get someone to take the above action of providing their contact information?
Compelling Call-to-Action (CTA)
It’s one thing to create good content, but it’s quite another if that content actually gets people interested in your product or service. One way to encourage this is by placing visually appealing, persuasive, and action-oriented CTAs on your website, blog posts, and landing pages to entice visitors to take the desired action, such as subscribing to a newsletter or downloading an ebook.
Oftentimes, people want what they can’t have. In part, this is the appeal behind gated content. When you create valuable content, such as whitepapers, guides, videos, or templates, and require visitors to provide their contact information before accessing it, more people will provide their information than if you had provided the content first and then given the option to provide personal information after.
Always give them one more chance! Make sure to utilize popups that appear when a visitor is about to leave your website. Offer a compelling reason, such as a discount, exclusive content, or a free trial, to encourage them to stay and provide their contact details.
AI is not only the future, it's the present too. Implement chatbots on your website to engage visitors and collect lead information. You can program them to ask relevant questions and offer assistance, ensuring a personalized experience while capturing valuable data.
Contests and Giveaways
Everyone loves free stuff. Organize contests, sweepstakes, or giveaways that require participants to provide their contact details for entry. This strategy incentivizes lead capture while creating buzz and engagement around your brand.
Webinars and Events
Host webinars or online events that require registration, allowing you to collect attendee information. These events position you as an industry expert while providing an opportunity to engage with potential leads.
Think baby steps. Instead of asking for a large amount of information upfront, use progressive profiling to gather data gradually. Ask for additional details with each subsequent interaction to avoid overwhelming the visitor and improve conversion rates.
Believe it or not, eBooks may not be exciting to everyone, so think about incorporating interactive elements, quizzes, or contests into your website or landing pages, where participants need to provide their information to participate or receive their results.
Surveys and Feedback Forms
Create surveys or feedback forms to gather valuable insights from your audience, providing an opportunity to capture leads while they share their opinions or preferences.
Lead Nurturing Examples and Strategies
Assuming one (or more) of the above strategies has worked, how should you go about forming and maintaining a relationship with a potential customer? Here are some ideas:
One of the most popular methods is sending targeted and personalized emails to leads based on their specific interests, preferences, and stage in the buyer's journey. Providing valuable content, educational resources, and relevant offers helps to nurture and build relationships with leads over time.
Send a personalized welcome email to new leads, introducing your brand, and providing valuable resources or content related to their expressed interests or the initial action they took.
Educational Email Series
Create a series of educational emails that deliver relevant and informative content to leads over time, addressing their pain points, answering common questions, and positioning your brand as a trusted source of expertise.
Not all leads are the same. Implementing lead scoring methodologies to assign scores or rankings to leads based on their actions, engagement level, and fit with your ideal customer profile will help in prioritizing and focusing your efforts on high-scoring leads, allowing for more personalized and targeted nurturing.
Social Media Engagement
To help keep your brand top-of-mind, it’s good to actively engage with leads on social media platforms and respond to comments, messages, and mentions. Sharing relevant content, participating in discussions, and providing helpful insights helps nurture relationships and trust.
Personalized Landing Pages
Create landing pages that dynamically change based on the information you have about the lead or previous interactions. This includes tailoring the content, messaging, and offers to their specific needs and interests to enhance the nurturing process.
Webinars and Workshops
Hosting live or recorded webinars and workshops provides in-depth insights, education, and value to leads. Offering opportunities for engagement, interaction, and Q&A sessions helps nurture leads and positions your brand as a trusted resource.
Going the Extra Mile: Webinar Follow-up
Follow up with leads who attended your webinars, sharing related resources, additional insights, or exclusive offers to further nurture their interest and move them closer to a purchasing decision.
Customer Testimonials and Case Studies
Sharing success stories, testimonials, and case studies that highlight how your products or services have solved problems, helped overcome challenges, and delivered results for your customers assists in building credibility and trust with your leads.
Wrapping it Up
By effectively capturing leads and nurturing them throughout the buyer's journey, businesses can maximize their conversion rates, generate long-term customer loyalty, establish a stronger brand presence, build trust with potential customers, and differentiate themselves from competitors.
Additionally, nurturing leads helps businesses with the right side of the funnel by maintaining engagement and creating opportunities for upselling and cross-selling, leading to increased customer lifetime value.