Lead capture is a digital sales practice that involves collecting interested prospects’ names, numbers, and email addresses. The procedure starts with luring prospects into the website and ends with them leaving their details for your sales reps to reach out to. Most often, a lead capture app with relevant features is used to facilitate the process.
Lead capturing usually works better than any other direct marketing method due to the involvement of various channels such as email. Emails not being as invasive as phone calls and being more personal than social media makes it more trustworthy. Many of us find it exciting to get a personalized email right after leaving the details on lead capturing forms.
The most effective lead-capturing strategies marketers use are as follows.
1. Typeforms
Typeforms are reliant on downloadable content that is provided to the interested parties in exchange for their email addresses. The Typeforms are specifically developed by keeping the interests of the prospects in mind.
2. Lead Magnet Landing Pages
Most often, landing pages of e-commerce and B2B businesses bind a small form that lets the users leave their information in return for receiving the latest offers and news. If your business directly communicated with the customers, lead magnet pages work wonders.
3. Internal Popups
While visiting a page, we often stumble upon popups that request us to leave our information for them to contact. Many interested parties find it easier to have something brought to them than to find it themselves.
4. On-Page Offers
Depending on the preference of a prospect, sending them automated content offers that they might be interested in can be very effective. For example, if a prospect is interested in developing healthcare applications, offer them a checklist in return for their email address.
5. Lead Capturing Apps
A customer relationship management (CRM) software or a lead capture app offers great versatility to small businesses that are struggling to generate and maintain leads. The website integrations of these apps allow you to generate leads without going through the hassle of managing them manually on a spreadsheet. The simple lead capture app enables you to stay updated and informed about every lead in your database.
The benefits associated with lead capturing are immense. Small businesses, specifically those who don’t have a significant market presence, are exceptionally rewarded in terms of their profitability by adhering to a successful lead capture campaign.
Benefits of Lead Capture on Businesses
1. Market Expansion
Expansion should be the priority of any business. In the initial stage, you reach out to your target customers through online ads and brand awareness campaigns. Limiting yourself to the same group of people and relying on the same returning customers do more harm than good.
Single pricing or quality mistakes can throw you into a spiral and push your business to the verge of a breakdown. Lead capturing strategies, in addition to introducing you to new markets, give you an idea about the new untapped markets that you can explore.
Maybe your website is getting traction from different age groups and communities which you didn’t consider at first. Tweaking your lead capture methodology brings significant results in unlocking the full potential of the market that otherwise you wouldn’t.
2. Targeting Intended Audience
A lead capture strategy is the most precise form of marketing. Only if your audience is interested in your products, will they leave their details with you. The leads that you would gather will mostly be sourced from parties that intend to buy your product or services.
By avoiding dead ends you maximize your resources and leave their valuable time to follow up with potent customers. Suppose you are a sales agency that strives on sales outsourcing. You can either cold-call hundreds of brands that may or may not require to outsource their sales, or you can capture 50 prospects that don’t have a defined sales team.
The chances of your success lie within these 50 emails that were left with you. Although often you would be left dry, the probability of a sale is increased by lead capturing methods.
3. Increasing Brand Awareness
Brand awareness is the first aspect of digital marketing that comes into play when starting with a new product or a brand. While it’s understandable for marketers to allot most of their budget to brand awareness campaigns through the initial days, it’s tragic to see most of them missing out on lead capturing.
Making your targeted audience aware of your existence may be the best strategy, but not allowing them to take action, at least through leaving their info in lead capture forms, is criminal.
Many large corporations use their existing customer base to raise brand awareness and generate leads for the new products. As a small business, if you have a significant list of emails, use that to solidify your brand awareness campaign rather than fighting it.
3. Better Return on Investment
Lead capture strategies generate a better return on investment (RoI) than most marketing strategies. RoI is the metric of revenue generation in terms of per dollar spent on marketing. Lead generation strategies, especially email marketing, earn brands more than $44 for every dollar they spend.
By focusing on only the relevant leads, you save a lot on resources and investments. Your sales representatives are utilized on more serious leads than following up dry ones that were just children of curiosity. The saved amount and time adds up quickly and makes you more money than traditional cold calling methods.
Using a lead capture app maximizes the already higher profit margin to a new top. The app keeps tabs on every lead and through dynamic collaboration, helps your sales representatives waste no time recollecting already acquired information.
4. Availability of Accurate Metrics
To improve a campaign, the availability of metrics is as essential as the content itself. How the audience has reacted, how much revenue is generated through sales, and how the lead capturing process may be improved. Every marketing question can be solved with accurate and relevant lead tracking.
Lead capturing is a controlled marketing strategy that returns accurate metrics to tweak them for better results. With you having the exact number of leads being generated and the number of successful sales, the calculation of RoI is made efficient with lead capture.
If you’re unsatisfied with your engagement or RoI, you can either increase the budget or assess your campaigns to develop better ones.
The Bottom Line
Lead capturing is turning prospects into leads by “earning” their personal information. The benefits of lead capture include market expansion, brand awareness, and a better RoI. targeting relevant audiences and transparent metrics also help make lead capture one of the best marketing strategies for businesses.
