Lead generation is the process of gaining the interest of potential customers in order to increase future sales. It’s a crucial part of your sales process.
Lead generation can be hugely beneficial for your business, particularly your digital marketing efforts. Some of the biggest benefits of lead generation include:
Increased awareness of your brand among customers
Contact qualified customers who are already interested in your business
Reduced waste of valuable resources
Positive impact on your business's bottom line
Lead generation is often a huge challenge for sales and marketing professionals. But it doesn’t have to be. With the right tools and advice, anyone can become an expert in how to generate leads.
In this blog, we are going to focus on lead generation forms which come in a variety of different formats, for example, contact forms, registration forms, lead magnet forms, and newsletter signup forms. But ultimately they all have the same goal: to turn website visitors into leads and subscribers.
Here are some tips to get your lead generation forms converting from the get-go:
Customise Your Forms
Incorporate your brand colours, fonts, and recognisable visuals so your website visitors feel comfortable handing over their details to you. The main goal of your lead generation form is to collect prospect information. Before creating a form, it is crucial to determine the necessary information you wish to collect. This will help in identifying the appropriate fields to add to the form so do some research to see what your competitors are asking.
Keep Leads Focused
Attention spans are at an all-time low (especially online), which means it’s hard to attract and keep the attention of website visitors before they sign up. Use punchy copy and a clear path to action to ensure they’re engaged from start to finish.
Simplicity is Key
Don’t overcomplicate things. Website visitors are no strangers to lead generation forms, so say it as it is. You need to find the right balance between simplicity (so it's quick and easy for users to fill out) and complexity (to make sure you get the information you need. Complexity will also help filter out low-quality leads because the form requires a higher level of interest and effort from the prospect).
Tip: As a rule of thumb, the earlier in the customer journey your audience is, the simpler the form should be.
Incorporate Brand Personality
Your brand’s personality is what makes you unique (it’s also what draws customers to you in the first place). Put this on show through personality-packed text and visuals that match your vibe.
Say Thank You
It’s a big deal for visitors to hand over their email addresses. Let them know you appreciate it by thanking leads for signing up and then follow up with them immediately to validate their decision.
Here are some of the best examples and tips to get your lead generation forms converting:
Dig for More Details Like HubSpot
Ask what you need to know. What information would be useful for you to have so that it’s easier for you to personalise your future communications with them?
For example, in addition to the obvious details HubSpot ask, they also ask how many employees work at a company. Asking this question allows you to assess their fit for your company, gauge their need for your product, and know their likelihood of purchasing your product
Offer an Incentive like Abbott and Lyon
Who doesn’t love a discount? No one, that’s who. Use discount codes to your advantage, it's one of the easiest ways to encourage leads to hand over their information.
Abbott and Lyon give a generous discount via a pop up in exchange for an email address. A quick and easy way to capture a lead.
57% of shoppers are motivated to complete a first-time purchase when they are able to redeem a discount.
TIP: if a discount code isn't applicable for your business there are many other options. For example, free shipping, product demo, free trial, downloadable resources and so on.
Make it fun like I Saw it First
The lead generation process doesn’t have to be one-sided. In fact, you can make it fun for potential leads by incorporating an interactive activity into the mix.
I Saw it First has incorporated a ‘hunt campaign’. Not only does this encourage people to stay on the website for longer, people are also encouraged to search through the different products in order to find the ‘sun’ and be rewarded with a discount code.
P.S. This was a great little game to play and was definitely worth it, I just received a 50% off discount code in exchange for my email address once i’d found the sun.
Use the examples and information here to inspire the design of your lead forms and to get some initial ideas circulating.
But remember, what works well for one brand might not work as well for another. The best thing you can do is continue to experiment with and tweak your forms until you find a formula that works for you and your unique website visitors. If you haven't already, get a lead magnet on your website today and if you need some support or more information to do so just get in touch, we are more than happy to help!
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