This is the final blog in our mini-series covering the four-key mechanics for inbound lead generation to help gather quality leads.
In our previous blogs we’ve talked about creating compelling offers, engaging calls-to-action and landing pages.
Forms that convert to quality leads
Your lead capture form is what your web visitor will find when they have clicked on your offer and ended up on your landing page (take a look at our previous lead generation blogs to understand the set up of your landing page and offers).
This is the key part of a successful lead generation campaign as the form converts your prospect to a lead.
A form enables a web visitor to sign up to offers such as to receive a regular e-newsletter or download an eBook.
What to include on your form
As there is no set rule in what detail you should include on your form, it’s always useful to test it out.
Building your email database is crucial for a successful inbound marketing campaign. The less fields to complete on a form the more likely it is that someone will complete it with information such as name and email address. This is useful for ongoing email marketing campaigns you run.
However, the more fields you have to complete may mean you get a better-quality lead, but it may also put people off.
It should also be clear and not take time to complete.
Even its appearance can impact whether someone completes a form or not. So cutting down space so that a form looks more compact can really help improve engagement.
So, test it out, and find out what works for you.
Calls-to-action
When it comes to the call-to-action button you are asking people to click on to send you their details, have a think about what you are asking them to do. Be specific.
So, if they are handing their details over for an eBook, then say something like ‘Download your free eBook’.
It’s useful if the button stands out on the web page with a contrasting bold colour.
Find out more about Call-to-actions.
Be compliant
You want to build a database of quality leads. Therefore your communication must be transparent to gain your prospects trust. So add a link to your privacy policy. Also testimonials from customers help to reassure people.
Ultimately you need to ensure that you are GDPR compliant which is a stringent privacy and security law for any company that processes personal data.
The four mechanics for inbound marketing lead generation
The four key mechanics for inbound lead generation include:
1. Offers: including books, whitepapers, free consultations, coupons and product demonstrations.
2. Calls-to-action (CTA): bold text, an image or a button that links directly to a landing page so website visitors can download your offer.
3. Landing page: A specific page with information about a particular offer, and a form to download that offer.
4. Form: To collect contact information from a website visitor in exchange for the offer.
Digital marketing agency for lead generation
We can help formulate your inbound marketing strategies using a range of marketing services to target prospects and customers including refreshed web design, search engine optimisation (SEO services), content marketing such as blog posts, social media marketing, email marketing, and Pay Per Click (PPC).
Digital marketing Croydon, London.