Archive for lead magnet

Components of a Lead Capture System

old crate trap

In the last post I shared some ideas for creating a compelling lead magnet and the role the lead magnet plays in your overall marketing system. One of the main roles the lead magnet plays is to attract people looking for a specific type of solution and to get them into your marketing hourglass. Doing so allows you to begin building Know, Like, and Trust with them by sharing your educational and trust building content.

In order to be able to provide useful content over time, we need gain the permission as well as the contact information of the people you wish to engage. As I mentioned in the previous post, you are asking people to “buy” something from us using the currency of their contact information. This is one of the reasons for emphasizing the idea of creating content that is compelling from the prospects point of view. That’s the only way you can create something with enough value to convince them to buy.

Once you create a compelling lead magnet you want to begin capturing information about your leads in a consistent, systematic process. You need a lead capture system.

Main components of a Lead Capture System

Your lead capture system can be as simple or complex as makes sense for your business. Here are some of the typical components you will find in a small business lead capture system.

Your List or Database - Your main repository of contact information. Many small businesses maintain their list in their custoemr relationship management system (CRM), email service provider (Mailchimp, Constant Contact, etc.) or in the contacts section of their email program.

Because there are many ways to capture leads it is very easy to end up with several different lists. Try to avoid this. The more lists you have, the more complicated your system becomes, and opportunities are more likely to fall through the cracks. Rather than keeping seperate lists, maintain one master list but capture enough data so that you can slice and dice the list when you want to communicate with a subset of your list. For example, if you generate leads at tradeshows, don’t keep a seperate list for each tradeshow. Rather, add a field to your main list that will allow you to record which tradeshow you were attending when you met your prospect.

Data Collection Form – can also in several varieties –  website forms, a clipboard by the cash register, or the fishbowl at your tradeshow booth. Most CRMs and email service providers give you the ability to create a data collection form and add it to your website. One someone fills out one of these forms, their contact information is automatically added to your database, saving you the time of manually entering the information.

Landing Page – when the data collection form lives on the web, it is typically either a) embedded on a page on your website or b) part of a dedicated landing page. Landing pages, sometimes called squeeze pages, typically help boost your conversion rate (the number of people who fill out the form) because they remove all distractions and focus on one task – getting the visitor to complete the form.

Autoresponder - Once someone completes the form we need to respond – to provide the information we promised and to begin nurturing the relationship. You could do this manually, but in todays world people expect to get their response right away. One way to provide this information is by using a tool called an autoresponder – which does what its name implies.

While most email service providers and CRMs include an autoresponder tool, you will find they differ in their feature sets. For example, some tools will allow you to send different follow up messages depending upon how an individual got on your list (i.e. which form they filled out). Others give you more control of when your messages are sent (i.e. send my messages only on week  days).

Using your System Online and Offline

Part of having a system is processing data in a consistent manner. Most of us will still meet people “offline”, in person at networking events, etc. Make sure to include these folks in your lead capture system. Most email systems provide a mechanism for adding contacts manually, or, you can just go to your website and enter them yourself. Make sure to set expectations so your contacts know why they are suddenly getting follow up messages.

If you have a store or an office where people walk in, make sure you have a system in place to capture their information and get them on your list as well.

 

 

Improve Your Marketing – Create a Better Offer

effective lead magnets for attracting prospects

In the last post I shared some general ideas for scoring quick marketing wins in 2014. In the next series of posts  I’d like to offer some specific things you can do to your marketing more effective so you can win more customers and increase your sales in the coming year.

Create a Compelling Lead Magnet

In order to get more customers, you need to attract more people to your business. Sounds simple, but how do you do that?

One of the more effective ways to attract people to your business and get them to enter your marketing hourglass is to provide the answers to the questions they are trying to answer. In order to do this effectively, you need a thorough understanding of your ideal customers buying process and the types of information they need to see and/or hear before they feel comfortable moving from one stage of their process to the next. While this is true for all businesses, it is particularly true for B2B companies.

As John Caples famously said, you need to enter the conversation going on in your prospect’s mind. When was the last time you think “I hope I can find a newsletter to subscribe to today!” was a conversation going on in the mind of your ideal prospect?

Unfortunately, “subscribe to our newsletter” is the strongest call to action on many small business websites. Offering a subscription to your newsletter probably isn’t going to be enough to entice someone to give you their contact information these days. Most buyers who haven’t come to Know, Like, and Trust you yet aren’t interested in your newsletter – they want answers to their questions and solutions to their problems.

You can create a compelling lead magnet by providing the information that answers the questions in their mind. Luckily, you already have a good idea of what your prospects want to know because you talk to prospects and strangers about your business almost every day. Think about your recent conversations (or look through the Sent folder in your email) – what are the topics or questions you answer over and over again. Use these questions to jog your memory:

  • What are some common mistakes you help people avoid?
  • When people work with your competitors, what frustrations do they experience?
  • What are your prospects trying to learn?

Packaging Your Offer

Once you decide upon the information you will share with your prospects, you need to decide how you will package that information. One common approach to delivering this information is in the form of a white paper or eBook. A word of caution, I’ve seen more than one business owner get so bogged down in creating the “perfect” eBook that they never get their lead magnet in place. If you find yourself continually pushing back the due date on your white paper or eBook, consider using a different medium to deliver your information. A simple email series or a series of short videos or audio recordings can be just as effective. Get something deployed quickly – you can always improve and repackage the information in the future.

Not just for online marketing

Although lead magnets are typically thought of as an internet play, a compelling lead magnet can be used for offline lead generation as well. This has been the essence of two step or direct response marketing for decades – provide something of value in exchange for the prospects contact information so you can continue to nurture the relationship until they are ready to buy.

Even if you don’t buy traditional advertising for your lead magnet, pretending you will can be a helpful exercise to determine how compelling your offer is to your target audience. Assuming you were thinking about buying your first home, would you be more likely to respond to an ad for a real estate agent’s newsletter or a free report about the “3 Mistakes First Time Homeowners Make and How to Avoid Them.”?

Once you have a compelling lead magnet you can use it in all of your lead generation activities. Here are a few examples:

  • Advertising – change your existing advertising to offer your valuable information
  • Networking – “give before you get” by offering your information to those who indicate interest
  • Referrals – encourage your referral partners to share your lead magnet with their networks

Your First Step to Measuring Success

Having a lead magnet and incorporating it into your lead generation activities provides another, important benefit – it makes your marketing measurable. Now that your lead generation activities ask prospects to take a specific action, you can measure how many of them actually do. Set things up correctly and you can even measure where your prospects come from so you can start to make better decisions about where to spend your marketing budget.

Start Today

Take a look at the lead magnets you have today from your prospects’ point of view. Are they compelling? Could they be better if you tweaked them a little?

If you don’t have any lead magnets yet, take out your calendar and set a deadline for creating one. Don’t get bogged down by making it a bigger project than it needs to be – get something in place so you can start testing and improving upon it on a regular basis.

Need a second pair of eyes to take a look at what you have? Feel free to contact me.