As a business, generating quality leads is probably your second most important goal – after making sales of course. But there are a lot of different methods when it comes to acquiring leads. If you’re not sure where to start, one of the most successful methods of lead generation is using forms. It may not sound terribly exciting or innovative, but this technique really does see results! Especially when you pair it with other aspects of your digital marketing strategy.
Lead generation forms can be particularly effective on social media platforms like LinkedIn and Facebook, where people already expect to interact with a brand. And as long as you’re targeting the right audience, you should be able to increase your engagement and conversion rates.
What Are Lead Generation Forms?
A lead generation form is something that will often be found on platforms like LinkedIn or Facebook, that allows companies to collect data regarding potential customers. And in return, many businesses will provide something like a white paper, e-book or brochure, which contains useful and engaging information users can refer back to. The idea is that an individual will be interested enough in this downloadable content that they are happy to provide their details, and receive marketing content in future.
Once someone has filled in this form with their details, they become a lead for that business. While it’s not an immediate conversion, most marketers agree that such leads will often convert later down the line. They’ve already shown an interest in your products or services, but simply may not have been ready to buy at that stage. Lead generation forms can be an incredibly useful tool, which can increase your sales and profits, if utilised in the right way.
Know Your Target Audience
As long as you know your target audience inside and out, lead generation forms should have a great return on investment (ROI). If you haven’t done this already, you need to analyse the data you have on previous visitors to your site, from how they reached your website to their specific demographics.
Within Google Analytics, you can use the ‘Audiences’ feature to find out a lot of this information. There are nine different categories in which you can segment your data, which include things like age, gender, geographic location, hobbies and interests, as well as the device type and browser used.
Once you’ve collated all of this information, you can then get a better idea of who your target audience is – and the results may surprise you. Next, you can use the data to apply filters on the platforms you’re using for lead generation. That way, you’re only targeting people who are likely to be interested in what you’re offering. Platforms like Facebook allow you to filter by age and demographic, and will have a few other options to allow you to specify your audience.
The great thing about target marketing is that it’s the most profitable way of promoting your products and getting audience engagement. It’s designed with the user in mind – they won’t be spammed with promotions they have no interest in, but will only see relevant content. And you won’t waste your time marketing to an apathetic audience.
Some platforms will also have the option to auto-fill data, so people won’t need to enter all their information themselves. The general rule is, the less time it takes for a form to be completed, the more likely people are to do it! Most sites won’t redirect the user either, making the overall process fast and straightforward.
You’ve already done the research in terms of knowing your audience. So don’t simply use this information to market to the right people, try to also tailor your message in line with these details. For instance, if your target demographic is mostly younger people with an interest in eco-friendly products and sustainability, make sure you’re addressing these topics. If your business only uses recycled materials when packaging, shout about it!
Essentially, you should be nurturing your leads, giving them informative and interesting content over a few weeks or months. The idea is to move these people across from an interested standpoint to the buying stage. Try to avoid content that is blatantly going for the hard sell, but instead remind your audience that your brand is an option, and offer some details about your company’s products and selling points. You can also encourage readers to learn more about the brand and get in touch with you.
Conversion tends to be the hardest aspect of lead generation – getting precisely the right balance between engagement and selling is rarely easy. You have to craft your messages, writing bespoke content for different segments of your audience. If you’re struggling to convert your leads, The Pineapple Agency can help! We’re experts in a number of digital marketing strategies, and that includes lead generation and conversion.