'Success in digital marketing'

Lesson 3: Capturing leads’ details

The previous lesson focused on landing page best practices, and today, you’re going to learn how to entice your lead to give you their details.

First of all, why do you need your leads’ details? In an ideal digital world you would just put up a page online and visitors would come in crowds signing up to your offer. Well … that’s not gonna happen, especially not if you’re just starting out. At the start of your digital journey, you need to build trust, good reputation and report with your potential clients, with your leads. In this way, you make them first come looking for an offer from you. It’s amazing, might be hard to believe, but it is true!

How do you do that?

• In the first step, on your landing page, you offer something for free in exchange for your leads’ details, such as e-mail address, a name, or city of residence. Here you’re using the LEAD MAGNET and the FORM.
• In the second step, you use your leads’ details to keep in touch with them offering even more value, leading up to an actual sale. And then to even more sales. Here you’re using a CRM tool to keep sending valuable emails to your leads.

Let’s focus now on a LEAD MAGNET. Think about what would encourage people to give you their information. Treat your leads as you would like to be treated. What’s the most valuable to your targeted persona, that you could provide for free, exposing you as the best source of products/services that you provide? Visitors are easily enticed by a promise of getting something for free.

A high-quality lead magnet should:

• solve a real problem,
• be specific (when it comes to the content),
• consist of meaningful content,
• be easily and quickly delivered.

There is an endless number of possibilities when it comes to lead magnets and you should create one that would be relevant to your target audience and would provide them with the best value. Here are some good examples:

• Free trial of your product
• Discounts
• Ebook / bonus tips & tricks – e.g. “How to write converting headlines?” or “7 steps to get better quality leads”. Give your readers valuable content they would refer to in the future.
• White papers – problem presentation and its solution in one, in-depth report
• Checklists – a helpful list of crucial points of a specific case
• Printables – a cooking recipe, to-do list or a weekly plan, spreadsheet for managing household finances.
• Templates – ready to use headlines, CTAs or e-mails
• An excerpt from an online course - First lesson of an online course that is your final sales offer.
• Interview with an expert – two things will boost your lead: a well-known person and all the information that can be found inside.
• Video tutorial – how-to in short, informative video.
• Webinar - It could be an educational webinar about a product that you offer or an interesting meeting with great guests.

… and many more, only your imagination is the limit here :)

Having the LEAD MAGNET on your landing page does not conclude the job. You also need a FORM to capture your leads’ details and a tool (CRM or mailing tool) where you keep them for use.

You’ll learn more about it in the next lesson. Stay tuned!

Want to dive into the subject of designing the form?

Visit our blog post:

Lead Capture Forms: Guide, Best Practices And Examples

Have a great read and let’s continue on the Next Lesson

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