What is lead capture and why is it relevant to your marketing strategy? How to apply?



marketing strategy

The capture leads are part of the main marketing strategies and sales market, being incorporated into the planning of companies of all sectors and sizes.

One of the reasons for such a reach of this activity is the possibility of reducing the costs of marketing and sales actions and creating a closer relationship with the captured leads.

This relationship with leads aims to take the contact through all stages of the sales funnel, up to their conversion and loyalty.

By capturing leads, a company can, for example, start a lead nurturing process through channels such as e-mail, which are much cheaper than marketing strategies aimed solely at paid advertisements.

In general, when we talk about Inbound Marketing, that is, permission marketing, which aims to educate the lead and not interrupt it, capturing leads becomes a major marketing focus.

What does lead capture mean?

Leads are people who have shared their contacts with a company.

When we talk about lead capture we are talking about getting these contacts, that is, we are referring to strategies that will be used to make these people share their data and contacts with your company.

It is possible to capture leads through active searches of your sales team, for example, when they are actively looking for consumers or companies (in the case of B2B businesses) that may be interested in your offers.

It is also possible to earn leads at events when a participant fills out a form to participate in a raffle or is interested in receiving a call from your company.

In the digital environment, understanding what is lead capture is related to understanding this new form of marketing that aims to educate users: Inbound Marketing.

Of course, lead capture can go beyond inbound marketing, but it’s especially valuable to it.

When your company picks up a lead, it generates an opportunity to communicate with a potential customer, more directly, usually reaching the inbox of his email or phone message folder, for example.

So what does lead capture mean? It is the strategy of attracting users and making them actively share their data and contacts with your company.

With these contacts in hand, your company can act strategically to:

  • educate the lead about the universe in which your company is inserted,
  • show the advantages of your products and services,
  • present how your offer can solve these contacts’ problems and desires.

How to capture leads?

As we said above, it is possible to capture leads at events or even in an active sales force survey, however, in this article, our focus is to present how to capture leads using digital channels, such as social networks and landing pages.

Landing page for lead capture

In general, lead capture, within this idea, is associated with an exchange: your company offers something of value to the user who visited your pages and the user, to access this valuable material, needs to offer the data and contacts that you need.

For example, in the image below you can see a print of a landing page from “ How much is left over ”, a business management system. On this landing page, there is an offer, a “Cash flow worksheet” and a form.

While the company offers the spreadsheet free of charge to the page visitor, the user must provide their data (by filling out the form) in order to have access to the material.

The lead capture landing page is one of the most used tools today for this purpose.

The offering of free materials, rich and relevant to your persona must be on a lead capture strategy.

In addition to spreadsheets, other content formats that can be used for this purpose are:

  • ebooks,
  • webinars,
  • checklists,
  • free demos,
  • PPT Slideshare presentations,
  • free consultancy,
  • tool kit and more.

Remember that in order to offer these materials you will need to create an effective lead capture landing page. To learn how to create one, go to the article, “ How to Create a Landing Page to Drive More Conversions”.

Instagram Lead Capture and Facebook Lead Capture

In addition to landing pages, social networks like Facebook and Instagram can also be used to capture leads.

Among the tools for capturing leads, Facebook Lead Ads is an important ally, allowing you to use the social network not only to attract users to your conversion pages (landing pages) but also to convert them right there.

Facebook Lead Ads creates a simple form to get your leads data. You can customize the type of information requested in the form, such as email and name.

Among the advantages of using Facebook to capture leads is the fact that the user doesn’t even have to leave the social network.

Along with Facebook, Instagram also allows capturing leads within the tool. To understand how to do this, we suggest that you watch the step-by-step video below.

Below, we’ll present the main strategies for capturing leads, however, before that, it’s important that you understand that all your marketing actions must be aligned with the understanding of:

who is the persona of your company, that is, who is the preferred public of the business, and what are their doubts, needs, and pains? You must produce marketing pieces that address these pains to attract interested users to your pages,

what – or what content – ​​each persona is looking for at each stage of the buying journey,

which platforms of attraction should you use to get to the ideal persona and then take her to the form she must fill out to receive the

exit pop-ups

Another tool for capturing leads is exit pop-ups, which are widely used in e-commerce to offer discounts and gain user registration.

However, as you can see in the example below, your company, even if it is from another branch, can also use pop-ups to take the user to landing pages or offer access to some free material right there or even indicate a more personal contact, between your team and the user/visitor.

Also read: Landing Pages: how to convert visitors into leads

How to capture free leads?

All the tips we offer above are ways to capture leads for free because buying a lead database is NOT a recommended practice.

So if you want to learn how to create a lead capture page, we suggest you follow this step by step:

  • understand who is the persona of your business and what your pains are,
  • understand what your customers’ journey is and how to act on each of them to advance the user to the final stages of the sales funnel, to conversion,
  • create free and relevant materials to encourage the user to register on one of your pages,
  • develop powerful landing pages to drive conversion,
  • use lean and efficient forms,
  • take advantage of the mix of lead capture tools.

Along with a lead capture strategy, a good lead nurturing, email marketing, and relationship marketing strategy should be planned.

If you have not yet mastered the techniques of creating and sending email marketing, we suggest you access our checklist “ How to create your ZERO email marketing campaign without forgetting any details ”.

In order not to have to do all this alone, take advantage of LAHAR’s marketing automation tool that allows several actions to be carried out such as:

  • creation of landing pages (no codes needed) to capture entries;
  • creating and sending email marketing to create campaigns and automation;
  • management and segmentation of contacts registered in the tool;
  • lead tracking and lead scoring to assist in the Inbound Marketing strategy;
  • unified reports that help with decision making;
  • and more!

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