lead generation Archives - Click and Mortar Blog

Previously I wrote about Lead Generation and three ways that you generate leads for your small business. Today I want to cover the lead capture page and also a simple way that you can connect with a searcher who is more than just a looker.

If you are having a tough time bringing in new leads and prospects, these two options may be just the ticket for you to capture more than your fair share of leads through the web. Plus if you do use traditional methods like direct mail or other offline marketing, then you might be able to increase responses and the actions of those who come across your path.

But before I go into detail here, know this:

Not every searcher who comes to your website or lead capture page will be interested in what you have to offer. The fact is only a certain percentage of people will be open and decide to come into your world, so once the searcher becomes a lead and is captured – it is your job to connect and close the sale.

Lead Capture can be a web form on the front page of your website and then have links or it can be a call to action like a Call Now button with a phone number in it. The objective here is simple – you need to capture leads and want to make it easy for the searcher/visitor to opt-in or make a phone call.

Here are two options for you to consider when it comes to Lead Capture:

1. Setup an Email Auto-Responder and create a web form that you place on your home page or dedicated squeeze page. The web form looks like a box and has a place for the searcher to enter his or her email and other information that you require. The squeeze page is one of the best ways to attract and capture targeted searchers but you’ll want to Build Pages Fast and be able to capture leads as soon as possible.

2. Create a Click to Call button and place it on several areas of your website so searchers will know that you offer this option. Click to call is a great option, especially if your business is locally oriented or you offer consulting or services. The phone and connecting with a lead when he or she is in the research or buying mode can make the difference of whether you make a sale or gain a new subscriber.

Either way you need to make the web form or click to call visible and attractive so the visitor who make their way to your site can take action. Now you can also send the searcher to articles or a social media site or a chat session. But if you are looking to develop new business and capture leads consistently, then email and phone are two of the best ways to go.

Remember – it’s about capturing leads and then converting them. Always keep this in mind as you setup and develop your own lead capture system and contact The SmallBiz Mechanic if you get stuck along the way.

Dave Krygier
Publisher

I was recently listening to a recording by several legendary direct marketers and it made me again realize how the web has transformed direct marketing and the way we sell.

If you are an offliner, that is a business owner who runs and operates a business that is dependent on revenue from existing offline customers and prospects; one way you can accomplish this is by combining offline direct response marketing tactics with online resources like webpages and email.

This lead generation strategy is really great for new and established solo-practitioners and partnerships where there is limited time to develop new business.

Here are a few examples of how you can take advantage of this strategy:

Create and mail a personalized letter to an existing list of prospects and include a URL (webpage) in your copy. This URL leads to a landing page or even a squeeze page where you can capture the prospect and bring him or her into your world.
Create and mail three to four different postcards to a new list of your prospects existing prospects. The idea here is that you send the cards over a period of weeks and/or months. The cards can tell a story, make an offer or be the door for the prospect to receive information.
Create several lead generating ads that are posted on local media sites and in printed publications. These ads should have different headlines and copy so you can test to see which ones pull the best and attract the most visitors.

The important thing about this offline to online strategy is that you understand about directing the prospect to an online webpage and/or web form that offers a phone number plus an email opt-in sign up form.

In addition to this you should spread out the campaigns over a period of weeks and maybe months depending on the size of your company and capacity to handle new inbound calls and emails.

Lastly – make sure to track all that you do. This is one of the most critical aspects of the offline to online lead generation strategy. Because if you are going to develop different lead generation strategies, then you need to be able to tell which ones work and which ones don’t.

Want to learn more about attracting new leads and building a list of subscribers, take a test drive with The List Building Guide.

Dave Krygier
Publisher