Before starting

One of the most challenging of doing business online is the collection of good contacts and profiles, also called lead or a quality user, that has shown a real interest in the content published so much to leave their data and that can over time turn into a potential customer.
During the planning of this activity, carefully choose the channels to use, there are many available, but you have to understand which are the best compared to the brand and its macro marketing strategy.
The most used channels are:

  • Social media
  • SEO
  • Paid advertising
  • Valuable content downloadable by filling in online forms (e-books, whitepapers, reports, guides, checklists, etc.)

But often, a good site, a good social positioning or a well done advertising campaign can generate many visits and give visibility to your business, but this isn’t enough to turn the user into a customer.
Remember that to get data from visitors, it’s good to give (at least) your name and email in exchange for something. Use the content you have available as a bargaining chip for what you ask of the person you fill in.
If you don’t get conversions from the traffic generated, then maybe you’re making some mistakes, so we’ve collected the most common ones here to help you optimize this activity too!

The most common mistakes

1. Wrong contact forms
The form is a tool to add to your website for the purpose of collecting user information. Then carefully choose the fields to be filled in so that they’re not in large numbers (not to discourage those who arrive), but not too few (not to lose data interesting to you). Also try to fit the list functionally to the lead and, if possible, offer revenue after the build. This way users will be more prepared to proceed!

2. Neglecting the nurturing phase
The nurturing phase is when actions are made against the lead. These can be follow-up via a welcome message or email or sending the promised content. If this step is not made, the user will hardly return to your site because it’s no longer trusted. In these cases, some email marketing automation tools can help.

3. Forgetting the CTAs
Remember to always add a call to action within your blog post, website, or landing page. Enter a link to the next step of the process to guide them to your goal. Good graphics can certainly entice action and improve user experience.

Happy tips: beware, the CTA must be one and only one! Adding too many would create confusion and give an unclear and orderly image of your business.

4. Too much flexibility
After the user has left the desired data, don’t flood it with emails, communications and content. Adapt the material according to the requests received, choose with care and attention what and how much information to deliver to establish a relationship of trust that can lead to becoming an effective customer.

5. Do not include blogs and social media
Based on the starting point of your lead generation business, don’t forget to include other platforms that belong to your business. If the lead comes from a social campaign, make sure the landing page has a link to your website or blog. Conversely, remember to include links to your social profiles.

6. Do not analyze the activity
Remember that analysis is a fundamental point of any marketing activity. From the data collected, you can learn a lot about your strategy. To know if your lead generation campaign is reaping its rewards, analyze ROI and ROAS: only this way you’ll be able to realize if it’s an investment for the future of your company or not.