All marketers want to help grow their company's customer opportunities through email lead generation, right? After all, email is one of the most powerful forms of sales and marketing. While there are endless ways to attempt to generate new leads and potential customers and clients for a company, not all of them work as efficiently as others.
Effective lead generation starts with your lead capture form. You simply can't get many new opt-ins if your lead capture form doesn't work, or if it isn't optimized for lead generation.
So let's talk about lead capture forms the right way, and how you and your marketing team can increase lead generation for your company.
First of all, you need to create opportunities for email lead generation all over your company's website. Back in the day, you'd see a simple email opt-in box in the sidebar or footer of a website, and businesses would call it a day. In this digital age, where every business is competing for attention, opportunity, and business online, that's not going to be enough.
Your content marketing game needs to be in full swing to bring in new leads, and your company's website needs to have multiple offers and multiple areas for customers to sign up for your email list.
Here are a few ways to create lead capture form opportunities for your customers to increase lead generation without being obnoxious (i.e., no flashing colors or sirens blaring at your website visitors to get their attention).
1. Create a splash page.
A splash page is a page that is shown to website viewers before they're able to access any of the main website content. These are especially effective when your business is launching something big or doing a rebrand. You don't want to utilize this option all of the time, because it can be annoying for website visitors who are coming to your site for something specific.
While you will see this used on some websites year-round as their lead generation tactic, a better way to leverage splash pages is to use them on occasion instead of continuously. A big product or service launch or rebrand is a great time to utilize a splash page, offer something big (free trial, product sample, etc.), and let both current and potential customers know what's coming.
2. Place a pop-up on your website.
You may be thinking that a pop-up is a lead killer. But many people understand that regardless of how everyone feels about them, they do work. Pop-ups grab attention and generate conversions.
There are several different ways that your company can place a pop-up on its website that vary on the "in-your-face" scale, from immediately after landing on a website to an exit-intent pop-up. Here are a few options from which your marketing team can choose.
- Timed Pop-ups
You can create a timed pop-up that appears anywhere from three seconds after someone lands on your website to a few minutes if you so choose. These are most often used to immediately appear shortly after a new website visitor has navigated to a site.
These are certainly one of the most in-your-face types of pop-ups, as they tend to be pretty sudden, but they're a great way to provide website visitors with a bit more information, or a valuable offer (whether it's a discount or a lead magnet) to reel them in before they even start looking around at the rest of your website content.
- Scroll Pop-ups
You can set a pop-up to appear after a user scrolls down the screen a certain amount. You can have it appear after a slight scroll, halfway down the page, or at the bottom of the page, with each pop-up getting less and less intrusive. Obviously, if someone has scrolled all the way down to the bottom of your website, they're interested, and presenting them with a pop-up with more information could very well be a welcomed next step.
- Exit Intent Pop-ups
This is a fun an strategic use of the pop-up. When someone scrolls off of your website in the direction of their exit button, it triggers a pop-up to appear. Your company can take advantage of this and create an engaging way to try to get people to stay on your website.
By using language like "Wait, don't go!" or "If you didn't see what you're looking for, you must not have seen this," you can capture a website visitor's attention with information they may not have previously found, potentially getting a new lead who was just about to leave your site.
3. Add a sticky bar to the top of your website.
There are several apps and tools that will allow you to do this, but creating a sticky bar at the top of your website for the purpose of collecting emails and lead information can be incredibly effective. This is one of the first things website visitors will see, and if you have a catchy and engaging offer, you're sure to see a huge uptick in leads.
Because this is a skinny bar at the top of your website, many of these ask only for an email address, or a name and email tops. This means you want your sticky bar offer to be incredibly top of the funnel so that you don't miss out on any marketing data that are necessary to close a sale with a lead toward the bottom of your funnel.
4. Offer content upgrades within your blog content.
When you're creating content for your blog, why not kick things up a notch? Take some of the content that you were planning to offer completely for free on your blog, and instead lock it behind an email opt-in.
You'll still create some content for your blog post, but then you can create a worksheet, cheat sheet, checklist, etc., that goes alongside your blog post, or perhaps offers even more valuable information, and require an email address in exchange for accessing the content upgrade.
This is a very powerful way to utilize your company's blog for lead generation, but it requires a lot of effort put into your content marketing strategy. However, it certainly can pay off, especially for industries that are information-based.
5. Create a dedicated landing page.
You can also create a completely separate page from anything on your website to send potential leads directly to your offer. There are several different types of software that will help your marketing team to create a dedicated landing page that showcases photos/graphics, copy selling your offer, testimonials, and more.
These landing pages are highly effective for lead generation social ads because they're hyper-targeted. Instead of finding people who are interested in your business or your website overall, you're able to send people directly to your specific current offer. No one has to scroll around on your site or wait for a pop-up to appear. Instead, they're directed straight to a landing page that is giving them all of the information they need.
Then, they're able to fill out an opt-in form and gain access directly to what they came to the landing page to see. You can then create a redirection after they hit the submit button to your website or to a different offer.
6. Add a call-to-action button on your homepage slider.
Most websites with a modern website design have some type of homepage slider, whether it's a carousel of images, an animation, or some other design that draws attention as soon as someone lands on a website. Take advantage of this space by adding a call to action or a sign-up form directly on your slider.
Your call-to-action button can lead to a pop-up that takes lead information, a product or services page, or a contact page with a contact form. You can also switch up your homepage slider, or just its call-to-action button, regularly so that users are always greeted with something new to do or see on your company's website.
7. Create a scroll box on your website.
It's pretty obvious where the scroll box gets its name. A scroll box is a box that scrolls up on the side of the website as a website visitor scrolls down the page. This is very similar to the strategy of a pop-up except it's much less intrusive as it scrolls up from the corner of your site and doesn't cover much/any content.
If you just hate the idea of placing a pop-up on your website, this can be a close second in effectiveness. As it scrolls up into place, it grabs user attention and entices them to sign up for your offer with their email address. This can certainly be a great way to increase lead generation on your website without being too intrusive for your customers and website visitors.
Looking for new ways to improve email lead generation for your company? These seven strategies are perfect ways to increase the number of leads and customer opportunities that are being generated by your company's website. Start by implementing one, two, or all seven.
Once those inbound leads are increasing in number, there's one more step you can take to make those leads really pay off. Learn how to enrich inbound leads in real-time today!