Lead generation can be one of the most complex tasks that marketers can face. Marketers consider generating high-quality leads as one of their greatest challenges. Fortunately, there are several actions that can be taken in order to overcome these types of challenges. This time we will talk about one that can be effective, the development of better lead generation online forms.
These are some of the best recommendations that a marketer can put in place to drive lead generation for your company:
- 1. Develop a strong offer
- 2. Use images and videos
- 3. Keep the Number of Questions to a Minimum
- 4. Make the Questions Easy to Answer
- 5. Follow up on Leads in a Timely Manner
- 6. Keep Lead Generation Forms Updated
- 7. Optimize your Target Audience Using Data
- 8. Match your Read Campaigns with Brand Campaigns to Drive Conversions
- 9. Don’t Forget the Tests
Develop a strong offer
Under this first point it is advisable to generate an attractive and clear introduction, which explains to the audience members what exactly they are registering for through a lead generation form. The idea is also to convince them why they should share their information with you.
To achieve this, actions such as:
- Hook the audience with a question
- Limiting the number of characters
- Clearly communicating value
Taking advantage of key spaces to provide more contact regarding what is being offered.
Use images and videos
Depending on the format used for lead generation forms, these can contain simple images, videos, or other types of visual content. Leveraging these properly is key to achieving better results in terms of obtaining leads.
In the case of simple images, the ideal, depending on the source, is to show the product or service for which people are required to register. This helps set expectations.
On the other hand, in the case of videos, you can bet on explanatory ones to achieve better results, both in terms of engagement and filling out forms. Also, to boost CTR, it is advisable to keep videos with a duration of 1 minute or less.
Finally, consider that videos that use distinctive or memorable sounds tend to experience better engagement rates.
Keep the Number of Questions to a Minimum
As you know, lead generation forms usually have some questions designed to collect the information of the potential customer. If you want to achieve better results, the ideal, as shared by LinkedIn, is to keep the number of questions to a minimum. The brand or company must think about how it defines a lead and decide the most important information it needs to collect to qualify these elements and move them to the next phase.
Again, taking up data shared by the source, it is noted that the forms with the best completion rates are those with 5 questions or less.
Make the Questions Easy to Answer
Continuing with the questions section, it is also important to think about the experience of potential customers, making it easier for them to provide their answers.
There are times when companies need to use custom questions to collect specific data to qualify leads, however, in addition to keeping the number of questions to a minimum, a simple way that they can be answered should be considered.
If you use these types of questions, it is advisable to opt for multiple-choice answers from which people can choose, instead of having them write their answers.
According to the source, providing even just one multiple-choice answer can improve the completion rate of forms by 3 to 4 percent.
Follow up on Leads in a Timely Manner
When lead generation forms start to deliver results, it’s crucial that companies don’t forget to follow up on the people who took the time to fill them out. The starting point should be to send a confirmation email and provide the steps to follow.
As part of this recommendation it is important to consider the use of strong calls to action so that people continue to engage with the brand. On the other hand, it is important to contribute the materials that have been promised in exchange for the registration, for example, if you offered a piece of content you must make sure that people receive the materials directly.
Keep Lead Generation Forms Updated
According to the source’s recommendations, lead generation forms should be refreshed for creative elements at least once every 2 months. That way you can avoid that the content looks stagnant.
To reach this amount of time, the source points out that an experiment was developed with which they identified that after 66 days of creating some lead generation forms, advertisers noticed that only 10 percent of the forms still generated leads.
Optimize your Target Audience Using Data
Most of the platforms from which the campaigns are developed to take people to the lead generation forms have the ability to display detailed demographic reports about the campaigns themselves. Through them, you can obtain insights regarding the number of impressions, the form opens, the number of leads, the completion rate, etc.
The idea, as it could be understood, is to use this data for testing and optimization, focusing on those audiences that respond better to the content.
Match your Read Campaigns with Brand Campaigns to Drive Conversions
Although this LinkedIn recommendation can be controversial, there is a good reason behind it, as shared, audience members exposed to acquisition messages and brand messages are 6 times more likely to convert.
With the above in mind, you should consider working on these lead generation campaigns in conjunction with others, such as those designed to develop brand awareness or engagement.
Don’t Forget the Tests
Finally, according to the platform that belongs to Microsoft, it is important not to forget the value of testing. These are the key to your campaign success.
The general idea is to test different versions of a piece of content to get answers as to which one gets the best answer.
For the tests to be successful, one variable must be chosen to change at a time. You should also limit the relative number of materials with which the tests will be carried out, decide what the main and secondary KPIs will be and establish the steps to follow based on the test results. In this way it will be possible to ensure that the lead generation forms serve their purpose.