The art of capturing leads with a high-performance CRM

What's the only thing that falls from the sky?

If you answered rain, you have a good answer (although snow could also be accepted).
But for everything else, efforts must be put forward to get what you want.

When it comes to attracting potential buyers and collecting information about anyone interested in your organization with the aim of converting them into sales, a marketing process needs to be put in place.

In marketing parlance, we call this lead generation.

More often, the expression "lead capture" will be used. The word capture may sound goofy, we use it mainly to catch an animal that has run away or that we're going to catch in our nets after setting a trap!

In fact, that's what it's all about! In hunting, as in marketing, you need to know your target and its habits, where it wanders, feeds and its lifestyle.

Let's put it aside.

Let's put aside the hunting analogy for a moment and focus on the subject at hand, namely lead capture!

Many sources exist to bring visitors to your website and turn them into sales leads. This topic could be the subject of another blog post, but let's quickly note these: social media, paid ads, good SEO and relevant partners.

Let's get back to the hunt! Let's say the first step was to bring your target into your territory. You've done it!
Step two, you need to deploy your strategy to get them exactly where you want them to be.

It's time to get out your bait! In concrete terms, you need to arouse her curiosity, respond to her needs or questions, or even better: provide a hint of a solution to a problem that's been bothering her for a long time (a loaf of bread).

Let's keep it simple: you've got to get her to come to you!

Let's keep in mind that when a visitor takes a few minutes out of their day to consult a website, they expect to quickly find the information they're looking for, but above all, content that's tailored to them personally!

The mistake most frequently made is to direct visitors directly to the home page and hope that they will instinctively or by searching for several minutes end up on the page that interests them and eventually convert to become a lead.

Here are the two main effective features offered by a CRM to convert visitors into leads:

1- Value-added content pop-ups

To quickly capture the attention of leads, there's nothing better than a contextual window or commonly known as a pop up.
Embarrassing for some, it's meant to be attractive for others when it's right in line with the visitor's expectations.

It could be a promotional code, a new product, an important announcement or an invitation to join a newsletter in exchange for a gift. It usually points to a landing page or directly to a form where an exchange of an email and other primary information, you'll be offered content tailored to you or a freebie.

2 - Landing pages with forms

The number one objective of a landing page is conversion and not visitor quantity.
Quality prevails over visitor quantity!

His design must be thought out with the visitor in mind to complete the desired action: download an information document, schedule a meeting with a representative, fill out a form or purchase a product or service.

Its content must be geared towards a particular theme, product or service addressing the main reason for the goal of the visit.

If the visitor is enticed by the content you're offering, they'll be inclined to exchange some information with you (email, name, surname or other) in exchange for additional information that will fully satisfy their initial request.

Why not optimize the whole thing?

When a form is completed, a series of actions is then triggered, the end result of which is the booking of an appointment or contact with a member of your team. Actions such as sending a sequence of emails.

Thankfully, an effective CRM will offer the ability to automate these sends through workflows, i.e. a series of rules and conditions triggering automated actions.