More marketers are embracing social media and inbound marketing practices for lead generation. That’s a good thing.
I’ve written about how you can leverage social media tools like blogs, twitter, LinkedIn, etc. to drive interested visitors to your website or landing pages to register for educational content and other assets. It works.
But remember most people coming to your website aren’t coming to your website to buy. They are coming to your site for information. People start to question the value of giving up too much info on forms before you’ve earned their trust.
Have you thought about your web forms? Are you asking for far too much information before you’ve earned their trust? I wrote about this in my post, Why Most B2B Sites Fail to Convert Sales Leads. I would add that you need to leverage a robust lead qualification process too.
Earlier this week, I came across a relevant post by Chis Koch (@Ckochster) on “how old-school data capture is poisoning marketing and what to do about it.”
In his post, Chris dares us to rethink how and if we should gather information from prospects. He writes, “As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects.” Check out his post. I agree.
You’ll do better by thinking of lead generation as a process of micro-conversions that build an opportunity profile over time, such as requesting an email address, then asking for first and last name, later requesting a phone number, and so on.
I read of one company that trimmed down the registration to include an extremely simple, two-field form. Conversion rate more than tripled with this simplification. At the same time, the company expanded their email follow-up process and was able to increase the total amount of personal data collected over time.