SEO

Lead Generation Advice

Many online lead generation marketers often rely on web registration forms to gain leads and prospects. But asking for too much information is like proposing marriage on the first date. A form with too many fields to complete is frustrating to the user and is the main reason for high abandonment rates and unsuccessful web lead generation programs.

Another reason to downplay the form in your Internet lead generation efforts is that it often contains bogus information. Marketing Sherpa asked a group of B-to-B buyers how often they accurately answer typical registration form questions. Only 59% provide an accurate industry name. Only 55% give an accurate company name. Other questions are considered even more intrusive with only 38% saying they always give a valid phone number and only 29% saying they responded truthfully to "custom" questions such as budget status or current needs.

Our advice when it comes to online lead generation: Don't force the form. Here are some other registration form tips to increase the success of your web lead generation program.

• If you already know some information about the inquirer, pre-populate the landing page form with that information
• Make the form voluntary, especially if you are offering a white paper that positions your company as a thought leader
• Take steps to make your internet lead generation form less intimidating. For example, tell visitors how their privacy is protected.
• Offer more than one way to convert. If the visitor won't respond to this month's special, let her engage in other ways such as seeing a video or signing up for a newsletter. Then use 'drip marketing' as part of your online lead generation efforts to deliver a series of marketing initiatives that can continuously engage prospects wherever they are in the lead lifecycle.

On the call side of web lead generation, here are a few notes of caution:

Remember: Whether you use the phone or forms as the key to your web lead generation program, rapid response to an inquiry is critical to improving conversion and acquiring customers. Waiting a day instead of calling back immediately will cut your internet lead generation conversions in half. If you take too long, the Internet makes it easy for people to just fill out another company's form and go with them.

• Call center personnel are expensive. Don't waste their time. Make sure the traffic gained from your internet lead generation efforts is qualified and that their contact information has been verified.
• Likewise, leads processed by the call center are even more valuable, so make sure they get distributed to the right follow-up resources. For example, never rely on commission compensated sales reps to nurture leads gained from your online lead generation efforts through the funnel.