Lead Capture Advertising Top Tips
"To get subscribers to part with their contact details you must offer something that will entice them to do so" says James Leakey from Reed Business Information, a leading B2B publisher. Here he will share his top tips on effective lead capture advertsing.
Value offering
The relevant incentive must be something that the subscriber perceives as being worthwhile enough to submit their details to go on and receive. Why would someone submit their details if they were simply ‘clicking for more information’? They could use a search engine to visit the advertiser’s website and bypass having to submit their details while still obtaining the relevant information. - Relevant call to action
The incentive must be relevant to the product or service that your company is promoting.
A HR outsourcing firm could run a competition to win 50 iPods – they are guaranteed to
generate a lot of leads but it is doubtful that majority of them would be directly interested in
the services they offer. However, if the same company offered a free whitepaper on HR
outsourcing and how to thrive in a recession the leads generated would, quite obviously, be
interested in the subject of the whitepaper and therefore have some interest in outsourcing
their HR during harsh economic times. This is of massive advantage to the advertiser – their
sales people are contacting warm leads as oppose to a subscriber who has entered an
irrelevant competition.
Different incentives work well in different markets although generally recipients prefer
something tangible. While some industries are clearly interested in white papers and industry
guides others are more likely to submit their details for a competition or a discount on a first
order.
- Deliver the promise Once the subscriber has clicked through ensure you direct them to the appropriate page of your website and not just your homepage. Make sure you deliver on the promise. If the advert is about a specific product or service and the subscriber is directed to your homepage they are less likely to search out the information on that particular product or service and are therefore more likely to abandon the process entirely.
