Goshen News, Goshen, IN

Business

January 12, 2014

Analyzing the importance of a web presence

(Continued)

This week, in part three, the key is focusing on lead capture and lead nurture. These two items mean the difference between merely growing your site traffic and having site traffic that converts and helps to grow company sales.

Lead capture

Lead capture involves either blog posts with a form included to access more information, or key landing pages on the site that solely exist to give a offer of value that a user would want to sign-up for. These simple offers can be items such as a product brochure download, an eBook resource, or a coupon; whatever would be of enough value to move a visitor to enter their name and email address to be able to access it. This moves the person from a visitor to a potential lead for the business. Often, businesses finish their website and overlook this key strategy for growing sales online. They simply finish their content and merely have a “brochure” on the web that informs but doesn’t help grow sales or identify visitors. It is very important to have a lead capture method to move visitors into the lead nurture funnel and a simple offer that requires the user to opt-in with their email address can work great. Another lead capture tool that can work well is a opt-in box that appears on the site. Often this type of tool is set to appear after a certain amount of time, inviting the user to sign-up and receive the offer. The key is to plan out the offer and the strategy to gain the opt-in.

Lead nurture

Once the visitor opts-in and your company has the name and email address, the key is to follow-up with a automatic e-mail nurture campaign. Email nurture campaigns can be implemented by using a email marketing service such as Constant Contact, Aweber, MailChimp or other providers. It’s a way to further educate and build rapport with a web visitor over time automatically.

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