So, why do you need to get personal information from your leads anyway? Being able to personalize your marketing is the whole reason you’re considering marketing automation, right? The old way of marketing, trying to appeal to everyone with a few mass ads, is no longer effective in today’s world. Consumers expect marketing that fits their needs, not one-size-fits-all marketing. Building up a personal profile that contains important information about each contact helps make your marketing much more personally targeted. That means it will be more effective!
The quickest, easiest way to gain information is through signup forms on your website, landing pages and social media pages. In just a few seconds, a lead can go from anonymous to a contact with a name who you can personally market to. SMS short code signup is also a quick, convenient process, which we will discuss later in the course.
Signup forms are very basic. Yet, they are also essential. You need to get each lead’s personal information and obtain their permission to send them messages. Gaining permission has two very important functions. The first is to make sure everything is done legally. Many countries have strict anti-spam laws, and if you don’t get documented permission to send messages to each of your contacts, you will be held legally responsible and can be heavily fined.
The second reason to obtain permission before sending is about engagement. If you start sending messages to someone who doesn’t want to receive them and is not interested in them, how do you think they will respond? The vast majority of people who receive unwanted messages (read: spam) simply delete them or filter them out of their email. In addition to breaking the law, you are wasting your time and money sending to these people.
Luckily, asking for permission during the signup process helps you avoid both of these issues! You can use a simple checkbox to indicate permission, but be careful. In some countries, such as Canada, you cannot pre-check this box. The contact must check it themselves. You can also use a double opt-in process where the contact must confirm that they want to receive messages by clicking a link in the first message. You must gain permission to send emails, voicemails, SMS messages and faxes.
To improve the chances that leads will sign up, prominently advertise the benefits of signing up. Why would a lead want to sign up for your newsletters or for a free account? Let them know the benefits right away so they will be excited to provide their information.
How do you get anonymous leads to provide their personal information so you can start marketing to them more effectively? People visiting your website are often reluctant to provide their information, yet you need this information in order to market more effectively.
Make the signup process as simple as possible with an easy online signup form. Did you know that a complicated or lengthy signup process is one of the main reasons for people falling off before they complete their signup? You can always ask for more information later, after you already have the contact. For now, just ask for the basics so website visitors will be able to sign up in just a few seconds.
Online signup forms enable you to gather personal information that is automatically organized into each contact’s personal profile. In the beginning, this information may be limited to just name and email address. As your contacts interact with your content and build up a trusting relationship, however, the amount of information in each contact’s personal profile will increase. The more information you have, the better targeted messages you can provide.
Signup forms are very versatile. You can include whatever fields you need and you can place your forms almost anywhere. You can require leads to provide information when they download a resource from your site. You can have a tablet signup for customers at the checkout in your bricks and mortar store. You can have a short code text message signup for leads who want to receive SMS promotions. The options are endless. Where and how you use signup forms depends on your unique needs.
Our signup form tool is drag and drop and we have professional templates so you never have to start from scratch. If you want to further customize the form, you can add your own HTML. There are lots of standard fields to choose from (name, address, etc.) and you can create custom fields. Once your form is created, you can copy and paste the form code and put the form wherever you want online.
As soon as contacts start using the form, their information is automatically stored and organized. You can then use this information to segment customers into groups, target your messages to them more effectively, send them personalized promotions, nurture them through to purchase and much more.
- Consider how you currently communicate with your customers. Do you have their emails, phone numbers or social media information? Which personal contact information is most relevant and most important for your business to collect?
- Do you currently convert leads to contacts? What are some of the challenges you face when trying to gain information from online leads?
Today we looked at how to convert your leads into real contacts with a signup form. On an up-coming blog we will discuss how to improve these conversions with landing pages. Why use a landing page? Do I need to know how to code? What is A/B split testing?