Published on February 24th, 2021
The Lead’s registration form is a type of form that requests some basic information so that, in return, the visitor has access to a material or other benefit. This allows you to collect contact data through capture pages and create your potential customer base.
One of the essential components of a free form templates for generating qualified leads and leads is the lead registration form.
Many companies put a tremendous effort into putting together an offer and attracting visitors to the website, but they end up missing the most sensitive part of the conversion stage: what contact information to ask the visitor for.
The result ends up being a very low conversion rate, which can bring a series of problems, such as the fall of the ROI (Return on Investment).
To help you have good results, we put together this guide that shows you what to focus on when creating forms and the best tips for creating your own.
4 Reasons to put Rich Content Behind a Form
One of the most effective ways to convert your website visitors into leads is to offer educational content that adds value, such as E-books, white papers, and webinars. In return, we ask for certain contact information from this potential customer (such as name, email, phone, etc.). In this way, your company can continue the relationship, preparing this Lead over time.
The ultimate goal is that, at the right time, you can make a commercial approach. But in addition to this possibility of Lead nutrition, we present 4 reasons for your company to use forms in exchange for this content.
1. Know who is Downloading the Material
What do you prefer: have 300 downloads of your material and have no idea who these people are, or have the contact details of 100 people who filled out the form, knowing that they were really interested in the subject?
By knowing what type of person is downloading the content, we gradually accumulate knowledge about what type of person the company is attracting with its digital marketing efforts.
It is common to use this knowledge to gauge your actions. For example, you can leave blog posts more or less technical, invest more in one channel and less in another.
2. Create a Base and Intelligence on the Leads
With data capture by form, it is possible to aggregate this information from the leads in a single base, adding complementary information when new conversions and interactions occur over time.
From each Lead, for example, it is possible to know:
- Which traffic source originated the first visit?
- What other materials were downloaded?
- What is your profile?
- Which interactions you had with the company on social media?
This information is essential for the commercial area to be much more effective in its actions.
3. Analyze the Performance and Effectiveness of Materials
Without the information of the leads and the history, it becomes more difficult to analyze what type of material is being efficient to attract or convert them into customers.
An additional effect of this is that the company can end up discouraged to create new materials and maintain or expand investments in Digital Marketing, since it is difficult to analyze their real contribution to the generation of business.
On the other hand — and this is what we usually see with several clients who use RD Station Marketing — having access to this history, it is easy to demonstrate the contribution of good materials within the sales process.
4. Have a “Launch Pad” for Each new Material
By capturing lead contacts, especially email, this list builds up at your base and your business doesn’t always need to “start from scratch” with a new disclosure. To launch a new material, in addition to promoting it in the other Marketing channels of the company (Facebook, Instagram, blog), you can send a promotional email to that base.
When this happens, the reach of the email is greater than in other networks, since people do not “lose” the messages they receive. And there is more than that: since the Leads have already downloaded other material, they already trust and know what to expect from your offer and, consequently, they convert again.
This is an important step so that this Leads base is increasingly aware of the problems it has and is encouraged to get in touch with your company.