“Marketing automation is the magic intersection of technology and lead generation which promises to transform the way small businesses collect, respond, nurture and track customers through multiple marketing channels including website, email campaigns and social media. ”GetScorecard
While the goal is admirable, the implementation can be treacherous and costly, usually entailing the purchase of CRM software to lay the foundations for such a venture.
Automating the lead capture process is perhaps the simplest and most crucial area to focus on initially, since it saves several hours of work per week in manual data entry. Putting aside your choice of CRM, which may be the most important business decision you ever make, there are some simple tools in leading CRMs that allow you to accomplish this.
GetScorecard, for instance, publishes a fully customizable sales lead capture form which can be placed on your website or WordPress installation. It’s very similar to the way modern webmasters embed YouTube video code on website landing page. It can take less than 10 minutes to set up and install on your website.
The sales administrator simply uses the CRM wizard to create custom fields on the form including name, email, phone and source of call.
Using auto tasking, he can tag an incoming sales lead for identification purposes. When the lead arrives in the CRM lead funnel it will notify either an individual or a team based on your business rules.
These leads can be then be nurtured and converted inside the sales pipeline using a variety of additional automation mechanisms including Health Scores, which we have written about in previous blogs.
Also consider these additional presentation tips from Hubspot, which entice users to fill out your form on your landing page.
Positioning: Make sure your form appears above the fold, in the same approach newspapers use to position the most important story on the top of the page. Reducing scrolling as much as possible.
Length: The longer your form (due to the presence of custom fields like state, country etc) the more qualified your leads will probably be. However, this may also result in less customers completing the form. Strive for the shortest possible form to stimulate lead conversion.
Submit Button: Actually, using the word ‘submit’ on your form button may offer the lowest conversion appeal. Instead use more proven variations including ‘Go’ and ‘Click Here’.
It’s important to realize that initially startups may have a low lead conversion rate on their website as they pursue SEO, SEM or offline advertising strategies to grow their customer base. Many sales leaders make the mistake of automating lead capture too late with the erroneous belief that their incoming leads are too small a number to warrant this.
However, as a trickle turns into a flood, failure to automate can increase the amount of time it takes for a sales rep to a respond to a customer in the CRM, especially true during weekends or after work hours. This means lost sales opportunities and lost sales.
Automating the lead capture process is vital step in the sales funnel, especially for a new business or start up that cannot afford to let any customer slip through their fingers.