Many small business owners fail to create a lead generation system that includes a lead capture system. Generating new business leads and then not capturing the leads info fails to be a system.
Whether you are doing newspaper ads, radio ads, or online marketing you still need a call to action that leads to your website that is a lead capture system. The easiest way to do this is to have a call to action that has a compelling offer. Typically that compelling offer is a free offer. A report or white paper or tip sheet or video series are all ways that you can encourage visitors to opt-in. The key is having something of real value that your prospect wants.
Once you have the prospects contact info — name and email, minimally, you can continue marketing to the prospect. This is your opportunity to continue to build your relationship and rapport with the prospect.
That marketing continues to guide the prospect in the buying journey.
Buyers want to do business with people that they know like and trust. This is relationship building.
The relationship is you and your prospect.
Your lead system can bring new customers to your business that are eager to do business with you, because you have provided value, value, value.
Content is your pre-seller. Craft your content or information to give your prospect and customer information that helps to solve their problem and keeps them coming back to you to work with.
Blogging and email marketing are two of the best ways to deliver content to your prospect. These can also be syndicated to your social networks such as Facebook, Twitter, LinkedIn, etc. The syndication brings in new traffic to your site, where people can see your call to action.
IF you just drive traffic without the system in place to capture the traffic into your system, then you are missing key leads, that are visiting and bouncing off of your site without a way to continue building the relationship.