Whether through Inbound or Outbound Marketing, capture leads Building a solid base to work with remains a fundamental step in any marketing strategy. The company can nurture these leads or simply forward them to the sales team, but first, it needs to be generated.
In recent years, digital platforms as a whole have become the ideal place for this. Discover 6 channels you can use to lead capture:
#1 Social networks
Social media has become increasingly popular and is constantly investing in new features. Today, it's practically impossible to find someone who isn't present on at least one of them, with social or professional profiles.
Gone are the days when social media was seen as a space for simple social interaction; now it's a showcase and a valuable tool for generating business and capturing leads, including organically. There's no doubt that in the coming years some will lose traction and new ones will emerge, but currently, Facebook, LinkedIn, Instagram, and Twitter remain the most popular and, consequently, the most widely used in digital marketing.
Creating a corporate fan page is the first step to entering the world of social media, but it's not enough to simply create one and abandon it. It needs to be constantly updated and create content that generates engagement. Facebook isn't LinkedIn; the page can be professional, but to generate brand engagement, it needs to be attractive and not overly succinct. Avoid writing overly long texts; if your goal is to offer material, opt for links that generate traffic to your blog or website.
The ideal is to balance the content, with posts that talk about both your brand and relevant topics related to your segment.
Another important point is the use of media, whether images, GIFs, or videos. On social media, people need to interact, and visually appealing posts are ideal for this.
LinkedIn is still little understood and not always well-used, but more than a professional promotion platform, it can also be quite efficient for promoting company brands and generating business, especially for the B2B market.
Unlike Facebook, LinkedIn has an exclusively professional profile and is the ideal place to publish more formal and targeted content.
Big business can be generated through the visibility gained on LinkedIn, and many of these deals come primarily from a network of relevant connections with other companies or professionals in your industry. Keep in mind that LinkedIn isn't a social network for generating engagement, and don't measure your profile's success by the number of likes and shares on your posts. LinkedIn is a space for formal analysis, and if your company sparks interest, it will certainly be demonstrated in a more objective manner.
Instagram is a primarily visual platform, so creativity is essential. Don't just focus on product images; combine them with other images that have meaning for your audience, use hashtags, and invest in stories to complement your image.
Twitter has a character limit that can limit your reach, and using this platform effectively requires creativity. However, it has the advantage of a highly engaged audience. Another advantage is that, with the recent popularity of this platform in Brazil, many experts in any field are on Twitter. If your company does business abroad, even better, as it has even greater reach in other countries. Invest in images that clearly convey your message, be current, and focus on interacting with influencers on the network.
#2 Paid Media
If you want to capture leads quickly and focus more effort on nurturing them, paid media can be a great option and is becoming the first step for many companies starting their digital marketing strategy. Most require sponsored posts on social media or search engines. Here are some:
Facebook Ads
Works with sponsored posts within the Facebook. These are conversion-oriented ads, Lead Ads, and Remarketing.
Google AdWords
Displays using the Search and Display Network.
Linkedin Ads
Although more expensive than the previous options, LinkedIn Ads displays ads in a highly targeted manner and works by sponsoring posts published on your Company or Showcase.
Instagram Ads
Recently the Instagram has launched some very interesting updates to strengthen its advertising platform. It works through hashtag planning, calls to action, and landing pages.
#3 Blog
According to WebDAM numbers, Blogs have led B2B Marketing campaigns to generate 67% more Leads than those that don't use blogs, which is why it has become the primary lead generation tool for both B2B and B2C markets. They can capture leads through pop-ups, guest posts, and CTAs, for example.
#4 SlideShare
SlideShare may not be as popular a platform as social media, but it has over 60 million unique visitors and is respected in the professional world as a content distributor.
You can use it to showcase your sales or technical presentations and insert CTAs, call-to-actions to landing pages, or even embed forms on them. It's a way to become a leader in your industry while simultaneously generating leads.
