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Data is the bloodline of marketing. It’s what businesses have used for over a century to reach, connect to, and sell to their customers. Fifty years ago, data was much simpler and consisted mainly of a Rolodex, and the marketing methods deriving from it were not nearly as far-reaching. But now, modern technology has given us access to a global network of consumer data, and the ability to connect and engage with more people than ever before.

The best way to collect consumer data is to ask for it. Your website’s primary function, other than informing customers about your services, is to ensure you get in contact with them after the visit. If they’re motivated enough, they’ll contact you. But, even if they’re not ready to buy, you want to capture their contact information so the lines of communication stay open for your marketing team.

To do this, you need to create a lead generator as part of your website’s function. A lead generator captures emails, phone numbers, or prompts users to create an account with your website.

Once you’ve convinced the customer you have something of value that’s worth sticking around for, you can use that information to move them down the pipeline until they’re ready to buy. But, a lead generator does nothing for you without direction. Ask yourself:

What do you want your customers to do?

Do you want them to make an appointment with you, or shop from you online? What about visiting your storefront instead? Determining the action you want your customers to take after visiting your website will help you create the lead generator and start effectively marketing in this simple method.

Tips for Generating Website Leads

Your lead generator should include three pieces:

  • An offer
  • An intake form
  • And a follow-up

Customers often won’t be motivated to contact you on their own, so the offer is important in order to draw them in and create an immediate exchange of value. If you’re a B2B company, an informational PDF or free consultation may work. A coupon code or free low-cost item may be ideal for B2C brands.

Once you’ve decided on the offer, make a prominent button on your website that leads to your intake form. This is where you capture the email or other data you need to move your customers down the sales funnel.

Finally, you’ll want to include a follow-up email to prompt your new lead toward the next step in your sales funnel. This email should include your offer (the PDF link or the coupon code) as well as the next steps you want them to take.

How To Use Your Leads

So, you have your lead generator now. What good is it to have all of these emails if you don’t have marketing in place to nurture them? If you want your lead generator to become a sales generator, use the emails you capture for any of the following:

  • A recipient for your promotional email newsletter
  • A tool for your sales team to reach out directly
  • A contact point for your grand opening, sales, or other company events

Your lead generation tools are the number one source of online-driven sales. When used correctly and nurtured by a broader marketing campaign, you can easily boost sales and help your small business or franchise flourish.

If you have your lead generator built but are having trouble getting enough traffic to your website, contact Purple Penguin Digital to learn about options for social media and digital marketing to drive your website.