Content Marketing is about establishing your brand as a thought-leader to leads to increase brand engagement. But not all content is created equal, and we need to ensure that we are providing value to our prospects with the content we are creating, or our content marketing strategy will fall short. Marketers agree, with 56% believing that using personalized website promotes higher engagement rates.
We can use forms on our website to both ensure we are delivering relevant content to a prospect, as well as to gauge commitment and help confirm the validity of interest. Let's take a look at some common lead capture problems and how they can be solved with by optimizing our form strategy.
Problem: No one is filling out my forms.
If you have started an online lead generation program, you have likely encountered this already or are being kept up at night thinking about happening. Forms have been added to the site, a simple autoresponder may have been setup to begin nurturing the lead upon submission, but no one is filling out the forms.
Solution: Site Traffic
When we say "no one is filling out our forms", it may literally mean that no person has ever filled out the form, but more than likely it means we are receiving fewer form submissions than we anticipate. First, if we are just starting with building a web presence - this is ok. Rome wasn't built in a day, and your forms (and more so, your website visits) will grow over time. However we can help optimize form submissions by understanding where on our site visitors are going. If our forms are not in an accessible area on these pages, we should add them to help ensure we're getting in front of the largest audience.
Problem: Leads are submitting forms, but we don't know which forms get the most submissions.
Leads are submitting forms, but we don't know where or why. By understanding where our form traffic is coming from we can focus on creating or bolstering content surrounding those areas. If a Contact Us form is getting the highest engagement, we should consider a nurture campaign that sends relevant content about who we are, the services we provide, or any other supplemental information that can be provided outside of a simple "we'll get back to you shortly" autoresponder.
Solution: Form Insights
The form insights page of SharpSpring shows total form submissions, unique leads, and total cost per lead for all of the forms funneling leads into SharpSpring. Focus your content marketing efforts to create content thats relevant to the high value forms on your website.
Problem: Form traffic is great, but leads aren't engaging after submission.
Leads are submitting forms, whether for more information or to retrieve gated content, but after the fact their engagement is minimal. We're concerned that leads are just submitting the forms to access our content, but have no real intent of further engagement with our brand. The concern here is that our content marketing efforts will not provide ROI as leads are disengaging after consuming the content.
Solution: Dynamic Email Content
Now that leads are successfully funneling into our pipeline, we need to ensure that we are continuing to provide valuable content to progress the lead from the prospective stages to the decision making stages. By implementing dynamic messaging into our emails, we can help deliver a message that captures the attention of our target audience. We can use previous content views, non-views, general engagement, or any other lead attribute to tailor the content a recipient receives.