Is it still worth “blocking” access to content to generate leads? The answer is: it depends. Lead capture is a process that seeks the success of Digital Marketing strategies through the attraction and identification of users who truly align with your brand’s ideal customer profile.
Precisely for this reason, it is essential to plan a well-structured acquisition campaign: more than attracting visitors, you need to engage them with relevant content and personalized actions that guide them strategically throughout the purchasing journey.
Now you may be asking yourself: “But how do I capture leads properly?”. Here I will show you some practical methods and strategies that increase lead generation and prioritize quality over quantity. Check it out!
What is lead capture?
Lead capture is the process of attracting people to your business and then registering their information, such as name, email, telephone number or even position and company they work for, among many others.
The main objective is to ensure that your company communicates directly with each lead and, at the right time, offers solutions that help them advance in the purchasing journey.
In fact, I’ll quickly ask a question: do you know what a lead is? In Digital Marketing, leads are contacts from potential customers who, in exchange for something of value offered by your company, such as an e-book, provide personal or professional information so that you can develop a relationship with them.
This initial interest in an e-book, for example, is the first step in a journey that can lead to the conversion of a customer. And this only reinforces the importance of personalizing your lead capture strategy as much as possible!
How does lead capture work?
The process usually takes place in an online environment and is structured around an incentive for the visitor to provide their information. This can be done through forms, direct interactions on the site, free offers, and more.
See the main forms:
- Forms on landing pages, which is a specific page with a form. On it, the visitor fills in their details to access something of value, such as an e-book, a webinar or an exclusive discount;
- Direct interactions on the website through tools such as chatbots, pop-ups and forms on blog or product pages;
- Free offers — also known as “digital bait” or lead magnets — can include guides, templates, case studies, product demos, or free trials. The idea is to deliver something relevant to the lead in exchange for contact information;
- Online and in-person events, such as webinars, lectures and corporate events, are great ways to attract leads, as they encourage participation in exchange for data, such as name and email.
Why is it important to prioritize quality over quantity?
A qualified lead is worth more than any number of leads. A potential consumer has a greater chance of conversion, which consequently improves the efficiency of your campaigns.
In practice, qualified leads are more likely to advance in the sales funnel, and this reduces costs, in addition to optimizing the work of the sales team. In other words: this lead wants to buy from you.
Let’s better understand how all this relates in the topics below.
Definition of ICP
Defining the Ideal Customer Profile (ICP) guides your lead capture strategies, because it details the ideal customer profile based on information such as:
- Sector;
- Company size;
- Buyer’s position;
- Specific challenges your solution can solve.
The ICP provides much greater clarity to the entire strategy, as a guide. It can be done through customer surveys to gather information, structuring it all in a document.
With a well-defined ICP, you can focus your efforts on attracting leads with conversion potential and increase the effectiveness of your capture strategy.
Practical tip: use Enjoy Minder’s ICP spreadsheet to structure and update your ideal customer profile. This will help you align your campaigns and focus on the personas that are most appropriate for your business!
Lead scoring and lead tracking
To understand and prioritize which leads to manage, two practices are very important: lead scoring and lead tracking.
Lead scoring
First, you need to understand your customer base and its performance in order to have a good lead scoring strategy. This process assigns scores to leads based on their actions (such as downloads of materials or visits to the website) and characteristics (such as job title or industry).
The more a lead engages with your company, the higher the categorization they receive — indicating that they are more likely to convert.
Using lead scoring, you identify which leads are closest to making a purchase, which allows the sales team to focus on the hottest ones and thus optimize time and resources.
Lead tracking
Lead tracking allows you to monitor the path of each lead, that is, their interactions with your company over time. This helps identify behaviors that indicate greater interest, such as frequent visits to the website or requests for more information.
By tracking these actions, you can see what stage the lead is at in the sales funnel and make better decisions about how to approach them.
Practical tip: start implementing these practices with Enjoy Minder’s lead scoring spreadsheet, which will help you segment and prioritize leads efficiently.
Strategies for capturing qualified leads
Now that you understand the importance of generating qualified leads, let’s explore practical strategies for capturing them.
Content Marketing
Content Marketing is an effective way to attract and engage leads. By producing relevant, high-quality content, you generate qualified leads and also position your brand as a reference in your industry.
In other words, for your audience, the content brings the solution they were looking for, which creates a relationship of trust and authority.
The Content+Performance methodology — exclusive to Enjoy Minder — combines the delivery of value through educational content with the company’s business goals, balancing the interests of both sides.
This way, your company can provide the public with valuable information while also directing actions that directly impact conversions!
Inbound Marketing
Inbound Marketing is a strategy focused on generating leads through Content Marketing. To do this, it uses personalized content that meets the needs and interests of the target audience.
Nobody likes to be interrupted, right? So, instead, Inbound will educate and nurture the lead throughout their purchasing journey, through more personalized (and convenient) actions.
The focus was on optimizing the capture of qualified leads and generating more conversions through a personalized strategy for each stage of the sales funnel. This resulted in more than R$10 million in business opportunities.
Check out some good Inbound Marketing practices for capturing leads:
- Creating e-books, guides and case studies: produce rich and in-depth materials. Address topics that solve problems or bring relevant information to your audience;
- Optimized landing pages: offer materials on capture pages with simple forms, with the aim of facilitating conversion without overloading the lead;
- Clear and to-the-point CTAs: Use direct calls to action (CTAs) like “Download our free guide” or “Sign up for our e-book” to encourage form completion and conversion.
Email Marketing
Email Marketing is one of the most powerful strategies for capturing and nurturing leads, but its true impact lies in personalization and strategic targeting.
When a lead fills out a simple form and converts for the first time, it’s the perfect time to start building a valuable relationship with them. At this stage, email allows you to stay relevant by personalizing your communication based on the information you’ve collected and the reason for their initial conversion.
The more assertive the approach, the better the chances of engaging the lead: that is, opening your emails, reading your messages and realizing the value that your company can offer.
Additionally, with each interaction, you can explore new content and forms that allow you to learn more about that lead — such as their pain points, preferences or, in the case of B2B, details such as the size of the company or their position.
This constant exchange of information qualifies the lead profile and brings them even closer to the solution your company offers. So, check out some practical tips to optimize your Email Marketing strategy:
- Behavior-based personalization: Tailor emails based on lead interactions to create a unique and relevant experience;
- Education and conversion: combine educational content, such as e-books and webinars, with strategic promotions to maintain engagement;
- A/B testing: Experiment with different topics, formats, and calls to action, continually optimizing your strategy for greater engagement.
Social Media Marketing
Social media is an interactive and dynamic channel, ideal for attracting leads in a creative and engaging way. By using paid ads, native forms and shareable content, you can reach new audiences and increase engagement with your brand.
To do this, try creating posts with clear and eye-catching CTAs, such as “Download our free guide” or “Participate in our exclusive webinar” to encourage user interaction and to fill out forms.
Online advertising
Online advertising, through platforms such as Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads and many others, can help attract qualified leads, as long as it is well segmented.
With the ability to target ads based on demographic, behavioral, and geographic data, you can reach the right audience at the right time. All of this adds up to an increased chance of conversion.
An example: the case of SuperPro Bettanin with Enjoy Minder. The company implemented a solid Content Marketing, Email Marketing and paid media strategy that increased its visibility in the market.
As a result, SuperPro achieved a 1,116% growth in business opportunities, which only demonstrated the positive impact of relevant and targeted content to attract and convert qualified leads!
Lead capture tools
There are many lead capture tools that can help you create effective Digital Marketing strategies — and consequently generate leads.
RD Station
RD Station is mainly focused on Marketing automation, it allows you to create personalized nutrition flows, as well as facilitating the construction of landing pages with forms.
The integration between marketing and sales actions is one of its greatest differentiators. With it, you can take advantage of lead capture campaigns to make the process even more optimized with the help of sales automation CRM.
HubSpot
Complete platform that offers CRM, marketing automation and data analysis features.
HubSpot‘s ability to integrate Marketing campaigns with Sales and customer service makes this type of solution an excellent tool for companies of different sizes and segments.
Leadster
Leadster specializes in chatbots and smart forms. This platform is ideal for companies that want to increase their conversion rate by connecting with leads in real time.
As a result, it can provide a more dynamic and intuitive experience.
Pardot (Salesforce)
Advanced Marketing Automation tool, aimed primarily at B2B companies.
Pardot (formerly Salesforce) offers lead nurturing, lead scoring, and ROI analysis capabilities — elements that make it easier for Marketing and Sales to align.
Mailchimp
Although best known for its email marketing features, Mailchimp also offers marketing automation and landing page creation features.
By combining these tools, you can create a more efficient sales funnel, optimize data collection, and personalize interactions with your leads, ensuring better conversion rates and follow-up.
Lead capture should be part of your strategy!
As you have seen, capturing qualified leads actively contributes to the success of any Marketing strategy.
By understanding your ideal customer profile and using automation and relevant content, as well as other techniques, you maximize your chances of conversion and strengthen your relationship with your potential customers — also increasing sales.
Now, do you also know what can help you enrich your lead capture campaign? Count on Enjoy Minder!
We are a Digital Marketing agency that offers personalized solutions that adapt to the needs of each business and, to do so, combines quality content with high performance.
Take a leap forward in your lead capture and talk to our experts to find out how we can develop the best strategy for your brand!
