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March 4, 2016
Marketing  |  2 min read

Lead Capture Mistake: Being Resistible When You Generate Leads Online

By Madison Jacobs

Content is a great way to build a strong email marketing list and begin to reach out to people who are interested in a product or service that you sell. You can host web forms on your site where people can give you their information in exchange for a valuable piece of content, like an eBook, that you have to offer. But, many small businesses are guilty of making a few mistakes when it comes to this process and could be losing more leads than they are getting.

One of the mistakes that small businesses make when they generate leads online is being resistible to those people that they are trying to capture.

Being resistible

The reasoning behind why most “Join our Newsletter” types of forms perform poorly is because they are typically very resistible to people on your site. Most people don’t need to join a newsletter just to join one. And, with all of the unwanted emails that fall into inbox's today, registering for another newsletter won’t seem very valuable to most.

What your visitors do need is something that is valuable and relevant to the problems, challenges and opportunities that they face at the current time. People want to know that the product or service you offer will answer their questions and solve their issues. If they don’t feel like you content can help them, they won’t sign up for it and in turn, you lose the opportunity to follow up with someone who your product or service can actually help.

Always give your visitors content that is super compelling in exchange for their filling out your web form and giving you the permission to follow up with them in the future.

Don’t be resistible. Be simply irresistible. Don’t give searchers the option to leave. Create content that people who are looking for a solution that you offer can’t say no to.

In the final post of the series, I will cover two more mistakes to avoid when you generate leads online.

The Small Business Guide to Capturing Leads - Download Now

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