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February 26, 2016
Marketing  |  4 min read

Free Campaign of the Month: Two-Step Web Forms for Courting Leads

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Paul Sokol

When it comes to marketing and lead generation, it is very similar to dating. You have to court the lead and build a trusting relationship before trying to take things to the next level. Trust is built progressively as the relationship flourishes. You have to start slow. Ask tactical, polite questions and accept the fact that you don't get to know everything about a person at first contact. So don't expect for your leads to be any different.

Ease them into interacting with your business by asking the bare minimum to strike up a relationship. The most common way for a lead to show they trust your business online is by filling out a web form, so make it as painless as possible. This new lead believes that you will handle the information they provide with care, but they aren't willing to bet the farm on it with every personal detail they hold. Request only what you need to begin communicating. From that point you will have the opportunity to do one of two things: continue establishing your trustworthiness or break their faith in you entirely. If you do the former, you'll likely have earned the right to collect more information.

Real-World Application

Let's say you want people to reach out for a free consultation. In order to do this, you need their phone number so you can schedule the appointment and maybe their email address to send a confirmation once it has been scheduled.

If you have a web form that collects their name, email, and phone number that is a decent amount of information they are entrusting you to protect. Requiring those three pieces of information may be too much for someone to proceed. If you ask for their name and email first, it reduces friction in the process and gives a little room to breathe (and for you to prove yourself) before asking for the number. The easier the experience is for the new lead, the better chance you'll have at taking the connection deeper. Providing two pieces of information initially is a lower risk in the eyes of your lead and can be great for boosting conversion rates. And if someone drops off without sharing a phone number, they probably weren't a qualified lead to begin with. 

 Free Campaign for May 2014: Free Consultation

Two Step Web Form - Free Consultation

This campaign's purpose is to deliver engaged leads that want to receive a phone call to schedule a consultation. After someone fills out the first web form, they are taken to the second form which asks for their phone number. Upon phone number submission, a task is created to call and schedule. If someone falls out after the first form, email follow-up occurs to try and get that number.

Who can use it?

Any Infusionsoft customer can download any campaign from the Infusionsoft Marketplace, but this campaign is designed to be used for capturing leads who want a free consultation. This tactic works well for both B2B and B2C business. However, with a B2B, it may be more of a demo instead of a consultation.

Anything else I should know?

Since this campaign is designed to be used for progressive name and email then phone number capture, you can use this tactic in many different ways. Don't just limit it to a free consultation. Maybe after signing up for your newsletter you ask for their phone number to do an SMS reminder each time one goes out. Or maybe you collect someone's phone number after they register for a webinar for a voice broadcast reminder.

At its core, you are going from an email channel then to a voice-to-voice channel (phone). There are many different ways to strategically leverage this tactic.

How do I get it?

Check out the Marketplace listing and download it to your Infusionsoft account. 

The Small Business Guide to Capturing Leads - Download Now

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