Collect leads on your site: information resource

In previous articles, we wrote about how to properly organize the process of subscribing and unsubscribing to your email newsletter.

We at UniSender (email-mailing service) assume that the goal of your site is to be as comfortable and welcoming for the user as possible, and at the same time to be profitable. Therefore, today’s our post is about how to organize lead collection on your website and make it more efficient.

Depending on the direction of the resource:
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1. Information resource
2. Selling resource
3. Resource accompanying your project
4. All options or a combination of any of the two above.

you may need:

1. Lead collection optimization - increasing conversion of attendance to leads (i.e., registration or subscription); optimization of the registration process itself.
2. sales funnel optimization - reducing the time from customer contact to purchase.
3. automatic distribution chains - pre-designed letters that the client receives at a certain interval starting from the day of registration. As a rule, it is encrypted in the format x, x + 1, x + 7, x + 14. Where x = registration date.

Immediately make a reservation that both the above list can be added and expanded, and therefore are not finite. However, we will start with small things, and we will reveal some of the concepts in further posts. Consider in order - and start with the optimization of the collection of leads for information resources.

Information resource

Your goal is to communicate information, stimulate communication. Who you are:

1. Blogger
2. News Edition
3. Social network
4. Software maker
5. Event Organizer
6. The educational center
7. Scientific resource
8. Other (as with any list, we leave it open)

Optimize lead collection for you:

1. Place on the main clearly readable banner with the proposal to receive a digest or a selection of news on a given topic and with a given regularity.
2. Cash prize for comment? Any harmless game, the so-called elements of "gamification" (gamification) can be used to expand your audience, stimulate communication on your resource.
3. You can try to enter the registration in order to read your articles further, as gantthead.com does
4. You can enter a registration, which is required to leave comments. You can enter the registration required for downloading whitepapers & datasheets - informational brochures and newsletters.
5. However, clauses 4-6 do not mean at all that the client will agree to receive a mailing from you - you can only offer him to put a tick in the corresponding window. I would like, but should not, put a tick in advance for the client - it is better to write more clearly about the benefits that the subscription to the newsletter will give to the client.
6. Offer to subscribe to an automatic distribution of an interesting course, for example, “100 marketing secrets” or “50 ways to store data”. We found an interesting example of such an offer on emailslab.ru
7. Create a downloadable material that would interest your customers — a review, infographic, or industry or industry report. Offer it for free in exchange for downloading, as hubspot.com regularly offers to marketers, for example. This will allow you to constantly update your lead database and keep it up to date.
8. If you are introducing a training center and sending out to your students or former students of seminars, use the newsletter only to invite you to upcoming events and stimulate communication in the community of your students.

Sales Funnel Optimization:

From this point of view, the sales funnel for you will work in a completely different direction, since you most likely will live on advertising. So, you will sell not to your subscribers, but to advertisers. This is a separate topic that goes beyond the post.

Automatic Email Chains:

1. Mail Confirmation Letter
2. Welcome registration confirmation email
3. Digest depending on what you suggested during registration.

Every week, check the statistics of sent mailings: what is the reaction of users? What is the behavior of subscribers? If you lose users, review the content and feed.

Good advice that you will need in any case: test.

Register several accounts several times on your own resource - make sure that registration passes quickly and without failures. Repeat the procedure once a week. You can use 1 Google mailbox - every time you register, put an arbitrary point in the address, for example: unisender@gmail.com, u.nisender@gmail.com, un.isender@gmail.com Your system will register a new user every time, and for Google there will be no difference - he pays no attention to points.

Next week we will continue to talk about optimizing the lead collection, and this time we will touch on this subject for selling resources. You can now start asking questions, the answers to which you would like to see in the next post.