Recently I worked on a fun personal project that included printing travel activities for kids.
As I searched and downloaded, I began to notice an interesting pattern.
Almost every website I used missed an opportunity to offer me future value by capturing my email address or social media follow when I downloaded a file.
One website, in particular, jumped out at me. Their free content was amazing, professionally designed, and just what I needed. The free downloads were from corresponding sets of premium content available for sale.
This website was packed with value, yet after I left the website, they couldn’t continue to deliver value to me…or sell me the whole collection instead of just the free download. A simple opt-in box and email funnel would have solved this issue.
Failing to lead capture is one of the biggest mistakes website owners can make in their marketing.
Lead capturing is about something much greater than marketing. Effective lead capturing is about value delivering.
Assume (hopefully correctly!) that someone finds value in the content you have created. This positions them as your target audience when you are ready to deliver future value.
They want your content. If they are like me on Saturday, they need your content.
Your valuable product + someone’s need = a sale waiting to happen.
But this equation only works if you’ve already captured that lead so you can deliver the value.
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