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For many businesses who have worked hard to optimize their website, create compelling content and set up landing pages to convert visitors, generating leads is the ultimate reward. While generating leads is a great accomplishment marketers need to think about the steps that follow the lead conversion and their impact on customer acquisition.
Before you crack into the champagne for getting the notification that a new lead has come through the site, take a moment and reflect on what you are telling that lead before they've even left your site, or before they probably even received the offer that you promised them. Here are a few best practices you can use to start nurturing your leads from the start and help to make sure every lead is excited to hear from your sales team.
Thank the Lead for Their Interest
Thank You pages exist so that we can begin nurturing the leads that converted. Put yourself in the lead's shoes - they just gave you their email address, and the least you can do is say "Thanks for your interest". Every Landing Page should have a dedicated Thank You page, which makes your life super easy to further tailor your Thank You page to continue reinforcing the value of the offer and why the lead can't live without it.
Set Great Expectations
On your landing page, you made it clear what needed to be done in order to receive the offer. On your Thank You pages, one of the big things that you should be doing is telling the lead what will happen next. Are you sending them an email with a link to a PDF for them to download? Will they be getting a call to schedule an assessment within 24 or 48 hours? The absolute last thing you want the lead to think is "Oh great, they have my email address - now what?", so just answer that question before its even asked.
Suggest They Follow You
You've already added links to your blog and social media accounts to your home page, site footer, and even your email signatures, right? Add an additional call-to-action to your Thank You pages explicitly asking the visitor to subscribe to your blog or follow you in social media. They've already completed one action you asked them to do, so why not ask for something else that will help them stay in touch with you, while increasing your marketing reach.
Bonus - Suggest They Share the Offer
One of the easiest ways to turbocharge your landing page is to ask the lead to share the offer with friends right on your Thank You page. Give them an easy to share link that leads others back to the Landing Page for the offer, the will help your offer spread even further.
We'd love to hear what some of your Thank You page best practices are, feel free to share!
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