I like to think of lead chats as a cog in the Singapore lead generation machine. Their presence and value is mostly ignored, yet they’re among the key essential features that play a direct hand in converting your site’s traffic into quality leads.
Even more important than the idea of forms the world appears to be so hung up on are the overlooked, almost forgotten live chats. Given an option to choose between the two, a recent study reveals that you’re better off with the latter choice (a live chat).
Times are changing, and lead capture forms have had their share of the spotlight. Now it’s time you tried doing things a little bit differently and let the world play catch-on.
Before you look elsewhere ( believe me, if there’s one thing you’ll never run short of in the world of digital marketing is options), take a few moments to study about live chats and what they can do for your business.
Capturing Lead through Conversational Marketing
Marketing can be both simple and difficult. It’s simple when you get to understand everything from the underlying frame of reference. It’s like every single piece of information on lead generation that you’re likely to stumble across online can be narrowed down to one specific thing or goal.
Whenever someone mentions lead capture, the first thing that comes to many people’s mind is a sales funnel or landing pages. Only a few people talk about live chats or anything else for that matter.
But at the core, it’s not about investing in some complex lead capture system that only a marketer has the intelligence to understand. It’s about responding to the concerns your site’s visitors have.
You might decide to take a gradual approach and create a sales or marketing funnel. This is the most natural thing to do. But some prospects may want to skip the whole thing and get their concerns addressed by you or an insider member of your team.
That’s where live chats come in.
Chats belong in the conversational form of marketing. In other words, they rely on the gift of gab to convert a prospect. Chats allow your prospects to ask qualifying questions and receive immediate feedback. It speeds up their evaluation process so they can get down to the business bit of it.
Live chats are designed to guide you on how you converse with a prospect. They can initiate an interaction if you allow them to and get the conversation flowing. Some of these chatbots come with advanced features that could take the conversation to a whole another level.
For instance, some chatbots can collect your prospect’s IP address, with which they’ll be using to scour the internet for more information on them. They can reveal crucial information about the employment whereabouts of that prospects – what company employs them? What’s their industry? What’s their location?
With this information, you should know how to respond to them, build desire, and add your appeal to the interaction.
You can even identify a few targets and set up an alert for them. This is particularly the case if your brand is taking an account-based marketing approach. You set up the alerts, and every time a target lands, the chatbot responds by instantly notifying you so you can get one of your customer reps on the steady.
There’s no harm in incorporating both lead generation forms and live chats into your marketing strategy. You still need to drive traffic, and not every single one of the visitors you attract is okay with the idea of chatting up one of your customer representatives.
Form Can make some of your Prospects Bounce away
Forms can be pretty much annoying sometimes. A series of studies also reveal that they’re the reason a noticeable number of your prospects may be bouncing away before taking action.
This is likely to happen when your forms have so many fields to fill in. The idea of entering all that detail can be pretty tiresome. It’s for this reason that you’re advised to only collect what’s relevant and leave the rest.
Don’t force a prospect to enter their date of birth, knowing very well you won’t be using the information anywhere. The point is to try and make everything easier, and one way to do this is by leveraging the power of live chats.
Brands are beginning to adopt a more conversational marketing strategy by incorporating live chats. Some of your site’s visitors are more receptive to live chats compared to forms. First, it’s because it saves them time. They don’t have to keep digging through the site to find the information they’re interested in when they can just talk to you directly and ask.
For business, this speeds up the process of converting a prospect. It also allows you to collect the information you need about a prospect before marketing to them.
You can Apply Chatbots Across Platforms
Contact forms can be pretty hectic to design. Plus you’ll be required to add one to every page you want them to appear. You also have to create a custom landing page for every single one of the campaigns you run, particularly when you’re offering a broad range of products and services.
Chatbots, on the other hand, are relatively easy to deploy. You can even deploy them to as many pages as you wish in one fell swoop. You can even set the message to reflect the prospect’s path. Find out where they came from and the page they’re looking.
Some chatbots allow you to link them with the specific goals that you have and even assign them rule-based actions.
Suffice it to say there’s more to live chats than that simple app you use to chat with your site’s visitors in real-time.
Chatbots can be Used Offsite
Did you know that you can use a live chat offsite? How about you embed a chat link on that email that you’re planning to mass shoot to your prospects?
You can even reach new customers via Facebook Messenger bots. It goes without mentioning that they’re pretty responsive and can be accessed via mobile phones.
In other words, with lead chats, you don’t have to lure your prospects to a particular web page to capture them. You can target them from anywhere, on any online platform they’re on.
Chatbots Offers More Insights
No need to belabor the obvious, there’s a direct exchange of information here. While live-chatting a prospect, you can ask them about anything, and they’ll respond. There’s that guarantee of getting immediate feedback from them, which can go a long way into helping you figure out how to adjust your marketing strategies.
Too bad the same can’t be said about lead capture forms. Here, communication is only one way. The only thing left for you to do is to read between the lines and understand the reaction of a customer towards your business or brand.
It all boils down to experience. If you’re an experienced marketer, with enough knowledge about a sales funnel and what happens at each stage, you should be able to tie one and two together and find out what your prospects feel about that particular stage.
For instance, if a great majority of your customers are abandoning a form midway, without completing an order, then that could be interpreted to mean there’s an issue with that offer or that particular stage of the funnel. Any further reasoning you come up with at that point is pure conjecture.
The only thing you know is that there’s a problem, but you can’t narrow down to the specific nature of the problem. With lead chats, the least you could do is ask. But lead capture forms only leave you with one option – to make wild guesses and try ironing things out on specs.
The Quality of Leads
Leads have to be qualified. There has to be a test that you subject them through before you can go ahead and qualify them.
If the number of leads that are qualifying for your marketing channel is on the extreme low, then that could mean there’s a problem with your search ads, inbound marketing, and social media efforts. Again, lead capture forms leave no room for you to know the exact nature of the problem.
Was that what they were looking for? If not, what exactly were they hoping to find?
Luckily for you, these are the questions you can just ask a prospect directly and know where the confusion is coming from. So where you’re not looking to drop one in favour of the other, then common sense dictates that you keep both – at least so that they can feed off each other.
When your prospects begin asking for a product or service that you don’t offer
When your prospects begin bombarding you with questions on a product that you don’t offer, that could mean that your marketing strategy needs some serious adjusting. For all we know, you could be sending a wrong message out there.
Or perhaps you’re wasting your time and energy on a product or service that’s outdated, and it’s time you went back to the drawing board and updated everything. But what better way is there to find more about this than to ask your prospects directly via a live chat?
The Final Thought
So should you discard your lead capture forms in favour of lead chats?
The answer is no. You may keep them both. But you may be surprised to find out that you’ve been sleeping on that one marketing element your business needs so badly, a lead chat.
Any more questions on lead form capture or lead chats? Kindly talk to us, preferable via the live chat at our MediaOne Marketing website and let one of our customer representatives address your issue.