Capture Leads
This module will teach you how to capture leads using an ebook and can be applied to other lead magnet campaigns.
Three Types of Lead Capture
Through your various promotions, you will send people to your website, where they can fill out their contact information in order to receive your ebook. This is most commonly done through a landing page, which is the first type of lead capture we discuss here. This landing page, as seen below, can be housed on your website but is generally not included in the menu navigation. Often, people will use other marketing software to create landing pages. Marketing automation and email marketing systems will often have landing page builders. These can be helpful because they usually allow you to easily connect your drip emails to your landing page.
A second option is a simple form like the one on the screen below. This is a great option because you promote your ebook directly from your website. Your website visitors can just click the promotion button, and a form appears without taking them off the website. The downside is that it's hard to point outside promotions to this section of your website. This option is primarily used when your only promotion source is your website.
Finally, we have the pop-up box to get someone to download your ebook. This box pops up on your website after someone has been on a page for a specified period. The benefit is that the pop-up can appear anywhere on the website that your visitor is viewing. They do not have to find the form on a specific part of your site. The downside is that you cannot direct other campaigns to this pop-up. So, like the simple form, your website is your only promotional avenue.
You don’t have to limit yourself to just one lead capture mechanism. In fact, you can have all three. That would give you flexibility on how you promote your ebook.
Landing Pages
There isn’t much to developing a simple form or pop-up because of the limited space. However, the landing page requires marketing copy and design to entice visitors to download the ebook. This section covers the elements of a landing page.
The title and subtitle of your landing page should mimic that of your ebook.
In the middle of the page, you want to have a thumbnail image of the ebook. We usually recommend a mockup that looks like a physical copy of the ebook. Or it can be a mockup of someone looking at the ebook on an iPad.
On the left side of the page, you include a description. The headline should be one of the statements found under the stakes section of your ebook outline. For example: “Are You Risking Your Financial Future by Owning Too Much Company Stock?”
In the body of the copy, you summarize the problem you address in your ebook. This is found under “Section 1.0: Introduce the Problem” in your ebook outline. For example: “You need to sell your company stock, but you aren’t getting the tax and investment advice you need.”
Then you include the three to five steps you described in “Section 4.0: The Solution” of your outline. For example:
Measure the risk you are taking being invested in your company stock
Identify the amount of stock you need to sell to reduce your risk while still taking advantage of your company’s success
Create a plan to sell stock without getting a shocking tax bill
Then, on the right side, your title should be the action you want them to take. Usually, the action is “Download the Ebook.”
Under that, write what success looks like, which is found in “Section 6.0: The Conclusion” of your outline. For example: “Start feeling confident you have a plan that puts you and not your company stock price in control of your financial success.”
So let’s look at that example:
Click to copy Google Doc template.
Next Steps
We are here to review your landing page. We will provide guidance on how to improve it before you send it to your web developer.
To submit your landing page:
Write your landing page copy using the Google Doc template.
Put the document in your shared folder.
Send us a message in Slack that your landing page is ready for review.
We’ll get back to you within a couple of days with our feedback. Once you have a fully programmed version, we are happy to look at that as well and provide feedback.