Getting a lead to sign up to your email newsletter, to fill out your form or even to make a purchase on your e-commerce page takes a lot of effort. However, you’re not done just because you’ve captured a lead or made a sale. Remember, you’re now going to have to make an effort to nurture that lead to build a relationship. The best way to start? By providing a lead-form thank you page after they’ve filled out your form. First of all, saying thank you is the courteous think to do – you would thank a person for coming into a physical store whether they buy something or not, so thanking a lead for providing their information is certainly the least you can do. Secondly, in addition to appearing courteous and friendly, the thank you page can be an incredibly effective way to engage your new leads.
The following are a few ways that you can leverage your lead-form thank you page:
• Provide a limited time offer – When someone makes a purchase off your e-commerce page, it means that they are never going to be more ready to be converted then after they’ve checked out. Take advantage of this by offering a special promotional offer only to those who have just made a purchase. For example, offer the same product that they have just bought at a discount if they purchase another one immediately. Many of your customers will jump at the chance to take advantage of the deal since they were obviously shopping for that product in the first place.
• Drive subscriptions – If a lead has made a purchase or has taken advantage of one of your free offers, whether you were offering a downloadable e-book, a white paper or free access to a webinar in return for filling out a form, then you can try to drive subscriptions via your lead-form thank you page. Leads that have just downloaded content off your website are going to be interested in more content – especially if it’s free, which means it’s a great way to sign them up to your email newsletter.
• Encourage interaction – Social media is one of the best tools for nurturing your leads, which is why you should consider encouraging leads to interact via social media on your thank you page. Besides just encouraging them to like your Facebook page, you can use a special plugin to allow leads to write comments directly on your social media page without leaving your thank you page. Not only are you encouraging them to interact with your social media pages, but you’re getting them to leave social proof of the quality of your brand as well. Additionally, you should ask leads to participate in other community features you may have, such as a public forum on your website. Encouraging interaction is important because it gives you the chance to build a relationship with your lead.
• Attempt the upsell – After a lead has purchased a product or service, you can recommend other products or services that they may be interested in on your thank you page that they may have missed or maybe didn’t know about. This can be a very effective way to close even more sales. A good example of upselling via the thank you page is Amazon. Amazon always has a list of recommended products that you can check out after you’ve made your purchase.
• Provide a survey – Asking your lead to fill out an optional survey is beneficial for a couple of reasons. First of all, it shows the lead that you care about their experience with your brand. Secondly, a customer survey is a fantastic way to obtain valuable feedback about your brand, which allows you to improve the user experience of your website. It can also give you more information about your target audience, which in turn can help you with your marketing efforts.
As you can see, while the lead-form thank you page is important in actually showing your appreciation, it can also really enhance your B2B marketing, whether you’re looking to strengthen the relationship between your brand and your leads, sell more of your products or services, gather valuable feedback or to improve your brand’s reputation and exposure. For more advice concerning your B2B marketing strategies, be sure to contact us.
