Customer Experience

Category Description

Jun 05, 2023

How Can Forms Help with Lead Generation?

by Gordon Polovin

For a modern company strategizing its marketing program’s reach, the world is the size of a village. Thus, any segment appears fair game, and access to customer buying power is unlimited. Yes, that’s one side of the coin – the optimist’s view of things. The other (less glowing perspective) is that competition is incredibly intense. Why? Because businesses in every country have caught on to the internet to reach previously inaccessible customer potential. Thus, capturing the latter at an “initial interest” level (and eventually persuading them to become brand loyalists) requires gaining insight into their motivations, aspirations, and the meaningful differentiators they’re likely to respond to. A severe challenge is acquiring prospects from a cold start, and this is often done in two ways. First, of course, there’s paid advertising, a mammoth industry that has galloped at a frenetic pace since the internet impacted our lives. Indeed, in 2022 nearly five billion people globally connected to social media (SM), resulting in an ad expenditure of $173 billion. This led many businesses to spend more money, inducing prospects to visit websites, listen to podcasts, click on videos, and request more information. Second comes SEO (Search Engine Optimization), which pushes one’s website or app to the forefront of prospects’ online searches, making it easy to find in response to keyword searches. As a result, companies spent $51.25 billion in 2022 on agency guidance to compete on primary and secondary keywords with high page rankings. So, success for online and brick-and-mortar businesses in […]

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