There’s An App For That: Lead Generation Through Interactive Apps



Last week I discussed building relationships and brand engagement with branded apps, but what if you need leads. We have to fill the funnel up, right. The more people that get to know our brands is beneficial right? However, today, there are so many channels and customer journeys that are no longer linear, finding prospects can be a challenge more than ever.


Same Old. Same Old.


Content Marketing has long been used as a strategy for search engine optimization, lead generation, creating brand loyalty, and increasing sales. Content marketing is focused on creating and distributing relevant and consistent content to attract and ultimately drive customers through their customer journey to the purchase stage. However, rather than driving and pitching to them the whole way, you are providing information that is valuable and helps your customer to make a more informed decision. According to HubSpot, 70% of marketers are investing in content marketing in 2020. Content Marketing Institute claims that content marketing results in three times more leads than paid search advertising.


The statistics are great but where do you start?


Lead generation can be tricky so one option is to create an interactive quiz, survey, forms, and polls in your content. Asking for a name and email address can be tricky. You are now just a needle in a big haystack of people asking for contact information. So stand out from the crowd and be creative.


Typeform offers many templates you can choose to customize for lead generation, in fact, over 650,000 typeforms are completed daily. Their products help you to engage your audience with conversational forms, surveys, and polls to enrich the customer experience. Their application even integrates with HubSpot, Salesforce, and Mailchimp and can help optimize your marketing campaigns with Google Tag Manager and Facebook Pixel.


What HubSpot Learned When They Went Viral


HubSpot had been working on a series of questions to help build out buyer personas. In the process, Lisa Toner, a content marketing strategy manager had the idea to create a lead generation persona tool where people could create their buyer personas. As a result, it took 1 week to map out and when they launched the typeform, they had 6,000 leads in 6 months. This app has done so well, they have now built it out in several languages.


There are 5 key recommendations to have success with your typeform:


  1. Keep it conversational. Incorporate information from previous interactions using the recall information feature.

  2. Use hidden fields to pass through gathered information so that unnecessary questions aren’t asked of your prospects

  3. Customize with branded images and graphics

  4. Use the Legal question type for terms & conditions if needed

  5. Once you create your typeform, share it and promote it on social!


Providing the right information, through the right channel at the right time is challenging. It’s especially challenging when you are just a small needle in a haystack of competition. Being creative in your approach to lead generation by incorporating interactive forms, polls and quizzes can be just what you need to be seen. So log in, grab your template and start customizing. Once you’ve built your typeform, don’t forget to connect it to your other apps to maximize its value. Since it’s free to try; there is no better time than now to leave a lasting impression.


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