The NAFCU Journal March - April 2018 - 20

GROWTH STRATEGIES

Maximizing Lead Generation
By Kirstin Orr

W

e all want more leads.
That's how your credit
union grows, right? Sure,
but it's not always as simple as it sounds. You need to determine
how to attract leads, get their information and, most importantly, decide what
you do with that information once you
have it. Let's break down these key steps
in lead generation and look at some best
practices to consider along the way.

1. Attracting leads
In today's content-rich digital world,
you really have to offer something valuable to get someone to give you their
information. That might be as simple
as personalized rate information or
instant quotes, but it may also be something that's at the start of the member
journey when they're not quite ready
to seek specific rate or product information. That type of lead generation is
vital. Those are the leads that you can
nurture. Here are three ways to present
lead generation content at the top of the
sales funnel:
Put the full content piece behind the
lead-capture form. This method is
steadily on the decline. Most people
expect to see a little of what they will
get for their personal info.
■■ Give a portion away upfront, and then
ask for their info to get the rest. Maybe
it's one chapter of a homebuying guide,
one paragraph from a top investments
article, or results from a quiz.
■■ Give them the full content piece and
an option to fill out a lead-capture
form. It sounds counterintuitive, but
this gets more leads than putting
the complete content behind the
■■

20

lead-capture form. Having proven the
value of the content you are offering, you can then give the option to
obtain more valuable content, or the
same content in a different format, in
exchange for their information.
2. What information to ask for
We want it all - email, phone, cell,
address, job title, annual income. But
would you give all of that personal
information to an organization you've
never engaged with before? Or even one
you have? It's not likely, especially at the
top of the sales funnel. Ask for only the
information you need to get them to
the next step of the journey: 1) name; 2)
email, so you can easily follow up; and
3) one more piece of information that
would help you deliver a more personalized follow-up.
3. Follow-up
Although this follows all the work you've
done to get the lead information, it
should be the first thing you think about
when looking at ways to attract leads.
How are you going to follow up? Your
lead generation goals are likely already
linked to revenue or engagement goals
for a particular audience. Make sure you
have that journey mapped out. Know
how this activity will guide someone to
the next step and what follow-up will
help get them there.
4. Test, refine, test, refine
Try asking for information in different ways, giving away varying degrees
of content, or try different follow-up
messages. There are so many moving
parts when it comes to lead generation
and nurturing, testing is critical to

MAXIMIZE LEAD GENERATION
ATTRACT LEADS
3 Ways to Present Lead-Capture Forms
1. Put the full content piece behind
the lead-capture form.
2. Give a portion away upfront, and then
ask for personal info to get the rest.
3. Provide the full content piece and
an option to fill out lead-capture.

DEFINE THE INFO TO ASK FOR

Less is more! Ask only for the info you need to
get the customer to the next step in the journey.
Name

Email

Y/N Are you considering a new
home this year?

FOLLOW-UP
Before you even put out content to collect lead
information, define the follow-up paths for new leads.

TEST, REFINE, TEST, REFINE

Test forms, content, when the form is presented,
follow-up messages and more. Always track
success back to your goals.

fine-tune your message, process, and
really start optimizing your lead generation strategies.
Kirstin Orr is vice president of marketing
for NAFCU.
THE NAFCU JOURNAL  MARCH-APRIL 2018



Table of Contents for the Digital Edition of The NAFCU Journal March - April 2018

Conferences
From the Chair
Your Washington Watchdog
Advocacy Snapshot
Washington and Industry Briefs
Growth Strategies
Understanding Risk and Managing It
The Board of Directors
Best-of-Class Strategies for Retaining Top Talent
Executive Spotlight
Management Insight
Compliance Central
Inside NAFCU Services
From the President’s Desk
The NAFCU Journal March - April 2018 - Cover1
The NAFCU Journal March - April 2018 - Cover2
The NAFCU Journal March - April 2018 - 1
The NAFCU Journal March - April 2018 - 2
The NAFCU Journal March - April 2018 - Conferences
The NAFCU Journal March - April 2018 - From the Chair
The NAFCU Journal March - April 2018 - 5
The NAFCU Journal March - April 2018 - Advocacy Snapshot
The NAFCU Journal March - April 2018 - 7
The NAFCU Journal March - April 2018 - Washington and Industry Briefs
The NAFCU Journal March - April 2018 - 9
The NAFCU Journal March - April 2018 - 10
The NAFCU Journal March - April 2018 - 11
The NAFCU Journal March - April 2018 - 12
The NAFCU Journal March - April 2018 - 13
The NAFCU Journal March - April 2018 - 14
The NAFCU Journal March - April 2018 - 15
The NAFCU Journal March - April 2018 - 16
The NAFCU Journal March - April 2018 - 17
The NAFCU Journal March - April 2018 - 18
The NAFCU Journal March - April 2018 - 19
The NAFCU Journal March - April 2018 - Growth Strategies
The NAFCU Journal March - April 2018 - 21
The NAFCU Journal March - April 2018 - Understanding Risk and Managing It
The NAFCU Journal March - April 2018 - 23
The NAFCU Journal March - April 2018 - 24
The NAFCU Journal March - April 2018 - 25
The NAFCU Journal March - April 2018 - The Board of Directors
The NAFCU Journal March - April 2018 - 27
The NAFCU Journal March - April 2018 - 28
The NAFCU Journal March - April 2018 - 29
The NAFCU Journal March - April 2018 - 30
The NAFCU Journal March - April 2018 - 31
The NAFCU Journal March - April 2018 - 32
The NAFCU Journal March - April 2018 - 33
The NAFCU Journal March - April 2018 - Best-of-Class Strategies for Retaining Top Talent
The NAFCU Journal March - April 2018 - 35
The NAFCU Journal March - April 2018 - 36
The NAFCU Journal March - April 2018 - 37
The NAFCU Journal March - April 2018 - 38
The NAFCU Journal March - April 2018 - 39
The NAFCU Journal March - April 2018 - Executive Spotlight
The NAFCU Journal March - April 2018 - 41
The NAFCU Journal March - April 2018 - Management Insight
The NAFCU Journal March - April 2018 - 43
The NAFCU Journal March - April 2018 - Compliance Central
The NAFCU Journal March - April 2018 - 45
The NAFCU Journal March - April 2018 - Inside NAFCU Services
The NAFCU Journal March - April 2018 - 47
The NAFCU Journal March - April 2018 - From the President’s Desk
The NAFCU Journal March - April 2018 - Cover3
The NAFCU Journal March - April 2018 - Cover4
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