Forget milkshakes (although they might work, too). When you want to bring qualified leads into your brand’s yard, surveys can help you find your perfect match(es). But we’re not talking about just any form or survey – you need the right one to move participants through the process and ensure they’re the kind of potential customer you’re looking for. So get that monkey off your back and start using a data collection tool that works.
But no one can make data collection sexy… or can they?
Lead generation is a little like online dating. The possibilities are endless, and they all look good on paper. Maybe, once the initial contact is made, there’s a little spark. It’s a rush of potential and possibility. And then, for one reason or another, it fizzles. When you move onto the next, you’re a little smarter, a little savvier, and you know the right questions to ask.
Building a lead gen survey takes you through the same process (without the awkward first date). But you have to ask the right questions in order to eliminate the time-wasters and find something that lasts. This is especially important for Saas and fintech companies that need to conserve their time for leads that most align with their brand. At First Page, we use Typeform to identify qualified leads we feel are worth our nurturing efforts. These are the potential clients we see a future with, the ones we want to get to know better before we put a ring on it.
Why We Swipe Right for Typeform
It Protects Our Valuable Time
Not to brag, but we get a lot of potential clients hitting us up for our number. But in the case of lead generation, we like to take it slow. And we want to make sure our founder, Jeanna, isn’t spending precious time chatting with unqualified or uncommitted leads. That’s why we created a typeform for our contact page to walk interested leads through an in-depth and detailed survey. If they make it to the end (and they meet our qualifications), they can schedule a one-on-one call with Jeanna. With Typeform, we were able to craft a survey that asks the hard-hitting questions and ensures leads are looking for a long-term relationship.
It’s Easy for Survey Takers and Makers
Typeform doesn’t just ask questions; it starts a conversation. Its intuitive platform anticipates and suggests questions that will move your leads toward completion. The template library covers nearly every form, survey or quiz need you might have, and helps you design a visually appealing and engaging form your leads will enjoy taking. Integrations enable you to follow up with your most qualified leads via email in a snap.
It Offers More Than Just Contact Info
Names, numbers and email addresses are great, but they don’t get you any closer to actually understanding your leads, or knowing what they need to convert into a customer. With Typeform, you can create surveys that give you insight into what makes potential customers tick. As Moz founder Rand Fishkin discovered, this was invaluable in bringing a new product to market and finding the right audience for it. But Typeform can be used in many other way, as well, like conducting market research or online focus groups. These are especially valuable tools for Saas and fintech companies who want to test new ideas and products before they’re released to consumers.
It’s Adaptable and Scalable to Your Needs
Quizzes are fun, surveys are tolerable and forms are drudgery. But it doesn’t have to be that way. With Typeform’s Drop Off Analysis, you can find the exact spot that the spark died, and adapt your typeform to rekindle the flame. There are many reasons respondents stop before completion, but with some of these best practices, you can ensure your typeform will keep them hooked.
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Ask the right questions. Typeform has found that closed-ended questions get the best results. That may not work when you need more insight into your audience’s thoughts, feelings and experiences, but it’s always a great idea to sprinkle in some easy questions to encourage them to keep going. Dropdowns, multiple choice and picture questions nearly always perform better. Keep it visually interesting and be sure to speak in your brand’s tone and voice. Think of your survey like a telephone; not a megaphone.
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Throw the softballs up front. In a study, Typeform discovered that the largest percentage of drop off happens in the first two questions. The further along they get, the more likely they are to complete. The takeaway? Don’t be too eager, and don’t come on too strong. Ask the no-brainers at the start, and give respondents a chance to warm up. Once they do, you can layer in the hard-hitting questions.
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Set their expectations. Research shows that when a survey clearly states an approximate completion time, respondents are more likely to take it. Completion estimates of 1-6 minutes draw more participation. But be warned: surveys longer than 7 minutes saw a significant decline. If your survey is running past this, consider shortening it, or testing out a faster version.
So, when it comes to using surveys (or milkshakes) to bring leads to the yard, I can teach you, but I have to charge (JK, this info is totally free!). Take some time to explore Typeform’s platform, and if you want to see how we’ve put it to use, you can fill it out on our contact page (just don’t expect to score Jeanna’s digits unless you’re a match). And if you’re working on your lead gen strategy for 2021, check out the top tools, including forms and surveys, you need in your techstack this year.
