Pop-ups are used on almost every website nowadays as a lead generation tool. An outbound lead generation campaign is a great way to spend your demand generation budget to create a slick lead ad or Facebook ad that takes your potential lead to a top-notch landing page to convert them into your next new lead. However, pop-ups are a cost-effective method to assist your social media lead generation plans. Chances are, you have already encountered thousands of them. At first glance, they may seem to have a bad reputation due to their intrusiveness to user experience, but if used correctly, they can be a powerful tool to help marketers in generating leads by enabling more user friction with the website's content. Although pop-ups are sometimes used as a last resort to ensure your inbound lead generation efforts are fruitful there are multiple ways to use this versatile lead generation technique whether it's B2C or B2B lead generation. Software Sumo reported that their clients collected 23,645,948 email addresses through pop-ups in less than two years. Lead generation marketing doesn't end with content marketing, email marketing, or a well-designed landing page that is aimed at your target audience. It’s simple, if you cater to your buyer persona and target audience and deliver content accordingly, pop-ups will work! Especially in B2B lead gen, with the assistance of pop-ups your next thought leadership blog post could be the source of your next sales lead.
Before you go ahead with using pop-ups to supplement your inbound marketing plans, ask yourself, what value proposition are you offering to the user? Is it something they find valuable enough to entice them to download your content or sign up for your email list? How can you use pop-ups to divert a prospective customer to this content? It is essential to have a well-defined content marketing strategy before implementing pop-ups on your website.
The key considerations when using pop-ups on your website are mainly, which type to use and more importantly when should they 'pop-up' in front of the user. Timing is everything; users have become accustomed to expect pop-ups and banners when looking for discounts, offers, or additional information.
Keeping that in mind, let's look at some different types of pop-ups that a B2B marketer can implement on a website to build a lead generation strategy that reaches potential customers, increases your conversion rate and acquires potential leads to fill your lead generation funnel.
Exit Intent Pop-ups
According to wise pops: on average customers report a +300% increase in their list-building efforts when they set up exit pop-ups.
An exit pop-up is a pop-up that is triggered when a user attempts to leave the site. These pop-ups serve the purpose of trying to convince the user to stay on the website. One of the ways this can be done is by providing a discount or to showing them some top-selling products that they might have missed. Information can be collected by asking for their email address by promising updates on the latest offers and discounts. Here is an example from PixelMe:
Your target audience could have landed on a page like this via social media and is much closer to being a qualified lead than an undefined user. In the described situation, your outbound lead generation strategy has been efficiently linked with your landing page with the use of a pop-up.
These are the pop-ups that are set up to show right at the moment your visitors land on your website. They are usually quite intrusive, as they block the viewer from seeing the page they’ve clicked on until they engage with you. On the other hand, when used carefully, entry pop-ups can be extremely persuasive by asking visitors to give their information in exchange for high-quality gated content. Here is an example from BarkBox:
The main advantage of using these types of pop-ups is that they enable you to customize when and where your message needs to interact with the visitor. Relevant offers, discounts, and schemes can be displayed when a visitor scrolls past a particular product, service, or blog. This allows you to only interact with specific users that show intent in purchasing your product. Here is an example:
Pop-ups can be a very high-risk, high-reward strategy due to its hit or miss nature. It’s a great way to highlight the most important content to your visitors. You need to carefully craft specific pop-ups to guide your audience’s attention. Keep in mind, clarity is essential; make sure that the call-to-action statements are concise, precise, and to the point. Use them to maximize the conversion rate from your target audience using inbound marketing techniques with a lead generation process that can get you more B2B leads or even your next qualified lead. Another important aspect would be the mobile optimization of your pop-ups, they should be designed so that they don’t affect page load times and aren’t too intrusive, failing to do so may negatively impact Google’s search rankings. In time, pop-ups will help you understand the visitors coming to your website and also how to guide them along their customer journey to add to your conversion rate. Once you've got each quality lead lined up it can get overwhelming when it comes to handling your lead management efficiently, but you can ease your marketing team's lead generation process with the help of lead generation software or using lead generation services offered by an agency. Successful lead nurturing may not have a formulaic approach across business models but pop-ups can help kick-start the process.