{"id":11752,"date":"2024-08-02T16:38:12","date_gmt":"2024-08-02T21:38:12","guid":{"rendered":"https:\/\/farmjournal.com\/?p=11752"},"modified":"2024-08-02T17:07:55","modified_gmt":"2024-08-02T22:07:55","slug":"5-reasons-your-lead-form-isnt-working","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/5-reasons-your-lead-form-isnt-working\/","title":{"rendered":"5 Reasons Your Lead Form Isn\u2019t Working"},"content":{"rendered":"\n

Picture this. You\u2019ve been tasked to launch a marketing campaign that delivers warm, qualified leads. You\u2019ve spent months in preparation. The creatives have carefully designed the ads, the media planners have chosen all the right tactics and timing, and your database partner has carefully designed your target audience to ensure you\u2019re reaching the right prospects. The metrics are in! CTRs and viewability are phenomenal, but the client isn\u2019t happy. The problem? Nobody filled out the lead form. So what do you do when all seemingly went right, but the one thing that matters still didn\u2019t happen? Consider the form itself. I\u2019m a lead generation subject matter expert with Farm Journal and these are the top five things I tweak that make all the difference. <\/p>\n\n\n\n

    \n
  1. Are there too many questions?\n
      \n
    1. This is not a place to sneak in your market research questions. When designing your lead form, the goal should be to capture only the must-have information. I\u2019ve found 5-7 questions to be a nice sweet spot between keeping the necessary questions on the form while avoiding user fatigue. One tip is to ask your database partner which fields can be found via a match back, such as basic demographic information. Also, consider which questions might be best left to conversations down the road with sales or customer service.\u00a0<\/li>\n<\/ol>\n<\/li>\n\n\n\n
    2. Does the audience view the questions as too personal?\n
        \n
      1. When viewing these forms as marketing professionals, it\u2019s easy sometimes to forget the questions we\u2019re asking are about someone\u2019s personal business and residence. Number of head of cattle or Gross Farm Income (GFI) might be just another data point to you, but may prove too personal for a farmer. I\u2019ve also found mandatory mobile numbers to be a place many prospects begin to sweat. If you haven\u2019t gained the person\u2019s trust yet (and you likely haven\u2019t since these are prospects), these questions may make them uncomfortable and deter them from filling out the form altogether.\u00a0<\/li>\n<\/ol>\n<\/li>\n\n\n\n
      2. Did you pull a bait and switch?\n
          \n
        1. If your ad mentioned educational content like an ebook on soybean cyst nematodes or a webinar about avian influenza in cattle then your landing page should reflect that. Many times I think we\u2019re so excited about getting the prospect to our page that we think this is the time to begin our sales pitch. Spoiler alert, it\u2019s not. Focus your landing page copy on the farmer and the problem they\u2019re trying to solve for. Tease what they will learn from downloading your content. If your company or product name is in the first paragraph, you\u2019re doing something wrong. Imagery is similar. Ensure it\u2019s farmer-focused and relevant to the content you\u2019re promoting. It shouldn\u2019t be filled with product photos and logos.\u00a0<\/li>\n<\/ol>\n<\/li>\n\n\n\n
        2. Is the lead form not prominently displayed?\n
            \n
          1. At times I\u2019ve had clients who wish to display other content on a lead form such as a series of videos or written stories. Many times this isn\u2019t an issue and can even benefit the consumer journey. However, if you find that the additional content is pushing your lead form further down the page to where a prospect must scroll to access it, otherwise known as below the fold, this could be causing friction in converting leads. In this case, consider simplifying and\/or rearranging your landing page so that the lead form is the clear Call to Action (CTA). A side widget can be a great option for this.\u00a0<\/li>\n<\/ol>\n<\/li>\n\n\n\n
          2. What is the prospect receiving in exchange for their information?\n
              \n
            1. A loose CTA of \u201clearn more\u201d likely won\u2019t glean the number of leads you\u2019re hoping for. Consider including instead an immediate offer that is relevant to the audience and your business. A series of high-impact content with an educational focus is a great way to capture relevant leads. For example, for one ag chem company I\u2019ve worked with we created a series of checklists by season that weaved in application related information and ways the client and their products could help. I\u2019m also frequently asked about giveaways. Giveaways can be great tools in capturing a large amount of leads quickly, but they do open a number of other issues in terms of quality of leads. If you do opt for a giveaway, be sure the item helps further qualify your audience.\u00a0<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n

              Have questions or want to share feedback on other ways you\u2019ve seen lead generation work? Feel free to reach out to me or your National Account Executive.<\/p>\n","protected":false},"excerpt":{"rendered":"

              Picture this. You\u2019ve been tasked to launch a marketing campaign that delivers warm, qualified leads. You\u2019ve spent months in preparation. The creatives have carefully designed the ads, the media planners have chosen all the right tactics and timing, and your database partner has carefully designed your target audience to ensure you\u2019re reaching the right prospects. […]<\/p>\n","protected":false},"author":1,"featured_media":11753,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[103],"tags":[],"post-author":[106],"class_list":["post-11752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","post-author-alexa-hunziker"],"yoast_head":"\n5 Reasons Your Lead Form Isn\u2019t Working - Farm Journal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.farmjournal.com\/5-reasons-your-lead-form-isnt-working\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Reasons Your Lead Form Isn\u2019t Working - Farm Journal\" \/>\n<meta property=\"og:description\" content=\"Picture this. 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