Every digital marketer understands the importance of making relevant and captivating content. However, while engaging content pulls people in, data capture content helps them stay. How can you leverage data capture content for your brand’s website? Let’s examine the inner workings of this and how to take advantage of it.
What Is Data Capture?
Data capture is a marketing method that allows websites to collect customer information from visitors. The goal is to collect their information by providing them with something valuable. The collected data helps marketers analyze customer behavior and deliver personalized experiences to turn visitors into customers.
How Does Data Capture Work?
Data capture from blogs or other websites is fairly common. The technology has become more sophisticated over the years. Previously, it was limited to annoying pop-up ads that forced visitors to open another tab. They have recently become onsite popovers within the customer’s current browsing tab. Customers trigger popovers by exhibiting certain behaviors.
For example, some customers might return to a website after they left a booking unfinished. The popover can guide them to return to where they previously were and invite the consumer to fill in forms for an incentive like a voucher. Another example of a data capture method is a website banner. Customers can click on these banners and fill out information in exchange for other benefits.
For instance, companies might ask for your email to sign up for a newsletter. They might entice you to fill in the form by providing a 10% discount on your next purchase.
Is Data Capture Legal?
The legality of data capture content depends on several factors, including state and federal law. Companies must abide by several federal regulations, such as the Privacy Act of 1974, the Health Insurance Portability and Accountability Protection Act (HIPAA), the Gramm-Leach-Bliley Act, and the Children’s Online Privacy Protection Act (COPPA).
In addition, they must follow state laws regarding consumer data privacy. One of California’s strictest consumer privacy protection acts is known as the California Consumer Privacy Act (CCPA) of 2018. It applies to all businesses that gather personal data from consumers and protect their rights to know, delete, and opt out of information collection. Moreover, it protects consumers from being discriminated against for exercising their rights to privacy. The state also updated in 2020 to give them the right to correct inaccurate information and limit disclosure or use of sensitive information.
Other states, such as Virginia, Colorado, Utah, and Connecticut, are following suit and have implemented similar state-level data privacy laws. Marketers must review these state laws before using data capture content.
The Benefits of Data Capture
Intelligent capture software can be integrated with almost any website or platform. While it can be complex for new or smaller businesses, the benefits are tremendous. Here are the main reasons for leveraging data capture content.
1. Personalized Recommendations
Data capture content provides valuable information about what customers want. By understanding them better, companies can make improved product and service recommendations to ensure sales.
2. Increased Subscription Rate
Companies can increase the rate of subscriptions by enticing consumers to subscribe to the brand’s newsletter through data capture. Brands can include them in email marketing lists and provide newsletter content, promotional materials, and sales alerts.
3. Increased Sales
Data capture moves visitors further down the sales funnel and turns them into sales. Through data capture content, users may be informed of price drops, low stocks, and replenishments, which encourages them to purchase your products.
4. Improved Customer Experience
Brands that understand their customers can more easily personalize customer experiences through on-site recommendations and pop-ups. Clients no longer have to sift through irrelevant data to find what they need faster.
5. Better Customer Loyalty
Companies can encourage customer loyalty by providing incentives. Data capture content like ebooks, templates, or templates offers more value to the customer beyond the product itself. It builds trust and improves their impression of your brand.
Types of Data Capture Content
You can use numerous types of data capture content to entice consumers. Here are the most common ones you can include in your digital marketing strategy.
- Toolkits. Toolkits serve as a practical source of information for clients.
- Templates. Templates offer pre-made documents or spreadsheets that help customers make plans or perform specific actions.
- Checklists. Checklists list things that cover a specific process or action plan.
- Models or Frameworks. Frameworks provide an easy way to understand more technical topics.
- Infographics. Customers can learn key information by seeing it laid out in an easily digestible infographic.
- Tests. Tests help brands gather information by asking customers to take a test. Tests often ask for customer emails at the end to deliver the results.
- Sign Up Access. Customers can sign up or become a member to access free resources.
- Ebooks. Electronic books provide in-depth discussions on a topic and offer insights and tips.
How to Capture Data Through Content
Capturing data is not always easy. Marketers need to understand what works and what doesn’t with their customers. Here are a few things to keep in mind before you capture data through content.
1. Stick to Relevant and Simple Data
The data collected should be helpful to your brand. If your company does not need to know about a customer’s age or favorite color, it’s best not to ask. Customers dislike sharing too much information, so sticking to the most relevant facts is best.
In addition, make sure to use simple language. The data capture prompt must be easy to read. They should not have to read long-winded essays or complex paragraphs to understand what you’re saying. Otherwise, they will likely exit the pop-up.
2. Be Honest
Whether you’re asking for personal information or just an email address, customers can get very protective over their data. Make sure to be honest about what you will use the data for. Moreover, showing them your company policies might be helpful so they can trust you.
It’s also important to obtain their consent for marketing materials. Most customers do not want to be bombarded with too many brand marketing materials, so it’s best to give them the choice to tailor the messages they will receive.
3. Provide Value
Customers need to see why they should share their information. Be clear about what you can offer them. For instance, many brands set up loyalty programs where customers can earn points. They may also provide vouchers or free shipping on certain occasions.
4. Keep Branding Consistent
Consistent branding builds trust and allays suspicions. Be wary of using creepy or suspicious language when creating popovers or data capture forms. It could effortlessly chase them away.
5. Safeguard Consumer Data
Keep consumer data safe at all costs. A security breach could compromise their trust in your brand, and it could even ward off other potential clients who might hear about the incident.
6. Use Specialized Web Data Capture Software
Intelligent content capture can be difficult without the right tools. Thankfully, you can integrate plenty of content capture software and other resources with your website.
- Jotform. Jotform is a free popover form creator for contact information, feedback, and subscriptions.
- Unbounce. Unbounce creates pop-ups, sticky bars, and landing pages for clients. It also provides A/B testing and artificial intelligence optimization.
- Omnisend. Omnisend provides an automation library and email templates and uses consumer information to boost engagement.
- OptinMonster. OptinMonster uses geolocation targeting, built-in pop-up templates, gamified wheels, and exit intent to capture data.
The Bottom Line
Data capture content is beneficial for both brands and consumers. Marketers can get the data they want to personalize customer experiences. Customers get certain benefits, such as useful information or resources. Follow all local, state, and federal regulations to protect your company from liability.
Tanner Grey offers digital marketing services to all kinds of companies. Call us today at 844.500.1339 or contact us online for more information!
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