Used to its full advantage, online lead generation can be a powerful tool for digital marketers. However the campaign can only be truly successful if you start with an understanding of the basics.
The first important point to understand is what constitutes a qualified lead. This is when a user signs up to your regular communications, giving their contact details and profile preferences. The consumer has given their express permission to be contacted by you by completing this action.
The next consideration is: what are your key objectives for using online lead generation?
There are many benefits to online lead generation campaigns, but by far the most advantageous is its cost effectiveness. Other benefits, such as the flexibility and transparency to enable you to qualify your leads, are invaluable additions. Using a third party lead generation supplier, run on a CPL (cost per lead) basis, allows you to obtain certain attributes including age, gender, location or interests. The third party can offer a complimentary product as part of a partnership with your brand or collect leads on your behalf, known as co-registration.
A clever lead generation campaign can fulfil a number of objectives, ranging from building your database to breaking in to new markets. The campaign can be used to ensure a peak of traffic to your site when launching a new product, campaign or event. Companies will also use online lead generation to increase new business prospects, kick start a social media campaign or gain further insight into customer opinions through market research surveys.
I have put together the top 5 rules I think any marketer should be taking into consideration when you are conducting a lead generation campaign:
1. Know your boundaries – do not ask for information during the sign up process that isn’t relevant to the campaign, product or service.
2. Be transparent – Consumers are far more savvy to spam email now than ever before. Be clear about your communication method and frequency to retain engagement.
3. Make opting-out easy – Your consumers should be able to opt out of your communications at any time. Making this process accessible will retain the trust built up with the brand and avoid harmful worth of mouth complaints to recipients friends, family and colleagues.
4. Obtaining your leads – When using a third party supplier, make sure your leads are delivered in the best format for you to be able to process them quickly and efficiently. You can choose from batch delivery via a secure ftp from your supplier at an arranged frequency or real-time data transfer to get your marketing programme started as soon as the lead comes in.
The concluding point, which is at the heart of ensuring your campaign is a success, is: Act while the lead is hot! While the consumer is engaged with your brand it is the perfect opportunity to start your communication and convert them from a prospect to a customer.
