Online Lead Generation and Consumer Prospecting
Generating good quality leads and new prospects is a tricky business, and if you don’t know what to expect, it can rapidly swallow up your whole marketing budget whilst leaving you with very little value in return. There are many companies that will ‘promise the earth’ and in the end deliver ‘not a lot’. At groupO we always focus on delivering leads with the highest propensity to generate sales straight away, or at the very least, quality leads that have the best chance of converting at a later date ‐ groupO is not focused on low quality, high volume lead generation campaigns. We use a range of channels to generate our clients new prospects and leads. Email marketing of course, but in addition, we host our own data collection pages, and, own and manage a number of dedicated lead collection sites. We can set-up ‘in‐banner’ datacapture display campaigns, find you the right blog sponsorship, and we can even offer celebrity endorsements through their own Twitter and Facebook accounts, all of which is to gain you the maximum return on your investment (ROI). All of these options are available with one simple goal in mind – to deliver our clients a new customer, a new prospect, someone that is actually engaged and truly interested in your brand, and ultimately, wants to become YOUR new customer. Know your boundaries: a lead should not be asked to give away personal information that is not relevant for your product or service. Be transparent: be clear about what the user is signing up for, and how they will be contacted e.g. email, phone call or direct mail. Opt-out is key: the lead should be able to unsubscribe from any further marketing communications at any time he or she desires, and you must agree to deactivate or delete the user in accordance with current IAB guide lines and legislation. Stick to your incentives: the incentives to encourage the generation of leads should always be clear and terms and conditions should be in place to avoid any legal implementations. MAKE YOUR INCENTIVE RELEVANT – consumers are more engaged if they see continuity between the offers and the brand. Obtaining your leads: when using a lead generation supplier, there are several options to obtain your generated leads. Real-time data transfer is the best option as it will enable you to start your marketing programme as soon as the lead completes the form. This is normally done through a live feed. Batch delivery is another option and files should be transferred securely via a password protected FTP or SFTP or at the very least a CSV batch file can be organised. Remember to clarify the frequency your supplier delivers the leads and create a receipt of confirmation after each delivery. Act while the lead is hot: It is important to start communication while the consumer has engaged with your brand. Before starting any lead generation campaign set up a welcome programme, and build a marketing strategy around your new prospects with a clearly defined customer journey in place to enable them to convert into newly subscribed and paying customers.Advertisers spent over £800m in 2012 on Online Performance Marketing activities including affiliate marketing and lead generation. Generating £9bn in sales, this equals £11 for every £1 spent
IAB UK 2013
Leads Qualified and Delivered
All data has a value – success comes from understanding what that value is.
What are your key objectives for using OLG?
Build up your own prospect database with similar profiles to those of your existing customers?
Break into new markets?
Help promote a new product or event?
Kick start a social media campaign by driving traffic to your fan page?
Gain customer insight through surveys?
Top rules when conducting a lead generation campaign