by Dan Fossaceco, Lead Generation Director at REaD Group
Now that the GDPR dust has settled and everyone’s had a moment (has it really been 5 months!?) to catch their breath a little, I thought it might be a good time to discuss lead generation. Based on our many collective years of experience in the Performance Marketing team at REaD Group here is our take on the WHO, the HOW and the WHAT of performance marketing. First piece of advice, treat it with respect. When it’s done well it can be an immensely powerful and impactful tool, but when done badly…it can go ohh-so wrong!
Before embarking on a campaign, you should carefully consider the following three questions:
WHO do you want to target?
HOW do you want to target them?
WHAT constitutes success?
WHO – This is probably the most important thing to think about. If you haven’t identified your ideal consumer profile, then there isn’t really much point! You should be aiming to create tailored campaigns that appeal to the audience you’re trying to attract, as this is imperative to sustained success.
When you get this right, the volume shouldn’t affect your ideal customer profile and leads should still be giving you that ROI you’re looking for.
HOW – Here comes the tricky part. There’s no one method…but many! You’ll also find that different traffic sources will give you different results. The challenge is to choose the plan of attack that makes the most sense for you.
For example, a more universal product such as utilities would lend itself to a volume-driven approach as there are multiple product choices available to the end consumer. On the other hand, for a high value or niche product you would want to adopt a method that provides you with a smaller amount of more qualified leads.
It really is well worth taking the time to plan your approach rather than blindly launching a campaign – it will save you a lot of time in the long run! If you throw too large a net when you don’t need to you will only end up with large volumes of consumers who will need further qualification before any potential sale.
WHAT – This is an incredibly important question (ok…they’re all important). It should be very straightforward for marketers to answer, but increasingly it’s not as black and white as you might think. What is it exactly you’re trying to achieve? Are you looking to diversify your customer base? Or maybe looking to promote a more expensive product? Unless you know from the outset what you’re looking to get out of your campaign, you’ll find it impossible to understand whether it is ‘successful’.
So, allow me to let you in on the secret – if you really want to ensure that you’re practicing good lead generation as opposed to bad…you must QUESTION EVERYTHING.
If you make sure that you’re asking (and answering) these questions, then there’s no reason you shouldn’t get the most out of your lead generation and have successful campaigns flying out the door!
If you’re ready to ask these questions get in touch with a member of the Performance Marketing Team and we’ll be happy to help!
By Dan Fossaceco, Lead Generation Director at REaD Group
As we look back on the developments of 2017, there are some things we expected to happen and some things we didn’t.
We expected there to be a clamour around GDPR and we expected ‘experts’ to come out of the woodwork to tell us everything would be alright…as long as we completely changed everything we knew about the consent, the processing and the holding and management of data.
We didn’t expect there to be a simple solution.
As Captain Kirk once said ‘Hang on tight and survive. Everybody does’
But will they?
Change is key, and adapting to change is more important than ever.
There isn’t a simple solution, but taking each part of GDPR individually makes it easier to digest, and what this piece will attempt to go over is the acquisition of new consumers – just how do we ensure that we have consumers to contact in June 2018?
The first thing to discuss is the sales funnel, because we all use it.
‘For every ten people I contact I will make one sale – I need to make 10,000 sales so I need to ‘‘buy’’ 100,000 contacts to make my sales.’
Post GDPR this WILL become more difficult; properly consented data will be harder to get hold of. The hoops that processors and owners of data will have to jump through will increase. That’s not to say it will be impossible, but it will be harder.
So all doom and gloom?
So what exactly are we purchasing?
Let’s break down what we were purchasing – we weren’t purchasing a consent, (albeit a 3rd party consent) – we were purchasing sales, not contacts.
When it comes to having clear and concise consent, there is no doubt that first party is the aspirational standard. There are a variety of means to obtain a first party consent
- through lifestyle surveys
- pushing traffic directly into a bespoke landing page
- or re-consenting the data which is already held.
By obtaining 1st party consents ahead of May, brands will be in the best position to continue to communicate with prospective and existing consumers.
But what about the volumes? Let’s look back at the original statement:
‘What exactly are we purchasing?’
If we are purchasing sales and not contacts then the most important change that needs to take place is conversion.
The best way for consumers to increase their engagement with brands is to actively seek them out for communication; this can happen in two ways. Either via inbound communications through website or aggregator sites, or by gaining the initial interest using third party websites – this gives the comfort of a first party opt in with the added benefit of it being based on performance.
It’s proven that a solid relationship with consumers increases engagement and buying levels, so why not get the consumer to do the initial work for you and ask to be contacted?
Maybe we all need to calm down a bit and understand what makes our businesses tick; its customers, and customers who WANT to interact with our brands, are invaluable.
Finally, to finish off with another quote from the enterprise…albeit tweaked – ‘its data, Jim, but not as we know it.’