With increasing frequency we are hearing about lead generation campaigns as an integral part of brands’ marketing strategies. Increasingly high advertising costs, users less and less “swayable” by generalist campaigns have contributed significantly to a paradigm shift, paving the way for so-called permissive marketing, an approach that makes building a trusting relationship with the customer one of the cornerstones.
Although the sale of a product/service undoubtedly remains the ultimate goal, the path to get there becomes less direct: no longer a direct, generalist advertising message aimed at a purchase, but personalized informational and promotional content sent only to those who have consented to receive it-inbound marketing strategy.
The result? A strategy that maximizes conversion rates, allowing you to focus only with highly profiled targets that are more predisposed to ‘final purchase.But let’s take a step back and return to lead generation, the first phase of our strategy!
Lead Generation: what is it and what are the goals?
As anticipated, one of the most important goals of a good inbound marketing strategy (more generally defined as a permission marketing strategy) is definitely theacquisition of new contacts. The set of actions that a company puts in place to achieve this goal is precisely defined as “lead generation“. A user is defined as “lead” when he shows interest in a particular type of product/service, getting in touch with the company and releasing his data. Therefore, the creation of lead generation campaigns is of vital importance to the company because they allow it to expand the base of potential customers.
Lead generation campaigns: some practical examples
Creating an effective landing page (landing page) for our campaigns equipped with forms is undoubtedly the basic way to implement a lead generation campaign. However, there are several ways to implement lead generation campaigns. Here, then, are some useful tips to grasp on the fly!
Activate your lead generation campaigns in anticipation of particular promotions
Sales, Black Fridays, and timed offers are unmissable opportunities to get great results through the activation of lead generation campaigns. Before Black Friday, for example, you could run a campaign that invites users to register to receive additional exclusive promotions.
This is the case with Mondo Convenienza, which , on the occasion of the last Black Friday, sent, about 20 days before Black Friday, users to sign up for a Gold List in exchange for a preview of promotions.As you can see from the image above, the message inviting them to sign up appeared on the home page. By clicking on “Sign up,” the user was redirected to a landing page containing a form.Once signed up, he or she received a preview of the offers via newsletter.
Win over your potential customers by offering them free informational content
Offering free content in exchange for filling out a form is perhaps the most widely used strategy for a lead generation campaign. In fact, creating content such as e-Books or infographics, which deal with a specific topic that may be of interest to the users you target, allows you to go out and create lists with contacts who already show a keen interest in a particular topic. This simplifies from the outset the segmentation of your audience. For example, if we have an e-commerce of household items that also sells kitchen utensils and we have a blog of content related to cooking and home care, if a user downloads, the content “Recipe for making grandma’s cake,” we already know that we are not going to contact him again by proposing products dissimilar to kitchen users useful for creating cakes. We have also activated this strategy on the Blendee site.
Create campaigns with Facebook ADSIsocial offer the possibility of approaching potential leads in different ways.With Facebook Lead Ads you can go and request directly on Facebook to leave contact in exchange, for example, for a discount.Gathering contacts directly on social allows you to shorten the time in which the customer may go to leave the information by simplifying the process.
Lead generation campaigns with Blendee: here’s how to do it
Blendee offers numerous tools to help you increase conversions into leads from users browsing your site.Let’s look at the Blendee features put in place relative to the three examples above:
- Behavioural Messages In the case of Mondo Convenienza’s campaign, a Push Bar was created containing the text and CTA to link to the list signup page.Creating a pushbar with Blendee is extremely easy thanks to the preconfigured templates that you will only have to customize according to your needs
- Dynamic Smart Forms Any lead generation campaign must include a form to collect data of course.Blendee provides a Form creation system that you can simply integrate into your portal or within a specially created Behavioural Messages.
- Facebook Lead Ads With Blendee you can automatically import Facebook form subscribers and make them immediately actionable through segmentation. You can then re-contact your customers with an email an SMS or push or customize the portal with specific recommendations aimed at this group of users.
Try your hand and create your own lead generation campaign, too.
