Do Lead Generation and go from anonymous user to qualified lead: find out with us how to acquire contacts that bring relevant information to your business.
On the Web, it is no longer enough to be there. A website as well as an eCommerce channel represent an important showcase for a company that, however, runs the risk of remaining as such and an end in itself if the users who access and navigate it are not involved and engaged
All of this for companies that choose to orient their business to the online world represents a risk and very often also a significant economic damage, given the large investments that are often incurred in order to acquire traffic to target their website.
The figure for users who choose not to release data and contact information while browsing is quite staggering. According to the latest November 2019 update, only1.8 percent of users choose to “reveal themselves “and well over 98 percent choose to interact anonymously.
But how can this trend be reversed, and if we want to seize the positive side of it, how can we make the most of the enormous potential represented by anonymous users for our marketing strategies?
Lead generation: turn an anonymous user into a valuable contact
In marketing, lead generation strategies have gained prominence in recent years even in light of the steady increase in advertising costs.
To understand more fully what a lead generation strategy consists of, let’s take a step back and start with the definition of “lead“.
Literally translated, the term lead means “potential customer.” , in reality we can ascribe to the latter a far more important value that allows us to distinguish it from the contact prospect.”
If by prospect we can in fact consider a contact potentially interested in our business proposal, the lead is a potential customer who, in addition to having expressed interest, has provided valuable contact data as well as consent to receive information of a commercial nature
Here then, with the term “lead generation” is to identify a whole series of activities aimed at the acquisition of qualified contacts, that is, characterized by contact information that can be best exploited by the marketing and sales department of the company.
B2B companies but not only: the value and importance of a lead generation strategy is also found in the B2C arena where data and contact information are critical for marketing activities aimed at customer retention.
A strategy for success: it all starts with data
Very often when referring to lead generation strategies, the thought immediately flies to ADS campaigns that can be carried out with this very goal in mind, but let’s go back for a moment to our anonymous users who choose to visit our site without releasing contacts.
How can we break down the wall of anonymity here and stimulate users to provide us with useful data and information that can be used to improve and enhance their browsing and/or purchasing experience?
Even as anonymous users release so much valuable information:
- Sections of the site consulted and content read;
- Products and services consulted;
- Inquiries or partially filled out forms;
- Frequency with which the site is visited;
- Geographic area from which it navigates.
All this information can be collected, from time to time enriched and, thanks to the contribution of artificial intelligence, used as the basis for personalization activities.
Having information and knowing the users’ intent can in fact help to offer them relevant content, and for marketers and strategists, the possibility of creating campaigns aimed precisely at lead generation and qualification of the contacts collected is thus on the horizon.
On-site lead generation: start with a good lead magnet!
Do you want to target a lead generation strategy and want your website to become the central asset of your strategy?
The first step in making it all work is to start with the implementation of a lead magnet, which is a free resource or incentive that attracts your potential users by stimulating them to drop a contact, be it even a simple email, to receive it.
Persuasive, interesting, and above all, useful: just as the theory of the inbound marketing, the first step is to attract the user, and to do this, it is appropriate to understand the needs, requirements and expectations of our target audience.
To do this, we recommend that you.
- Start with studying your buyer personas;
- Study your competition;
- Analyze search volumes and keywords to understand and understand interests around your services.
Very often in eCommerce, the lead magnet ends up being a simple discount to be applied on the first purchase, but what if even then it was something more original like a gift guide?
There are different types of lead magnets (ebooks, infographics, checklists, trial versions, discounts). It is always important to identify the one that best suits your business, or why not, the ones best suited by in order to field a funnel that accompanies your user, naturally transforming them from a registered user to a loyal customer!
