Why even think about lead generation?
Not every prospective customer becomes a customer at the first glance at your products or services. This is not even necessary. As a company, it is more important to stay in contact and maintain a direct line to the potential customer. To do this, you need addresses, mobile phone numbers and other information that encourages contact. In other words: leads!
If your sales staff think of new customer acquisition with horror, lead generation will not go down well either. In the digital age, this is completely different from classic acquisition. Working with a professional online marketing agency can take a lot of stress out of acquiring qualified contact data.
Not all leads are created equal – set clear goals
What constitutes qualified data of potential new customers is not so easy to answer. Every company has its own ideas about when lead generation is considered successful. The final step is, of course, to acquire a customer and initiate a successful business relationship that lasts as long as possible. On the way here, the following steps can be considered successful lead generation:
- The interested party leaves name and e-mail address in a competition.
- The user of the website signs up for the company’s newsletter.
- The user registers for a counselling appointment via the online form.
- A prospective buyer uses an online configurator to create an offer.
These examples already show how different the intention in sales and marketing can be. Therefore, as a first step, determine what you consider to be successful first steps in your customer journey. The more precisely these goals are defined, the better a marketing strategy can be built on them.
Nothing works without a strategic approach
A well thought-out and strategic approach is crucial in lead generation. This doesn’t just apply to the methods you choose online and offline to get qualified contact data. Proper management of this data is crucial to ensure your sales force has a better chance of closing a sale.
Ideally, the collected data feeds directly into a CRM system. All relevant employees in sales and marketing should have access to this system. The entries also show which efforts have already been made to reach the prospect or customer. Keyword: remarketing and retargeting.
If the technical introduction of such a system has been delayed until now, it is even more worthwhile to work with an online marketing agency. Based on the size of the company and the available budget, a digital agency will show solutions that are precisely dimensioned for the respective company.
Important measures of lead generation
For the acquisition of qualified contact data, clients of a web agency have a wealth of online and offline measures to choose from. Even if offline methods are established from raffles to flyers, online measures are steadily gaining in importance over the years. The most established methods, which may also suit your company, include:
- Email marketing and the sending of individual newsletters
- Active interaction with interested parties via social media
- Use of video formats, for example via YouTube or Loom
- Presence in podcasts and other digital media
- Publishing e-books and whitepapers
The list is neither exhaustive nor can it be applied equally to all companies. An analysis of the target group, as with classic marketing measures, is crucial so that efforts do not come to nothing. If, for example, lead generation is planned via social media, it must be clarified which networks are preferably used by customers.
Technical solutions for raffles, vouchers & co.
Individual measures for lead generation require different technical foundations. In email marketing, no one will want to write individual mails to all prospects. Here, a semi-automatic, individual design of the content of mails and newsletters is the right approach.
When it comes to handling competitions and sweepstakes, ONELINE relies on its in-house platform Win4Win. Here, a quick creation of sweepstake landing pages is possible, with the competition platform serving as a central contact point for online users from all over Switzerland. This not only increases awareness among potential new customers, but the technically secure handling of the competitions is also assured via Win4Win.ch.
With Win4Win to new qualitative leads
Win4Win is the largest competition platform in Switzerland. Here, the best competitions and prize draws can be launched and instant prizes dusted off. By registering interested parties for a competition, data can be generated that can become a potential clientele. With the double opt-in, this data is confirmed a second time, which turns it into qualitative leads.
In order not to fish only in their own pond, the marketers of Win4Win have found a solution to put an end to this problem. They are convinced of the idea that you can achieve greater results together than alone. That is why synergies are used – where it makes sense.
By grouping brands with a similar target group, you get contact details of potential customers that you would not normally get. This way you get a lot of high quality leads that can increase your performance.
Rethinking lead generation with ONELINE
Has your company already tried to sensitise marketing and sales to the topic of lead generation? Don’t leave the search for qualified contacts and potential new customers to chance. With an online marketing agency like ONELINE and platforms like Win4Win.ch, you can rely on tried and tested lead generation solutions that help to implement a strategic approach suitable for the respective target group. You will reap the rewards of this cooperation in the near future with many new customers and a significantly increased performance.
