Next Generation List Building And Lead Generation
Online list building and lead generation is moving away from being a traditional
quantity based medium as there is more focus from advertisers on quality. And, as quality becomes more of a competitive differentiator for the lead providers, the importance of generating high quality leads is increasing.
For advertisers, lead quality directly relates to the Return on Investment they can achieve from their campaign, so lead providers will be judged on the quality of lead they can generate. Lead quality also depends on how the leads are going to be processed and converted into sales.
The challenge is to upset the general rule that 20% of customers create up to 80% of revenues for a typical company. One way of doing this is by generating and converting the leads you already have more effectively.
In gathering proactive leads there are a few simple rules to follow:
1.You must incentivise and reward visitors for registering by giving them something of value.
2.You must keep their registration experience quick and easy.
3.The user must be clear that their details will be used for marketing purposes in advance.
4.You have to be able to convert someone from a contact to a genuine lead without losing their agreement to do so.
The problems arise with #1 in that giving someone something of value online which still allows you to make a profit on the lead is tricky.
The compromise between quick and easy in #2 and gathering sufficient information to be able to use the contact details is another issue and as for #3, two words spam filters.
#4 is the trickiest. The drop off rate from contact to genuine lead is immense which is why lead gen companies process squillions of contacts just to come up with a few thousand genuine leads for their customers and they need to replenish their contact lists every day.
Many people are now building lists successfully using social media networks where people arent actually aware that they are becoming part of a list by becoming fans of or interacting with corporate pages on Twitter, Facebook et al. But maintaining these accounts and keeping them fresh is resource intensive and for most list builders, just too expensive to maintain.
An alternative solution is to make the whole process unique to the potential lead. For example, what is the one subject everyone is interested in themselves!
Offer a professional personality profile on a subject they are interested in, such as which premier league footballer to they share the same personality traits as? Or what do they need to watch out for so they dont mess up on their personal relationships? And you immediately have a genuinely interested audience receiving something that couldnt be more unique to them if they wrote it themselves.
They receive a valuable insight to their psyche and the lead gen company gathers not only their details (which theyve ticked the approval box on before submitting) but also information on the persons natural preferences on everything - including preferred communication style.
As buying decisions are most directly affected by unique personality related traits, being able to provide personality-centric communications and adverts to suit the individual viewers natural preferences not only ticks the relevant wants and needs box but can boost sales conversion and buy-in from consumers dramatically increasing your return on investment in your lead generation.
For example, are you the personality type that reading the technical manual for a dishwasher in advance of buying is just the thing that turns you on? Companies would never dream of placing one in an online advert or email but by using personality-centric targeted advertising you can with the confidence that its hitting the right buttons for only the right people.
From industry statistics, including psychometric information increases the value of a lead by approximately 75%. Imagine being able to charge 75% more for your leads! And knowing that coupled with personality-centric communications and emails the client is going to thank you too!
For quality and return on investment the list building and lead generation industry is going to have to address the issue of quality over quantity soon and by treating every prospective lead as an individual is a powerful way of doing it.
by: Stephen Sharp
5 List Building Secrets! List Building - Refining The Lead Funnel What Free List Building Tools Are The Best? List Building Made Easy Effective List Building Techniques - How to Generate More Traffic The Importance of List Building List Building Secrets 101 List Building – Double vs Single Opt-In List Building Secrets You Should Know Ad Swapping For List Building And Traffic Generation Construction Permits Expediting Email List Building - 4 Easy Tips To Create A Big List Nothing Compares To Explosive all New List Building Methods