Post by nurnobisorker14 on Oct 31, 2024 4:29:11 GMT
Lead generation and moving from anonymous user to qualified lead : discover with us how to acquire contacts that provide relevant information for your business.
On the web, it is no longer enough to be there. A website and an eCommerce channel represent an important showcase for a company that, however, risks remaining so and an end in itself if the users who access and browse it are not involved and engaged.
All this for companies that choose to direct their activity towards the online world represents a risk and very often also a considerable economic damage, given the significant investments that are often made to acquire traffic to direct to their website.
The data regarding users who choose not to disclose data and contact information while browsing is quite disconcerting. According to the latest update from bulk email campaigns November 2019, only 1.8% of users choose to “reveal themselves” and over 98% choose to interact anonymously.
But how can we reverse this trend, and if we want to take advantage of its positive aspect, how can we make the most of the enormous potential that anonymous users represent for our marketing strategies ?
Lead Generation: Turn an Anonymous User into a Valuable Contact
In the field of marketing, lead generation strategies have acquired a role of prime importance in recent years, especially in light of the constant increase in advertising costs.
To better understand what a lead generation strategy is, 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 attribute to the latter a much higher value which allows us to distinguish it from the prospect contact.
If a prospect can be considered as a contact potentially interested in our commercial proposal, the prospect is a potential customer who, in addition to having expressed interest, has provided valuable contact data as well as his consent to receive information of a commercial nature .
This is why the term " lead generation " identifies a whole series of activities aimed at acquiring qualified contacts , that is, characterized by contact information that can be exploited to the maximum by the company's marketing and sales department.
B2B companies but not only: the value and importance of a lead generation strategy is also found in the B2C domain where data and contact details are essential for marketing activities aimed at customer loyalty.
A successful strategy: it all starts with data
Very often when we refer to lead generation strategies we immediately think of ADS campaigns that can be carried out for this purpose, but let's go back for a moment to our anonymous users who choose to visit our site without releasing contacts.
In this case, how can we break the wall of anonymity and incentivize users to provide us with useful data and information that can be used to improve and enhance their browsing and/or purchasing experience?
Even anonymously, users post a lot of valuable information:
Site sections viewed and content read;
Products and services consulted;
Requests for information or partially completed forms;
How often you visit the site;
Geographic area from which you are browsing.
All this information can be collected , enriched from time to time and, thanks to the contribution of artificial intelligence , used as a basis for personalization activities .
Having information and knowing the intention of users can indeed help to offer them relevant content and for marketers and strategists, it is possible to create campaigns aimed precisely at generating leads and qualifying the contacts collected .
On-site lead generation: start with a good lead magnet!
Do you want to aim for a lead generation strategy and want your website to become the central asset of your strategy?
The first step to make it all work is to start by creating a lead magnet , that is, a free resource or incentive that attracts your potential users by encouraging them to release a contact , even a simple email, to receive it.
Persuasive, interesting, but above all useful: as the theory of inbound marketing reminds us , the first step is to attract the user and to do this, it is necessary to understand the needs, wants and expectations of our target.
On the web, it is no longer enough to be there. A website and an eCommerce channel represent an important showcase for a company that, however, risks remaining so and an end in itself if the users who access and browse it are not involved and engaged.
All this for companies that choose to direct their activity towards the online world represents a risk and very often also a considerable economic damage, given the significant investments that are often made to acquire traffic to direct to their website.
The data regarding users who choose not to disclose data and contact information while browsing is quite disconcerting. According to the latest update from bulk email campaigns November 2019, only 1.8% of users choose to “reveal themselves” and over 98% choose to interact anonymously.
But how can we reverse this trend, and if we want to take advantage of its positive aspect, how can we make the most of the enormous potential that anonymous users represent for our marketing strategies ?
Lead Generation: Turn an Anonymous User into a Valuable Contact
In the field of marketing, lead generation strategies have acquired a role of prime importance in recent years, especially in light of the constant increase in advertising costs.
To better understand what a lead generation strategy is, 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 attribute to the latter a much higher value which allows us to distinguish it from the prospect contact.
If a prospect can be considered as a contact potentially interested in our commercial proposal, the prospect is a potential customer who, in addition to having expressed interest, has provided valuable contact data as well as his consent to receive information of a commercial nature .
This is why the term " lead generation " identifies a whole series of activities aimed at acquiring qualified contacts , that is, characterized by contact information that can be exploited to the maximum by the company's marketing and sales department.
B2B companies but not only: the value and importance of a lead generation strategy is also found in the B2C domain where data and contact details are essential for marketing activities aimed at customer loyalty.
A successful strategy: it all starts with data
Very often when we refer to lead generation strategies we immediately think of ADS campaigns that can be carried out for this purpose, but let's go back for a moment to our anonymous users who choose to visit our site without releasing contacts.
In this case, how can we break the wall of anonymity and incentivize users to provide us with useful data and information that can be used to improve and enhance their browsing and/or purchasing experience?
Even anonymously, users post a lot of valuable information:
Site sections viewed and content read;
Products and services consulted;
Requests for information or partially completed forms;
How often you visit the site;
Geographic area from which you are browsing.
All this information can be collected , enriched from time to time and, thanks to the contribution of artificial intelligence , used as a basis for personalization activities .
Having information and knowing the intention of users can indeed help to offer them relevant content and for marketers and strategists, it is possible to create campaigns aimed precisely at generating leads and qualifying the contacts collected .
On-site lead generation: start with a good lead magnet!
Do you want to aim for a lead generation strategy and want your website to become the central asset of your strategy?
The first step to make it all work is to start by creating a lead magnet , that is, a free resource or incentive that attracts your potential users by encouraging them to release a contact , even a simple email, to receive it.
Persuasive, interesting, but above all useful: as the theory of inbound marketing reminds us , the first step is to attract the user and to do this, it is necessary to understand the needs, wants and expectations of our target.