We sat down with Head of Digital, Kylie Rosan to discuss what drives a leads generation campaign that has impact.

It goes without saying, now that cookies are well and truly being baked for the last time, a lead generation strategy to build first party data has become an absolute necessity for any digital strategy. 

But how can we capture quality leads?

There are multiple ways to do this, but the reality is that you need to ensure a strong proposition in the value exchange between consumer and business — without one you’re going to struggle. 

Consider what you are able to offer to your potential consumer. Although new product updates may be of interest to an existing consumer, someone who may be teetering further up the funnel is less likely to sign up for a new product updates. 

You can run a number of A/B tests into free shipping and discounting. The answer of which works best really varies across brand and category. Often these things are readily available to consumers to entice them to purchase on site, but are a potential opportunity to be withheld to generate a lead! We know not everyone is going to purchase the first time they visit your site, however, encouraging a sign-up for free shipping, and signing up for a discount gives us the opportunity to capture these leads, and speak to them to keep your brand and products top of mind, encouraging those leads to become your consumers. 

A competition can also be a good opportunity to drive leads. Think beyond engagement bait social posts with a focus on vanity metrics which have no correlation with propensity to purchase. A leads generation campaign can give you data points of true value. Our data for competitions shows more opportunities to win with a smaller price value will tend to outperform on leads generation than one larger prize. 

But how can we ensure that we are capturing our true potential consumer and not just the eager, overenthusiastic competition or incentive-driven seekers (which we know are abundant online)?  

There are two simple approaches to weed out the undesirables: 

1. Your targeting is key. Consider your existing leads and engaged audiences/consumers. These are your richest data source for drawing in new consumers through lookalike audiences in your targeting; integrate these first and foremost within your leads generation campaign.
    

2. Your form should have identifiers to determine a true lead. Ensure you are utilising the questions available within the leads form (multi choice works well here). An example of this is asking a simple statement like “have you ever purchased [insert category]” or “have you ever purchased [insert brand]”. Adding these two questions will help identify simply whether you’ve found an existing consumer, or a potential opportunity for conquesting! It’s important to consider that the fewer the questions the more leads you’ll ultimately generate. We see a significant drop off from click to submission when there are more than 3 questions.

There isn’t always the opportunity for competitions, free shipping or discounts. However, you may have other areas of value. Recipes are an extremely cost efficient way to generate leads for the FMCG category, as is educational content for beauty and health categories. Get in touch! We can always work with you with our understanding of lead generation and our wealth of data to determine what might work best for your brand.