Leap year means more than just an extra day in the month to generate incremental leads. This quirk of the calendar presents a lot of opportunities for marketing.
The new year brings the perfect time to take a new approach to lead generation. Whether you’ve been generating a high volume of leads but lacking quality, haven’t managed to scale your lead generation efforts, or simply haven’t been pursuing lead generation at all, now is the time. Here are a few things to keep in mind as you evolve your lead generation strategy and resolve to generate more leads with more efficiency and better tracking than ever before.
2018 brought GDPR, the European Union’s General Data Protection Regulation. 2019 heralded CCPA, the United States’ own California Consumer Privacy Act. 2020 brings enforcement of CCPA, and the promise of more data privacy rules and regulations. While the specifics of each may vary, the general principle of giving consumers control over their data remains. And it necessitates maintaining tracked consent and diligent data practices. Double opt-in can help you ensure your have verifiable proof of consent for your email list, and is a great first step towards developing your own data privacy guidelines.
Retargeting ads can be highly successful, and it’s been shown that resubscribed email users have higher conversions rates at a faster pace than new subscribers. So what if you could retarget unsubscribed email addresses? This year, resolve to retarget the right way with a winback campaign that matches unsubscribed email addresses and displays opt-in ads to make it quick and easy to resubscribe, no inbox required.
A data compliant list full of newly resubscribed users is a great start to a new year, but you also need to fill your pipeline with new leads. Opt-in advertising allows you to target users on the websites they already frequent, and co-registration means they can join your list in just a few clicks. There is no landing page, and no wasted clicks. Just new leads ready to turn into customers.
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The basic premise of lead generation hasn’t changed, but technology and targeting sure has. Today’s lead generation tactics are sophisticated and frictionless, offering a seamless sign-up without landing pages. How? Through highly efficient opt-in advertising. Here are a few must-reads if you are looking to generate leads without landing pages or want to grow your email list more quickly and efficiently.
Let’s start with the basics: what is opt-in advertising, and why should you use it? The term “opt-in” comes up a lot in online marketing. Single opt-in and double opt-in are two different methods of consent, most often used in relation to email. But when we talk about opt-in advertising, we’re talking about users who are opting in to your email list through an ad shown on a third-party site, typically through a co-registration form where their information has already been pre-populated for an easy opt-in. The best part? It doesn’t require a landing page, and can be used to retarget unsubscribers, all while maintaining data privacy compliance.
Most marketers understand that Instagram engagement is important. But what about email engagement? Low open and click-through rates can hurt not just your email campaign, but your whole email marketing list. Many email service providers look at email engagement to determine the quality of your email list. And a list with few opens or clicks across multiple campaigns can hurt your future email sends. Luckily, there are steps you can take to activate your email list and improve email engagement through opt-in advertising. It ensures you don’t oversend to your list, while still reaching your subscribers efficiently.
When it comes to lead generation, your website might not be helping you the way you think. A good website converts leads into customers, but even the best landing pages are wasted on lead generation. These potential leads don’t know you yet, so getting them to visit your site and read a lengthy landing page before submitting personal information is an expensive and highly ineffective endeavor. Utilizing opt-in advertising negates the need for landing pages and minimzes wasted traffic and costly clicks, while providing 100% trackable proof of consent.
A winback campaign is a great way to grow your list with highly qualified users. After all, they signed up once; what’s so different the second time around? But a simple resubscribe is not enough. You need to re-engage these former subscribers, and quickly. Because while it’s true they joined your list once, they also opted-out at one point as well. The key is to get them interacting with you as soon as possible in order to combat a decline in list quality. Opt-in advertising can help pinpoint these users and deliver relevant, compelling content to win them back.
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