When it comes to lead generation and opt-in advertising, email reigns supreme. In fact, sometimes it seems that’s all we talk about. And while we still think email is one of the most valuable pieces of customer data out there, it’s not the only thing worth capturing. So here’s a quick look at a few other data points worth considering for your opt-in advertising campaign, based on your industry and business offering.
Some industries are not set up to receive inbound calls or invest in an outbound call strategy. And for most, automated email campaigns are a fine first foray into lead nurturing. But for high cost or high touch industries, a more personal approach might be just what you need. For those types of businesses, we recommend an opt-in advertising campaign that focuses on phone numbers to allow you to personally reach out to leads with a customized sales pitch.
The days of junk mail are over, and direct mail is experiencing a resurgence. For some industries, we’ve reached digital ad overload and the only thing that can break through the clutter is a good old-fashioned coupon in the mail. If this rings true for you, take heart: you can still take advantage of specific online targeting to acquire those mailing addresses through opt-in advertising, without having to buy massive lists and blanket entire neighborhoods that might not all be in your target market.
We’ve seen clients use opt-in advertising to gather lead data around workplace or industry information, age and other demographic data, even personal preferences. Certain placements will allow you to completely customize your lead form, so you can truly ask anything you want. But take caution: users are familiar with certain standard questions (sites like Facebook will even pre-populate lead form fields with known data). And off-the-wall questions can reduce your lead completion percentage. So ask yourself: do you really need to know their favorite color? If so, we hope that first email send is awash in their favorite shade! Otherwise, stick to the basics, but know you have custom lead form fields in your opt-in advertising arsenal if needed.