Insights from Dennis – 05/21
Why am I giving you my email address?
It’s hard to imagine marketing and sales without the term lead generation. But what does lead generation actually mean and how can I generate leads in a charming way? Asking for your email address is not only not very promising, it is also out of fashion. Dennis has dealt with this very issue and provides you with smart insights on the topic of new customer acquisition.
But let’s start from the beginning: Lead generation is simply defined as the collection of contact data of potential prospects. A prospect becomes a lead by qualifying with the criteria specified by the company. Leads are important for achieving a company’s goals, for example, selling enough products or services to generate sales.
But how do I get these so valuable contact data? One of the most common methods is to acquire new customers by signing up for a newsletter. But even here, there are differences in how you can approach your customers. Let’s take a look at this using a small example:
Variant 1: “Subscribe to our newsletter!”
OR
Variant 2: “Subscribe to our newsletter and get insights from Dennis every month to make even more successful surveys.”
Which variant would you be more likely to sign up for the newsletter? Since you don’t treat your data lightly, you’ll probably look very carefully at who you give your data to and only give it out if you can get value from it for yourself. If Dennis’ insights sound exciting to you, you’ll probably choose option 2 and ignore option 1.
And that brings us to the heart of the matter, because lead generation is nothing more than a deal with your prospects and is therefore always linked to a value proposition. I give you something you need and in return I get something I need, namely your contact data.
With easyfeedback, for example, you can only use the tool after registering with your name and email address. In return for the disclosure of the email address, the customer can thus diligently create surveys.
In addition to newsletter registration, the classic methods of acquiring new customers also include the creation of so-called white papers for download. The documents available for download contain, for example, interesting industry knowledge. Online training courses or demo events are also an effective countervalue here.
Even if the classic methods of acquiring new customers have proven themselves for a long time, new and creatively packaged deals for lead generation are always worth a try. The best way to do this is with an idea that will be talked about in a positive way and that will be remembered.
We’ve come up with something here:
Let’s imagine a fashion store that specializes in selling men’s shirts. The supplier operates an online store on his website where he sells his shirts. The store is clearly and attractively designed, all shirts are sorted by categories such as size, collar size, pattern and style. So far so good.
The fashion store now wants to generate leads in order to offer its prospective customers an individual service. So far, the store operator has been working with a survey in which he simply asks for the email address at the end. This works quite well, but is not fancy enough for him. After all, his shirts are not off-the-peg either, and he wants to emphasize this even more.
So, the goal is to package lead generation more creatively. And now the insight comes into play: How about a quiz for visitors to the online store? For this, let’s first set up a thesis: You want to change your style? Then let’s find out together where the journey should go.
The survey can then be structured, for example, in such a way that first the current preferences of the prospective customer are queried. Namely, how he wears his shirts, to what occasion he wears them, whether he combines shirts more casually with jeans or more smartly with a suit and tie.
The user is guided through the quiz, the suspense rises and shortly before the result, the mail address is then requested, with the indication that the interested party can then be recommended further shirts tailored to him Since the participant is enthusiastic about the idea and is happy about new inspirations for his clothing style, he will enter his e-mail address and the store has already generated a new lead. He will then be presented with the result created based on his answers and will have the opportunity to store the look immediately.
It’s that easy! A quiz is always something playful, it is fun to participate. This makes it stand out from the crowd and your customers will remember it for a long time. You can use this advantage to inspire your customers.
Of course, the chosen example can be adapted to any other business. Just try it out with easyfeedback, create your lead acquisition quiz and surprise your prospects with something new.
That was our insight for today. We hope you enjoyed it and that we could inspire you to try something new. Always remember: lead generation is a deal with your prospects. Offer them something interesting, an added value they can’t say no to, package it in an exciting way, build a great story around it and chances are that your lead generation will lead to the success you envision.
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