Most of the mentioned marketing methods have the same immediate goal in mind: getting traffic to a web page. This web page could be either a sales/order page or a lead generation page. Since sales is a relatively straightforward topic and lead generation is at the forefront of immediate internet marketing goals, we’ll be focusing on all the variations of lead generation.
Email List Building
At the top of the lead generation, the list is email list building. They say “the money is in the list” and it’s true. The most common method of email list building is to send traffic to a lead generation page of some sort. Typically, this is a landing page pitching some sort of free offer or “lead magnet” in exchange for a person typing their email into an opt-in form. This opt-in form might also ask for a name, since personalized subject lines are known to increase open rates by around 30%. In addition to a traditional opt-in form which often sadly leads to low quality email addresses that are rarely checked or even fake names and emails, there are two recent developments that have allowed marketers to increase the quality of the contact info they collect.
The first of these developments is the “lead ad” or “lead card” concept available on Facebook and Twitter’s advertising platforms. This newer type of ad pre-fills Facebook and Twitter users’ name and email in the opt-in form, and requires them only to tap the submit button. This is beneficial because the emails and names associated with a person’s social media account are more likely to be real and regularly checked. That said, many people set up their social accounts many years ago, and no longer check those email addresses regularly and users can still choose to click on and change the auto-filled data in those fields to a “secondary”, rarely checked, or even fake email address.
Robust Lead Generation
For businesses that require a bit more lead data, a more robust lead collection approach may be necessary. This simply entails adding more fields to an opt-in form. Depending on a business’ needs, this may include items such as phone numbers, mailing addresses, business names, industries, income levels, family size, and so on.
SMS List Building
Text Message Marketing has become increasingly popular in recent years. Initially, the main use of SMS list building was for major retailers to send out special coupons and promotional messages. However, more recently, many online businesses have been leveraging SMS messaging for things such as webinar reminders and sales promotions. There are various ways of conducting this type of list building, including having people input their mobile numbers or having them send a text message to a special number.
An even more recent trend has been to have people opt in to push notifications. This involves a pop-up on your website requesting permission to send people future updates directly via their browsers. When a person consents to this, you are then able to send notifications that pop up in a box on the bottom right of their screen at any time in the future.
Building a retargeting audience can be considered another form of list building and is relatively easy to do. Various platforms including AdRoll, Facebook, Twitter, and many others have a retargeting pixel that you can paste onto your web properties. Once this is done, all traffic to these pages will be cooked and added to your retargeting list. From that point forward, you’ll have the ability to place your ads in front of these people almost anywhere on the web. This includes on social platforms like Facebook, Twitter, and Instagram, video sites like YouTube, and virtually any website, news site, blog, or forum that participates in any of the major online ad networks. This is a very valuable form of lead generation because retargeted traffic has been shown to convert at a 70% higher rate than cold traffic.
Finally, building a social following can be considered another form of lead generation. With a large enough social following, a business can post to one of the major social networks and have their content and promotions seen in the social feeds of countless potential customers. The possibility of these followers sharing these posts gives businesses yet another way to expand their list even further. Some social networks, like Facebook, have recently decreased the percentage of a business’ audience that will see organic posts in their news feeds. However, if an audience is large enough, social posting remains a powerful form of marketing today.