Truth 16. Using lead-generation tactics to build your list

Generating quality leads is at the top of the list for most marketers, particularly with business-to-business (B2B) companies where one conversion of a lead into a client can pay for an entire marketing program's annual budget. If you fall into this category, you are likely evaluated on the ability to generate a certain number of qualified leads on a budget. Sound familiar? You are probably also expected to groom current email efforts into a well-rounded, award-winning program. So, why not kill two birds with one stone?

Typical online lead-generation campaigns collect email addresses from prospects that companies know are interested because they acted on an ad, downloaded a white paper, or took some other desired action. If you are offering something of value like a white paper, a Webinar, or a research study, ask for email addresses in return. You already know the potential subscribers are interested in what you are selling or serving up, so why not use email marketing to keep them engaged until they are ready to buy? The subscribers get great content to help them make a decision or solve a problem, and you get well-qualified leads. It is a win-win for everyone involved.

Assuming you've identified your target audience (if you haven't, you may have more problems than generating leads and running an email program), you should be able to run ads in online search networks, websites, and publications that cater to both your industry and your desired demographic. I'm talking about well-placed, contextually relevant ads that offer something to the readers (potential subscribers) and encourage them to take action.

For companies focused on the consumer marketplace, sweepstakes and promotions can also lead to list growth if done properly. Often, marketers get caught up in the idea of a big, fancy microsite and neglect to think about the long-term benefits of these large-scale promotions.

The first, often overlooked step to building a list is to make sure to send participants a confirmation/thank-you email shortly after sign-up. The details of this email, beyond the slick storyboard design, are important and should not be glossed over. Choose a logical From line, Subject line, and email header and footer so that it is clear to recipients who the email is from and what it is about. Lastly, test to see what the email looks like without images. Many email clients have default settings that block images in the email. What's a slick design worth if people never open it or see only red Xs where your company and brand logos should appear?

My colleague and our director of client services, Brent Rosengren, led a well-thought-out and immediate tactical strike to aid a media giant's sweepstakes, which was driving email leads for a global automotive brand. He led this optimization of the company's data collection to save the day for all parties and make sure they collected the data needed to leverage this massive promotion.

I asked Brent to outline his methodology and best practices for not letting a lead fall through the cracks while delivering a superior customer experience. Here's what he said.

1. Ensure that all involved in setting up the program, even third parties, realize its goal—Before you start designing the microsite or promotional material and buy the media to drive traffic, make sure the main goals of the program are clearly defined. If the goal is to build or grow an email marketing database, make sure that all the strategy is geared toward effectively collecting emails and making it simple for the users to sign up. Then ensure that you have clearly defined what will happen next for the user and your marketing team.

2. Choose the appropriate method of collecting personal information (PI)—Make it clear to consumers what is going to happen with their PI once they click the Submit button. Here are four methods generally used to collect an email address during an online promotion.

 Opt-in—An unchecked box is shown that contains language clearly stating what it means by checking the box.

 Opt-out—A prechecked box is shown that contains language clearly stating what it means by checking the box.

 No check box: clear information—Users must provide an email address to participate in an online program, but the language clearly states that the users should expect future communication and can opt out at any time. This is often used when the participant is getting something of value in return.

 No check box: no information (implied consent)—The user must provide an email address to participate in an online program, but you are not stating how someone's email will be used. This is often the path of least resistance, but it's not a best practice because there is no permission granted. You should not assume that your participants know that they will receive emails from you in the future just because they provide their email address during a sweepstakes or promotion.

3. Make sure you cover your legal bases—Many companies have an outdated privacy policy on their sites or don't address data capture or email marketing. If you are collecting any type of personal information online and are intending to use it in any way, internally or with third parties—especially email addresses—you should clearly state this in your privacy policy.

In addition to the privacy policy, you should address the future use of any PI collected in the specific terms and conditions of the program or sweepstakes, especially if you are using the implied consent method. Just because you address how email addresses will be used in the terms and conditions section does not lessen in any way the negative implications of the implied consent approach.

When the participants know up front what your intentions are with their information and they trust your brand, you are going to cultivate a stronger, more valuable relationship with those customers.

4. Identify all possible points of communication—Any time you are driving traffic to your site, make sure to maximize your investment and the participants’ time.

 Make all microsite pages and forms standalone pages; pop-ups often don't work.

 Make sure the main marketing goal and its messages are well positioned above the fold on your pages and are clear to the visitor. Also, be sure to supply alternative actions (clicks) for the visitors in case they are not ready to commit to the lead-generation part of the program. While single-focused marketing messages work offline, the online medium offers the unique opportunity to explore your program through a robust microsite or additional content offerings. So be sure to include cross-promotional messages, offer site navigation, and supply other user-friendly links. However, be wary of distracting users and diluting your message with too much nonessential content.

 If you're collecting email addresses, make sure you email recipients within an effective timeframe. Many companies sit on this data for months, which can result in consumer confusion; after all, who remembers if they opted in for a promotion six months ago?

5. Examine the viral capabilities of the program—Web 2.0 is all about using the social aspects of the web to your advantages. What's more valuable than having participants recommend your program to their friends through a forward-to-a-friend (F2F) email feature? Again, go through the viral functionality to ensure it maximizes the effect of social marketing rather than hurting your effort. Confirm that the viral messaging is as personalized as possible from the participant to their friends. Clearly state to the “friends” that their information is not going to be used in future emails, but do allow them the opportunity to opt in. These are free media buys that you should not overlook. Additionally, the From line, Subject line, and other marketing messages should be well thought out. Lastly, don't forget CAN-SPAM compliance issues (see Truth 39) on all aspects of your email program, including F2F emails.

6. Ensure a pleasant user experience—Test before you launch to ensure every aspect of the user experience is seamless. Doing so helps your team identify what functionalities need to be improved before you go live. A bad user experience can have a negative effect on not only the single program but also the brand as a whole.

7. Optimize—As with any online program, the ability to change, edit, and add additional elements is quick and easy to implement compared to offline counterparts. Do not just assume it can be turned on and left as is, especially if running inefficiently. Continually analyze and make adjustments as the program matures and the metrics and consumer feedback stream in. If you are unimpressed with the numbers being driven to your site, you can easily increase traffic by quickly setting up SEM (cost-per-click) search campaigns that drive relatively low-cost leads right to the program site.

By utilizing these seven steps, your online lead-generation efforts will receive the extra examination they deserve, and you should have mitigated the risks and captured as many prospects as possible.

Don't forget the main goal of the program: to generate leads. But also don't overlook the user experience and the many ways that a poorly executed program can cause more damage and negate the program's ambitions. The online marketplace is much more nimble than traditional media, so don't waste the opportunities that are staring you in the face.

If you spend a lot of money and time on running a large-scale promotion or sweepstakes, make sure it is well executed and has a solid strategy behind it. If you are hoping to generate leads—and, in this case, email addresses—make sure the content and incentive are relevant to your audience, so members will take enough interest in what you are offering to give you their email address in return. You don't want to be off target and get thousands of ill-advised leads who just want the freebie but don't care about your future email campaigns, much less your brand.