Brand Identity, Lead generation, Loyalty: the holy trinity for those starting out in the world of eCommerce.
We all know how fundamental sales are, however, upstream there is the necessary development of a project that includes all the communication steps, from the involvement of the customer, who must know the brand and be interested in it, to the construction of a database, up to loyalty. of the customer.
Lead Generation is one of the fundamental points of any strategy, because it allows the creation of a profiled database, necessary for every marketing activity to maximize the return on investment. Let's analyze in detail how to deal with this activity.
Lead Gen: the activities to consider to build the database
The practicable ways for Lead Gen especially in the digital field are numerous and constantly evolving, here is a rundown of the most used:
Social: by activating Lead Generation campaigns on social networks, it is possible to insert a pre-filled form containing all the fields of interest for the activity in a dedicated advertisement. Each form is optimized for mobile devices and designed to allow users to enter as little data as possible manually.
Google ADS: among the thousands of opportunities offered by the Google suite to promote an e-commerce, there is also the possibility of setting up Lead Generation campaigns that allow you to get new contacts, at the same time pushing the user to take an action.
Gamification activities: building a game / quiz that includes an instant win and a final draw is certainly a good way to get in touch with new users, promoting a captivating event that remains impressed and at the same time obtaining leads, to be used for other communications .
Construction of a dedicated landing page that conveys a particular concept, value or promo. By inserting a form, you will have the opportunity to generate profiled leads interested in getting in touch with the company or to get more info on a specific product.
Co-registration: generation of profiled contacts, on third-party publishing projects, with the insertion of a question to verify the interest of users.
Email marketing campaigns: sending promotional demos in order to generate qualified leads. There are many platforms that allow even bulk mailings: among the sector leaders MailChimp and 4Dem. The latter above all has experienced considerable development in recent years, thanks to the continuous implementations that allow 4Dem to integrate with the main CRMs and CMSs and to build totally responsive newsletters and DEMs, with a particularly accurate graphic design, thanks to the drag editor. and drop. Furthermore, 4Dem is not just an email marketing platform that can be integrated with e-commerce, but a real tool that allows you to work on the entire funnel, from lead generation to post-sales.
Another point in favor of this platform is the 4Dem University, a section entirely dedicated to training, to learn how to build newsletters like a real pro.
Obviously, all these activities are accompanied by non-digital ones, such as loyalty programs, physical events with necessary registration, etc.
Lead Gen for eCommerce: the GDPR is not optional
Lead Generation is an indispensable practice, but must comply with the regulations for the protection of personal data (GDPR) for use for commercial and marketing purposes and any user profiling.
Have we intrigued you? Come and find out what we can do for your eCommerce! On 3-4 May you can find us at Netcomm, we are waiting for you at stand A-14 at MICO in Milan!
