How to do the online lead generation in smarter & cheaper ways?
This is a highly competitive market that we are talking about here. Look at the ecommerce domain that is flourishing around you. The smaller fish in the pond are in mortal danger of being consumed by the larger whales like Amazon and eBay. Unless they do something drastic and different, they are bleeding dry, mainly because these behemoths of the ecommerce industry are adding more products to their shelves each day. With their ability to offer fat discounts and offers, as an e-retailer, you are left with little options in the hat.
The Problems of e-Retailers
Before we discuss ways to generate online leads at a cost lower than what you are doing right now, let us look at the problems of e-retailers. Once you know the right questions, it will be a lot easier to find perfect solutions to them. The core problems are:
Strategy: Very few ecommerce ventures get the right synergy going across the board. For online lead generation, you use a number of platforms and strategies. That includes emails, sales pages, landing pages, websites, PPC, etc. There has to be a cohesive glue that patches up all these strands together in a perfect knot. Otherwise, the entire operation will prove counterproductive, with each channel pulling away into different directions.
Nurture Contacts: This is so important and yet so neglected. This is a time when brand loyalty will come to naught unless you nurture contacts. There is always a better offer for the consumer, a better deal and a fatter discount. Someone or the other is providing them that! How do you hold on to your dear customers from eroding away? You nurture them. You engage in meaningful interaction and spam emails do not count in that!
Track: Monitoring customers and their buying patterns, including how they look at your websites, can be key to your online lead generation. Customers like to use their tablets or even smartphones to check up brands. Look into their touch-points with your brand. You also have to map out what kind of devices and locations they are checking up from.
Attract: What is the best way to increase subscription to your email newsletter? Get them to sign up! Most brands spend a lot of money sending emails or newsletters to subscribers. They often ignore the harsh reality that most of these recipients do not care to read through the emails, even when they are customers and not just potential ones. The reason: they have not really subscribed to the feed. You have stitched them up! Attract, don’t impose.
Solutions to the Problems of Online Lead Generation
Now that we know the problems and you have identified your brand to face at least one of them or more than that, let us look at some probable solutions.
Value-added Content: This is most discussed yet most violated! Potential customers can be coaxed into the subscriber list for your emailed offers only through content that gives them value for their time. You can cut down your online lead generation cost substantially by emailing to only those who actually ask for your emails. Cut out the pride of having a lengthy database when they do not really do anything for your profit margin. Use value-added content and send them to people who want to read it.
Monitor: Why did the customer abandon an e-shopping cart midway? Why is another customer checking up only one particular segment of your website? These are the answers that suggest a degree of consumer behavior which can help you hit the right spot. You get to the details of whatever your customers are thinking, not what a marketing guru wants you to think! Nurture your consumers by engaging with them through these little breakthroughs. Resolve their queries, even when they are not asking you.
Social Media: Use the social media for what it stands for: a treasure-trove of information about customers and their tastes. Find out what they are doing online and attune your marketing messages accordingly. If there is no demand for a product, create it! Tap that latent desire in the customer to possess something wonderful and elegant. Social media is not about sending friends requests or getting people to ‘Like’ your page anymore! You have to go beyond it and use it for targeted content marketing.
The Final Word
Though things are more complicated and rough than it was a couple of years back, there is hope in technology. It is not way easier to save money by using tools available to cut out wastage of resources.
Even when you are sprinkling out water, there is a way to ensure which drop lands on whose head. Online lead generation is about finding that way!