Last year, the New General Data Protection Regulation (GDPR or RGPD) came into force, a Spanish organic law that aims to guarantee and protect, with regard to the processing of personal data, the public liberties and fundamental rights of individuals, and especially their honor, privacy and personal and family privacy.

Many companies were against this regulation, since the way they were able to attract customers could be affected. If you are one of those people who wondered how you could attract new customers and you didn't prepare any strategy to generate leads, don't worry. In this article, we've put together our best tips for getting more, and better leads.

And if you haven't found out yet or you wanted to avoid what happened on May 25, 2018, you can read our article in which we summarize What is the LOPD and who is required to comply with the New European Data Protection Regulation.

A solid lead generation strategy

Una lead generation strategy consists of carrying out an analysis of the channels in which your target group is located. They are the ones who have to participate when you promote your newsletter, explain the offers you have for your customers and/or the good content you provide them in order to capture valuable leads for your business.

This means that you need to collect all the actions you plan to take to get valuable leads. You should prioritize actions in such a way that more attention is paid to efforts with the greatest potential. At this point, you should also consider what resources and means you have to reach your target audience so that your offers reach the right people.

We've compiled 10 specific activities that can help you generate more leads.

10 Good Tips for Getting More Leads

When you review your lead generation strategy, or if you create it from scratch, you can benefit from the inspiration on this list:

1. Build at least one valuable document with private content that you can offer in exchange for an email address.
2. Optimize your content for search engines.
3. Create an online advertising strategy and set a budget for your campaigns.
4. Set up ads with the option of lead generation forms on Facebook and LinkedIn and collect leads based on your most valuable content.
5. Advertise through social networks to your audience, segmenting by demographics, retargeting, etc.
6. Set up ads in Google Ads with your brand and send traffic to a Landing Page with a form to collect customer data. In addition, it uses sitelinks to promote content. The search engine optimizes your specific content in other branded ads.
7. Include subscription links to the newsletter on a landing page, after registering for an event. Include it on other contact pages.
8. It includes a Pop-up with information and content of value for users. Use smart pop-ups that capture user behavior based on the pages you visit and the type of content you write.
9. Call the customers in your database and encourage them to subscribe to the newsletter. Use the double opt-in option, where the activation email contains the consent and the link to the privacy policy.
10. Optimizes registration flow.

Then we will expand on each of the points mentioned.

Private content of value to users

The best way to get more leads is through content that really has value for the user. Make sure you have at least one piece of Really good content that can make a difference for your leads. It can be an analysis, an e-book, a whitepaper, a comparative guide, a test, etc. The content must be of such value that even the most skeptical customer delivers their email without blinking.

It can also be called protected content. There are several ways to obtain a potential customer's coveted email address. Maybe you have a series of items where you give away the first one, but you ask for the email to send you the rest. Or you can write an article about search engine optimization and add information about an important SEO tool that is private in content.

But do you have to force a person to give general permission to access a part of the content? As DMN News comments, consent must be “freely granted and explicit, and must be sought in clear and simple language, and separately from any other information”. This means that consent is given in connection with a contest or a piece of protected content, it must be clear that the recipient authorizes you to receive advertising.

But it is not a requirement that acceptance must be given by ticking a checkbox. This is the drafting of consent, in which you must clearly indicate what you will receive in the future, and you must also add a link to your privacy policy showing what the data is used for and what third-party tools have access to it.

Search Engine Optimization

To make your content fully visible on the Internet, you must: Work very well on SEO to ensure that your page is well optimized and appears in the first results of search engines. When you work on good content, you are generating organic traffic, which at the same time will help you to get leads. You can work with different types of content so that your potential customers can find you online when they search on Google.

Optimize title tags and meta descriptions with relevant keywords, the ALT text of the images, the titles and captions (H1, H2, H3), the main text (write a minimum of 300 words) and use internal links. It's not enough to link only internal content to your site, it's also very important to create external links to valuable content, and also to link us to relevant third-party pages (domains).

Content distribution costs

Algorithms have “killed” the organic reach of social networks, today, if you don't invest in Social ads, few people you will reach.

If you advertise on social networks, you will increase your visibility quickly and reach your potential audience. But one of the great benefits of investing in social ads is that you have great segmentation options, for example: by age, location, interests, industries, etc. You can even create advertising campaigns for Facebook Lead Ads and LinkedIn Lead Ads, allowing you to capture more Leads without the need to direct them to a Landing Page.

You can also experience great success advertising on Google Ads sending users who click on your ads to a landing page that allows conversion.

A rule of thumb is that you should spend at least 50% of your resources creating content, and the other 50% distributing it. We also found that some professionals recommend investing 20% in production and 80% in distribution.

Lots of small streams

In general, you should consider which are the relevant channels where you can show the link to your newsletter. This can be from a sales receipt, in connection with registering for an event, or when following up on events. Only imagination sets limits, and the law, of course.

There is a good source of inspiration in this example, we can see how the mattress company Casper encouraged its customers to recommend them to their friends. After a purchase, the customer received an email and, in the footer of the page, there was a link for them to recommend the mattresses to their friends and in return they received a prize. This created curiosity for the user because it was not specified what the prize was about, so they were invited to click and get more information.

The lesson from this example is clear: your customers are your best sellers if you can create a good experience.

The Hated Pop-Ups

Another very effective channel is pop-ups. A good pop-up can convert up to a 10% of new visits in leads. However, a pop-up is much more than the classic version that fills the screen while we frantically search for a microscopic cross to close it. There are many pop-up formats, for example: discrete top bars, a square in one of the corners of your website, etc.

We recommend that you search for and use smart pop-ups. For example, if you have a sports store and several sections with sports equipment, you can do a test to see if you convert a pop-up of running shoes into the running equipment section. While in the fitness section, a pop-up may appear in which you offer a training program with different exercises in exchange for the email.

And, of course, since you will know on which page the lead was obtained, you must add it as a segmentation criterion so that you can send specific news newsletters based on the interests of registered users.

It's important to analyze user behavior when testing different pop-ups, but don't create more pop-ups than necessary.

Disconnect to connect

There are many other offline activities that can help you generate leads, for example: at fairs or stands where a contest can be a good attraction, or in the store when a customer buys a product.

Use a tablet so that the user can fill in contact information more comfortably, sometimes if users fill it in by hand it can make it difficult for you to understand the spelling when entering information in your database. And use double opt-in to ensure that only relevant users enter and you can document consent.

Streamline the registration process

Asking for little data can provide you with more leads. Sometimes asking for a lot of data can go against you. It's about making it easy, just ask for your name and email address to subscribe to your newsletter. On the other hand, for a whitepaper or an e-book, you can ask the user for more information, such as the position and the company where they work.

Icons can be a simple way to request more information, for example, an icon of a letter for the email. We can also use images to visually show what it's all about, so they'd just have to click on the photo to know what they're interested in. Like the following Garmin example:

Test an enrollment form by stating how many people have already subscribed, or use the testimony of one of your most satisfied readers (subscribers). Mention all the valuable content they will receive in the future (but also mention that they can be easily unsubscribed). And then there are all the rhetorical tools that help increase the conversion rate: access, secrecy, limited time, exclusive, download, premium, etc.

There's a lot of content to download

There are many more techniques than the ten we have mentioned to you to get more leads in your subscriptions. Contact us and get inspired about how your company can increase lead generation and how you should prioritize efforts and your budget.

How can we help you?

If you need more information, do not hesitate to contact get in touch with us.