E-commerce is an increasingly important industry in the US. The shift in revenue from stationary to online trading is continuing. The e-commerce boom has also influenced lead management and created new opportunities.
Instead of directly and actively addressing potential customers, the aim is to try to gain interest through indirect marketing measures.
With inbound marketing, the aim is to attract the attention of potential customers through good content. You publish valuable, interesting, and useful content online, and make sure it’s easy to find. If a potential customer is looking for information or answers to specific questions, you can help them by using e-books, white papers, advice articles, or videos, to respond to their queries and their needs.
It is therefore all about being easy to find and about convincing potential customers of your company’s expertise, as well as about indirectly showing off your products. The right content strategy and professional search engine optimization are the main success factors of inbound marketing. However, if the strategy is successful, the first result of successful inbound lead generation is a high-quality, qualified lead.
Apart from traditional push channels, permission marketing is also an option. The term describes a marketing approach where you first need to get the recipient’s permission before you can show ads to them. In this day and age, it’s not a good idea to bombard customers with unwanted advertisements. Many internet users have become very sensitive to advertising messages. The barrage of advertising in recent years has led to banner blindness, which is when readers consciously or subconsciously hide and ignore ads or anything banner-like.
To increase the chance of customers accepting your marketing measures, and to be able to reach customers again and gain their attention, it’s becoming more common to ask for their permission. Incentives play an important role here. Using giveaways, discounts, free samples, and competitions as incentives, the user may be more willing to enter their contact information. The user should feel as if they have benefited from disclosing their data. If a company succeeds in doing this, then successful lead generation is possible.