Selling the Big Idea -- A Look at Lead Recapture - Steve Bookbinder

As they contemplate what to come back to them with letamp8217s consider this classic marketing problem Recently I went to the bank to speak to a technical person but they were all busy so I had to wait my turn Being an impatient guy in a hurry I left thinking Iamp8217d have to come back when they were less crowdedamp8230or go to another bank Now imagine if the bank had collected my name and contact details as well as a short description of my issue before I left How satisfied would I have been if they came back to me online with their ideas and solutions to my problem Now how would I feel about that bank This is how lead recapture works The strategy of lead recapture is the process of getting my name before I leave It works best when it captures the data about the user and the user voluntarily shares their information because of the promise of getting what they want Once the brand fulfills that promise we will be more open to their continued conversation with us Meanwhile the brand can add us to their list of qualified and interested people that they can communicate with many times for years Talk about LTV lifetime valueThere are 4 ways to describe and sell a lead recapture strategy in order to turn your idea from novel to epic1 THE GIFT THAT KEEPS ON GIVING amp8211 Lead recapture enables web publishers including premium content sites and advertisers more than one bite of the same apple If a user voluntarily provides their contact details and any other data they select to share because they are interested in that brand they are selfidentifying themselves as qualified and likely to be influenced by brand messaging Once collected the site now has one more email to add to their email list which has effectively become amp8220ownedamp8221 media Regardless of the marketing costs associated with compiling the list in the first place that cost dramatically reduces each time we remessage to that accumulated email group And if happy users share this content with their friends weamp8217ve turned that owned media into amp8220earnedamp8221 media Once we can market to this new group we can drive them down the consideration funnel Consider the lifetime value of this list During the next 12 months of messaging to this list the advertiser will realize the value of running a lead recapture campaign many times over2 ITamp8217S SIMPLE BUT NOT PLAIN VANILLA Web publishers can get Lead Recapture in several flavorsa CLASSIC amp8211 Users are directed to an engagement point on the site usually a download of a video or document white paper case study product catalog coupons newsletter etc Users are accustomed to exchanging their contact details for the freebie even against the threat of a salesperson calling themb INCENTIVIZED amp8211 Users are encouraged to submit contact details and sometimes other data about themselves in exchange for the possibility of payoff Examples include sweepstakes with the winner getting an iPad or tickets to a sporting eventc HERDING amp8211 Users are presented with a community on a social media platform they already identify with and donamp8217t have to be sold on joining For example a sneaker advertiser creates a Running Community on a Facebook page to share their success and the entire community follows their progress and feels their pride3 ENCOURAGES BRAND CONSIDERATION amp8211 Once we begin to assemble the list gather the likes gain followers etc we can engage with these leads in 4 ways1 Access to content only they can see such as newsletters catalogs and live events Why not create custom content for just a specific group of leads Designed to be shared by their contacts and thereby adding to your email list2 Encourage shared media on a cobranded page where users are asked to upload content Howto videos advice fashion and humor can work best but must be policed by the site3 Product integration within video content shown to a set group This is more subtle than an obvious and disruptive ad and may communicate a brand message more effectively4 Create or encourage content on a blog by a blogger whose audience is similar to the advertiseramp8217s new lead recaptured community4 REDUCES CONVERSION COSTS amp8211 So what do we do with this group weamp8217ve assembled through our lead recapture campaign We can eventually get them into the brandamp8217s store by offering them the opportunity to engage with the brand via social media mobile apps experiential marketing opportunities event sponsorships etc They drive themselves into the store when they are readyamp8212or we create urgency with limited time events Either way when going for conversions there are concerns about tracking This often leads to campaign ideas that include coupons and discount codes Not new enough Well if same day stores sales rise during and immediately following a campaign we can extrapolate the lift in sales and AOV average order value and therefore cost per sale amp8211 whether the conversion is online ecommerce or offline brick and mortarAny idea that is sold wrong will sound hollow but by positioning it correctly it will sound important Asking brands how they scale and monetize their list of amp8220recaptured leadsamp8221 will put you in the right place to effectively present your big ideaThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Selling the Big Idea -- A Look at Lead Recapture - Steve Bookbinder

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Steve Bookbinder

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Selling the Big Idea -- A Look at Lead Recapture - Steve Bookbinder

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