When we think of ecommerce, or even just D2C in general, we generally don't think of lead generation. We think of shorter purchase journeys, quicker decision making and ultimately checking out immediately on site. And whilst this may be the case for lower value products or everyday items, the same cannot be said for luxury purchases.
We have spoken at great length about the complexity that is the luxury purchase journey and how it can be far longer than we initially expect. So now let's take a look at how your brand could be harnessing lead generation within your ecommerce strategy to convert even more of your audience.
What do we mean by Lead Generation?
The way we see lead generation could also be seen as data capture. And this is where it may differ from the standard definition of a 'lead' within marketing. For the purposes of ecommerce and to Revenue Growth Agency, a lead is a consumer who has allowed a brand to capture their data (usually an email address through a sign up form) and is now sitting nicely within a CRM system. They have yet to make a purchase but they have shown significant interest in the brand. So a lot of what we're going to be discussing here, is how to move consumers from just 'being aware' of your brand, to being nurtured by your brand. In short, we need to build your database.
Why is this important? Well email marketing still remains to be one of the most cost effective means of driving revenue.
Reports by Litmus state that email ROI is an impressive $36 for every $1 spent - higher than any other channel.
So, theoretically, the larger your email database, the more revenue you can drive in a cost effective manner.
Before you start.
Before you start rolling out new lead generation campaigns across your various channels, you need to ensure that you have the appropriate infrastructure to house and nurture those leads. This means that you absolutely need a well managed, well organised CRM system. If you already have a good CRM in place (which we really hope you have!), it may just be a case of making sure that it is organised in a way that makes sense. Refining lists, updating tags or lead scoring parameters will always be a good place to start so you know how "ready to buy" certain audiences might be. If you don't have a good CRM system in place, take a look at Klaviyo, Ometria, Hubspot or Zoho to start with.
Channels for Ecommerce Lead Generation.
Within your paid channels, lead generation ad formats within paid social are going to be the most effective ad formats/channel to use.
Meta provide quite a sophisticated set up for lead generation allowing you to choose specific objectives, add custom questions to forms, create higher intent forms with an element of friction or even set up dynamic ads which tailor messaging based on previous activity. The beauty of paid social lead generation is that the form is housed natively on the platform, so the consumer does not need to navigate away to another site. We know that the easier and quicker it is for a consumer to complete a task, the more likely it is that they will actually complete it. Meta ads have direct API integrations with many CRM, marketing automation and email marketing systems so that data can be transferred with ease from native forms into your databases.
When we think of ecommerce, or even just D2C in general, we generally don't think of lead generation. We think of shorter purchase journeys, quicker decision making and ultimately checking out immediately on site. And whilst this may be the case for lower value products or everyday items, the same cannot be said for luxury purchases.
We have spoken at great length about the complexity that is the luxury purchase journey and how it can be far longer than we initially expect. So now let's take a look at how your brand could be harnessing lead generation within your ecommerce strategy to convert even more of your audience.
What do we mean by Lead Generation?
The way we see lead generation could also be seen as data capture. And this is where it may differ from the standard definition of a 'lead' within marketing. For the purposes of ecommerce and to Revenue Growth Agency, a lead is a consumer who has allowed a brand to capture their data (usually an email address through a sign up form) and is now sitting nicely within a CRM system. They have yet to make a purchase but they have shown significant interest in the brand. So a lot of what we're going to be discussing here, is how to move consumers from just 'being aware' of your brand, to being nurtured by your brand. In short, we need to build your database.
Why is this important? Well email marketing still remains to be one of the most cost effective means of driving revenue.
Reports by Litmus state that email ROI is an impressive $36 for every $1 spent - higher than any other channel.
So, theoretically, the larger your email database, the more revenue you can drive in a cost effective manner.
Before you start.
Before you start rolling out new lead generation campaigns across your various channels, you need to ensure that you have the appropriate infrastructure to house and nurture those leads. This means that you absolutely need a well managed, well organised CRM system. If you already have a good CRM in place (which we really hope you have!), it may just be a case of making sure that it is organised in a way that makes sense. Refining lists, updating tags or lead scoring parameters will always be a good place to start so you know how "ready to buy" certain audiences might be. If you don't have a good CRM system in place, take a look at Klaviyo, Ometria, Hubspot or Zoho to start with.
Channels for Ecommerce Lead Generation.
Within your paid channels, lead generation ad formats within paid social are going to be the most effective ad formats/channel to use.
Meta provide quite a sophisticated set up for lead generation allowing you to choose specific objectives, add custom questions to forms, create higher intent forms with an element of friction or even set up dynamic ads which tailor messaging based on previous activity. The beauty of paid social lead generation is that the form is housed natively on the platform, so the consumer does not need to navigate away to another site. We know that the easier and quicker it is for a consumer to complete a task, the more likely it is that they will actually complete it. Meta ads have direct API integrations with many CRM, marketing automation and email marketing systems so that data can be transferred with ease from native forms into your databases.
