The Great Book of Generating Leads for Ecommerce

The Great Book of
Generating
Leads
for Ecommerce
LEAD
LEAD
LEAD
LEAD

No matter what kind of business you run, you’ll
always need one thing: customers.
Without them you’ll sink like a stone and so
will your company.
Marketing automation platforms are one of the most
powerful lead generation tools - hard to replace
when it comes to expanding your audience reach.
It will help you not only increase your website traffic,
but also transform anonymous visits into leads.
In this ebook you will find practical advice on how to
gain new leads in various channels, while also
learning how to avoid the traps that many fall into.
SALESmanago Marketing Automation
tools are bolded
2
TheGreatBookofGeneratingLeadsforEcommerce

Website
3

AdWords Blog
Google is the first port of call for
people when searching for information
on the internet. Most clicked results
are at the top of the page. Those
visible in the top positions are usually
paid results.
You start with keywords, and then create
the title and content of the displayed ads
in a specific form. Remember you must
choose the right landing page you want to
redirect traffic to - it has to be responsive
and should include a place to leave the
data (with adequate incentives, of course).
Idea
Implementation
Keyword planner to search for and
plan keywords
Stopping non-effective campaigns and
keywords
Useful tools
What can be automated
Wide range
Costs
Pros
Cons
Tracking the AdWords quality score
Removing disapproved ads
Time when ads displayed (daily)
A tool for detailed analysis of social
media, SEO, AdWords and web
mentions
Scripts for AdWords
Targeting possibility
Tisplaying results based on location
Necessity of constant updating
and optimization
Internet users often look for
information, guides and ways to solve
problems. Running a blog allows you
to gather useful and engaging content
in one place. Moreover, these texts
can be used for direct promotion
of your products: you can embed
videos and add links to the relevant
landing pages, banners or pop-ups
encouraging people to subscribe for a
newsletter or download an ebook.
Create a CMS account, write some
articles, add appropriate forms integrated
with the CRM platform and you’re good
to go.
Idea
Implementation
Keyword Planner - for better content
optimization
Publication of posts from blogging
platforms in social media
Useful tools
Creating a database of useful content
Time consuming
Pros
Cons
Alerts about comments
Alerts for new contacts in CRM
Tagging contacts
Popular topic finder
RSS reader - to keep up with
competitors’ activities
Improving your position in search results
Creating a long-term relationship with
readers
Necessity of content distribution that is
often associated with additional costs
4

Download Center
The electronic library, where in
exchange for contact data you can
download ebooks, infographics, case
studies, forms or templates.
Upload several creations to a website,
add a form integrated with the marketing
automation platform to each, set the
automatic dispatch of emails with the
requested file, or set unlocking the
download action right after the data is
saved in the system.
Idea
Implementation
Marketing Automation Platform -
for automatic message sending
Requested file sending
Useful tools
A constantly expanded educational center
Lead quality - they are not necessarily
intrested in making a purchase
Pros
Cons
Content recycling
Ability to use content in other channels
The possibility of obtaining false data if the
file isn’t sent via email
Messages might be labeled as spam
5

Cross-promtion
Cross promotion is basically the
mutual promotion of products by
various companies.
For starters, look among your business
contacts for manufacturers, dealers, and
service providers which offer products
and services somehow related to yours,
or complementary to them. Develop
terms of cooperation and recommend
each other’s products, whether as
website banners or as a mention with a
backlink on a blog, or even as a separate
tab in e-store.
Idea
Implementation
A tool for tracking web mentions
Posting in social media
Useful tools
Enlarging audience
You might not be able to execute a
partner’s actions
Pros
Cons
Supporting your message wth an
independent source
Strengthening cooperation
with partners
Free template
People visit your website to find a
solution to their problems. A free
template will definitely make their lives
easier.
Same as for a download center, first you
must prepare content, then upload it to
the website and add a proper form so
people can leave their data in exchange
for your materials.
Idea
Implementation
Marketing Automation Platform -
for automatic message sending
Sending the message with the
requested file
Useful tools
Constantly expanded educational center
Lead quality - they are not necessarily
intrested in making a purchase.
Pros
Cons
Content Recycling
Ability to use content in other channels
The possibility of obtaining false data if
the file isn’t sent via email.
Improving your position
in search results
Messages might be labeled as a
SPAM
6

Forms Displayed on the
Particular URLs
Dynamic Recommendation Frames
Recommendation engines are very
powerful mechanisms capable of
keeping users on the website for a
long time. If you don’t believe it, think
for a moment about the enormous
commercial success of Netflix or
YouTube. They work almost instantly
in real-time – you are watching items
(or services) from one category, and
you immediately see the offer of similar
things, limited offers or complementary
products.
Connect real-time monitoring with the
display of dynamic content on the page,
to remind users what they’ve been
interested in.
Idea
Implementation
Marketing Automation Platform:
Re-showing products that have already
been viewed
Useful tools
Possibility of interaction with anonymous
contacts
Pros
Communication rooted in users’ needs
High level of personalization
Module to monitor contacts’
website behavior in real-time
Contact forms and dynamic content
wizard
Assigning acquired contacts to the sales
funnels depending on viewer’s interests
Shipping coupons/materials in exchange
for filling out a form
High conversion rate
Possibility of combining different
recommendation scenarios
Contact form displays can be adjusted
to the website’s specifics, to a specific
URL or type of items browsed by the
user.
Prepare several sets of forms, so each
user sees only those that are related to
the theme of the current page. Simplifying
if a person looked through the tab with
shaving products, display a pop-up with
the smiling, clean-shaven model.
Idea
Implementation
Re-showing products that have already
been viewed
Useful tools
contacts.
Necessity of adjusting the form to the
lead’s engagement level (progressive
profiling)
Pros
Cons
High level of personalization
Necessity of preparing attractive
benefits to exchange them for user’s
data
Module to monitor contacts’
website behavior in real-time
Contact forms and dynamic
content wizard
Pop-up wizard
Assigning acquired contacts to the sales
funnels depending on viewer’s interests
Shipping coupons/materials in exchange
for filling out a form
Recommendation engine
7

Personalized banners and
contact forms
The banner can display content
tailored to users’ interests (if the user
is properly tagged), their engagement
level (scoring), or their current stage in
the sales funnel.
Select form’s design, CTA, and the fields
to be filled. Implement it in the selected
page and select which group of visitors
can see it - in this case, select the ‚don’t
show to identified contacts’ option.
Idea
Implementation
Contact form wizard
Assigning acquired contacts to the sales funnels depending on
viewer’s interests
Useful tools
contacts
Necessity of adjusting the form to the
lead’s engagement level (progressive
profiling)
Pros
Cons
Pop-up wizard
Necessity of preparing attractive
benefits to exchange them for
user’s data
Shipping coupons/materials in exchange for filling out a form
8

Newsletter
Periodically sent newsletter (to all or
part of the database) allows you to
maintain interest in the brand among
consumers, attach them to it and
inform them about important changes
and events.
Place a newsletter sign in forms on visible
places on the page. You can also use
pop-ups to encourage people to leave
their email address. If you decide that it
is worth trying, you can offer a purchase
discount in exchange for users’ data.
Idea
Implementation
RSS using template wizard
Sending a cyclical newsletter
Useful tools
Lack of attachement - perfect for fresh leads
Necessity of updating the database
and deleting the incorrect/outdated
addresses
Pros
Cons
Familiarizing new people with the image of
the brand
High probability of data correctness
Need for exact and detailed database
segmentation
Discount code generator
Email Marketing module
combined with Marketing
Automation Platform
Header analyzing tool
Loading content via RSS
Generation and sending of discount
codes
Time-saving solution
9

Pop-up
A window popping up while users
browse the website. It can encourage
visitors to leave data, as well as remind
them of limited offers.
Decide what type of pop-up you want
to use, define its purpose and prepare
a graphic creation. Also remember to
prepare a so-called ‚thank you’ page,
on which you will express your gratitude,
post summary, or redirect to the landing
page.
Idea
Implementation
Marketing Automation Platform
- to monitor website behavior
A/B testing tool
Pop-up display per user frequency
Useful tools
High efficiency
User irritation
Pros
Cons
Very high conversion rates
High qualityof acquired leads
Quiz
We all like challenges and fun. A quiz
is one of the most pleasant forms to
ineract with users.
We all like challenges and fun. A quiz is
one of the most pleasant forms to ineract
with users.
Idea
Implementation
Quiz plug-in
Sending results
Useful tools
Simplicity
Someone must prepare questions,
answers and result scoring
Pros
Cons
Most users will be happy to take part
Obtaining additional information about
fresh leadsExtending the focus time of readers
Adjusting the displayed content to user’s
interests and knowledge level
Moment of window displaying
Adblock usage
Google docs
Plugins/apps to create polls
Tagging and segmentation of contacts
according to their results
Pop-ups and form wizard
10

Remarketing To Anonymous
Visitors
There are worldwide companies
that collect contact data and users’
consent to commercial information
shipment. If you acces the platform
integrated with those databases you
can send messages to anonymous
contacts who visited a monitored
website.
Implement monitoring code from
Marketing Automation Platform on the
website.
Idea
Implementation
integrated with database
of partner’s network
Alerts for the call center
Useful tools
Significant increase in activity reach
Lead quality varies
Pros
Cons
Dynamic messages sent to
anonymous visitors
Giveaway
It is one of the easiest ways of
generating new leads. Its clue is to
offer a free item or service (in a limited
number of pieces) in exchange for a
set of data or a social media share.
Prepare: blog or website articles, forms
and banners, and inform potential leads
about this event (newsletter, social media,
app users, customers in brick-and-mortar
shop).
Idea
Implementation
Pop-ups and form wizard
Sending a ‚thank you’ email to the
people involved in the action
Useful tools
Good feedback
Low lead quality
Pros
Cons
Simplicity
Relatively low cost of acquiring the lead
Sending data to the call center and
salespeople
Social media post planner
Tracking mentions in social media
Email wizard
Drawing the winners
11

Live Chat
It’s good to have a place on the
website where visitors can get
answers to their questions from a flesh
and blood consultant in real-time.
That’s the effect you can get if you put
a Live Chat window on a site.
Implement a proper code on the website.
Idea
Implementation
integrated with Live Chat
The moment of displaying a chat window to a user
Useful tools
Warming the brand’s image
Someone must answer
the chat 24/7
Pros
Cons
Real-time contact on the website
Adding email addresses to CRM
Adding a CRM scoring
Sidebar
The above-mentioned contact forms
can also connect with any sidebar and
be used to collect contact information.
The sidebar is the window popping up
from the side of the page, which can
effectively catch the attention of the
user and redirect them to any subpage
or just collect their contact details.
Prepare creation, choose the way the
sidebar pops up, prepare a form and
implement the code on the website.
Define the target group as anonymous
contacts, i.e. those that are unmonitored
and not included on the CRM.
Idea
Implementation
Adding a contact to the sales funnels
according to their interests
Useful tools
Interaction with anonymous contacts
Incomplete set of data (if done with
progressive profiling practice in mind)
Pros
Cons
Contact form wizard
Coupon/content sending after filling out
the form
Sidebar wizard
Attractive prizes necessary
12

Web push
Web push notification is a relatively
new communication tool. The main
idea is to send short notifications to
users who have given their consent at
the browser level.
Using the plugin, code on the website
or the right platform, set the web
push display, prepare a set of various
notifications, and develop the conditions
and frequency of their display. Remember
to prepare a consent form.
Idea
Implementation
Message display
New way to communicate with users
Pros
Communication with anonymous users
to prepare, set and analyze web
pushes
Useful tools
Easy way to highlight the offer
13

Mobile
Channel
14

Mobile App - Progressive Profiling
Users are not eager to give a full set
of information about themselves at
first contact. Progressive profiling
allows you to acquire this information
gradually as user confidence
increases.
While creating a mobile app, plan the
various stages of obtaining information,
prepare the forms and offer prizes in
exchange for the data.
Idea
Implementation
Form wizard
Showing forms
Useful tools
Gaining users’ trust
Slow pace of process
Pros
Cons
Building loyalty
Sending prizes
Completing behavioral profiles
QR codes
QR codes can redirect users to any
landing page with a form. With creative
use of these codes a company can
interest potential buyers.
Prepare a landing page, generate QR
codes and put them on the appropriate
objects (posters, parcels, etc.).
Remember that to read the QRs a user
needs access to the internet and physical
access to the object (they must keep their
phone still for a few seconds and be close
enough to fit the image on the screen).
Idea
Implementation
QR generator
Discount code generation
Useful tools
Additional way of using the mobile
channel
User must download QR reader on a
smartphone
Pros
Cons
Messaging after QR has been scanned
Landing page and form
generator
User must access internet to be
redirected by a code
Mobile Marketing Automation
Platform
15

Burst Campaign$
Intensive promotion with a large
budget, usually offering additional
benefits in return for the installation of
an app or setting up an account.
Select a target group, the channels in
which you want to reach users, define
the budget of the campaign’s duration
and KPIs. Start intensive actions and
constantly monitor their effects.
Idea
Implementation
UTM generator to track sources’
efficiency
Social media posting
Useful tools
Wide range
Variable/low quality of leads
Pros
Cons
Huge amount of new leads
Tool to track CPI and conversions
Lead tagging according to source of
acquisition
Sending prizes
Platform to store the contacts
Tool to segment the contacts
and distinguish leads from random
downloaders
16

Beacons
Beacons are small devices using BLE
(Bluetooth Low Energy), which can
send notifications to smartphones.
These notifications can encourage
registration in exchange for discounts
or freebies while shopping. Such
notifications sent, for example, when
shopping can spark shoppers’
interest.
Arrange beacons in a given location,
prepare the notification content, and
automate notification sending.
Idea
Implementation
Platform integrated with CRM
to use the full potential of the
omnichannel
Message sending
Useful tools
Context-based actions
Pros
Contacts imported to CRM
%
High efficiency
17

Soft Launch
Before releasing a paid version of the
application to the target market, you
can share it for free with a smaller yet
similar group of users.
Find an audience like the one you are
creating the application for (eg. residents
of neighboring geographic region) and
enable it for them as freeware.
Idea
Implementation
Platform
Behavioral data collection
Useful tools
Possibility of pre-launch behavioral data
collection
Pros
Contact segmentation
Acquiring feedback from users before official
launch
18

Social
Media
19

LinkedIn Article
LinkedIn is a social networking site for
professionals which enables them to
build a network. By publishing expert
articles you can interest a group of
people looking for specific tools or
products with a named solution.
Prepare text and upload it using the
‚publish a post’ button. The article should
be specific and helpful. It should not focus
too much on promoting a particular brand
or product. You can also share posts from
other sources as updates.
Idea
Implementation
Text editor
Useful tools
High quality leads
Publish a post’ option isn’t
available worldwide yet
Pros
Cons
Facebook Live Stream
Facebook enables live coverage
transmision. Use it and prepare an
interesting tutorial or webinar.
Develop a scenario and remember to
engage viewers during the live streaming.
Encourage viewers to ask further
questions and show them how they can
contact you.
Idea
Implementation
Custom audience tool to
promote the event
Chat with a bot
Useful tools
Simplicity
Variable quality of leads
Pros
Cons
Wide range
Relatively low cost
Micro-content tool
integrated with Facebook bots to
automate chat
Social media post scheduling
tool
Posting about the event
20

Facebook Lead Ads
On Facebook, you can exchange
content for contact details. This can be
an invitation to the webinar, free record
or discount for shopping.
You will need a set of graphics and
content to encourage potential customers
with. Depending on what you offer
(webinar, recording, coupon, educational
content), prepare the landing page and
autoresponder then immediately send
relevant materials and links to people who
left their data.
Idea
Implementation
Tool that automatically imports
contacts from Facebook forms,
Import of leads to CRM
Useful tools
Simplicity
Lead quality
Pros
Cons
Wide range
Influencers
Most social platforms have a bunch of
very influential users who have a large
impact on their target group. You can
cooperate with them, so they mention
your company here and there, present
a product or service, and show it in a
positive light.
Prepare content and guidelines then
determine the terms of cooperation with
the selected user. Remember to put some
relevant links in the text.
Idea
Implementation
UTM generator
Content distribution on a platform
gathering influencers
Useful tools
Wide range
Lack of direct control
over the process
Pros
Cons
Good quality database
Lead tagging
Platform that connects you with
influencers
Autoresponder
Relatively low cost
Expert proof
integrated with such tool
21

LinkedIn Experts
LinkedIn users have very precisely
defined professional profiles. If you
know who you want to gain as a lead,
you can find them right here, and of
course interest them in what you have
to offer.
Determine who you want to interest with
your offer, then search for a person with a
matching profile and connect with them.
Idea
Implementation
- to create a buyer persona with
the data you already have in your
system
Collecting behavioral data
about potential and existing
customers on the website
Useful tools
High personalization of messages
Takes a lot of time
Pros
Cons
Low possibility of automation
Segmentation of potential leads
according to interests and professional
profile
Twitter & #
Hashtags help you find Twitter
messages with similar content. They
also make it easier to locate people
with similar interests.
Connect with people who write about
things related to your area of expertise.
Idea
Implementation
Tool for tracking web mentions
Alerts for web mentions
Useful tools
Simplicity
Low possibility of automation
Pros
Cons
Quick solutions
22

Messenger & Bots
Companies, same as individuals,
can contact other users through the
Messenger application. This is an
excellent and quick way to start a
dialogue with customers. In addition,
it allows you to engage a bot in simple
activities, such as answering simple
questions, and present the offer to
direct users to the appropriate landing
page.
Prepare a bot conversation scenario
and deploy it to the Messenger of your
fanpage using one of the many options
available.
Idea
Implementation
Bot wizard
Conversations with customers
Useful tools
Saving employees’ time
Pros
Recommendation of products or offers
Improving response time statistics
on Facebook
Tool that allows a bot to
integrate with CRM
Alerts for support and sales
departments
Quick response to customer needs
Multiple possible scenarios
Cons
Scenarios must be prepared
23

Quora answers
Quora is a platform where you can
ask questions and share knowledge in
selected areas.
Create a free account, select the
areas where you know the answers to
the questions and start your activity.
Responding to a question you can link to
the relevant product or landing page.
Idea
Implementation
UTM generator
Useful tools
Zero costs
You must answer on a regular basis to
maintain your reputation
Pros
Cons
More than one category of answers
Slide Share
Slideshare is a platform for sharing
visual content e.g. presentations. It is
often used by experts, therefore, you
should provide useful, pleasing and
attractive content there.
Prepare a presentation, create an account
(you can connect it with your LinkedIn
account), upload the presentation, add
a description and tags, and leave a link
to the appropriate contact form in a
visible place. Additionally, you can set it
as the gated content, so that only people
who leave data can view the entire
presentation.
Idea
Implementation
Presentation editor
Useful tools
Building a positive image
It takes a lot of work to create
a decent presentation
Pros
Cons
Huge popularity of visual
content
Micro-content tool
Simplicity
Opportunity to complete LinkedIn
profile
24

Offline
25

Polls
People love to share their opinions,
so it is worth asking them to fill
out questionnaires related to their
purchase. If you also promise them
something in return for leaving
data (competition, discount) you
are probably going to expand your
database with people who visited your
brick-and-mortar store.
Prepare surveys and engage workers
who will poll customers.
Idea
Implementation
Useful tools
A new audience
Time-consuming
Pros
Cons
Targeting customers in another channel
Spreadsheet
Business Cards Collecting
When attending industry events you
can exchange business cards with
others. They can also be your leads!
Enter contacts from collected business
cards to CRM with a proper tag.
Idea
Implementation
Useful tools
High precision in the description of the
contact
Random contacts
Pros
Cons
Warming a lead before importing to the
system
integrated with CRM to collect
properly tagged contacts
Application to create polls
26

Loyalty programmes
Many stores run customer loyalty
programmes. In exchange for frequent
shopping in the store they can take
advantage of discounts and special
offers.
Prepare tokens for programme
participants, a brief personnel survey and
remuneration system.
Idea
Implementation
integrated with CRM to collect
properly tagged contacts
Useful tools
Positive social feedback
Pros
Customers from a different channel
Others also have it
Cons
Mobile marketing module
to send text messages
Scoring
Welcome email
Tagging
27

Others
28

Press Release
If you want people to find you they
must first acknowledge your existence.
Appearing in industry surveys and
periodicals increases the awareness of
your brand among consumers.
If you have something to be proud of,
write a short press release and distribute it
to people who can spread it more widely.
Idea
Implementation
UTM generator
Useful tools
Wide range
Lack of direct control over
the process
Pros
Cons
Targeting a new group of potential
customers
Oppinions
We often buy according to opinions
found on the internet. Make sure that
your product has been evaluated by
customers.
Ask users to write opinions and remind
them by email if they forget to do so.
Simplify the process by sending them a
link where they can rate your services.
Idea
Implementation
Autoresponder
Sending of messages in a defined
period of time after the purchase
Useful tools
High efficiency
Pros
High quality of leads
Email marketing module
29

Word of Mouth Marketing
The internet is full of professional
forums and discussion groups. Be
there. Share expert knowledge and
answer questions.
Monitor threads on selected newsgroups,
share answers, suggest solutions to
problems and additionally show the perks
of using your products.
Idea
Implementation
UTM generator
Monitoring of web mentions
Useful tools
Wide range
Pros
Social media posting
Targeting new group
of potential customers
If done wrongly it gives you a ‚spamer’
label
Cons
30

Recommendations
If a product is recommended by
someone you trust, it is likely that you
will want to try it out.
Don’t be afraid to ask customers for
recommendations. If they are satisfied
with your product, there is a chance that
they will want to recommend it to friends
and relatives.
Idea
Implementation
Autoresponder
Sending messages to your customers
Useful tools
High efficiency
Pros
High quality of leads
Email marketing module
Time-consuming
Cons
Warming contacts
31

Email Footer
Every day we send dozens of emails.
Use each message to the fullest and
include information, for example, about
an organized event, or a link to a library
with educational ebooks.
Prepare a text, add the graphics and link
to the landing page. Join the creation to
your email footer.
Idea
Implementation
Micro-content tool
Useful tools
Optimizing actions
Pros
Lack of extra costs
Simplicity
32

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The Great Book
of Generating Leads
for Ecommerce

The Great Book of Generating Leads for Ecommerce

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