Customer acquisition strategy is entering a new era at a time when many young brands and flagging companies are struggling to generate leads. Adictiz offers an overview of current customer acquisition methods and explains how you can optimize their performance through marketing games and contests.
1/ RENT OR PURCHASE A DATABASE
This method of generating a massive amount of "ready-to-use" leads is becoming less popular. The contacts it provides are not always relevant, the way the data are classified often has to be reworked, and it can make users feel they are being contacted too often or too aggressively by unknown or competing brands. However, databases are still a practical way to quickly collect a large number of email addresses.
Sending a marketing game to your database is the best way to test it, improve classification data, and focus on developing your most mature leads. This approach also lets customers interact on their own terms, laying the foundations for a more authentic brand-customer relationship.
2/ CREATE AN INBOUND MARKETING WEBSITE
Search engine marketing is an effective way to showcase your expertise and brand content through relevant and informative content. Search engine optimization (SEO) and search engine advertising (SEA) help you draw traffic to your website. The challenge is to then identify these visitors and convert them into classified leads.
Your conversion rate, or the number of visitors converted into classified leads, depends on your website's appearance, user-friendliness, and content marketing. A predefined inbound marketing strategy typically includes a blog, landing pages, and premium content that users can download after providing their contact information. Grab your visitors' attention by incorporating fun, interactive content like a promotional game into your website. On average, over 50% of visitors sign up for a game after navigating to its homepage. This is a good way to measure your ability to win over your visitors.
3/ USE AN OUTBOUND MARKETING STRATEGY ON SOCIAL MEDIA
It is also important to reach out to the core of your target audience. Social networking platforms are a key lever in this respect because they are part of customers' daily lives. For example, 83% of marketers state that Facebook makes up a significant part of their business, and 77% of B2C marketers have acquired leads from the site. Twitter, Instagram, Pinterest, and LinkedIn also play a crucial role, and each platform is gaining power within its respective niche.
Marketing games and contests, as social and viral drivers, pair perfectly with social networks. They provide a great opportunity to present an original pitch, recruit leads from social media, and collect classifying criteria in just a few clicks.
Pairing social media with marketing games lets you effectively combine paid, owned, and earned media. Draw on your existing community and use viral word-of-mouth marketing to reach a larger audience through peer networks. In other words, your customers' friends will probably like your brand as well. Incorporate an Ads mediatization campaign to recruit targeted and classified leads according to your predefined criteria. On average, an Ads advertisement that includes a game generates three times more reactions. Mediatizing your games on social networks also allows you to recruit more classified and targeted leads!
In France, brands can only send promotional emails to consenting web users. Co-registration was developed in 2005 in response to the resulting decrease in email databases. This method lets you work with other companies to recruit leads and pool the collected data with your partners.
Marketing games are the best way to implement a co-registration strategy. The premise is simple. All you have to do is add options at the bottom of a sign-up form to encourage users to sign up for your newsletter and that of your partners before accessing the game. This lets you send the game to a much wider audience and divide the cost per lead (CPL). Make sure to choose partners that match your brand universe so you can be sure to reach the core of your audience.
5/ CONVERSION INCENTIVES
Sixty percent of the quality of a lead depends on how well supply matches demand. The goal is to contact the right person at the right time via the right channel and with the right message. Marketing games, which are available online, on social networks, and in points of sale, are an excellent way to recruit and classify leads at any time and at any point customers come into contact with your brand.
Coupons and various types of prize and reimbursement offers are the most important and measurable incentives for transforming your acquired customer traffic into leads. These incentives are more effective when they are included in a game rather than directly sent out via mail, email, or web banners. Users are more receptive to these offers when they feel they have won them. In fact, this reward is what motivates 81% of players! That is why it is important to offer prizes for your marketing games that correspond to your brand image.
Data is the key to getting leads. Classifying your leads is a permanent and essential requirement that lets you sort your visitors into pre-lead channels and then move them on to more mature lead channels. The entire relationship between marketing and sales depends on this use of data. By obtaining targeted information, you can better zero in on what your customers need or encourage them to want your service. To do so, you must establish a trust-based relationship between your brand and your customers. The entertaining nature of marketing games tends to improve the quality of sales contacts and optimizes your conversion rate. For this reason, games are the number-one way to collect data.