GDPR and the future of lead generation

We made it through that barrage of GDPR emails. Well done everyone. So, what now for lead generation on Social Media? How can we look at this decimation of our mailing lists as a good thing?

We made it through that barrage of GDPR emails. Well done everyone. So, what now for lead generation on Social Media? How can we look at this decimation of our mailing lists as a good thing?

We’ve updated our… Kidding! We’ve all seen those words too many times recently.

The barrage of data policy emails has finally come to an end, but this isn’t the end of lead generation as we know it.

Brands are obviously concerned about their databases for customer and business comms. There’s no reason, however, for anyone to fear the loss of good contacts.

Spring Cleaning

Let’s look on the positive side of GDPR. Brands get to have a spring clean and throw out uninterested contacts, saving money on unopened emails and clicks.

Your database might shrink, but don’t worry – it’s all about quality over quantity. Your audience might be smaller, but it’ll also be more reliable, meaning better response rates. Ultimately, GDPR will be saving brands money and effort in the long term.

Brands and marketers now have to earn the privilege of looking after their customers’ data.

For a consumer to give up an email address to an ad, for example, brands have to offer a more personalised exchange. Using their knowledge of the individuals they’re targeting, they’ll need give something back. Perhaps giving a customer access to some special content that others can’t have.

Lead generation in data capture social has always been tough. The only tried-and-tested way to show a return on investment is with tracking and exclusive, gated content.

Like all the best interactions, it becomes a a two-way street: Consumers need to feel confident that a brand isn’t misusing their data. Brands need to earn trust and provide rewards when capturing data.

If in doubt, look to RuPaul’s wisdom: If you want to generate solid leads, foster an engaged and excited community and generally increase the quality of your online interactions…

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