Lead generation: What role does the double opt-in process play?

Definition: Lead Generation – What is it?

The term lead generation comes from marketing. Basically, it refers to all measures aimed at obtaining the personal data of potential customers. In return, visitors can then access further content or offers.

By definition, lead generation is designed to make as many interested parties as possible aware of the company.  Well thought-out and strategic lead management also aims to acquire as many new customers as possible. In the business sector, good timing and sufficient legal compliance are of great importance.

What is a lead?In B2B lead generation, a lead corresponds to a new business contact . This contact is interested in the company itself or certain products and services. In order to view this content, the business contact provides his or her contact details via double opt-in.

However, for more effective online marketing, a professional web agency distinguishes between different types of leads.

MQL and SQL: These are the types of leads

• MQL: Marketing Qualified Leads are of particular interest for B2B lead generation, as they often result in customers. Lead generation from MQLs is usually part of a well-functioning inbound marketing strategy.
• SQL: Sales Qualified Leads are leads qualified by the sales team. In lead generation, the term leads usually refers to SQLs. Unlike MQLs, these groups only come into being later in the conversion funnel. This means that this group of interested parties has already decided to buy at the time of lead generation.

Good to know: Since SQLs have already decided to buy, they take a closer look at the products or services. Excellent web design, an optimized customer journey and content that offers added value support the decision.

How does lead generation work?

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For successful lead generation, two goals must be achieved:

1. Attracting a large number of users to the website and
2. Then convince them to share their contact details.

This requires good search engine optimization and attractive web development. While excellent SEO ensures a good ranking in the search results, the programming of the website influences the user experience. Combined with effective display marketing, it is easy to bring interested parties to your own website.

Then you try to win the visitors as leads via an online form. This is usually achieved by providing interesting content. This could be an e-book, a case study, an initial consultation or a webinar.

Lead generation via double opt-in

Since lead generation is designed to store personal data, legal compliance is crucial. The double opt-in process is an easy way to meet these requirements.

What is the double opt-in procedure (DOI)?Lead generation involves storing sensitive and personal data. However, this process is subject to strict legal principles. The double opt-in process helps to meet these requirements in a legally compliant manner.

In its basic form, it is an email or SMS that the user receives after transferring personal data. It contains a link that must be confirmed upon receipt. Only by clicking on the link contained in it is it possible to store the data. It is therefore a form of explicit consent that prevents third parties from registering other people’s contact details.

Advantages and disadvantages of double opt-in

The double opt-in process offers various advantages and disadvantages when it comes to lead generation.

Advantages

• The procedure complies with the law and therefore offers sufficient legal certainty.
• The double opt-in procedure is extremely reliable because errors in the registration process are noticed promptly.
• Normally the data entered is correct.
• Implementation can be done quickly with professional software.

Disadvantages

• Confirmation emails often end up in the spam folder or arrive too late.
• The DOI process is time-consuming, which can frustrate prospective buyers.
• Links in automated emails can pose a security risk and are therefore not always opened.

Areas of application and alternatives

The double opt-in procedure is required wherever sensitive or personal data is stored. This includes, for example, email newsletters, registration on platforms or registration for events.

However, there are also alternatives that can be used for lead generation. The business owner phone numbers materials best known of these are the so-called social logins. Users register using their Google, PayPal or Facebook account.

Easily generate qualified leads: Here’s how

Hiring an agency to generate leads is a good way to get new leads quickly. However, the work of a reputable online marketing agency does not end with successful lead generation. Ultimately, these leads should ideally develop into existing customers.  The following approach has proven to be effective:

1. Act in accordance with the law: In order to avoid legal pitfalls and gain the trust of visitors, it is extremely important to adhere to all legal requirements.
2. Provide relevant content: High-quality content that provides visitors with real added value is the be-all and end-all when creating a website. But the quality of the content is also extremely important for efficient newsletter marketing . A professional SEO agency supports companies in producing high-quality content and optimizing it if necessary.
3. Automate the process: Both the lead generation itself and the qualification process can be tedious and time-consuming. That’s why many companies decide to cooperate with a specialized WordPress agency. They not only take care of placing Google Ads or the appropriate influencer marketing. Instead, such an agency also helps with the selection of suitable software solutions in order to automate this task as much as possible.
4. Define lead: To be successful in lead generation, the leads should be clearly defined. This also includes a sufficiently large budget and a certain amount of decision-making authority.
5. Qualify leads: Most people just want to get information first. This can be achieved with excellent content and targeted email marketing . Only then does it make sense to make product offers or sales pitches to users.
6. Evaluate leads: Evaluating the results regularly is crucial to further developing your own strategy. A well-thought-out lead scoring system is recommended here.

Win4Win: Easy lead generation with competitions

Win4Win is the largest competition platform in Switzerland . Companies aob directory can register here and, for example, publish competitions. Since attractive competitions usually attract a large number of visitors, Win4Win is ideal for lead generation. Visitors who take part in these offers automatically become leads. This makes it easier to identify interested parties and then target them with email marketing. This makes Win4Win a platform that offers both sides great added value.

ConclusionThe double opt-in process is a simple and legally secure method of using personal data for lead generation.  The user’s explicit consent makes it possible to use personal data and information specifically for marketing purposes. A professional lead generation agency like ONELINE helps companies generate high-quality leads.

To ensure that readers and potential customers get a good overview and associate the company directly with positive aspects and high quality, all texts must be error-free, interesting and relevant . It also makes sense to make the content varied. Photos, graphics, lists, internal and external links loosen up the structure and ensure a longer stay. Corresponding plug-ins for WordPress can be helpful here. If that’s too much work for you, you can hire a web design agency .

However, loading times should be short and the website must be designed to be user-friendly in every respect. This also applies to mobile devices, which are increasingly being used to access websites. If the loading process keeps stopping, long loading times occur. If you have to zoom in to read, many readers find this so frustrating that they prefer to visit another website.