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The Basics to Online Lead Generation in the GDPR Era

The Basics to Online Lead Generation in the GDPR Era

Harley Marsh
Harley Marsh
January 7, 2020

After the European Union's General Data Protection Regulation came into effect since 2018, organizations are trying to find new strategies to foot in this new rule. Few aspects of the business like online marketing are largely affected by GDPR and it is at the heart of management and customer's personal data. There are a few changes to be made in your modern business to not get affected by the exploitation or threats. If you do not feel ready about the same, you are required to get a robust lead qualification techniques and check for the possible techniques to make your business GDPR ready!

Companies that use databases to store customer dataSource

 

In this article, we will be looking at a few tactics that can help you to jump into digital marketing in the GDPR era. Let's get started with.

 

Automating Customer Data

 

Back in the old days, it was very much acceptable for the customers to store their data in Microsoft Excel and Google Docs spreadsheet. Such a technique is no longer applicable after the rising of the GDPR techniques.

 

GDPR Data Map

 

Source


In order to reduce the risk of violations of the new GDPR regulations, it is vital to centralize the customer data into a CRM system. It makes it easier for creating avenues that are helpful for your customers to access their personal data in your inventory, and also evaluate the data for making any changes in the information or request deletion when necessary.

 

You can easily and quickly review an electronic file by sending it to the user that includes full personal data whenever they ask for the same.

 

New CRM techniques to store Data

Source 

 

Revive Data-collection Methodology

 

If you want a successful digital marketing strategy, in the long run, you need to stop purchasing the leads from unauthorized sources. If you are buying new customer records for your mailing list then its high time to avoid these dangerous threats. 

 

But still, if you have purchased the leads in the past then it becomes extremely difficult for any business to differentiate between the original ones and the opt-ins. When you are stuck with such situations, you simply need to start fresh from the beginning.

 

We have witnessed that the traditional approaches of reviewing the data collection are highly in danger when compared to the GDPR lead generation requirements.  It should be noted that if you are required to delete the contact details or email ids from your old mailing list then it is mandatory for the affected customers to get notified on the same.

 

This can be regarded as a positive reputation for your business. Even the customers are going to trust you and have immense confidence which will not only affect the data that is consented for the customers.

 

ALSO READ: How Phone Calls Are Important For Your Lead Generation

 

Cookie Management


Cookies are simply a commonplace that plays a central role to ensure all of the customized online experiences. With regards to the dispensation provided under the GDPR lead generation, it is clear for the visitors to get an improved experience from the cookies that captures their personal information such as addresses, transaction details, and phone numbers.

 

It is very much easy to assume for any individual user that almost all the online website tracks the online activities, location, preferences and much more for all its users. Moreover, to have an immediate notification popup requires a visitor to land up on the website to make sure there is no confusion before sharing their details.

 

Cookie consent example

Source

 

Generate Incentives and Multiple Avenues for the Willing Details

 

There lies no point in buying the leads as all the businesses tend to put extra efforts to ensure that the website visitors are happy to share their personal information on a voluntary basis. It's high time to get a little creative when asking for the user details so they feel safe for downloading your subscriber list.

 

In order to get a specific popup for different pages and sections of your website,  the visitor needs to show a keen interest in general news, blog posts, and new products. Also, it is mandatory for your business to include a link to the privacy policy in order to check whether your lead generation rules are compliant with the GDPR.

 

Regular Checks on your Mailing List


If you already possess a mailing list before the GDPR era then there are possible chances of it to not confirm with the new rules and expectations. Thereby, businesses are beginning with the comprehensive auditing of their mailing lists to get rid of any customer records which cannot be linked to harmful threats.

 

Once you have cleaned up your mailing list, its high time for your business to ensure that any of your new subscriber who joins the mailing list needs to confirm their subscription by clicking on an automated email received by them.

 

Mailing list audit

 

MAY BE INTERESTING: 7 Emails That Will Boost The Loyalty of Your Customers

 

Recheck your Privacy Policies

 

It might happen that your privacy policies are not in compliance with the GDPR lead generation requirements. This is to make sure that you are working on the right side of the law by reviewing it and making all of the unnecessary changes. You are required to keep a sharp eye on the language of your privacy statements as it has to be easy for the customers to read and understand. All of the privacy policy needs to sound clear and unambiguous for not creating any gray areas. The policy should also be in reach within the website but it should be on the special web pages where you need to collect the personal information. 

 

Does your website make use of the Facebook Pixel for retargeting your ads? Well, if it's true then now onwards you are required to know your visitors that they can give their consent to the existing process. If your website is indulged into publishing sponsored content then you need to figure out if they are making use of the tracking cookies or not from the sponsors. If they respond yes then you get the explicit consent of the visitors to your website.

 

Wrapping Up

 

Back in the past, some organizations have abused the customer data by selling out sensitive information to third parties by not giving them the desired level of protection. This was one of the major reasons to invade the new privacy regulation as the GDPR triggers widespread changes in how the companies with the EU citizens handle their personal data.

 

This stands true for any digital marketer when it comes to leveraging personal data for targeting the products on an accurate basis. GDPR is not at all intended to impede business or put bars in the communications between the business and customer. Opposite to this, it requires to raise the data quality for increasing the transparency and dive on the latest innovations. Follow the above-given tips and tricks for making your digital marketing strategies get compliant with the GDPR. Till then - keep learning!

 

If you are in the market looking for innovative ways to attract more clients and generate more quality conversations for your company, schedule a personalized demo today or test our tool for free for 7 days.

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