The FCC recently announced that it’s cracking down on consent farms. Those companies use misleading information to gather data for lead lists, such as promising a jobseeker an interview when no position exists. Purchasing these lists could land your contact center in trouble, so you should know what you can and can’t do when generating leads. Adopting ethical lead generation strategies can improve your funnel conversion and customer interactions.
Why Is the FCC Targeting Consent Farms?
Consent farms supply many telemarketing companies with data such as customer names and addresses, helping them generate leads and sell products. However, these are also one of the leading providers of data to robocallers. But, because they mislead consumers, the FCC is now targeting these companies and using enforcement techniques to stop consumer data from being sold in this way.
Consent farms deceive consumers by claiming someone will receive a benefit, perhaps a gift card, if they share their information for marketing purposes. Other times, these companies don’t get proper permission from individuals to use their information. The FCC and FTC found one consent farm that transferred consumer information to over 5,300 marketing partners. Those who agreed to share their data had no idea the company would use their information like this.
10 Ethical Lead Generation Strategies
Lead generation means filling your sales funnel with high-quality leads that your agents can convert into bona fide customers. But purchasing and calling outdated lists or using information from consent farms could spell trouble for your call center. So it’s best to keep things above board. Here are some ethical lead generation strategies.
Search engine optimization (SEO) is a killer way to drive traffic to your landing pages. Then, you can collect information from those interested in your offerings. Start by integrating relevant keywords into your content. That can boost your search rankings and increase awareness about your business.
2. Paid Ads
Why not attract leads with paid ads on channels like search engines and social media platforms? People might see one of your ads, click on it, and then happily provide you with their details on your site. That lets your sales teams nurture these leads and convert them into customers.
3. Retargeting Ads
Retargeting ads let you connect with people who have already shown some kind of interest in your business. Perhaps they visited your website and left something in their cart. Or maybe they called you about a product but changed their minds. Placing these ads on different channels can recapture potential leads.
4. Advertise Promotions
Genuine promotions can encourage people to leave their contact details with your business, resulting in lucrative and ethical lead generation opportunities. You might want to offer prospects a discount on their first purchase if they fill out a lead capture form.
5. Reach Out to Potential Leads on Social Media
Instagram, Facebook, TikTok, and the like let you engage with new leads and move them through your sales funnels. Motivating people to reply to your posts and responding to their queries helps you develop genuine relationships with these prospective customers.
6. Create Tutorials
Explaining how your product works can showcase its value and encourage people to learn more about your business. So upload tutorials to your website or YouTube to generate more leads.
7. Host Webinars
Inviting people interested in your offerings to a webinar will help you establish credibility and trust, and both of those things can be great for lead generation. Choose a topic your target audience cares about and ask them to provide their details in exchange for a free ticket.
8. Experiment With Interactive Content
Gamification could boost your ethical lead generation efforts. For example, you can create an online quiz and then ask participants to provide their email address to access their results.
9. Visit Tradeshows
Attending a tradeshow in your industry lets you network with potential leads who might never have heard about your product before. Why not ask visitors to hand over their contact details if they want to learn more about what you do?
10. Use Your Business Network
Ask influencers and thought leaders in your business network to spread the word about your business on their websites and social media accounts. That lets you capitalize on their audience and produce more leads for your sales team.
Why Ethics Matter When Generating Leads
The FCC’s recent crackdown on consent farms is just one way the agency is changing how businesses like yours generate leads. That’s because consent and data privacy are becoming really important for consumers. Using ethical practices for lead generation can instill trust in people and convince them their information is safe. It can also increase your reputation and improve the quality of lead lists for agents.
Another way to collect information responsibly is to adhere to data governance frameworks in your industry or region, such as GDPR. Also, avoid deceptive tactics such as clickbait and false promises.
Responsible Lead Generation
Using lists from consent farms is a big no-no. The good news is that you can still generate leads through SEO, paid ads, webinars, interactive content, and other above-board methods that won’t jeopardize your reputation and land you in trouble with the FCC. Follow the tips above to become a more responsible and ethical business.