Because so many break the rules!
Lead generation, or lead gen as it is colloquially known, has acquired a bad reputation. It is seen as “dodgy”, and “deceitful”, and those that operate in the sector have been described as “snake oil salesmen”!
Why is this?
The simple answer is that many companies have for years prioritised profit over privacy and sold peoples’ personal data to anyone who would buy it. (The other side of this coin is the “buyers” who don’t care where the data comes from – but that’s another email!)
Lead gen can be done legally, and when done so by a reputable company, using a variety of marketing techniques, it can attract and convert potential customers in your ideal audience – pre-qualified customers that want to buy what you sell.
One common method is to use ads on social media to drive traffic to a webpage where the prospect will leave their contact information. For example, an ad for a funeral plan, and you click a link to a website landing page. Here there will be information about the plan and a contact form to complete if you’re interested.
The main problem with this? Some lead gen companies fail to make it clear that they are acting on behalf of 3rd party clients. Consumers believe they are giving their personal data to the lead gen company.
The ASA sees this as an issue and they have slapped companies undertaking lead gen for solar funding schemes and grants, and funeral plans, where there is no mention that the data will be shared with 3rd party companies.
Remember it needs to be crystal clear right from the first communication who is actually collecting the personal data. No ifs, buts or woolly wording.
As well as complying with the law, this also ensures that those leads are already positive to your brand, making them more receptive to your offers. So if you are a lead gen company and want help to make sure you get this right or want the benefits partnering with a lead gen company can bring