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Good lead acquisition is the product of a strong lead generation strategy. The goal is to help people get to know your brand in order to attract visitors to your digital touchpoints. To do this, it’s important to know who to talk to and what to say: the great challenge of targeting. Creating buyer personas lets you collect all the information you need to provide the right people with precise, targeted content.  Once this preliminary work is complete, it’s time to identify and get to know the most effective tools for lead acquisition. Though these can vary according to industry and customer type (B2B or B2C), most organisations generally have the same classification systems.  Illustrations.

Affiliate marketing: for guaranteed performance.

Email marketing: the bedrock for a strong affiliate campaign

Email marketing is the first lead acquisition tool to put into motion. One advantage of entrusting an affiliate platform with a campaign is the fact that they have a qualified database network that adheres to partner opt-in regulations. This lead acquisition tool yields excellent results as our customers can attest to.

Influence marketing: a great lead acquisition tool

Influence marketing aims broadly, with the general goal of increasing brand exposure. This either entails working towards a branding goal (using influencers) or a conversion goal using micro-influencers and nano-influencers. Influence marketing aims to leverage the community-building potential of influencers, who share their lives or passions on platforms such as Instagram, YouTube, and Facebook. Influencers exist in many areas, including wellbeing, sport, travel, and cooking. However, we must not forget to take a more professional approach in the B2B space. LinkedIn is home to a number of B2B influencers, speakers, distinguished professionals or researchers.

Spread your advertising message with display marketing

Display marketing entails using third-party sites to advertise and promote your brand. Don’t forget to comprise the advertising inserts to which space is dedicated to content production websites. There are also specially designed webpage layout systems, which can include videos. You need to know which tend to be used in event-based marketing. It could be the release of a new product or film or the announcement of an upcoming occasion. When a visitor clicks on an ad, they are redirected to a landing page that gives them all the information they need. Each landing page includes a CTA, which allows marketers to measure conversion rates.

Social networks: high-performance lead acquisition tools

Two main approaches for social media management. First, there is organic content. For advertisers, regularly publishing new content boosts interaction and sharing, while transforming social networks into a space for communication. Varied content is the key to success: third-party articles, native video, images, photo albums, GIFs, long and short-form posts, etc. However, when reach starts to decline, marketers tend to need to start paying to expand their sphere of influence.

For an effective tool for lead acquisition growth use SMA (social media advertising). Advertising on social platforms allows marketers to reach their exact target audiences and gain new visitors who may then grow into prospects. Campaign success also depends heavily on knowing your buyer personas, as well as on design quality.

Paid and organic SEO

Most requests often start with a search engine. This is why advertisers must optimise their SEO to include relevant, regularly updated content. Page loading times, responsive design and site security must also be monitored.

However, because competition is high, marketers can also generate leads through paid SEO (SEA, or Search Engine Advertising) and position themselves on specific keywords. Very useful for generating more traffic and making your brand known. But it can become expensive. The auctioning system increases keyword pricing according to how frequently they are searched for.

Acquiring new prospects is a top priority for service marketing. This is a constantly evolving strategy that updates and renews your prospect base while consolidating your brand image. Let the  Kwanko team take care of your lead acquisition project!

In May 2018, the GDPR (General Data Protection Regulation) comes into force in the countries of the European Union. A text that’s been ready and prepared for some time now, it introduces a lot of changes for companies that process personal data… so virtually all companies in other words! Both easier to understand and offering greater protection, this new regulation imposes new obligations on companies, particularly those for whom big data is central to their business activity. These changes will have as much impact on advertisers as they do on agencies. Explanations.

The three main principles behind the GDPR

Privacy by design, accountability and joint responsibility between those with primary responsibility for processing data and subcontractors. These three principles may seem a little unclear at first sight, but they form part of the new obligations set to transform the way in which data is managed.

Privacy by design

The term ‘design’ here has nothing to do with art or illustration. It signifies instead “from initial conception”. Privacy by design can be interpreted to mean “protection conceived as a default component, and from the point of initial creation, of any project involving the processing of data.” Beyond the lexical field involved, what counts is adapting the framework within which the data is collected and used.

The protection of personal data is not simply a matter of company philosophy or values. It is a principle established in law. Every company must prove that it has taken the question of data security and protection into account, right from the very first time the data is processed. What is involved, therefore, is a set of restrictions that enable the better management of the flow of data. Got a new mobile app? A new email campaign strategy? Content to share with your community? The question of data management will need to be taken into account in just the same way as the web design and user experience aspects and your commercial objectives.


This is the principle of ensuring that individuals in charge of processing personal data take responsibility for what they do. Every company will need to assess and evaluate its policy and related risk management measures so that it can develop and introduce properly adapted measures.

The work involved in introducing shared, global responsibility requires the participation of all implicated parties within the company, and they need to be coordinated by someone who can steer the process, i.e. a project leader or a person given responsibility for data protection (often termed a “DPO“, which stands for Data Privacy Officer).

Placing the blame on internal politics or out-of-date processes is not an option. From the moment you begin processing personal data for the purposes of a defined objective (e.g. the collection of data for an email campaign), you become responsible and must be able to evidence the measures put in place in terms of protecting and securing processed data to the relevant national supervisory body (e.g. CNIL, the national commission on informatics and liberty, in France).

Joint responsibility between those with primary responsibility for processing data and subcontractors

With many companies relying on subcontractors, subsidiaries or partner organisations where processing their information or working with their data is concerned, the resulting dilution of responsibility was preventing both the development of awareness and the use of responsible good practices.

The introduction of the GDPR obliges those companies that delegate tasks to subcontractors to ensure that such subcontractors properly adhere to the new rules in place. This means that subcontractors must comply with the new GDPR requirements and prove that they process all their client’s external data in the same, consistent manner. Should a company fail in its task, it will not have the option of blaming it on a partner organization.

Providing proper GDPR training for your employees

Because it affects all departments and services in the company (marketing, communications, sales, customer support, human resources, etc.), the GDPR needs to be implemented in the organization in a structured way. Everyone must be included in the awareness raising process, from the sales representative using a CRM system for prospecting purposes and the marketing manager who uses inbound marketing techniques, through to the HR assistant who looks for new talent on LinkedIn.

Special training sessions play a particularly important role in this process of awareness raising. Not everyone needs to know all the ins and outs of the GDPR in detail. However, everyone does need to be aware of its impact on the core aspects of specific professional activities. Developing and delivering training, via either distance learning or face-to-face sessions, is essential when dealing with a topic such as this. This training also needs to be updated regularly and the knowledge imparted verified on a regular basis. Here again, responsibility for ensuring that employees are familiar with the rights, duties, and obligations set out by the GDPR lies with the company.

GDPR compliance: a mark of assurance

For organizations, such as Kwanko, that manage millions of data items and act as intermediaries and facilitators with respect to advertisers, GDPR compliance serves as a gauge of quality assurance. The need to carry out work in this area was anticipated well in advance and has enabled a set of legal restrictions to be transformed into an organizational opportunity, providing a chance to rethink and optimize the way in which we manage data that is relevant, useful and high in added value for our clients. Rethinking an internal policy in this way is absolutely essential in terms of successfully adapting to the fast-evolving big data sector, a sector that is helping to bring about ever-increasing improvements in working efficiency by providing new gauges of quality and assurance.

Be prepared for the GDPR involves fundamental and thoroughgoing work that can take time to complete. However, according to several studies published last autumn, the majority of companies were neither ready for these challenges nor aware of them at the time. Hence the increasing importance of raising awareness of these changes, which are set to enable the European Union to better adapt to the new realities of the digital world.

And how about yourself, are you ready and prepared?