Advertisers are increasingly looking for promotions that will deliver measurable results, such as qualified leads.
So how can you be sure your promotions will fit their needs?
One of the best ways to achieve their goal is with lead-generation questions. Include a sponsor opt-in and two to three lead-generation questions at the end of your promotion to bring your advertiser results they can use for future targeted marketing. Plus, if you’ve secured an appealing prize, you can increase participation and ask a few more questions to your entrants.
Set yourself up for success by providing defined answer choices for your lead-gen questions. Defined answers allow for cleaner reporting results since open-ended answers can be varied or misspelled.
Make sure you’re picking the right lead-gen questions by sitting down for a needs analysis conversion with your advertiser. Then leverage a mix of these three lead-gen question types – described below – to fit their goals.
Informational
Informational questions are a great way to gauge interest in the services or products a brand offers. Plus, it’s an additional way to inform your audience about a specific product or service.
| Advertiser | Informational: Sample Questions | |
|---|---|---|
| Bank | Did you know that we have a special program for college savings? | Yes No |
| Dentist | Did you know that we have monthly seminars and Q/A relating to [insert procedure]? | Yes No |
| Hotel | Did you know that we have great facilities for family gatherings and events? | Yes No |
| Entertainment Venue | Are you aware of a VIP area with food, drinks & private bathroom? | Yes No |
Buying Intent
These questions should be specific to your advertiser’s products and services. Ask you advertiser what information would be the most helpful for determining if a user is a qualified lead.
| Advertiser | Buying Intent: Sample Questions | |
|---|---|---|
| Tire Store | Are you actively shopping for new tires? | Yes No |
| Window & Door Company | What is your budget for replacing windows and doors? | Less than $10,000 $10,000 - $15,000 $15,000 - $20,000 $20,000+ |
| Pet Boarding | Where does your pet stay when you're away for extended periods of time? | Friend/Family's House My House Boarding/Kennel Other |
| Dentist | Are you interested in financing options for your dental procedures? | Yes No N/A |
Category Specific
At your needs analysis meeting with your advertiser, find out other information that would be helpful for them to understand more about their consumers. These questions will target important information that does not need to be directly tied to a specific product or service.
| Advertiser | Category Specific: Sample Questions | |
|---|---|---|
| Bank | What is your most significant barrier to switching banks? | Inconvenience Loyalty Setting Up Direct Deposit Multiple Accounts |
| Dentist | Do you currently have dental insurance? | Yes No |
| Hotel | Did you know that we have facilities for hosting events and family gatherings? | Yes No |
| Auto Repair Facility | Where do you typically take your car for service? | Dealership National Chain (ex. Sears) Friend or Family Member Local Shop Do It Myself |
Qualifying & Lead-Gen Survey Questions
Are your advertisers looking to know who they can sell to and when they can contact them? These direct questions will give you qualified leads that you can present to your advertisers, and that they can use immediately.
| Advertiser | Qualifying and Lead-Gen: Sample Questions | |
|---|---|---|
| Auto Dealer | May we contact you to set up a personal test drive? | Yes No |
| Hearing Aids Company | Would you like someone from our office to contact you to answer your questions about hearing aids? | Yes No |
| Home Improvement | May we contact you for a free estimate? | Yes No |
| Bank | Would you like to be contacted by a bank representative to learn more about our products and services? | Yes No |
Lead-generation questions are the perfect opportunity for you to target the specific needs of an advertiser. No matter the category, these questions can provide valuable consumer data an advertiser can put into action.
Download our Seller’s Guide to Promotions to get a comprehensive list of lead-generation questions to target more than 40 advertiser categories.
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Liz is the Senior Director of Customer Success and has an extensive background in media. She is a huge advocate of the power of promotions for every department within an organization, including sales, marketing, audience development, and editorial.