The implementation of the General Data Protection Regulation this May will see a major shake-up in the way businesses approach customers – and will make promoting inbound leads a priority.
GDPR can appear like a minefield for businesses navigating how they will be able to get in touch with their valuable customer database and generate new sales leads without breaching the regulation.
With a hefty fine hanging over any company that fails to comply with GDPR, success in reaching customers will depend to a great extent on adaptability and innovation.
Quality not quantity will be a key message in moving forward, and this is the best way to view the impact of GDPR.
With third party consent difficult to secure active consent for and the potential loss of historic contacts where permissions cannot be proved, marketing databases could be dramatically reduced.
While the regulation will no doubt diminish the customer database for most firms, the emphasis on engagement will mean those customers that do opt in are actively interested in your product.
This hopefully will translate to a higher yield from a smaller field.
Problems and questions about what is and is not permitted under GDPR will persist as the regulation is implemented. Moving forward with clarity is the best step that you can take for your business.
Audit your database, make sure you are GDPR compliant, then seek to exploit other avenues to encourage customer engagement through strengthening the scope for inbound leads.
Social Media and GDPR
Social media will remain a vital tool for communicating with customers and the burden to prove consent to use an individual’s data under GDPR lies with the platform.
As such social media will remain a powerful method to communicate your message, share promotions with customers and as a source of inbound leads. Just be careful not to take data (such as email details) out of that setting as that would fail to comply with GDPR.
With Facebook’s algorithm changes already dealing a blow to business reach, however, a wider strategy is definitely needed to maximise customer engagement.
Maximise your website to generate inbound leads
Google remains the most powerful tool in reaching out to new customers. Promoting your website and investing time in improving online visibility is more important than ever.
A well placed, SEO-optimised website will be a vital in encouraging customer leads. Invest time in increasing content and harnessing the tools Google provides to boost your profile and draw in more customers through inbound leads to offset any loss of reach through GDPR.
At its heart GDPR seeks to protect the individual and give communication increased clarity.
By embracing the demands of GDPR and seeking to bring greater quality to existing contacts and new clients, brands can make integrity and innovation a part of their identity.
While GDPR may present a challenge to brand engagement, meeting that challenge and shifting the landscape of communication will help your business continue to thrive.