DTC 376: Lead Generation Preparation

There tends to be a lull period leading up to Q4. 😴

During this time, people are aware that the most significant sales of the year are approaching, parents and children are getting ready to go back to school, and individuals are transitioning back from the summer season.

However, while other brands take a break, you can use this opportunity to strategize and prepare for your most successful Q4 yet.

How can you do this? Get on board the lead generation train! 🚂

Guiding shoppers through the top, middle, and bottom stages of the funnel stages is essential to finalizing a sale. 💸

But if your retargeting pool looks a little dry, things can quickly turn scary—fast. 

You need a constant drip of top-of-funnel (TOF) discovery to keep the lead gen train running at full speed. This is especially true for Black Friday/Cyber Monday (BFCM) and Q4.

We recommend starting lead generation efforts one to two weeks before your early access sale drops for BFCM. 👍

The Pilothouse team saw a 20% lift in clients who partake in lead gen for early access sales over those who don't. Not to mention, you’re stocking up your email list to retarget in the low period of Q1.

If you ask us, it’s a win-win. 🤷

Bonus tip: Tack your lead gen efforts on top of your limited stock or limited edition creatives using “low stock” or “sold out last year” messaging, and watch the magic happen.  

✨ ✨ Bonus bonus tip: Include a ‘shop all’ call to action after you capture a lead (email/SMS). The Pilothouse team saw approximately 12% of shoppers purchase products directly after giving their contact info for sign-up.

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