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PUBLISHED AUG. 29, 2024 | 4 MIN READ

How to Stay Ahead as New FCC Rules Disrupt Lead Generation

With stricter FCC regulations limiting outreach and increasing lead costs, converting every prospect matters more than ever. Discover how consistent, compliant engagement can help you close more deals and protect your marketing ROI.

The recent FCC ruling under the TCPA has imposed new challenges on industries reliant on lead generation, such as home services, banking, and insurance. Businesses can no longer use broad consumer consent from lead generators; explicit consent must now be obtained from each consumer for every seller. As a result, this new regulation is expected to reduce the number of leads and increase costs, highlighting the importance of improving conversion rates.

So, how can you ensure that these higher-cost leads are more likely to convert? That’s where lead nurturing comes in.
What is Lead Lift?
Lead Lift involves delivering targeted digital ads to potential customers who have shown an intent to purchase or have expressed interest in your services. This process ensures continuous engagement with these prospects until your sales team can personally follow up. By using animated digital ads and non-skippable pre-roll video ads, we keep your brand top-of-mind across all devices—phones, tablets, computers, and TVs—within the leads' households. In essence, Lead Lift bridges the gap between a prospect's initial interest and the moment they’re ready to make a purchase decision.
Why is Lead Lift Important?
Lead Lift is crucial for two primary reasons:

  1. Timeliness: The longer a lead remains uncontacted, the lower the likelihood of winning the business. Engaging with leads immediately helps to keep your brand at the forefront of potential customers’ minds, increasing their interest and moving them further down the sales funnel. By maintaining regular brand exposure, you can ensure that potential customers stay engaged and informed, making them more likely to choose your company over competitors when they're ready to make a purchase.

  2. Compliance with TCPA: In light of the recent TCPA ruling, it's become clear that potential leads are increasingly cautious when it comes to giving consent for contact. Lead Lift plays a pivotal role in helping companies maintain continuous and compliant engagement with leads who have expressed an interest in making a purchase until someone from a call center or your sales team can personally reach out. This is especially important now, as immediate contact with leads holds greater significance than ever before, given the limited opportunities for outreach allowed under the TCPA. By ensuring that leads remain engaged within the boundaries of TCPA regulations, services such as our own significantly improve the effectiveness of your lead generation efforts and boost the likelihood of turning prospects into customers.
How Does Lead Lift Work?
The Lead Lift process with Ring Digital is simple but effective:

  • Lead Identification: We identify potential leads based on their interactions with your digital content or other intent signals. These leads are then added to your lift campaign.

  • Continuous Engagement: Ads are delivered across all devices within the targeted household, keeping your brand visible and top-of-mind. This strategy ensures that your leads remain engaged, even if personal follow-up from your sales team is delayed.

  • Personal Follow-Up: Once your team is ready to reach out, the lead has already been warmed up by consistent brand exposure, making them more likely to convert.
How Do We Measure Success?
At Ring Digital, lift is the primary metric we use to gauge the success of our Lead Lift campaigns. Lift quantifies the increase in conversions directly attributable to the campaign by comparing the results of our nurtured audience to a control group—an isolated portion of the same audience that did not receive the campaign ads. While lift is our main focus, we also monitor other crucial metrics such as Return on Ad Spend (ROAS), conversion revenue, and overall marketing costs. This comprehensive approach ensures you understand the full impact of your investment, from immediate conversion increases to the long-term profitability of your campaigns.
Who Can Benefit from Lead Lift?
Lead Lift is beneficial for any business that regularly purchases consumer product leads. Industries such as home services, banking, insurance, and mortgage are particularly well-suited for Lead Lift strategies. In these sectors, maintaining continuous engagement with potential customers is key to staying ahead of the competition and increasing conversion rates.
Why Lead Lift Works
With the recent TCPA ruling imposing stricter lead consent requirements, businesses face higher costs and fewer leads. Lead Lift ensures that the higher-quality leads you do obtain are effectively engaged and converted. By consistently keeping your brand visible with targeted ads, lead nurturing bridges the gap between initial interest and purchase, boosting conversion rates and making it an essential strategy for today’s market.

Speak with our team.

Our digital video placement and display ad buying technology allows us to target your audience down to the household. Not ZIP code. Not block. Not range of IP addresses. Household.

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