The topic of data collection has been playing on my mind since December last year, before I joined as a contributor to SEW, when I wrote a white paper on blogging.
The guide was free to download -- we wrote it for many reasons but not for profit. We wanted to show our clients the importance of blogging, to enhance our brand and credibility, and to encourage links -- the same reasons we blog.
However, "Carlos" made a good point in the comments:
"Prompt readers for their email/info before they download the white paper. Since it's free to them (us), it's fair to hand over a bit of data to help build your database..."Good point, Carlos, I thought, it is a fair exchange. So what other best practice rules should we stick to in order to gather data without offending visitors?
Know Your Plan
What data do you want and why are you collecting it? It's important to work this out from the start -- you risk wasting a great deal of time if you don't actually need the data you're gathering, and you also need to be able to tell visitors why you're taking it if they ask.
Don't Ask Too Much
Most people are willing to give their e-mail address, some people are prepared to give their home address, but few people are willing to give a business their phone number.
For the majority of people, it's just too intrusive. So it's worth considering whether you really need their number. If it costs you one-third of the people who would otherwise have given you their e-mail addresses, for example, then give some thought to whether that's a fair price to pay.
If you rely on numbers to sell your services or product, then it's probably worth it -- work out your business' position.
Offer a Fair Exchange
People are happy to exchange their e-mail addresses in return for something of value.
The trick is finding that value. It might be the chance to download a guide, enter a competition, listen to a podcast series -- anything so long as it's something people want, an incentive that works.
Know the Law
It's of key importance that you understand your legal obligations when collecting and using data. Breach the law and, at best, you forfeit clients' trust. At worst, you could end up in a court case that destroys your business.
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