Ready to Scale Quickly? Consider Adding a Co-Registration Campaign to Your Marketing Mix. It Can Be Tricky if Not Done Correctly. Here is How To Do It Right.
The election is about a year away and a market research company has been tasked with getting a statistical sampling of political trends. They need millions of records to be validated and engaged to ensure they have the data they need for the surveys they plan to run. How do they generate nationally representative databases millions in size within a couple of months? They used co-registration as part of the marketing mix, of course.
Other lead generation strategies were tested including Facebook and Google, however, the cost per lead was astronomical and the volume was hard to get. Mixing in a more cost-effective strategy was a great way to meet their goals within their budget requirements.
Why Are These Leads Easy to Scale?
The primary reason that co-reg lead generation can scale is that friction in capturing data points with consumers is lessened when they have already been made available earlier in the consumer flow when presented with the main offer.new users/prospects. When they land on your offer from another website, you already have all the necessary customer data so they don’t have to log in or subscribe.
Co-registration means that your website pulls in the customer data from a third-party website whenever people express interest in your offer.
In addition, co-reg offers superior lead segmentation, as you can target only those who are qualified to take your offer based on specific criteria.
But still, getting co-reg right could be tricky and this is why you must understand the key components.
The Three Components
Component #1 – No Latency
Coregistration leads are a volume play. To work them into sales effectively, leads need to be delivered real-time to the system that will follow up with the consumer that just opted into the offer.
But what does it have to do with no latency in co-registration lead generation?
It is essential that the company have a follow-up process in place, whether through a follow-up email or phone call. The systems need to be in place on the lead buyer’s side to ensure leads can be received immediately after capture. Customers respond best when communicated quickly.
Component #2 – Validation
Getting huge quantities of leads to perform well requires at least a basic level of validation. Prior to a lead being sent to a buyer, other third-party validation services are used to ensure the email is correct and doesn’t bounce and/or a phone number is legitimate. Going further, a lead can be triangulated, scored, and appended for additional data points to route and process in a more specific manner.
No one wants to waste time calling inactive phone numbers and/or reduced deliverability due to bad email addresses. Spending the time and money to ensure leads are “clean” adds considerable value to the transaction.
Component #3 – An Optimization Plan
Not all lead sources work, but a lot of them do. No need to throw out the baby with the bathwater if you can clearly see what is working and what is not.
Adding identifiers to lead sources assists with an essential optimization process. These details can be exposed to clients so they can have transparency into the media buying decisions.
This way, sources performing can be scaled up and those that don’t meet key metrics are removed. Interacting in this way reduces risk while ramping up the volume.
Co-Reg Lead Generation Gives You More Leads
Yes, the main benefit of using co-registration is that you’ll be getting a lot of leads quickly and inexpensively. Although the quality may be lower than other lead generation channels, their lower cost makes up for the cost per acquisition goal. It’s not for all businesses, but for those that can process and further qualify leads in an efficient and automated way, adding co-registration to the marketing mix allows for scalability, unlike any other channel.
Working with an experienced performance marketing agency that has the relationships, processes, and technology to support a large initiative and still hit performance metrics is essential to campaign success. Without professional guidance and tools, a co-registration campaign is most likely a waste of time and money.
Further Reading
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