Four Steps To Lead Generation Success
ADOTAS EXCLUSIVE — I come across companies all the time that are eager to start brokering leads and co-registration data instead of just sending traffic from their affiliates to their merchant’s Web sites. Many of these companies are looking for a technology solution and consulting to get them started. In response to all these inquiries, I’ve decided to outline the basics in a four-part series of articles.
I will illustrate how to get started in lead generation within the online advertising industry. I’ll cover 1. why you should consider getting into lead generation, 2. how to get started, 3. what technologies are available and 4. legal considerations.
Today, I’m going to cover parts 1 and 2.
Why should I broker leads instead of just sending traffic?
Before knowing anything else – or get started — you need to decide if this is for you. Below are the top five reasons I have found for buying and selling leads.
1. Capture leads to use later for emailing and monetization. Internet traffic alone offers no residual value to you as a marketer because once consumers have gone to a merchant’s site, you lose them and are unable keep any usable marketing data about who they are. When you capture lead data, you can retain a copy of consumer data which can be used for emailing newsletters, cross advertising, etc.
2. Track and report with 100% accuracy (No cookies). Since you are capturing lead data of consumers and selling it in real-time, you have no need for cookies and pixels for tracking. The actual lead data itself is used as the metric for tracking, thus alleviating the need to use cookies and pixels with their inherent inaccuracies.
3. Create exclusive offers for better market penetration. Everyone knows that exclusive offers are easier to market since that is what affiliates and networks are primarily looking for. Capturing lead data allows you to create and host custom landing pages or entire websites to collect leads. To illustrate this, instead of sending traffic to mortgage company X’s site, have your affiliates send traffic to your own mortgage Web site where you then collect the consumer data and sell it to buyers in real-time using platforms like LinkTrust.
4. Improve offer longevity and eliminate expiring or pausing ad campaigns. Nothing is worse then having to pause an ad campaign and slow the momentum you’ve worked so hard to create just because a merchant has an issue or you reach a cap. Capturing leads yourself allows you to sell to multiple merchants. Regardless of the status of any one merchant, your campaign is not jeopardized because you have spread the load across many buyers.
5. Increase profits. Having multiple merchants buying leads allows you to negotiate a better price which can be based upon volume, geo-location etc. In addition, you’ll inevitably acquire buyers who can only take leads within certain parameters, so having more buyers allows you to increase your selling coverage and thus increase conversions across the board for your offer.
In the next part, I’ll share with you the basic steps to get started in lead generation. It’s not rocket science, with the right tools and a little guidance to get started, anyone can start capturing and selling leads in real-time!
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