Blog

Tuesday, 11 February 2014 by Peter Bell

Understanding co-registration lead generation

Co-registration (a.k.a co-reg) is often mis-understood, mis-labelled and mis-judged in many digital marketers media minds and plans. At its best, it provides the most true lead generation channel solely conducted on a cost per lead basis and the opportunity to build a massive opt-in database in a very short space of time. Indeed, the sheer scale and variety of leads the co-reg channel can provide is staggering.

So, why is this blog about understanding coregistration, if the benefits are so blindly obvious?

Well, lets dig beneath the surface to see whats really going on in the UK co-registration marketplace. Here are some headline numbers to put this channel into context. The market consists of

  • 150-200 UK coreg publishers spread globally
  • 100-250k registrations per day available to co-register to your brand
  • 75% dominated by competition/survey style opt-in sites with emerging contextual opportunities by vertical
  • 5-10 new co-reg publishers starting every month as very low barrier to entry
  • 80% cheaper than other lead generation channels, meaning a very low cost per sign-up compared to email and display banners.
  • 100 times better conversion performance from the best sources compared to the worst, giving a wild variance in quality of leads
Hopefully, what you will initially glean from this is that the size of the opportunity is somewhat skewed and tempered by the risks in getting this kind of lead generation marketing wrong. In order to get the best performance from co-reg lead generation, here are a few pointers:
  • Lead Management - Using a LMP is essential is you dont have your own internal systems
  • Track and Cap - track every source back to its origination and know as much about that source as possible & cap volumes by source to ensure there are no nasty daily surprises by surges in volume
  • Welcome email - welcoming your prospects using triggered real-time emails are your best opportunity to create a good first impression, enhance credibility and improve brand recall
  • Filtering - using real-time analytics to understand the profile of your leads compared to your customer base. Use this to segment your lead supply (volume and commercials permitting) into high performing leads and low performing.
  • Advert copy - dont overdo it by being tempted to write too much text in an offer which is likely to be looked at for no more than 3 seconds. Pick your best USP and make sure the user understands the benefit of opting in. This way all the follow-up conversion channels (be it email/phone) can focus on delivering that benefit to the interested prospect.
  • Knowledge - you can build this knowledge up yourself in terms of the marketplace, pricing, techniques, lead flow and conversion but if you dont feel confident you will waste a lot of time and budget trying to get there. So consider using an agency, training or in-sourcing some talent to get optimum results.
Like any marketing channel, you may find some quick wins without being super great at any of this, but in order to make co-reg a sustainable successful lead generation channel you need to be able to size up the opportunities and be aware of the pitfalls - 24 hours in lead generation can be spectacularly good or bad!

Friday, 17 January 2014 by Peter Bell

Lead Generation to Become Even Smarter in 2014

Courtesy of Ryan Wick
Many recent big trends in lead generation marketing have been driven by advances in technology. However, these trends only become part of the marketing day-to-day when marketers fully embrace and adopt these technologies.

For example, marketers have always desired more targeting focus on people who have shown initial interest in buying online, but it is only recently retargeting platforms made this approach easy allowing it to be fully integrated into the everyday marketing mix.

In compiling this list of 2014 lead generation trends to watch, I have focused on new technologies and techniques which are most likely to become universally accepted as essential to lead generation marketing this year:
  • B2C Lead Management Platforms (LMP)
  • Mobile lead generation
  • Inbound (click to call) marketing
  • Native advertising
  • Incentive marketing

Read the full article on PerformanceIN.com...  

Thursday, 31 October 2013 by Peter Bell

Forget Big Data, it's about Now Data

Most data more than 48hrs old is useless

Do you agree?

In the age of marketing in the moment, there is a mass exodus of marketers leaving behind the shortcomings of older list or compiled data and embracing the advantages of data marketing in the now. Some recent huge marketing trends support this, namely:

  • RTB - real-time bidding on both standard and distressed inventory is becoming the norm in CPM advertising
  • Real-time lead generation - marketers now accept without real-time delivery of leads, it will be an uphill struggle to hit cost per acquisition before the campaign has even begun
  • Twitter lead generation - the personification of moment marketing, twitter conversations reveal intentions that require immediate action to convert full intention into purchase
  • Last click wins marketing - in the affiliate space the winner of the conversion tends to be who engaged with the buyer at the very moment they wish to buy. For example, those at the online checkout who are prompted to enter a promo code will often do a quick Google search for a code (often they are expired!) and the site they engage with last, wins that conversion
  • Retargting advertising - is all about reminding people when they are more likely to buy (i.e. on second/third site visit)
Its never been more important to be in the right place, at the right time, with the right message. Technology has been the driver which as enabled all the above trends to flourish and help marketers optimise their approach to move the consumer along the purchase funnel and be there at the crucial decision making moment.

Some might argue that data older than 2 days has a value, but given the plethora of real-time time marketing options, its clear given the choice, marketing in the moment is where its at right now.

Monday, 21 October 2013 by Peter Bell

How to manage international lead generation campaigns

International Lead Generation

Setting-up and managing a lead generation campaign on an international scale can appear daunting at first. However, with careful forward planning and market insight (rather than just marketing instinct!), it need not be more taxing than a national-based campaign. The most significant areas to consider which impact on the success of your campaign are discussed below:
  • Language
  • Culture
  • Maturity of lead generation markets
  • Technology
  • The Local Consumer - a.k.a. the lead

Please check out the full article on PerformanceIN.

Thursday, 19 September 2013 by Peter Bell

How much would you pay to guarantee every email reaches the inbox?

A few years back, it was rumoured that MSN could start charging businesses to deliver an email into Hotmail. At the time, it was met with shock and horror that a billion dollar company would impose what would seem like a additional tax on marketing activity.

Considering this again, paying to guarantee an email delivery into the most common email clients such as Hotmail, Yahoo and Gmail actually sounds like a great idea now. As most digital marketers have come to realise, email is the most cost effective and powerful marketing channel available, thwarted mainly by deliverability challenges.

The delivery challenge has given rise an explosion of email service providers (ESPs) who will all swear blindly that their platform has better deliverability than the next one, when for the most part it is difficult to tell them apart without that magical delivery to inbox guarantee.

To contrast this with the offline world, direct marketing mailers in the UK, have since the year dot, had to pay the great and good at Royal Mail to guarantee delivery - delivery is a given, leaving the opening and responding to mail as the sole focus of the marketing effort.

Whereas online direct marketers are spending ridiculous amounts of time and effort thinking about deliverability to the extent that the subject lines and copy are totally compromised from a marketing perspective to ensure that the email has any chance of reaching its destination. There is nothing more frustrating as a marketer than for an opted-in person being unfairly blocked from receiving an email theyve requested in the first place.

I know there is tonnes of information with best practices suggestions and excellent email domain reputation building services such as Sender Score certification which do, of course, help deliverability.

However, is it time to take a fresh look at this aspect of email marketing?

Imagine what your email opens and clicks would look like with a guaranteed 100% delivery into the inbox. You might be content with your current in-house warm lists performing at 20% open and 3-5% click thru, now imagine 80% open rates and 50% click thrus on a regular basis. You would be smashing your marketing targets out of the park!

Similarly, pure email spammers would be left out in the cold and be instantly blocked because they havent paid for delivery. The reason, spammers love email even more than bone fide email marketers, is that it is soooo cheap and cost effective. Lets drive them out, by driving up the cost.

So in case there was any doubt, Im all for paying for a first class stamp to put on my email if I know it will reach the recipient. How about you?

So I guess, the million dollar question is, how much would you pay to guarantee every email hitting the inbox?