Although it is the most affordable way to generate leads for direct marketing purposes, co-registration is often a misunderstood lead generation strategy. Co-registration, or co-reg as it’s often referred to, involves presenting offers and advertisement products from third parties to visitors going through a registration form or process on a website. Leads are gathered when the visitor opts-in to receive information, and with one simple step, the advertiser gains permission to communicate with consumers that have requested information about their offer.
Co-reg has largely been seen as a strategy that spammers and purveyors of prize draws and payday loans engage in, but those that think this way fail to understand its power as a lead generation channel. The basic methodology behind co-reg, when applied with care, is to provide the opportunity to build a solid, opt-in database of qualified leads on a cost-per-lead basis. It is effective because it yields the truest quality lead generation, targeting genuinely interested prospects, driving brand awareness and increasing targeted traffic.
In order to be able to make co-registration a sustainable lead generation strategy and build high performance co-reg campaigns, marketers need to follow a few best practices. Here are 5 tips for success:
1. Keep your ad copy simple, but make it appealing.
You only have about 3 seconds to capture the attention of the typical consumer, so your ad copy and graphics should be relevant and have demographic appeal. Describe your product or service in one or two sentences and make sure the consumer understands the benefit of opting in.
2. Use filters to keep your targeting clear and concise.
You don’t want to pay for leads that aren’t your target consumers. Make sure you filter out any demographics (such as age, gender, country) that aren’t desirable to narrow down and directly target the audience you want.
3. Follow up with your leads quickly and respectively.
Acknowledge your prospects by sending them a welcome email and follow through on what they were expecting to receive. They may not even remember opting in, so sending an email helps drive awareness for your brand and ensures a good first impression.
4. Work with publishers you can trust.
Find publishers that have networks with something to offer your audience and ask them where your offer will be placed. They should be able to provide clean examples of how their network operates and how they generate leads.
5. Continually monitor performance.
If possible, track and validate all leads at the source. Use real-time analytics so you can quickly monitor lead flow and your customer base. The faster you can understand your performance, the faster you can optimize for conversions.
Feel free to comment on this post with any questions or comments if you’d like to discuss co-registration some more!