There can be a lot of jargon thrown around in marketing departments, and the co-registration space is no different. Whether you've been working with co-reg for years, or are just trying it out, being in the know about certain marketing terms can help you have more informed discussions with your clients, partners and colleagues.
This post shares 10 essential marketing terms to know when running co-reg marketing campaigns.
1. Host and Post
Host and Post is the process through which offers/ads are hosted on co registration sites or paths and the coreg leads that opt-in are posted to the client database via real-time or batched data transfer. The term has often been used as another word for co-registration in general, and is particularly useful in distinguishing co-reg from other performance-based lead generation and marketing efforts.
A co-reg path is how a provider generates leads for a co reg marketing campaign. The path is presented to users as part of the registration process on a website, and typically appears after the check-out process or sign-up for the initial offer (such as an email newsletter sign-up), but before they get to a thank you page. The path takes users through a number of additional but optional offers, allowing them to opt-in to the ones they want. Effective co-reg paths have dynamic determination capabilities, so users are served targeted offers that are relevant to them. This feature increases the possibility of users signing up.
Your creative is the promotional content you use to draw in your audience. Usually developed by creative directors, graphic designers and copywriters, the creative includes the concept, design, logos/images, and copy/messaging of the co-reg offer that is delivered to your target audience. Your co registration advertising clients may also refer to them as branding, promos or ad banners.
TCPA refers to the Telephone Consumer Protection Act, which was first signed into US law in 1991 to govern the regulation of telephone solicitations and protect consumers from unwanted contact. The law requires consumers to provide prior express written consent in order to receive calls, SMS text messages, and other forms of telecommunication on their phones using an automatic dialing system or pre-recorded voice message. Co-reg advertisers who want to collect phone numbers will need to include TCPA language somewhere in their creative text or opt-in form that provides consumers with full disclosure and clearly communicates the terms and conditions.
Targeting is how a co-reg advertiser defines the specific subset of consumers they want to reach with their offer. This can be defined by a wide range of geographic, contextual, demographic, or behavioral criteria. The right targeting will depend on the type of offer the advertiser is running and its specific requirements, but the most commonly seen in coreg are gender, age, zip code, and state targeting. It is also easy to add custom questions to co-reg forms. These questions can be preference based (such as product preferences) or qualifying (such as homeowner status). The answers that leads provide to these questions can help advertisers to target and segment their most ideal consumer persona.
Pre-ping queries a list via real-time API to see if a lead is a duplicate in your client's database before displaying a co-reg offer to them. This process benefits both co-reg clients and providers by eliminating the number of dupes and reducing the amount of unsold leads, which also results in an increased conversion rate. It is especially important to run co-reg offers with pre-ping if your client has a large database, as the larger the database, the larger the number of dupes they are likely to receive unless pre-ping is in place.
When signing up for a co-reg offer, users fill in a data capture form where they enter their contact information. Having a lead validation system in place will ensure that the data captured from this form is accurate. This is essential because you want to make sure you are only sending your clients quality leads that have real postal addresses, valid email addresses, and phone numbers that aren't disconnected or in a DNC registry.
Conversion is when a qualified co-reg lead that you send to a client turns into a customer for them. A lead who buys their product or service may be the ultimate conversion for your client, but it can also refer to a lead who completes some other desired action, such as opening an email, subscribing to an email newsletter, or downloading content from a website.
9. Scrub Rate
The scrub rate is the percentage of co-reg leads that are not purchased by the client. Even though invalid leads will ideally be rejected in real time, they can also be scrubbed later on due to being dupes, having bogus data that isn't caught during the validation process (such as the first and last name being "John Doe"), or not meeting some other criteria of the lead buyer.
Your database is an organized data collection containing the contact information of leads that was collected during the co-registration process. It can be as simple as a list of acquired lead details or as sophisticated as co-reg lead software that allows you and your clients to easily access, filter, and download specific lead data. Some co reg lead software (such as AdOctopuss) can also help you build and launch coregistration offers and paths.
So now that you’re up-to-speed on these essential terms for coregistration marketing, listen up for the next time one of them is mentioned during a meeting or call!