Co-registration still remains one of the most effective lead generation channels around. Not only is it one of the most cost-efficient types of lead gen, but coreg is also one of the most valid ways to target a qualified audience with permission-based lead collection. However, not having the knowledge, time or initiative to use co-registration correctly will eventually get in the way of making it a solid growth strategy.
It’s time that digital marketers stop diluting their coreg efforts and start taking this viable lead gen channel to the next level. Here are a few of the most common mistakes marketers make when setting up and running co-registration campaigns, and how you can avoid them to secure your success:
Mistake #1: Skipping out on media buying homework.
To speed up the set up process, many marketers get into contracts with publishers and vendors without even looking at the advertising model on their website. This is a huge mistake because their site traffic is what will become your leads. Marketers who try before they buy will have a much higher rate of success. Take the time to go through the sign-up process on their site and find out how they generate and validate leads. Doing this will also allow you to have a personal, first-hand experience of the user-journey, which is an important factor in honest, effective data collection.
Mistake #2: Not being aware of red flags.
Trustworthy partners are few and far between. Anytime money is involved, you will meet people who are more than willing to cut corners, and too many marketers who are first trying out coreg lack the education and experience to know a red flag when they see one. Make sure you are doing the research to find out what defensive measures you should take in order to protect your client’s brand and your own. Some common red flags include: vendors who have thousands of addresses available for you immediately, publisher sites that have too many offers cluttering the page already, and a lack of policies in place for validating signups.
Mistake #3: Embracing a quantity-over-quality lead aggregation model.
A lot of marketers trying out coreg have been burned buying leads at ridiculously low prices, just to discover that the data they receive is pretty much worthless. If you use co-registration as a quick fix or shortcut for list growth, you can guarantee that it won’t be successful in the long run. Many vendors working for low prices have been known to forge co-registration leads. Invalid, fake or dead emails, phone numbers, or postal addresses are a waste of your time and money. Other unscrupulous vendors sell incentivized traffic, which will result in you receiving leads that are not necessarily engaged with your product or service. For best campaign results, remember to embrace quality over quantity and only buy leads that have been verified as being accurate and usable.
Mistake #4: Using pre-checked boxes or default opt-in mechanisms.
Pre-checked boxes are a bad practice that many marketers overlook, thinking that they simplify the subscription experience. However, the point of co-registration is for the subscriber to opt-in to your offer on someone else’s site. If their information is gathered simply because they forgot to uncheck a box, then they haven’t really given you permission to contact them through their own action or desire. Avoiding sites that use pre-checked boxes will decrease your ultimate volume, but the leads you get will be of greater quality and much more likely to actually be interested in being your customer.
Mistake #5: Not testing creatives.
Marketers sometimes take for granted that they only have a few seconds to grab the attention of a potential consumer. If your creative logo isn't appealing to your desired audience, and the advertising copy is too long, outdated or uninteresting, don't count on users signing up. Test different creatives over time to see which ones pull the best opt-ins for your offer, making sure that the copy and graphics you use each time are contextually and demographically relevant. It is also good to remember that including incentives of low value will attract leads of low value. Creatives that gather a high volume of leads should be dropped if the conversions stay low.
Mistake #6: Not tracking performance often.
After a campaign is set live, many marketers think they can sit back and just watch their list size grow, not realizing how essential performance tracking is to ROI. It requires significant maintenance and monitoring to get the best value from your campaign. Be aware of changes to targeting, ad copy, and budget allocations early to plan ahead. Also be sure to track data at the source using real-time analytics so you are able to immediately identify and segregate any problem before poor quality data enters your system.
Mistake #7: Giving up after the first attempt.
Co-registration provides a steady stream of leads, but it's up to marketers to convert those leads into customers. Just because someone signed up for your offer doesn't mean they are ready to become a first-time buyer. Don't bother your subscribers with endless communications, but don't let them forget you either. Maintain momentum by nurturing your list over time and developing a quality follow up routine. Communications should be consistent and relevant to your subscribers' expectations in order to convert them into a true customer for your company. Marketing responsibly, testing different approaches over time, and not giving up are the keys to co-registration success.
Are you a marketer with experience in co-registration? What mistakes have you seen along the way? We would love it if you shared your story with us in the comments!
