With LeadsCon around the corner and most of the industry preparing to storm New New York City July 24th-25th, it seemed appropriate to talk about the fastest growing part of the online marketing and advertising community. Lead Generation, commonly referred to as LeadGen is growing in leaps and bounds, with many companies seeing it as the most mature part of the performance marketing industry. If you are an affiliate marketer you probably have promoted a lead generation campaign, even if you didn’t know it.
Lead generation has been succeeding in part because of a variety of reasons, but the following reasons seem to best explain why LeadGen is growing in such a fast pace:
1) Lead Generation is Mature. Lead Generation, offline has been around for a long time. Companies have been generating leads for themselves via call centers for almost as long as there have been telephones. This maturity has allowed for the industry to be better controlled, with more standards on performance and the value of leads based on a variety of factors.
2) Lead Generation Creates More Value Long Term. The industry has developed so many tools to monetize leads that one lead can often turn out to be a moneymaker for many companies and different products. A car buying lead can obviously be used to sell to a dealership, but in turn is often then sold to car insurance companies. The financial data provided by the initial lead can often then be used to sell additional products, and then be used to even create more lead and acquire more consumer information.
3) Everyone can use Lead Generation. Almost every industry can benefit from lead generation and use lead generation to create better customers. Instead of having to worry about the influx of “junk” customers through coupons and specials, lead generation brings you customers that are actually interested in a product. That’s perhaps one of the most beautiful things about lead generation, when done right, it generates real consumers, really interested in your product many that will convert.
Many affiliates may not know that many of the offers that they run are lead generation driven. Obviously educational and insurance offers are lead generation, but the backend of many of the giveaway (email/zip) offers are lead generation. Companies like Acquinity Interactive are driving millions of dollars of lead generation to a variety of companies by getting consumers to answer questions, give up their information in exchange for prizes.
While affiliates may not see the reason to attend LeadsCon or understand the lead generation industry initially, they should still consider going or at least reading up more about the industry. If you are making money running other lead generation offers you may be in a position to use your traffic skills, your money making abilities to drive traffic to products and offers for a much higher price – or even being involved in the creation of offers that will produce more income. Lead Generation is behind most of the industry right now and not knowing about it means you’ll be more likely to be left behind.