Imagine going on a journey, but every time you compare your map to the surrounding world, something has changed – as if the landscape is constantly evolving. This is what it is like every day as a digital marketer. The technology prospects and customers use evolves continually. The tech we use to reach them and track interactions must evolve even faster. It is as if we are trying to hit a target that is always moving. Choose the wrong solution or wait too long to adapt and all can be lost.
That is why CAKE has put together a five-part series, “Navigating the Digital Marketing Landscape.” In it, we will discuss how to navigate some of the most challenging obstacles facing performance marketers today, such as Lead Monetization, Performance Marketing 3.0, Attribution, Big Data and Mobile.
Lead Monetization
Whether an ecommerce site, a repository of industry knowledge, or just musings on the world, you’ve built a website with the hope of attracting as many visitors as possible. And like most entrepreneurs or marketers, you are also hoping to capitalize on capturing data about those website visitors so you can sell it to lead buyers. Getting the most money for these leads is a process called lead monetization.
Lead monetization ensures site publishers do all they can to analyze every bit of data available about site traffic and cross that data against everything they know about lead buyers, thus driving the right traffic to be sold to the right buyer at the best price.
If this sounds like a daunting task, you might be right. In fact, according to eMarketer, 42% of site publishers said generating revenues from their site or blog had been slower and harder, vs. 32% who said it had been faster and easier. Just over a quarter, or 26%, said it had been about what they expected. In addition, nearly two-thirds of those same site publishers said they didn’t have anyone helping them manage and optimize the performance of their site monetization tools and ad zones.
But, in reality, lead monetization is only difficult for marketers and site publishers who do not do their homework.
Getting Started
In order to succeed at lead monetization, you’ll need to gather as much demographic information about your leads as possible. A good place to start is by uncovering what type of device and browser a visitor is using, where they are located, how frequently they visit your site, and the pages and information they view. This data will not only help better market your site, but also provide the best chance of matching leads to the buyers paying the best price.
Once all that visitor data is gathered, the next step is to sift through it and match leads with the buyers that will pay the most for them. This means being constantly aware of the types of leads buyers are looking for and what they are willing to pay for those leads.
All of this data gathering and analysis should allow you to navigate to the sweet spot and:
- Drive the right site traffic
- Collect the right data about those visitors
- Analyze visitor data
- Have a strong understanding of the leads available for sale
- Know which buyers are paying the most for which type of leads
Making It Easy
This process has a lot of moving parts and requires a lot of time-consuming, real-time analysis. So how do the most successful lead generators make the process easier? The answer is: by implementing automated tracking solutions.
With an intuitive interface, capacity to capture large amounts of data and ability to display that data in a single, actionable dashboard view, digital marketing technology is allowing lead generators to track every aspect of the digital campaigns that drive traffic to their sites, capture vast amounts of visitor data, and then sift through that data. This allows them to instantly find the best sources of high-quality leads, optimize their digital spend and match leads with the best buyer and price.
Finding A Solution
There are a number of technology solutions that can help with lead monetization. You will want to look for a solution that:
- Captures, validates and sells leads in real-time
- Delivers leads based on custom filters and lead criteria
- Provides data in the format lead buyers require
- Controls lead data quality with built-in validation
- Integrates easily with third-party activities
- Maps and translates data in seconds
The need to generate the best leads and sell them for the best price can have you working harder than ever, but by using the tools offered by the right digital marketing technology, lead monetization can be streamlined and profitable.
