🔵 Lead Generation During the Holidays
Cole Bridge
Building Opta to help performance marketers capture, validate, and route opt-in leads.
The holiday season is an interesting time in lead generation.
Shopping and engagement surges.
Morning traffic spikes delay as folks take time off and wake up later.
Here are a few of the major trends we've noticed and how you can take advantage of them.
Increased Costs
US consumers spent just shy of $100 billion last November in December.
Advertisers offer unique promotions to capitalize on this, pushing CPMs higher and higher.
Everyone wants their piece of that $100 billion.
Be prepared for slightly higher pricing. Clearly communicate that to your lead buyers if you need a little bump to ensure their ads stay competitive.
Vertical Shifts
Medicare AEP sets the lead generation industry ablaze every October to December. ACA campaigns surge through early January.
But November and December are also a great time to find retail, direct-to-consumer, and e-commerce clients looking to take advantage of more shoppers and higher engagement.
Keep an eye out for these verticals who likely want in on the action:
Low Response Rates from Partners
Third-party lead providers tend to be hard to track down. You need a campaign launched, paused, or updated. You send Skype message, an email, and maybe a text. Crickets. This is even worse during the holidays as folks take time off for travel and time with family.
That's why it's crucial to collect all pause requests and campaign updates from buyers as soon as possible.
The earlier you get these in, the more prepared your team can be, and the sooner you can let lead providers know what to expect (while they're still in office).
The holidays are a great time to make changes in your business for the upcoming year. If you want to save money and time in your lead distribution, see how much you'd save by switching to Opta.
Otherwise, enjoy your weekend.
Cheers,
Cole Bridge
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