How to Find Hidden Revenue in Your Lists & Data - with Examples

If you have access to a significant number of customers, email subscribers, members or website visitors – you may be sitting on more untapped revenue than you realize.

The information you collect about your customers and followers, such as email addresses, is extremely valuable. It’s why marketers urge you to build an email list. Smart marketers use this data directly but also leverage this information to grow their business.

For example, allowing partners to pay you to co-market to your email list is commonly done. However, it’s not the only way to generate revenue from your list WITHOUT selling or renting the information outright.

Let’s imagine that Rolex and BMW teamed up to promote their brands. They share a similar audience, and both could benefit from forming a second-party-data partnership. (When you share your own “first-party” data it becomes “second-party” data to the other company.)

However, there could be a new twist to this relationship.

Rather than send an email on your partner’s behalf, which may only generate a 20 – 30% open rate, what if you could offer a partnership with 100% open rate through display ads around the internet and social media?

There are sophisticated online methods that allow you to show ads to your audience no matter what sites they visit, and without asking them to subscribe to anything or even open an email.

Here are two powerful strategies, followed by examples of how we have used them for clients. (We can offer these directly because we have our own display ad network.)

Site Retargeting: 

When someone visits your website, you can show them online display ads after they leave. This type of retargeting is used by many kinds of businesses but is especially suited to ecommerce, since it increases sales by reminding people of products they looked at but did not buy.

Instead of showing your own ads to site visitors, you can show another company’s ads. And charge them for the privilege.

Display Retargeting:

You can also show online display ads to email or member lists, matching list data to online digital profiles so that you can show ads to very specific groups of people.

Again, you can allow other companies to show their ads to your lists and charge them to do so.

(Note that you’re not required to hand someone an Excel spreadsheet with customer contact info in either case; security and privacy is always maintained. All data is anonymized and digitized so that no private information is ever publicly visible. You are “renting” access to a digital ID, not an identifiable individual.)

Here are some examples of how these strategies can be used.

Blog Publisher: A product manufacturer wanted to reach parents of young children. We persuaded a popular “mommy blogger” to let our client show retargeted display ads to blog visitors. The blogger made money without needing to put any ads on her website or mention the product at all, and our client got her products in front of her ideal prospects.

Conference Organizer: An Internet marketer with a large email list (over 100,000 subscribers) offered promotional packages to select vendors for an upcoming conference. We created a package to allow those vendors to show display ads, all over the web, to the entire subscriber list, even those who did not attend the conference.

Association: Direct access to association members is highly sought after, especially in B2B marketing, because it’s about as targeted as you can get. We partner with many associations to offer display advertising to their members, which is an easy way for them to earn recurring non-dues revenue.

For example, companies who want to reach healthcare or marketing execs, auto dealers, and meeting planners have all paid associations to put ads in front of their members.

Magazine Publisher: A prospect publishes a print magazine with nearly 90,000 subscribers and offers advertising within it. We can onboard her subscriber list, so she can offer online advertising too. That increases her revenue, with very little cost or work on her end. And advertisers benefit, since their ads are seen more often and in more locations – with direct website links also.

You do need a fairly large and organized dataset to be successful with this strategy. Most companies won’t pay much for access to just 500 people, unless those people are otherwise very difficult to reach.

And the more information you have, the easier it is to match online profiles.

When responsibly done, this is a win-win- win scenario. You (the data owner) win. Your advertiser wins. And consumers win by seeing ads that are highly relevant (they’re going to see ads anyway, they might as well see ads for products and services that interest them!)

If you have this type of data, these innovative ways to generate revenue can provide a very welcome boost to your bank balance.

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Please connect and contact me if you'd like more information on these powerful strategies. https://www.searchworxx.com/2nd-party-data-partnerships/