Data Aggregation for Marketing
Unlock Google Search Consumer Contact Info without spending a penny on Ads or clicks!
Running ads on Facebook, Instagram, Google, and LinkedIn sucks… It used to be great in the pre-iPhone14 update years, but those cheap conversions and amazing consumer targeting days are over. When you look at the next big update coming out with the iPhone 15 update, marketers are even more screwed.
I run an influencer marketing platform and used to find new Influencers using Facebook and Instagram ads. Before iPhone 14 update, I would spend .34 cents to acquire a new Influencer lead form fill out. Post update, my costs went up to over $4 per lead.
Facebook quickly became cost-prohibitive as a marketing medium for our Influencer acquisition strategy. When bad things happen though, that’s when you have to start getting creative. Out of that frustration, I’ve been able to create an internal tool for our team that’s truly changing the marketing game for good.
The Power of Cookies
Before your mouth starts salivating at the thought of freshly baked cookies, I’m not talking about the pastries. I’m talking about website cookies and the powerful information they store about consumers.
You might be surprised to learn that Cookies store information like your search queries… that’s right, you can find out what people searched for on Google through cookies. You can also see what products are in their shopping carts, what credit cards they use to make purchases and so much more insightful data.
When you take Cookie data and combine it with other forms of consumer data, you can build powerful consumer databases and that’s exactly what we did.
Right now, we build and maintain consumer profiles on over 270M US Consumers. We have all their contact information, and demographic info like homeowner status, age, gender, income, net worth, FICO Score, and even the year, make, and model of their vehicles. We know what credit cards they have, what they search for on Google, and what kinds of products they are interested in buying or have in their shopping carts.
Data Intelligence to Determine Consumer Purchase Intent
Using machine learning and consumer intent algorithms, we can determine what stage people are in when making purchase decisions. We do this by measuring purchase signals like keywords searched, keyword intent analysis, cart data, and websites visited. This helps us put customers into pre-defined customer tranches that can be used for targeting these customers with relevant offers.
Every month, we spend tens of thousands of dollars to maintain access to these data feeds. Our primary use of this data is to identify consumers who are actively looking for the services or products offered by our lead buyers. We provide high purchase intent leads to Industries like Insurance, Health Care, Home Service providers, and legal service providers. We actually generate leads for over 108 specific industries and service providers.
The Challenge of Utilizing This Data for Marketing
Because of how powerful this data is and its high cost to assemble, we have to be smart in the way we monetize it and utilize it. There is also an inherent challenge to utilizing this kind of data for marketing as outlined below.
Raw Data Leads
The biggest challenge we face is that these leads are completely raw. None of these consumers are familiar with our brands and didn’t search for us specifically. We do have the opt-in data and rights to contact these people as our data providers own the opt-in information attached to consumer records and cookie data. However, none of these leads are expecting a call from us.
This makes it important to have a clever way to contact these consumer leads. We will discuss that in the next section.
How you can Utilize this Data for Marketing
There are a few ways you can use data aggregation to reach highly targeted consumers using traditional ads on Facebook, LinkedIn, Instagram, or TikTok. We will discuss these ways below in more detail.
Building Look-a-Like Audiences
The first way is to build look-a-like audiences from this data. You can take a list of 50k consumers searching “Yoga Pants” or whatever it is that you sell and target them by building a “Look-a-Like audience. Your ads will be shown to people who look like these consumers and it will lower your cost per sale significantly.
Hash Data Consumer Targeting
If you aren’t familiar with Hash Data, it’s an anonymized string of letters and numbers that identify actual social media users for targeting them specifically. If you push ads in front of these people, you’ll convert a much larger percentage of them to customers as they all have very high purchase intent.
The first thing you would do is buy a list of consumers who are actively looking for your products and target them with ads using a Hash-Based Audience. You will set up a custom audience in the ad manager for whatever ad platform you using and upload your custom Hash Audience.
Your ads will only be shown to these specific customers resulting in a much higher conversion rate and lower cost per sale than just running targeted ads by interest.
Cold Outreach Directly to Consumers
This is probably my favorite way to reach consumers and one of the most effective. If you can avoid running ads and spending more money on ad platforms, I’m all for it. When you build a list of consumers interested in your product, the best way to get your product in front of them is through Text Messages. You can create a video or send an image of your product directly to your consumer list that includes a purchase link.
Text messages with video are extremely effective at converting consumers to customers. In addition to sending a picture or video of your product, you can also send a link to your “Shoppable Product Post” on Instagram. This will display your product image in the text message and if the customer is interested in the product, they can purchase it directly in the post.
This will also lead to more external traffic to your Instagram post, likes, comments, and new followers which will help your post rank better on Instagram and your Instagram account to have more authority.
How I’m Utilizing This Data
The first thing I realized when we put all this together was that we could generate high-quality leads at scale for specific industries that traditionally buy leads. So we built a data center that takes all of the raw consumer data and then feeds it into specific Industry sites that lead buyers access for a fee.
Industry-Specific Lead Platforms
For instance, we have an Insurance Broker platform that allows brokers to buy a protected zip code territory. When our platform updates every hour, new leads come into their dashboard. They can then opt-in to our lead nurturing program that automatically recommends them as the preferred broker on our platform. We send out text message invites to get a quote on whatever line of insurance the client is looking for.
We’ve done this for 35 specific industries and are building out specific sites for each niche. All of these sites are managed using our central data hub.
Strategic Partnerships
In addition to our lead generation platforms, we also look for partnership opportunities that allow us to use our data to help grow other companies. This has allowed us to get equity in startups who need help getting in front of their customers, building a look-a-like audience, or using our B2B data to find the contact info of business owners they want to reach out to.
Conclusion
I hope this post has helped you think of new ways to find customers, scale your business, and reach greater economies of scale than what you’ve been doing or have done in the past. If you have any questions, please feel free to comment below or reach out to me through DM!
You can also check out our Data Aggregation platform!
