Display marketing is another common method used to generate leads. In general, display marketing has a lower chance of conversion, due to the lower buyer intent. As we saw, on paid search, the user is the initiator heading over to google and starting the search process. Using display, you are placing your ads on websites/apps that you believe your target customers visit/use. Your therefore “catching them off guard” so to speak, at a time when they may not necessarily be searching for your product or service. However, that does not mean that display marketing cannot be effective. If you really understand your potential customers, you can gain some great wins with display. It’s cheaper per click and with laser precision targeting the ROI can be impressive. It’s all about using engaging creative that resonates with them. In 2017 you cant just use a shiny banner ad with great color schemes, you need to answer drive awareness and consideration of your product or service so as the click is targeted and the traffic has a better chance of conversion.
Paid social media marketing is very similar to display, notice how I started this sentence with the word “paid”. The algorithms of the social media giants like Facebook, Twitter, Instagram, Snapchat etc are all now based around monetization. Gone are the days where you can simply rely on “organic” social media posts to drive traffic to your website. Paid social allows you to target based on interests, location, age, gender, connections and more advanced targeting. More advanced targeting is the likes of their mobile device, speed of network connection, apps they use and pages they engage with. Similar to display, social media marketing for lead generation relies heavily on communicating with your target customer using the right messaging that resonates with them. Most lead generation campaigns focus on selling a product or service that solves a problem. We find in our experience, using creative that appeals to this pain point is a great way to drive targeted intrigue.