Display Marketing – Connecting with Customers in the Explore Phase
TAKE IT TO THEM – AT SCALE WITH DISPLAY ADVERTISING
Display advertising is well suited to the Explore phase in that it allows you to identify and reach the largest number of prospects that need your help.
In the Explore phase, prospects prefer to research on 3rd-party sites rather than vendor websites.
But be Careful: Danger of advertorials given Google algorithm update and how to do it right.
Especially the Clueless: Online display marketing uniquely supports the needs of prospects that aren’t even aware that a potential solution to their problem exists. Display advertising allows you to reach out to with them during their daily routine and let them know that you have resources to help them.
Basic: Identify based on attributes such as:
- Title, industry, geography or job function
Advanced: methods include using:
- Known and learned behavior, business demographic data and customer persona profiling.
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New technique: company-based targeting allows you to:
- Target particular companies or accounts.
Company-based targeting enables marketers to display ads to their key accounts. Show display ads or content that is relevant to an entire target account but be sure to combine your display marketing strategy with more focused business demographic targeting to precisely reach the right people involved in the buying journey. Read More >
YOU’RE HERE TO HELP
The primary purpose of B2B display advertising in this phase is to let prospects know you have resources related to their research needs.
- Resources that help solve a customer’s problem build trust and credibility. Talk about the solution rather than product features or branding statements. You’re building a relationship, or at least awareness, with the B2B customer. Read more about creating the right content.