Adopting a one-size-fits-all approach to digital advertising frequently costs brands time and money. As a result, many marketers are putting resources into strategic and creative initiatives to help them engage with high-propensity groups.
In his presentation, Ken Kuperstein, director of marketing at One Door, stated, "Initially, we spent media expenditures on account-based ad platforms and were generally getting a significant volume of traffic to our site."
"However, the data couldn't tell us if we were talking to our personas or just anyone from a target account." That seems like a waste of media dollars to us."
"We had to create a strategy to attract prospects into the funnel and keep them engaged throughout the journey," he continued.
Here are some of Kuperstein's suggestions for using display advertising to boost sales funnels.
"Because we don't have a large sales team, we need tobe laser-focused on the accounts in our ABM group and track who is engaging with our advertisements," Kuperstein explained.
He argues there are two basic ways to interact with specific people online:
· Automation in email marketing
· LinkedIn Direct Message
These tactics, on the other hand, may be lacking infirst-person marketing capabilities, which can make all the difference. Brands must make interacting with key decision-makers in the accounts they target a top priority.
"We know when someone clicks on an ad, how many impressions they've received, and what pages they've visited," he explained.
If your display ad material fails to communicate to your buyer groups, no matter how inventive it is, it will most likely fall short. To assist improve consumer experiences, savvy marketers know to mix creative efforts with persona groupings.
"We added approximately three to five personalities with various goals and pain points to each buying group," Kuperstein said."We created a series of persona-specific ads with the purpose of driving our personas to the most relevant landing pages."
He cited a Walgreens-targeted campaign run by his organization. His team became more precise with their creative ads, increasing their campaign's click through rate from 0.25 percent to 1.1 percent by merely adding the "Walgreens" name to headlines."
"When it comes to tailoring ads, these efforts don't require a lot of effort yet provide significant returns," he said.
Kuperstein explained, "It's basically about bringing the marketing and sales results together." By giving customers with appropriate information and then directing them to the sales team's solutions, you can achieve this by using creative, persona-specific display advertising in your marketing.
"Understanding and analyzing qualifying leads is the most enlightening element of this," he said. "Our goal has been tore-adjust our spending and put it into strategies that would allow us to find the people we desire."
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