How to Reach New Customers with Digital Marketing Campaigns
With the variety of Big Data, profiling and targeting available, the ways in which digital marketers are able to expand a brand’s reach have grown. Beyond simple demographics, campaigns can be deployed to reach people based on interests, topics they engage with, their job title, the industry they work in and more. Using data we are able to predict what content people are likely to engage with, what we should serve, and when. We then overlay targeting options and we can be highly-specific about how digital campaigns are deployed, and to whom.
Advanced B2B Digital Media Tactics & Campaign Building
Recently, the variety of data available to B2B marketers has become more robust (you can read more in our article on How to Target Prospects with “Big Data” & Strategic Digital Marketing). Interest categories related to manufacturing, operations, management and corporate structures have become more granular, and our expert B2B marketing team is leveraging this data to improve return and performance.
- Geo-fenced and geo-targeted campaigns for trade shows and industry events
- Account-based tactics that target a specific organization, company type or end user profile
- Industry-focused efforts that work to grow brand recognition within target verticals
- Branding that connects businesses to their audience, promoting key messages and value positions
- Recruitment marketing campaigns that help grow your workforce in highly targeted ways
- Lookalike campaigns that identify new potential customers and expand your reach
- Remarketing that serves ads to past website visitors and helps move people down the sales funnel
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Types of Common Digital Advertising Platforms
The variety of digital platforms we have available is extensive, all designed to capture the attention of customers during that 10+ hours a day the average person in the US is in front of a screen.
Instead of relying on trade magazines and purchased lists – which certainly have their place in a full marketing strategy – our digital marketing platforms allow us to access up-to-date data and go directly to the consumer’s screen.
While different platforms have different targeting capabilities and restrictions, all utilize predictive algorithms, 3D data and AI to help serve ads to only customers deemed most relevant to a campaign goal. Some of the common B2B paid digital marketing platforms we utilize are:
Google Display Network
Graphically-based ads, including animated ads, that serve on the Google Partner network. While we control the deployment locations, this can include news sites, travel sites, weather and more.
Native Ads
Both display and news-style ads that appear on 3rd party sites. Often this looks like actual content from that platform. Similar to Google Display and with similar deployment controls, this ad content also appears on news sites, interest sites, weather, etc.
Search Ads
Social Media
Both display ads and newsfeed posts placed on sites like Facebook®, Twitter®, Instagram® and LinkedIn®.
Trade Media
From magazine websites to e-newsletters, trade publications offer a variety of digital opportunities to target customers. Cost is always a consideration with trades, which should be evaluated as a component in a full B2B digital marketing plan.
eNewsletters
Combining both content marketing and direct marketing strategies, eNewsletters work to reach customers in their inbox. This can be achieved by utilizing a purchased list (which should be well-vetted to ensure quality), or even better, by using a customer contact list.
Integrated Marketing Solutions for Maximum Impact
Additionally, as part of our integrated capabilities, we also help clients define campaign positions as well as ensure their brand is protected in digital marketing.
Connect with our team today, and let’s discuss the ways we can use digital marketing to grow your brand and increase your sales.
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