8 ways to use digital advertising.
SEO is so popular because organic traffic is free. The trouble is, SEO is a long-term strategy for attracting leads and you need to be an expert if you’re going to be successful with it. A pure SEO agency will likely cost you a small fortune.
Paid advertising, on the other hand, is a quick and effective way to generate new leads. Again, you do need to know what you’re doing as you can burn through your budget in hours if you’re not careful. Here are 8 ways you can generate leads using paid ads.
1. Facebook ads
As you may already know, Facebook Ads is one of the most powerful paid advertising platforms around. Facebook collects data on every user and makes it available to advertisers so you can drill through the noise and create laser-focused campaigns that work. Turn Facebook Ads into an evergreen source of leads by running ad retargeting. However, Facebook is known to be better for B2C than B2B brands.
2. LinkedIn ads
LinkedIn Ads is the number one platform for B2B lead generation. The average cost-per-click on LinkedIn is much higher than Google Adwords for example, but it allows you to connect with a huge number of businesses in your space. I’m sure 2020 will the highest number of B2B brands turning to LinkedIn for advertising.
3. Google AdWords
The original pay-per-click network. In order to maximise your ROI you need to invest time optimising things like; ads, landing pages, creative media, targeted keywords and bids. Much like LinkedIn, you could probably spend your monthly ad budget in a matter of hours. So make sure you know what you’re doing. Alternatively, speak to an AdWords expert to set them up for you and talk you through everything.
4. Media buys
The largest businesses in the world have been using this as a lead generation tactic since the birth of the internet. A media buy is simply buying ad space on someone else’s platform (website, tv, radio, etc). Media buys are pretty costly, so we suggest speaking to an ad-buying company. These experts often buy blocks of ad space and then resell chunks of the space for a fraction of the cost.
5. Affiliate marketing
This is where someone else promotes your services in exchange for a commission (set by you) when a sale or conversion takes place. If you have a good offer, sites related to your category will start running your text ads or creative banners on their site.
One of the most powerful Google Ads tools is the ability to remarket to your site’s visitors. When someone visits your site but doesn’t convert, a “cookie” (small piece of code) will anonymously follow them around the web so when they land on a page with Google AdSense on it, your ad will be re-shown to them, thus keeping you front of mind. Facebook also does remarketing. Use Facebook Pixel alongside Facebook Custom Audience to supercharge your lead generation.
7. Influencer marketing
Make sure you’re well informed about the laws regarding the use of social media influencers. We would suggest using a specialist like Goat Agency to really maximise your returns in what is an emerging and tricky space with huge potential.
8. Forum sponsorships
Forums are still a good place to get in front of people with a specific interest or problem they need to solve. Reach out to a few forums in your chosen category and offer the “webmaster” of the forum some money to run your banner ad for a few weeks.