PowerPoint Presentation

Welcome to the Inbound Lunch Bunch October 2016

October:Using Banner Ads to Attract Customers

Introductions

Maneesha Manges, Director of ConsultingOver 15 years of experience in digital marketingConsulting experience in the association world around digital strategy, field and social media marketing and change managementExpertise in lead generation

Ways to Connect:Twitter: @maneeshamangesLinkedIn: www.linkedin.com/in/maneeshamanges

Housekeeping:Tons of resources available:All of last years Inbound Lunch Sessions available on demand: http://site.highroadsolution.com/inbound-lunch-bunch-pageToolkits: http://pages.highroadsolution.com/toolkit-listIf I suddenly drop off the call, hang tight, I will dial back in!Post any questions in the Chat window and I will try to answer as we go through the presentation

Inbound Refresher.

Basics of Inbound Marketing

Smart MarTech Stack

What Are Banner Ads?Online advertisingRevenue Generator (for Associations)Reluctance to leverage for Association ProgramsTrend from static to dynamic / interactive

Why Should We Consider Using Banner Ads to Attract Customers?How can we get in front of people who dont provide their email address?

Opportunities for PlacementEvent MicrositesMobile AppsLearning Management SystemEcommerce ReceiptsTransactional emails no opt-outLinkedIn

So What Are Your Blockers?Creative Design & ContentBudgetInternal Perceptions:We dont do paid advertisingThats push marketingWe dont see any return

Creative

BudgetIts too expensiveYoure always in controlBanner Spend isnt arbitraryConsider target segments

So where should we be placing banners to attract customers?EmailsBlog Notification EmailsWebsiteSocial MediaEcommerce Receipts

Social MediaBest way to get in front of those who dont know youSponsored content gives you opportunities to extend your reachSelect your targets based on data

Impact of Sponsored Updates on LI?

Reach net new customers who have no idea who you are and what you can offer them

Sponsored InMail

EDUCATE

SEO (Google, for example)Your customer acquisition funnel:Sponsored Updates

What is Retargeting?Form of marketing in which you target users who have previously visited your website with banner ads on display networks across the webForm of online advertising that keeps your brand/content in front of bounced trafficSo if you have a high bounce rate, might want to consider retargeting check Google Analytics

How is it different than regular display ad buys?Only target users that have visited your siteCan target a specific section of your siteOnly spending ad dollars on those people who have previously interacted with your site

How It Works

How Data is TrackedRetargeting pixel is placed on website or sectionAs visitors visit the site or area where pixel has been placed, they are added to an audience and are cookiedAudience is shown your ads as they visit different sites within the display networkSize of audience affects success of retargeting campaigns

MeasurementsClick through conversions conversions that happen as a direct result of someone clicking a retargeting ad they were servedView-through conversions conversions that are attributed to another channel at one point they were served a retargeted ad.

What is Remarketing?Google Adwords launched a form of retargeting in their display network and called it remarketingCan leverage keyword listOnly Googles display network you show up where Google needs you to show up

Retargeting Requires:Unique banner adsFlexibility to be more creativeCustom Landing PagesOngoing OptimizationBalance 7 to 12 ads within 30day period

Recap.

Use Banner Ads to rapidly amplify and extend your reachFind those customers outside of your email sphere of influenceUse ALL channels to generate exposure and reachEmailsBlog notification emailsWebsiteSocial MediaEcommerce receiptsBe insight-driven to identify target segmentsAdvertisingRe-targeting

Dont be afraid to get creative and experiment with your marketingMike Volpe