Paid Channels For Your 2018 Demand Generation Strategy

Paid Channels For Your 2018 Demand Generation Strategy

By Bridget CunninghamDec 12 /2017

Clock_representing_the_new_year.jpgMany of us follow the age-old tradition of making New Year’s resolutions. If your company has already invested in inbound marketing, now is the perfect time to brainstorm ways to add value to your efforts in 2018. One of the best ways to go about this is through paid advertising.

With your inbound marketing strategy in place, you have a clear definition of who you want to reach and content that supports the buyer’s journey. But it takes time for these SEO efforts to gain momentum — several months in some cases. With paid channels, you have an opportunity to attract your audience at an earlier stage, all while casting a wider net for potential buyers.

To increase your return on investment, it’s important to know which paid channels to leverage for your demand generation strategy. Here are five 5 that we recommend to kickstart your New Year’s initiative.

Google AdWords

When Google AdWords first launched in 2000, it had 350 advertisers. Today, more than 1 million advertisers are using this pay-per-click platform — leveraging its range of features for the greatest ROI.

Search text ads now offer more room for creativity and control over your messaging. Thanks to expanded text ads, multiple headlines can be included as well as one longer description versus two shorter ones. What’s more is that these ads are optimized for mobile, creating a better experience for the user. 

Google_AdWords_exampleWith all of the available ad space online, it may seem challenging to create one ad that suits them all. The option to now create responsive ads helps solve this issue. With minimal setup, your ad will transform itself to fit the required space, increasing both its reach and impact.
Example_of_Google_display_adWhen targeted properly, both search text and display ads can boost quality traffic to your website. This can help you get an immediate audience while you wait for your SEO strategy to gain traction, as well as amplify the reach of your current inbound marketing efforts.

Facebook Ads

While it may have started out as a social network for college students, Facebook has quickly become the leading advertising platform. If you’re not already on it, you’re missing out on a huge opportunity to connect with a large user base — 1.23 billion of whom are active on a daily basis.

What’s great about this platform is that you can target people as they live their lives. Highly customizable options enable targeting based on ages, locations, educational levels and interests. A more recent upgrade even allows you to target specific households, which could mean the entire family or focusing solely on the decision maker.

Facebook_ad_for_Franklin_UniversityYou can also be creative with the types of ads you share. One example is carousel ads, which allow you tell a story through a combination of images and videos. Not only do these ads allow you to deliver messages quickly, but they are also 10 times more effective at getting people to click through.

For even greater visibility into your ROI, you can integrate your Facebook ads with HubSpot. This allows you to see which ads drove leads, while importing new leads directly into the HubSpot portal.

Taboola and Outbrain

The share of Americans who get their news online is growing, with 43 percent reporting that they do so often. By sponsoring your content on relevant websites, you can effectively engage with your audience in a natural way.

Working with Taboola or Outbrain gives you the opportunity to make such content recommendations. The main difference between the two relates to the available websites for promotion. While Taboola partners with websites like USA Today and Business Insider, Outbrain works with other popular websites like CNN and People.

Ad_content_from_TaboolaWith either route, the potential reach is clear. Outbrain boasts a monthly global audience of over 500 million, while Taboola reached its 1 billion mark for unique users in 2016.

Perfect Audience

When someone visits your website, they have one foot in the door. But it’s often the case that they hesitate to take that next step. In fact, only 2 percent of visitors will convert.

Perfect Audience offers an effective way of bringing these visitors back: retargeting. With a tracking tag added to your website, an anonymous cookie traces the activity of site visitors and delivers ads in real time. This helps to create multiple opportunities for conversion.

With all the switching that people do between devices, the cross-device retargeting feature is especially beneficial. Whether your customers are cruising their tablet for news or playing a game on their mobile phone, your ads will make an appearance.

The Newest Player: Advertising Automation Software

Think about the conversations that interest you most. You’re far more likely to invest your time in those that are not only engaging but also personalized.

Advertising automation software provides B2B marketers with the means to deliver such messages to target accounts. Within these accounts, the software helps identify key decision makers and influencers. You can then place ads in front of these stakeholders while they are cruising the web, mobile, video or social media — all without ever having to retrieve their contact information.

Terminus is one software designed for this purpose. With integration available in HubSpot, B2B marketers have new potential to create account-based advertising campaigns that coincide with their email nurturing program. This union paves the way for an impressive ROI. 

Example_of_Terminus_targeting_accountsWhy not build onto the success of your inbound marketing efforts? Make 2018 the year that you start extending your reach with paid advertisements. Contact us at Kuno Creative to see how we can help with your demand generation strategy.


Bridget Cunningham
The Author

Bridget Cunningham

Bridget uses her journalistic experience to successfully engage with technical minds. Prior to Kuno, she managed the blog program and assisted with social media efforts at COMSOL, a high-tech engineering company that offers multiphysics software solutions.