Digital Advertising

Every business should have a digital presence — which is comprised of paid ads, content syndication, search engine optimization, your website, and any other place your company is active online. Get started with a digital advertising plan that supports your pipeline development goals.

Media Planning

Reach the right people, at the right time. Depending on your overarching goals and your target audience, we will help you to choose the right media provider, execute an ad campaign with them, and report on everything.

Primary activities include:

  • Research into potential media providers and advertising options
  • Develop a media plan and set realistic goals
  • Design and write ads to promote your product or service
  • Make adjustments to your ad campaign as it progresses (A/B testing, bidding, etc)
  • Reporting and analytics

LinkedIn Advertising

Tap into the world's largest professional network, with more than 706 million users around the globe. 

Primary activities include:

  • Determine the type of ads to execute: single image ads, carousel image ads, text ads, InMail or message ads, video ads, spotlight ads, etc
  • Develop ad creative and copy
  • Set up targeting parameters: upload an ABM list or set up company-specific targeting, select job functions, job titles, skills, geo, etc
  • Monitor and adjust ads that are in-market: A/B Testing, bidding, etc
  • Analytic reporting: impressions, clicks, engagement rates, lead data, etc

Google Ads

Increase website traffic to show off what you've got! Run ads that are shown based on Google Keyword Searches, or retarget to individuals that have visited your website. 

Primary activities include:

  • Determine the types of ads to execute: Dynamic Google Search Ads, Dynamic Google Display Ads, Retargeting, etc
  • Develop ad creative and copy
  • Set up targeting parameters: select company size, industry, job functions, job titles, geo, etc
  • Monitor and adjust ads that are in-market: A/B testing, bidding, etc
  • Analytic reporting: impressions, clicks, engagement rates, lead data, etc.

Content Syndication

Generate leads with content offers such as white papers, eBooks, and reports. Promote your content offer across hundreds of syndicated websites. Contacts that are interested in your content can fill out a form (becoming CASL-compliant ToFu leads) to download the offer.

Primary activities include: 

  • Determine the content offer (if you are partnered up with an IT vendor, you may be able to co-brand one of their offers)
  • Develop ad creative and copy
  • Set up targeting parameters: select company size, industry, job functions, job titles, geo, etc
  • Monitor and adjust ads that are in-market
  • Analytic reporting

 

 

Digital Advertising

Types of Leads & Components for Success

With digital advertising, depending on the ad tactic you choose you will end up with the following:

  • Top of Funnel (ToFu) Leads: add these to your email newsletter or to your direct mail campaign, and connect with them on social media.
  • Marketing Qualified Leads (MQL): add these to your email newsletter or to your direct mail campaign, and connect with them on social media.
  • Sales Qualified Leads (SQL): add these to your telemarketing outreach campaign or send them an exclusive offer such as an Executive Door Opener (EDO).

And keep in mind - regardless of whether you're advertising with Google or LinkedIn, Content Syndication or IT World - you'll require the following components for success: 

Ad Creative & Copy

Develop an enticing ad with attractive creative and attention-grabbing copy.

Targeting Parameters

Determine who your ideal leads are: What is their job title, where are they located, what company are they with?

Monitoring & Optimization

After your ads launch, you cannot just forget about them. Keep an eye on their performance and continually optimize as the campaign progresses.

Analytic Reporting

Assess your analytic reporting throughout the campaign and after the campaign ends. What worked well? What improvements can be made next time?

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