Display – Mid-West Digital Marketing https://midwestdigitalmarketing.com Thu, 26 Jul 2018 14:20:21 +0000 en-US hourly 1 75379469 Conversion: Lead Generation to Purchasing Customer https://midwestdigitalmarketing.com/2015/07/lead-generation-conversion/ https://midwestdigitalmarketing.com/2015/07/lead-generation-conversion/#respond Wed, 01 Jul 2015 13:29:24 +0000 https://midwestdigitalmarketing.com/?p=3157 As a Business owner, you know business strategies don’t always work well if they come in the “one size fits all” variety, especially when it comes to lead generation and conversion. How would you have a competitive advantage? When it comes to digital marketing there are a lot of options and opportunities for creating a... Read more »

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As a Business owner, you know business strategies don’t always work well if they come in the “one size fits all” variety, especially when it comes to lead generation and conversion. How would you have a competitive advantage? When it comes to digital marketing there are a lot of options and opportunities for creating a strong business practice online.

Lead-Generation

Lead Generation:

This would be something that tells new people about who you are or it could tell existing clients about a new product/service that they don’t currently utilize. Your “lead generator” could search engine marketing such as Google AdWords, Bing or Yahoo network advertising, banner ads, contextual ads, video ads or Facebook ads.

You could be getting lead generation from your sales staff, an onsite data collection, referral sources and Broadcast Radio. While determining your best generation option, there are questions you can ask to be sure it will be successful: Is your lead generator targeted? Will it have a high return based on the strategy and specific product/service you’re promoting? Will you get quality leads based on your strategy?

Lead Collection:

When you are generating leads, where does the potential client/customer go on your website and what are you asking them to do? Are they going to fill out a form? Online forms make it easy for you, but does it make it easy for your potential client? Better yet, if you make it easy for your potential client, are you still gathering the best information to convert that lead into a sale? The “call-to-action” on your site might be great, but if the collector is too complicated the user experience could be ruined and the conversion won’t happen.

Lead Conversion:

Let’s convert those leads to sales dollars! I don’t mean to confuse you here. A lot of times we talk about conversion online as completing a goal. For example we might consider someone filling out your online form to be a conversion. I want to take that a step further and think about it in terms of sales. If you have truly converted a lead outside of digital marketing, they have decided on you and bought your product or service. If you have an e-commerce site and individuals can buy your product/service online, the components discussed above apply to you differently. But for someone still looking to utilize their standard business model and sell offline, this is something to really think about. Whoever follows up with your online leads is vital! If you are doing a good job of sending qualified leads to your lead collector, this next phase of lead conversion could mean big dollars. Have you thought about creating a standard process for follow up? Even a little discussion and training for the individuals who will be following up with you leads could do wonders!

What are your ideas on digital conversions? Do you have a call-to-action idea you need help fleshing out?

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The Jungle of Banner Ads and Which Ones to Use https://midwestdigitalmarketing.com/2014/05/the-jungle-of-banner-ads/ https://midwestdigitalmarketing.com/2014/05/the-jungle-of-banner-ads/#respond Wed, 21 May 2014 17:41:20 +0000 https://midwestdigitalmarketing.com/?p=2668 Recently, a coworker showed me this graphic, and I sort of freaked out. Why is there so much advertising on a website? How would anyone know what your website is about if they can’t see anything but banner ads, interstitial banners, and moving, exploding videos playing—all interrupting your user experience? Sometimes it’s a mess. Sometimes... Read more »

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Recently, a coworker showed me this graphic, and I sort of freaked out. Why is there so much advertising on a website? How would anyone know what your website is about if they can’t see anything but banner ads, interstitial banners, and moving, exploding videos playing—all interrupting your user experience? Sometimes it’s a mess. Sometimes it works. How do you know what will work for your site?Bannerads

Now, with myself being faced with the need of to add more and new banner inventory into a few websites that I maintain, I again sort of freaked out. What banner ads do I select to add into our sites? What is the typical CTR for that banner in comparison to the Exit Rate of the site? Will this banner annoy my users? There are so many questions and types of banners that one can lose themselves investigating what ads are best for their website. Having spent some time working through that investigation, I have some thoughts to share for businesses navigating this jungle.

  • First things first: Do you even need banner inventory on your site? Yes, extra revenue is great, but do you have the time and/or staff to create the banners appropriately?
  • If you decide banner inventory is a go, your next step is to choose from the Standard Banner Sizes from the IAB Ad Standards and Creative Guidelines. This helps maintain communication across the purchase funnel. You can also choose from a few other newer banners out there that go by many different names: Site Wrap or PAW Ads (Pencil and Wrap), Hover or Interstitial banners, Corner Peel-Backs, etc.
  • Once you decide what banner sizes/types you want, make sure you design banners that people will want to click. (My colleague Steven Bauer wrote a great blog on banner ad design last month.)
  • But, how do you decide what is the right banner for your site? Don’t just slap a banner on your site, especially if it doesn’t fit in the space allotted for it. Take into account what current banner inventory you have that is needed. What kind of products/services do you provide? What is your marketing strategy? What are the statistics of the CTR of a Medium Rectangle versus an Interstitial?

Ultimately you must protect the whole (the website) from becoming more about the parts (the ads). Users aren’t coming to your website to be told about other things; they are coming to see your product, read about it, and possibly take an action and buy your product. So, why would you bombard them with things that aren’t related to your site, or with flashy bouncing graphics that don’t appeal to the user?

Don’t just create banner inventory because the banner does something cool like hover or follow the user’s mouse. Make sure it will fit the demo and the user who is coming to your site. Be conscious of what your banner ads do and who is going to be seeing them.

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Google Display Network https://midwestdigitalmarketing.com/2014/04/google-display-network/ https://midwestdigitalmarketing.com/2014/04/google-display-network/#respond Mon, 21 Apr 2014 16:46:13 +0000 https://midwestdigitalmarketing.com/?p=2617 Banner Ads Banner ads have had a bad rap that goes way back to the days of shooting ducks, whacking gophers, and gyrating dancers with blaring music. Thankfully, for the most part, those days are behind us. What makes a banner ad good? Here are several steps to consider: 1.      Keep it simple A clear... Read more »

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Banner Ads

Banner ads have had a bad rap that goes way back to the days of shooting ducks, whacking gophers, and gyrating dancers with blaring music. Thankfully, for the most part, those days are behind us.

What makes a banner ad good? Here are several steps to consider:

1.      Keep it simple
A clear message and a simple image go a long way to engaging your prospective audience.

banner ads

 

 

 

 

 

2.      Include a clear call to action
Let your audience know what you want them to do.

banner ads

 

 

 

 

 

3.      Be mindful of the website and the landing page

banner ads


Does the “look & feel” of the banner reflect the “look & feel” of the website?
Does the landing page relate to the call to action of the banner?

What makes a banner ad effective?

1.      Have a goal and a strategy.
Be clear what you are trying to accomplish. Are you looking for impressions/brand awareness? Traffic to a specific page on your website? Or, are you looking for a specific conversion event – a sale, a form completion or some other action? The answer to this question will then determine how you implement your banner campaign.
You also need to understand who is your audience? Where else do they spend time on the web? This will determine where your ads will be placed.

2.      Understand the “life span” of your ads.
Banner ads have a life span between 28 and 35 days.  Some may be able to live longer and some may only last a week.

3.      Have a back-up plan.
Not every banner campaign is going to hit it out of the park. Have a back-up plan in case your campaign does not produce and you should know that relatively soon.

Be creative while being mindful of your audience and you could be successful.

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