Banner Display, Part V: How Can You Expand Your Audience?
It’s time for the long awaited 5th installment of the display series. Hopefully you’re not thinking Rocky, Fast and Furious, or the Saw franchise. Even though this is a marketing blog, I think I can do better than the 5th installment of the aforementioned films.
It has been a while since the last post on banner display, so let’s review. Online banners can be an effective means of digital marketing but only if you target them. But what does it mean to target them?
When you target correctly, only people who are interested in your offers see your banners. But it goes beyond reaching the right people. You need to reach them in the right way and from the right location. Otherwise you are wasting your time, and more importantly, your budget.
What ways can you target your banners?
Target by Behavior
Do you limit your banners to only prospective customers? That’s important, but you still want to grow your customer base. So far we have been creating a filter that shrinks your online presence to only a listening audience. But how can you expand your audience, while still reaching potential buyers and maintaining a high conversion rate?
Target by behavior.
We have covered how and why to target by device, location, and content. Once you target by these parameters and start to gather clicks and conversions, you get a bevy of data.
Each click tells you a little more about your audience. Many of them share demographic parallels, use the same device, and hail from the same region. They probably have similar online behaviors and search patterns. All these data can be used to form what the ideal customer looks like for you.
Once you have a data set to represent this ideal prospect, what can you do with it?
You can target any online entity fitting these characteristics.
As my friend Kyle Jernigan says “With enough threads of data you build a lasso and capture new customers.” Now you can target a new audience, even if they haven’t interacted with your brand.
Here is what makes that so powerful.
The parameters are constantly refined. As you get conversions, the “lasso” gets tighter and more accurate. Targeting is the name of the game in digital marketing. If you want your online banner campaigns to be successful, target by device, location, content, and then grow that audience targeting by behavior.
Did you miss the rest of this series? Click the links below to catch up!