“Online advertising” refers to three general types of campaigns:
Banner ad campaigns on websites
Ads or sponsored content on targeted email newsletters
Affiliate programs that enable other companies to put your client’s ads on their sites in return for commission on clicks or sales
Online advertising offers companies an opportunity to reach very broad or targeted prospects to generate leads, communicate a message and raise visibility.
While a B2B company has a smaller universe of prospects than a consumer company, the value of each prospect is typically far greater. With a targeted campaign and a good offer, your clients may only need to generate a handful of highly qualified prospects to generate substantial revenue.
Online Advertising Value
Internet marketing isn’t just for consumer marketers or large B2B firms – it’s a powerful vehicle for companies of all sizes.
Online advertising will continue to have greater significance for B2B companies with the growth of the internet. What are the benefits of online advertising?
Timing: Reach businesspeople when they’re actively looking for information, vendors and solutions.
Immediacy: Test and launch very quickly and generate response almost immediately.
Targeting: Deliver your client’s message to very specific audiences.
Lead generation and nurturing: Capture prospects early, provide valuable information, and nurture them throughout the sales process.
Cost: Reach a large audience quickly and at a lower cost than many other media.
Scalability: Run campaigns of any size at any budget level.
With the Consulting M.O., you can determine how to add online advertising into your client’s marketing mix. Setup and manage their campaigns, measure results, and determine the final contribution to the top line. If your client doesn’t have deep internet marketing experience, you can introduce this extremely valuable media that will play a greater role in business marketing in the future.
Online Advertising Services with the Consulting M.O.
Evaluate Online Advertising Options. Review the pros and cons of various campaign options, including banner ads, rich media / video, ads on email newsletters and affiliate programs.
Plan an Online Campaign. Define the campaign goals, media type, and execution details.
Buy In-House or with an Agency. Evaluate whether to hire an interactive agency or buy media directly.
Evaluate and Buy Online Media. Identify sites, evaluate pricing and create media schedule and design outlines.
Create an Affiliate Program. Choose a network, develop your commission plan, create your ads and manage and improve your program.
Create Budget and Track and Evaluate Results. Continually measure and improve results, including testing various ads and placements.
Your client might need online advertising services if:
They don’t have much presence online
They have a great website but aren’t using it to generate leads
They have customer segments that are easy to reach online
They sell an intangible product or service that requires education at the beginning of the sales cycle
