Inbound marketing is so new to the association market that it might make you feel like you're back in elementary school where everything is new. We're embracing the idea of starting fresh and learning new fundamentals by coming together with other association professionals who are interested in inbound. We're taking a lot of the standards of elementary school---we're keeping it simple, making it fun and creating a super positive learning environment where the only dumb question is the one you don't ask.

1. Welcome to the
Inbound Lunch Bunch
October 2016

2. October:
Using Banner Ads to
Attract Customers

3. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

4. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

5. Inbound Refresher.

6. Basics of Inbound Marketing

7. Smart MarTech Stack

8. What Are Banner Ads?
• Online advertising
• Revenue Generator (for
Associations)
• Reluctance to leverage for
Association Programs
• Trend from static to dynamic /
interactive

9. Why Should We Consider Using Banner Ads to
Attract Customers?
• How can we get in front of people who don’t provide
their email address?

10. Opportunities for Placement
• Event Microsites
• Mobile Apps
• Learning Management System
• Ecommerce Receipts
• Transactional emails – no opt-out
• LinkedIn

11. So What Are Your Blockers?
• Creative Design & Content
• Budget
• Internal Perceptions:
• “We don’t do paid advertising”
• “That’s push marketing”
• “We don’t see any return”

12. Creative

13. Budget
• “It’s too expensive”
• You’re always in control
• Banner Spend isn’t arbitrary
• Consider target segments

14. So where should we be placing banners to
attract customers?
• Emails
• Blog Notification Emails
• Website
• Social Media
• Ecommerce Receipts

17. Social Media
• Best way to get in front of those who don’t know you
• Sponsored content gives you opportunities to extend
your reach
• Select your targets based on data

18. Impact of Sponsored Updates on LI?
Reach net new
customers who have no
idea who you are and
what you can offer them Sponsored
InMail
EDUCATE
SEO (Google,
for example)
Your customer
acquisition funnel:
Sponsored
Updates

19. What is Retargeting?
• Form of marketing in which you target users who
have previously visited your website with banner ads
on display networks across the web
• Form of online advertising that keeps your
brand/content in front of bounced traffic
• So if you have a high bounce rate, might want to consider
retargeting – check Google Analytics

20. How is it different than regular display ad
buys?
• Only target users that have visited your site
• Can target a specific section of your site
• Only spending ad dollars on those people who have
previously interacted with your site

21. How It Works

22. How Data is Tracked
• Retargeting pixel is placed on website or section
• As visitors visit the site or area where pixel has been
placed, they are added to an “audience” and are
cookied
• Audience is shown your ads as they visit different
sites within the display network
• Size of audience affects success of retargeting
campaigns

23. Measurements
• Click through conversions – conversions that happen
as a direct result of someone clicking a retargeting ad
they were served
• View-through conversions – conversions that are
attributed to another channel – at one point they
were served a retargeted ad.

24. What is Remarketing?
• Google Adwords launched a form of retargeting in
their display network and called it “remarketing”
• Can leverage keyword list
• Only Google’s display network – you show up where
Google needs you to show up

25. Retargeting Requires:
• Unique banner ads
• Flexibility to be more creative
• Custom Landing Pages
• Ongoing Optimization
• Balance – 7 to 12 ads within 30–day period

26. Recap.

27. • Use Banner Ads to rapidly amplify and extend your
reach
• Find those customers outside of your email sphere of
influence
• Use ALL channels to generate exposure and reach
• Emails
• Blog notification emails
• Website
• Social Media
• Ecommerce receipts
• Be insight-driven to identify target segments
• Advertising
• Re-targeting

28. “Don’t be afraid to get
creative and
experiment with your
marketing”
Mike Volpe