Businesses are constantly looking for strategies to attract leads into their marketing funnel and convert them into loyal customers, but it's hard to know exactly which advertising channels will be more effective in bringing them quality leads.
Understanding the dynamics of a successful conversion and the channels that contribute to it allows marketers to maximize their efforts and ensure sustainable revenue growth. Below, 10 Forbes Agency Board members share which advertising channels work best for their agencies to acquire and convert leads through the funnel, and why.
1. LinkedIn
As we work with B2B buyers, LinkedIn is the best, any marketer will tell you. It's very business-oriented and allows for creativity with engagement carousels, videos, and surveys. But its effectiveness depends on the B2B technology company's ability to create a unique brand image that showcases real people, not old-fashioned B2B templates. Individuality and openness are the keys to success. -Keith Vasilenko, 42DM Corporation
2. Organic and paid search
Organic and Google paid search are the best avenues for new business. This is because Google is a purpose-driven channel and people go there with the intention of finding an agency to work for. That's why our ads target high-value keywords and create content that ranks well organically for industry-leading topics. -Geoff Crane, Kingstar Media
3. Online Webinars
Take advantage of the online webinar. Prospects want to learn how to overcome challenges, get tips on what works, and learn how others have succeeded. So, they attend webinars to gain this knowledge, thereby viewing your brand as a resource to respond to. Capturing and probing their questions keeps them engaged and helps you better assess their needs. - Eyal Danon, Ignite Consulting Group
4. Pay-per-click advertising or visual social media advertising
With high engagement and long cycles, our clients see better results from Search Engine Marketing (PPC). Attracting impulse buyers, our clients get better results with social media advertising. -Douglas Carr, high jump
5. Social networks and digital magazines
We combine social media promotion with showcasing our expertise in digital magazines. Through social media, we reach large audiences in a short period of time, while publications target potential customers who are not active in the social media world, establishing us as thought leaders in the media landscape. -Michael Kuzminov, HypFactory
The Forbes Agency Council is an invitation-only community for leaders in successful public relations, media strategy, creative and advertising agencies. What do I qualify for?
6. Sponsored Google Maps
Sponsored Google Maps is our agency's most successful advertising channel to increase leads and conversions. These ads leverage the power of location-based targeting and reach users who are actively searching for nearby businesses. -Paula Celestino, SPRK Media Group Inc.
7. Direct email
Direct email was hands down the winner for our organization. We can identify the problem area and show you what we found with a Loom video we send via email. This shows that we are a team of real experts and we know who they are. This is the fastest way to build trust. It also eliminates many touch points in the funnel by being straight and to the point. - Bernard May, national ranking
8. Facebook
Facebook (including Instagram) has done everything to generate conversion leads with minimal cost. Facebook advertising remains an untapped opportunity for many businesses. The key to success is having a strategy and intent behind your advertising content, nurturing leads with the right customer relationship management system. - Tony Peck, you are not the media
9. Tik Tok
LinkedIn is an obvious choice, as this platform is designed for: However, TikTok has provided us with some fantastic opportunities over the past few weeks. We strive to show personality, humor and another side of agency life through this platform that resonates with prospects and shows that we are real people behind the professional persona. People buy people. - Socially powerful James Hacking
10. Expansion of key notes and sections
As thought leaders in the PR industry, we get metrics of different results. As a professional speaker, I appreciate the stage presentation after every keynote. When we get quotes in the news, we get leads. As we optimize and expand our content, we get more leads. This makes it easier to build trust. - Jason Mudd, Axia Public Relations
