How do you use display ads to nurture and convert prospects throughout the sales funnel?

1 Awareness stage

At the top of the funnel, your goal is to create awareness and interest in your brand, product, or service. You want to attract prospects who are looking for a solution to their problem or need, but may not be aware of your offer. Display ads can help you capture their attention and curiosity with catchy headlines, relevant images, and clear value propositions. You can also use display ads to target prospects based on their demographics, interests, behaviors, and keywords. For example, you can use Google Display Network to reach prospects who are searching for related topics or browsing similar websites.

2 Consideration stage

At the middle of the funnel, your goal is to nurture and educate your prospects, and persuade them to consider your offer as a viable option. You want to build trust and credibility, and showcase your features, benefits, and differentiators. Display ads can help you deliver more personalized and relevant messages to your prospects, based on their previous interactions with your brand. You can also use display ads to retarget prospects who have visited your website, downloaded your content, or subscribed to your email list. For example, you can use Facebook Dynamic Ads to show prospects the products or services they have viewed or added to cart.

3 Conversion stage

At the bottom of the funnel, your goal is to motivate and incentivize your prospects to take action and become customers. You want to overcome any objections, doubts, or barriers, and provide a clear and compelling call to action. Display ads can help you create a sense of urgency and scarcity, and offer discounts, coupons, or free trials to your prospects. You can also use display ads to cross-sell or upsell your existing customers, and increase their loyalty and retention. For example, you can use LinkedIn Sponsored Content to promote your case studies, testimonials, or webinars to your prospects.

Display ads can be a powerful tool to nurture and convert prospects throughout the sales funnel, if you use them strategically and creatively. By aligning your display ads with your prospects' stage, intent, and needs, you can increase your chances of generating more leads and conversions.

4 Here’s what else to consider

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