Banner Ads Are Broken - Jasmine Martirossian - Hard Corps Marketing Show - Episode # 334

Banner Ads Are Broken - Jasmine Martirossian - Hard Corps Marketing Show - Episode # 334

Today’s guest is an expert in digital marketing, content marketing strategy, and execution. They thrive at the intersection of marketing leadership and team development. Jasmine Martirossian is the Chief Marketing Officer and the Chief People Officer at Mercury. Jasmine shatters the illusion that banner ads have any value in B2B. Along the way, you’ll hear why you should replace banner ads with LinkedIn “promoted content”, prioritize SEO, and create content for both expert and novice audiences. 
 
Busted Myths:
  • Banner ads on websites don’t work. People are served thousands of ads every day and their brains filter most of them out, especially banner ads.
 
Takeaways
  • Marketers need to stop taking the bait that banner ads are effective at driving action or raising brand awareness. If you stop and look impartially at the data, you’ll see that banner ads don’t work.
  • Cutting out banner ads will actually drive better results because you will be able to concentrate your team’s time, effort, and budget on the impactful tactics that drive results and provide more ROI.
  • The reason that content marketing works where banner ads fail is that people engage with the real value of the content. The value that people find in content comes from both the information they sought and the emotions that were conveyed through the content.
  • Dominating search is still a vital part of marketing, which means your website and content need to be optimized so they show up high on the SERP. Make sure that you are speaking to the critical keywords for your audience.
  • When moving on from banner ads in the B2B space, LinkedIn “promoted content” can be an extremely successful replacement because of the granular targeting available based on title, industry, etc. Promoted content is subtle, so people don’t filter it out as an ad.
  • The two crucial parts of LinkedIn advertising are to get in front of the right decision-makers that you need to influence and make sure the content that you provide them with delivers value to them. That value is the key to getting them engaged.
  • Successful content marketing comes down to really knowing your audience and their problems. Your content should address those problems both from expert and novice perspectives.
 
Quote of the Show:
  • “I'll challenge anybody who's listening to let me know when was the last time that they actually bought something or took an action off of a banner ad.” - Jasmine Martirossian
 
Shout Outs:
  • Josh Medow
 
Links:
 
Ways to Tune In:

 Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through Branded Podcasts. Learn more at https://ringmaster.com/

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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