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The New Rules of Lead Generation by David T. Scott

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Step 1: Research Target Websites

When you plan a display ad campaign, your first step is to research where and how to reach your target audience. Once you have determined the demographics of your target customers, you should research the websites, blogs, and independent “special interest” community sites (e.g., sites outside of Facebook) where your target customers spend time online.

Usually, of course, you develop a display ad (its branding, message, etc.) to appeal to the type of customer you think will be a frequent visitor to the site. (For example, if your target audience is financial investors, you develop a display ad for financial investment sites.) So it makes sense to study the sites where your target customers are spending time, and ...

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