What is prospecting?
Prospecting (or display prospecting) helps attract new audiences who are likely to convert and become customers.
By targeting digital profiles similar to those of your existing customers, prospecting automates new customer acquisition. Also called lookalike audiences, similar audiences, or audience modeling, prospecting is the first step in a full-funnel marketing strategy.
Prospecting best practices
- Use prospecting along with retargeting for the best results. Together, prospecting and retargeting make up full-funnel marketing, which nurtures the entire customer lifecycle from brand awareness to conversion.
- Design eye-catching creatives that feature discounts and strong calls to action in order to engage brand new prospects.
- Ensure that your retargeting campaign captures prospecting visitors. Think of it as a relay race: prospecting passes the baton (i.e., high-quality visitors) to retargeting, which closes the deal by bringing those visitors across the finish line to conversion.