In my last piece about unlocking hidden levers in your landing page, we explored how to make the most of the traffic you already have. But what about the people who aren’t there yet—the ones who don’t even know your brand exists?
Enter native advertising and personalized landing pages: the secret weapons that help you reach and warm up audiences before they hit your site.
Take the compression sock 🧦 example. When someone’s never heard of your brand, sending them straight to your homepage can feel like inviting a stranger to a party where they don’t know anyone. They might look around… but chances are they’ll leave before the real conversation even starts.
Native advertising flips that dynamic. It lets you meet your audience in their space—with content that speaks to their specific needs, challenges, or aspirations—making the introduction feel natural, not forced.
In a previous edition, I featured an advertorial demo that was built entirely from content already live on this site: https://wearwellow.com/.
It’s a stunning site, rich with vibrant visuals. But beyond the aesthetics, there was already messaging gold waiting to be reshaped for a niche audience: pregnant moms.
Here’s a refresher: https://go.mgid.com/wellow-fit-advertorial-demo.
By tailoring the message to this specific group, brands can empower friends, family, and partners to gift their pregnant loved ones with compression socks—a thoughtful, practical way to offer comfort and care.
Of course, that’s just one slice of the market. Wellow’s broader customer base offers plenty of room to develop new messaging for different segments.
So where does this fit in your bigger picture? Think of native and advertorial campaigns as a way to augment your current go-to-market (GTM) strategy. While your paid search, high-intent campaigns, and repeat customers are already doing the job of capturing buyers who are ready now, native advertising helps you cast a wider net—bringing in top-of-funnel audiences who aren’t actively searching yet but are open to discovering something new.
It’s not either/or. It’s a smarter and more complete approach: capture the ready-to-buy crowd while simultaneously building trust and familiarity with future buyers.
And if you’re wondering whether niche targeting like this is worth the effort, consider this: as of 2025, the U.S. sees around 3.5 to 3.7 million births per year—that’s about 290,000 to 310,000 babies born 🚼 every month. A consistently renewing, ready-made audience.
For a deeper dive into personalizing messaging at scale, check out the CPG Curator by Rose Hamilton here: https://www.linkedin.com/pulse/from-roses-desk-motion-isnt-momentum-rose-hamilton-1azpe/
Advertorial Spotlight 
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