It’s almost impossible to imagine any business without some kind of digital advertising aspect integrated into their marketing strategy. In our technology and convenience-driven world, even the most traditional types of businesses and services are turning their gaze to the digital world.
Here are seven ways to capture the attention of the online crowd.
1. Be Clever, Be Fresh
Imagine a row of shops on a street all selling the same stuff. What’s going to make you choose one business over the over? Chances are you’ll walk into the store that looks the most professional, creative and relatable – your digital presence should incorporate these same ideas. Stand out from the crowd, and if you create a great concept you better come up with five more, because constant change and activity is the name of the game when it comes to online.
2. Do Your Homework
Don’t assume what your customers want or need – find out for certain. The best place to start is usually at the source, that is, your existing customers. Incentivise feedback by offering a prize for people who provide their thoughts and ideas. Gathering this sort of data and then using it before starting your online advertising will help you spend your budget more efficiently.
3. You Don’t Have To Be Everywhere
Every online platform offers different value and advantages. The key is to first determine your goals. Are you after quick, short-term results or ‘slow burn’ branding opportunities that take months to develop? Once you understand this you’ll have a better idea of which platforms to choose. For example, search advertising platforms, like Google AdWords work best when there is a clear demand for your product and you’re keen to target and convert people immediately. Meanwhile, social media may not harness results straight away, but over time can help you build a strong community of fans that may one day become leads.
4. Get Savvy With ‘The Funnel’
The ‘buyer’s journey’, ‘sales funnel’ or whatever terminology you use to describe the process shoppers go through before signing the dotted line is key to achieving solid digital advertising results. Understanding how the buyer goes from awareness about a car, to research and then selecting a dealership will help you form an advertising plan to effectively reach users at every stage.
Quick results can be gained by targeting internet browsers who are close to purchase. Google products can help you find these users (based on browsing history) allowing you to craft messages that are relevant to this particular group.
5. Take Advantage Of Facebook Advertising
Setting up a brand page on Facebook is just the tip of the iceberg when it comes to using this platform to promote your business. Yet, according to a study from eMarkter, 80% of small and medium-sized businesses haven’t used ads for Facebook. Relatively inexpensive, flexible and impressively targeted, there are more Facebook advertising options than ever. And it’s not all about increasing Likes to your page.
In fact, Facebook ads can bypass your ‘Facebook page’ altogether, instead directing traffic specifically to your website or unique URL. You can even measure how many direct actions were made on your landing page (email enquiries, link clicks etc.) It’s a powerful tool with a lot of potential, if you use it right.
6. Integrate Your Marketing
A consistent marketing message is crucial to not only reaching audiences, but ensuring that they understand what you want them to know. This means making sure that your ads are integrated across all platforms. Adam O’Leary, President of Encite Marketing sums it up well:
‘An integrated marketing campaign will garner much better results than any single initiative. For example, Facebook Ads work really well on their own when promoting a sale or publicising a new product, but it works much better when supporting another marketing channel such as email.’
7. Seek A Specialist
Most digital advertising platforms are accessible to business owners, meaning they can directly create ads and market to a wide range of audiences themselves. This presents great potential, but also pitfalls. Using digital marketing incorrectly can be damaging to your brand. If you’re not an expert, it’s a good idea to employ somebody who is. But does that mean you bury your head in the sand? No way – the more you understand about digital advertising the more you can assess the results being provided to you and ensure your return on investment is clear.