Digital advertising has become an essential component of many modern marketing strategies. If this is not currently part of the strategy your business use, then it definitely should be. It does not matter whether your business works B2B or B2C, digital advertising can help grow your business and lead to increase conversions and sales. But if you aren’t taking time to think about the designs and components of your ads or through which channels you are sending them, then you may not be very happy with the outcome. The following tactics come straight from digital marketing experts, and they are designed to help businesses achieve new heights through digital advertising.
- Fresh creativity is key
Sarah Maloy, who works as Shutterstock’s content marketing manager, says that creative images are important but need to be consistent. She says that your creativity will need to be refreshed from time to time. Your customers don’t want to see the same things every time they look at your ads. You should keep a consistent aesthetic, but don’t let your campaign become repetitive.
- Spend frugally
Not every platform used for marketing holds the same value. Smemark’s marketing consultant, Hitesh Sahni explains that advertisers and marketers need to modify their marketing campaigns to fit the strengths and features each platform offers. Google Adwords works best when you are targeting people who are searching for your product or the services you offer. Facebook helps you find people by their interests. One allows customers to come to you while the other lets you seek out customers who may be interested in your products before they ever search for them.
- Do your research
Elliot Simmons from Rippleout Marketing notes that researching how your past ads worked and how people responded to them can help drive the direction of your new ads. While your gut instinct can play a part in helping you find what appeals to your consumers, you need to research what they are really interested in and get feedback that can benefit your advertising direction.
- Think the way a buyer would
James Kirby of Blue Fountain Media says that you first have to understand the processes and the journey that the buyer goes through before they ever purchase your products. Looking at user history on Google will give you a good idea of how this process works.
- Understand the audience you are targeting
Sean Gallaher serves as i7 Marketing’s social media director. He explains that marketers need to really understand their audience to be able to effectively reach them with their products. Businesses should be trying to provide products and services to platforms on which their target audience spends their time. Of course, it is going to help if your business has a defined target audience.
- Relate social media metrics to your return on investment
The data you use needs to be tied directly to the impact it creates. That will tell you which of your efforts are really working, says Harpreet Sing, Kvantum’s CEO. This is done by first dividing your social audience into different groups based on their behaviours. Then you will need to keep in mind that the groups of people responding on your social channels are always changing. You need to be able to monitor this change as it happens. Finally, remember that likes and shares do not always correspond to more sales. There may be some correlation between them, but other factors have sway there as well. Hard metrics need to be in place to measure all of it.
- Facebook can be used as a channel
Around 80% of businesses ranging from small to medium-sized have not made use of Facebook to advertise their brands. Jamie Pretzloff, who is in charge of Wixon Jewelers’ marketing, notes that Facebook can create a great marketing opportunity for small businesses. It allows the word of mouth that many businesses enjoy to be taken to another level. To really make Facebook work for them, businesses are going to have to develop a social media presence and put some ads out there and gauge reaction to them.
- Bring all marketing channels together
If you really want to reach your audience in an effective way, you will have to make sure that your messaging is consistent. This entails integrating all your ads no matter which channel they appear on. That advice comes from Adam O’Leary who presides over Encite Marketing. He also instructs businesses to push their ads out through as many channels as they can handle but to always make sure that those ads are supported by other marketing channels like email. If the message is consistent, it will produce far better results.
- Make use of geo-fencing
Marketers in the B2C space can really benefit from a trend known as geo-facing. Andrea Mocherman from Gravit8 Marketing explains the concept. Geo-fencing targets consumers based on what they are interested in. Then it pushes those people down the path most likely to make a purchase. It doesn’t matter what size the business is, this technology is able to grab the consumer’s attention ahead of any competition and increase revenue and traffic for the site. Ads for product listings need to be optimised Enhancing product listing ads is one way to make ads really stand out says Monica Cabaniss from Blue Fountain Media. It shows users the kinds of things they expect to see when they make a search. Taking some time to really create a very detailed description for your ads makes it present well on various platforms. If you can put an image with your ad’s text you can really make it stand out and appeal to consumers.
Making Digital Ads a Part of Your Marketing Plan
Digital advertising can prove to be the reason a company succeeds in reaching its target audience. If you would like to do so more effectively and expand the range of your marketing efforts, then you should put these tips into practice. Even though these strategies can really boost your ROI, you still need to be on the lookout for evolving digital marketing strategies. New ones are being developed all the time as technology changes and new opportunities present themselves. By keeping up with these changes you will be able to distinguish yourself from your competitors.