A successful advertising strategy can go a long way for your business
Anyone who runs a business will already know the importance of a solid advertising campaign. You can’t expect to gain customers and encourage sales without one – how else will people know about your product or service?
If you’re looking to improve your business’s sales, you may want to start by improving your advertising and marketing strategy. Here are a few tips to help you do just that:
1. Go Back to Basics
One of the best ways to advertise effectively is to make sure you are advertising to the right people. Think about your target customer and create a character profile for them. Include information like their age, sex, job, socioeconomic status, and so on. Are your current ads reaching the demographic you’ve described?
If not, it’s time to rethink your strategy from the bottom up.
2. Set a Target
Once you have your demographic in mind, it’s time to set yourself a target: what exactly do you want to achieve with your advertising campaign?
Do you want to gain more followers on social media?
Do you want to include a direct call to action to purchase a product?
Do you want to raise brand awareness?
Once you know what you’re aiming for, you can create a more suitable and focused strategy.
3. Location, Location, Location
When you have a clear image in your head of what you’re trying to achieve and who you should be targeting, it’s time to think about where these people are most likely to see your ads. There is absolutely no point in paying for expensive ads if your target customers aren’t going to see them.
If you’re aiming to sell a product or service to the elderly, for example, you may want to avoid too many ads online or on social media because they simply won’t be seen by enough people. Instead, consider TV or radio advertising, or even billboards, posters, or flyers. Pay to air your ads on TV or radio at appropriate times and on appropriate channels, or post your flyers up around retirement communities.
If you have a diverse clientele, mix up your ad strategy and see what works best.
4. Use Metrics
If you’re using online ads (which most businesses will be), make sure you’re using metrics to track exactly who your ads are reaching and how many sales they are converting. This will help you keep an eye on how effective a campaign is, and this information can inform your future decisions.
Remember, though, that data privacy rules are always changing. Apple’s iOS 14 IDFA update, for example, is expected to drastically change the efficacy of metrics. Read up on the changes and create a strategy that obeys the rules but works for you.
5. Aim for Clarity
Many companies opt for humorous or heartwarming ad campaigns, and that’s all very well and good if you have money to spend on lengthy TV ads or complex, multi-tiered campaigns. If you’re a smaller business with a limited budget, you’ll be better off keeping things short, punchy, and clear.
Avoid jargon, write concisely, and draw your customers in. This is how you’ll convert ads into leads and leads into sales.