Advertising doesn’t need to be costly, time-consuming or complicated. There are many ways you can advertise easily and efficiciently here are 4 of my favourites:
1. Target your marketing message
I’ve mentioned the importance of tailoring your messages to reach different audiences in a previous post. I have also touched on the fact that advertising often receives a bad wrap because historically it has been untargeted and ineffective compared to other marketing methods.
Suffice to say that if your advertising isn’t targeted not only are you wasting money but you’re also wasting the time of those who receive your marketing and are not in the least bit interested. Many of these untargeted recipients won’t resemble your target audience in any way shape or form, which is not beneficial for you or them.
The good news is that the Internet has made targeting your audience easier than it’s ever been. Online advertising platforms such as AdWords and social media networks like Facebook and Twitter make targeting easy.
2. Amplify your message with paid advertising
The simple truth is that the organic reach of marketing is declining. What I mean is that when you post something online, social media update, blog post etc. it is seen by a lot less people than would have been the case in times passed. The reason is that there is a lot more content being published on the web daily, so we have to work a lot harder for our content to be noticed.
Social media without paid advertising doesn’t scale, if you are a business trying to leverage the benefits of social media, ideally you need both organic and paid content.
3. Measure success
Results count. If something doesn’t work i.e. move you closer to the goal you are trying to achieve stop doing it. So often we continue certain practices out of habit, passed successes or because ‘it’s just the way we do things around here‘. My advice is to proliferate what works and eliminate what doesn’t. A key way to measure success is to monitor the activity and behaviour that takes place on your website, Google Analytics allows you to do that. It allows you to see a wealth of useful information, such as the number of people visiting your website, the most popular pages, where visitors come from and a lot more. I highly recommend implementing Google Analytics, you can do this yourself or have your web designer do it for you, it’s free and takes just a few minutes.
4. Test and refine
The Internet provides a great opportunity for us to test and refine our online advertising efforts. Enabling advertisers to increase the effectiveness of advertising campaigns and increase return on investment. You can test your advertising efforts in many ways but here are 2 key tactics:
- Test your headlines and advertising copy
The aim is to determine which headlines and wording is most effective at getting potential customers to take action. The desired action may be clicking a link, completing a form, visiting your website, purchasing a product etc. You can do this simply with Google Adwords, within Adwords there is a tool called Adwords Campaign Experiments which allows you to test variants of your ad on a small percentage of your target audience. Enabling you to monitor results before investing fully, and placing all your eggs in one basket.
- Test elements of your landing pages
Similar to testing advertising copy it’s important to test your landing pages (the pages people go to when they click on your ads) to determine what layouts, designs and content are most effective at converting vistors to customers. Similar to Adwords Campaign Experiements, Analytics Campaign Experiments allows you to test up to 10 variants of your landing page.
Done wisely online advertising can be very successful, cost effective and simple for your business to implement. The key is to equip yourself with the right knowledge and use the right tools to get the maximum return on your advertising spend.
If you need help putting these simple advertising tips into practice feel free to give me a shoutby