Tag Archives: target marketing

4 Simple Advertising Tips

Simple advertising

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.

Facebook ad targeting

Twitter ad targeting

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 shout :)

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Work your SHAPE!

 

 

I recently wrote a chapter on branding and positioning for a B2B marketing publication, one of the points I raised was that in order for you to effectively brand and position your business, you must know your business S.H.A.P.E.

 

This was inspired by a phenomenal book I read at the beginning of the year called ‘The Purpose Driven Life’ by Rick Warren, in which he asserts that in order to know your purpose you have to first understand your S.H.A.P.E, which is essentially the unique combination of qualities that make you, you. The same applies for a business; in order for a business to effectively brand itself and occupy a unique position in the market, it has to first understand and then leverage its unique qualities in a way that resonates with its target audiences.

So, if you’re contemplating a business idea and considering where you could position it in the market or you already have a business and you’re considering how to re-position your brand, you may find the table below useful.

It will soon become apparent that your business is more unique than you may have realised and most likely has a natural fit in the market.

Uncover your business S.H.A.P.E and then work it!

 

Situation What is your current situation? This doesn’t only include an analysis of your strengths, weaknesses, opportunities and threats, but also your company culture, financial situation and business model
Human resources What human resource do you have? Do you have specialists and experts within your business whose expertise can be leveraged to your advantage? Human capital is more valuable than ever, talent costs a premium, so much so that there is an increasing trend towards acquiring companies purely for the talent that they possess, because of the market advantage that it affords.  Be sure to leverage your expertise in the positioning you adopt.
Abilities What can you do best with the resources available? What range of products and services should your business offer?
Passion What business areas are you passionate about? ‘Passion’ is not a word we hear often in business, but I suspect that it governs more business choices than we care to admit. The truth is that the things that we are passionate about tend to be the things that we are best at. This is evident in some of the most successful companies that exist in the world today, such as Google and Facebook where passion is rife.
Experiences Make a point of learning from the past? Learn from past successes and failures and relevant business experiences. Use your experiences as well as those experienced by others as an influence in your strategic decision making.
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