In order to consider your brand advertising successful, you need to understand that a good advertisement is the one that manages to sell the product, without drawing too much attention to itself. Also, even though it’s the content of your advertising that’s closing the sale and not its form, it’s also quite important that you diversify the channels that you’re sending these messages through. Those who are interested in how all of this works need to consider the following six tips and suggestions.
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1. The website is always your first stop
The first thing you need to do when it comes to advertising in the 21st century is to create a great website. This is due to the fact that regardless of what method of brand advertising you decide to go for, people will eventually end up on your website. This means that if it’s not good enough, you’ll encounter a high bounce rate and your conversion rate will definitely plummet. With that in mind, you need to figure out what kind of message you intend to send to your audience and do this in the most efficient way possible.
2. Social media influence as a metric
Chances are that you’ll, sooner or later, get an idea to advertise your brand through influencers. When this moment arrives, what will you use as criteria based on which you’ll choose who to work with? Will you look at the number of followers that these influencers have as your main metric or will you go for something else? There are some platforms that are made in order to measure social media influence of these people, which might give you a more accurate estimation of how likely you are to get your money’s worth. Finding those whose values align with yours is also a sound plan.
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3. Creation of valuable content
A lot of people see the phrase quality content as something synonymous with well-written, while this is not always the case. You see, quality content is content that has something of value to offer to your audience. Sometimes it’s the instruction on something that they’re interested in. At other times, it’s informative on the topic that they don’t know much about. In some cases, it offers some entertainment, which has a value of its own. The most important thing you need to do here is to identify your target audience and answer one important question – what kind of content do they expect you to provide them with? Once you have this answer, the task of creating valuable content will become much simpler.
4. Host live events
The next thing you need to understand is the fact that your audience can’t interact with your brand only in the digital environment. From time to time, you need to get in touch with them the old-fashioned way and the most efficient way for you to do so is to host a live event. When doing so, you need to book the venue of adequate size, come up with a solid plan and, most importantly, properly schedule this event. You need a date that’s far enough for you to prepare everything and build up the hype, however, you also want an event that won’t overlap with any other local happening. For instance, if you’re planning to throw an event in southern Queensland, the first thing you need to do is check what’s on Sunshine Coast around that time. This is really the only way to be completely safe.
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5. Don’t be cheap when advertising
The very fact that there’s so much you can do for free has made some people incredibly cheap when it comes to their marketing budget. Sure, you can promote your product on Facebook free of charge but the amount of reach that you’ll receive this way will be inconsequential when compared to what paid Facebook advertising would get you. Same goes for most other platforms, as well, and you need to pay serious consideration to the way you approach and use the concept of sponsored content. Some methods like PPC guarantee a great ROI, seeing as how the ads that don’t drive any traffic don’t cost you a thing.
6. Customer opinions matter
One of the most important things you need to understand about your customers is the fact that the majority of them don’t feel courageous enough to be a first customer. This is why they find reviews, ratings, comments and testimonials to be so incredibly important. With that in mind, wouldn’t it be a good idea to include some of these testimonials into your advertising? Sure, by doing so you’re somewhat diminishing its trustworthiness, seeing as how your audience would believe these opinions more if they were to stumble upon them on their own. Nonetheless, it can still provide them with some degree of reassurance.
The last thing you need to understand is that advertising is all about sending the message to your audience and if this message is too complex or subtle, chances are that they won’t get it. Therefore, you need to make it as simple as possible. Also, just because something is supposed to work, it doesn’t mean that it actually does, which is why you should never stop testing.