When multiple businesses advertise similar products and services online, how do shoppers differentiate between the good, the bad and what they really need?
How can you ensure customers choose your business amongst all other competitors?
This is where trust and credibility play a significant role in the decision-making mix.
It is how we make our online advertising stand out from the millions consumers see daily and form connections with prospective customers.
If you are not achieving results from your online advertising, then it’s time to review your advertising strategy.
Nailing the following three elements is critical to creating successful online advertising.
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Martin Hoover
#1 Nail Your Audience
Before you start working on advertising materials, you first need to have a clear understanding of who your ideal customers are.
You will then have clarity on what you should be communicating to grab their attention, influence their buying behaviour and successfully convert them into becoming your customers.
Ask yourself, do you know your ideal customer well? Not just in the general sense like age, location, etc. Do you understand their needs and wants? What problems do they have?
Deeper insights into your audience will firstly help you decide on the most appropriate platform for your advertising among the range of marketing platforms available to reach customers.
It will also assist your business in driving consumers in their buying journey through the stages of awareness, and consideration of available solutions, to make that all-important buying decision using personalized and appropriate marketing strategies.
#2 Nail Your Message
- People are time-poor and have short attention spans – hence we need to communicate with clarity and effectiveness.
- A critical factor in determining the success of any online advertising is how you communicate a unique value proposition (UVP) to potential customers in both written and visual form.
Most shoppers already have an idea of what they want when they research online. So, if it is not immediately clear that your business can meet their needs, they will likely look elsewhere.
When you understand your ideal customer well, you can fine-tune your services/products to suit their desire and create your UVP.
For more on creating a winning UVP, check out our blog on customer strategy.
#3 Nail Your Ad-set up
Nailing your online advertising setup is so important and it is in the optimization of your ad campaigns that you’ll get results. There are various advertising platforms but the main two for small businesses are Facebook and Google.
The campaign specifics will vary based on which platform you choose. For example, Facebook offers different functions and requires different information than Google Ads.
Check out our blog to learn about the six steps you need to take today to develop a campaign from start to finish.
Know when to call in the experts
As you can see, creating online advertising that converts is not as simple as it seems. It is a combination of several areas and you need the right skills to ensure all are set up correctly.
That is why we highly recommend working with digital marketing specialists to improve, or if required, redo your branding materials and campaigns to ensure your advertising ticks all the boxes.
If you are budget conscious, a specialist has the skill to spend half what you would and get double the results!
For any business to stand out online it is more important than ever to nail the above three elements and have a trusted brand identity.
Investing time to ensure clarity and development of your advertising, and build that trust and credibility with consumers is essential to score the biggest impact.
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