Anyone who runs a business already knows the importance of a solid advertising campaign. You can’t expect to win customers and drive sales without one – how else will people know about your product or service?
If you are looking to improve your business sales, you can start by improving your advertising and marketing strategy. Here are some tips to help you achieve this:
1. Go back to basics
One of the best ways to advertise effectively is to make sure you’re advertising to the right people. Think about your target customer and create a persona profile for them. Include information such as their age, gender, occupation, socio-economic status, etc. Are your current ads reaching the demographic you described?
If not, it’s time to rethink your strategy from the ground up.
2. Set a goal
Once you have your demographics in mind, it’s time to set a goal: what exactly do you want to achieve with your ad campaign?
Want to gain more social media followers?
Would you like to include a direct call to action to purchase a product?
Do you want to increase your brand awareness?
Once you know what you are aiming for, you can create a more tailored and targeted strategy.
3. Location, location, location
When you have a clear picture in your head of what you’re trying to accomplish and who you should be targeting, it’s time to think about where those people are most likely to see your ads. There is absolutely no point in paying for expensive ads if your target customers won’t see them.
If you want to sell a product or service to seniors, for example, you might want to avoid too many ads online or on social media, as they simply won’t be seen by enough people. Instead, consider television or radio advertising, or even billboards, posters or flyers. Pay to run your ads on TV or radio at the right times and on the right channels, or post your flyers in retirement communities.
If you have a diverse customer base, mix up your advertising strategy and see what works best.
4. Use metrics
If you’re using online ads (which most businesses will be), be sure to use metrics to know exactly who your ads are reaching and how many sales they’re converting. This will help you keep tabs on a campaign’s effectiveness, and this information can inform your future decisions.
Remember, however, that data privacy rules are constantly changing. Apple’s iOS 14 IDFA update, for example, is expected to drastically change the effectiveness of metrics. Learn about 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 advertising campaigns, and that’s fine if you have the money to spend on long TV commercials or complex multi-layered campaigns. If you’re a small business on a budget, you better keep things short, punchy, and clear.
Avoid jargon, write concisely and attract your customers. This is how you will convert ads into leads and leads into sales.