Four Things You Need to Know Before Starting an Advertising Campaign
Four Things You Need to Know Before Starting an Advertising Campaign
Marketing experts agree that the key parameters to establish before you start an advertising campaign are to develop a strategy for the campaign and determine whatyour goals are - in another words, identify what it is that you are trying to achieve.
Other components that should be in place long before you begin to roll out an ad campaign is todetermine what your budget is, identify the target audience, and establish what the timing of your campaign will be.
As a full-service marketing firm, Leland Creative connects brands with customers by getting toknow our clients, who they are, what they sell, and who they sell to. Effective advertising campaigns and email marketing programs start with a strategic plan that involves market research, and the development of messaging that captivates both prospects and current customers.
In his article Four Things You Need To Know Before Starting An Advertising Campaign, award-winning marketer Neil Patel highlights key steps that every small business should use as a blueprint for creating a successful advertising campaign.
1. Decide Your Goal for the Ads
For most people reading this, your goals should be either to increase sales or gather leads. This will create measurable results for each campaign, or hopefully, each individual advertisement.
The "other" type of advertising that gets the majority of the attention - but creates the least revenue - is branding or "brand awareness." If you are a small business, branding should be the last thing on your mind.
2. Target Your Ads to the Right People
Using the Internet, you can get a much more targeted audience for your ads. Google AdWords, for example, let you target by keyword search and location, while Facebook lets you target by age, gender, interest and just about anything else you can think of. However, you'll still need to use basic judgment when utilizing less robust advertising platforms without this type of laser-targeting.
3. Track as Much as You Possibly Can
If you have 100 percent of your business online, then you can figure out just about all your traffic sources and results using a good analytics program. However, if you have a brick-and-mortar business where prospects wander in because they saw a flyer you posted, you're going to have to get creative and use estimates.
4. Factor in all Your Numbers When You Make a Decision
Do these numbers sound familiar to you?
Total Sales
Conversion Rate
Click-Through Rate
Profit
All of these can be near useless on their own but are extremely valuable when combined toward a greater whole. Your ROI isn't worth much if you have low customer volume and your click-through rate is only helpful if your website visitors frequently end up buying your products.
Acting as our clients' marketing partner, the goal at Leland Creative is to optimize the potential of their company. We create and implement marketing strategies and research ways to optimize our clients' brand, and increase their leads and sales. We also strive to build relationships with our clients' target audience, and increase their overall exposure by extending reach to potential customers who are the most likely tobe interested in the products or services that our clients offer.
Contact us to schedule a free, no obligation consultation.