Here are some guidelines you must follow before beginning an ad campaign:
1. Decide your goal for the ads.
For 95 percent of you reading this, your goals need to raise sales or compile leads. This indicates quantifiable results for every campaign, or hopefully, each specific promotion.
The “other” sort of advertising and marketing that gets the bulk of the interest– but creates the least earnings– is branding or “brand understanding.”
Branding usually makes a distinction if you’re a company like Coca-Cola and you wish to remain in an individual’s thoughts long enough that he in some way feels obliged to purchase a Diet Coke from the vending equipment rather than a Diet 7-Up.
As soon as you’ve picked your goal, your advertising and marketing system need to be based upon your goals. Your ads must consist of a call to action to get your item, visit your website or place an order.
The benefit of internet advertising is that you can immediately start gathering email addresses, telephone number and home addresses to start sending out direct mail.
2. Target your ads to the appropriate individuals.
If I were writing this post 10 years ago, I would claim that if you’re promoting to 22 years of age, remain out of the Wall Street Journal. Nowadays, that suggestion is obvious and nearly unimportant given the sources offered.
Using the Internet, you could acquire a more targeted audience for your ads. Google AdWords, for instance, lets you target by keyword phrase search and also location, while Facebook lets you target by age, sex, passion and nearly anything else you could think of.
If you’re going to purchase space in a journal or a web banner, make certain you look into the demographic of the audience before paying for anything. Any major marketing source must have a handout or PDF to send you about who their readers are. If they don’t have something such as this, that is a red flag.
3. Track as much as you possibly can.
I wanted to title this section “Track everything,” but that’s simply not possible for numerous business owners. If you have 100 percent of your company online, then you could figure out nearly all your traffic sources and results utilizing an excellent analytics program.
For non-online ads, your best choice is to use voucher codes whenever appropriate. This means you will need to offer some reward, such as a price cut or a freebie. From there, you could have your personnel keep an eye on each time somebody discusses the listed price cut. If you’re taking phone orders, you can ask an individual to point out a code provided at the bottom of the ad. The possibilities are wide open with this.
4. Consider all your numbers when you make a choice.
Do these numbers sound familiar to you?
ROI (Return on Investment).
Long-Term Customer Value.
Each one of these can be near useless on their own and very important when integrated toward a better whole. If there’s one number you could survive by concentrating on, it would be profit, however even that is restricted, considering that it does not think about the long-term value of your consumer if he continues to purchase from you.