The Ultimate Digital Advertising Strategy Guide For You
Whether you work in a B2C or B2B company, before making a move towards developing and placing digital ads on various channels, you must develop a viable ad strategy. A digital advertising strategy is regarded as a blueprint for how you will sell your services or products to consumers. But since your company will most likely have multiple audiences and products, you might need multiple digital advertising strategies as well. You should not fret, however, if this sounds like too much work. A majority of the digital advertising strategies will follow several common guidelines which we shall explore more in the coming sections. So with digital advertising, there is a company that you can market which is called Simply Thick.
Before you can embark on your advertising journey, you will need to scrutinize the current market so that you have a better understanding of its state. Ask yourself these questions:
• How much of the current market is interested in the products or services you are offering?
• Who is more likely to buy your products?
• Are there any other companies selling such products?
• What are your competitors’ digital advertising strategies like?
In this stage, it is also essential that you take into account the current economic climate and know the impacts it could have on your business because not all products or businesses are immune to a recession. Be sure to look into the history as well as major trends in the market which surround your services or products, in addition to the correlating opportunities and risks.
Finally, you will need to perform a complete review of what the future seems to hold for your service or product. Depending on the current state of the market, you might decide to go in a different direction with your advertising strategy or even leave alone advertising the service or product until there is an improvement in market conditions. By having a general overview of your current marketing state ” economic climate, buyer profiles, risks, and trends, you will be in a better position to create an ad strategy which will reflect all these elements and one that is bound to succeed.
Developing Your Advertising Foundation
Ask the Appropriate Questions
Once you have established that the current market conditions are ideal, it is now time for you to begin creating your advertising strategy. The key to designing a completely effective digital advertising strategy is to assess what you are doing currently and where you intend to be in future. Ask yourself as well as your team some vital questions so that you can clearly map out your advertising plan. You should also make sure you have invited key stakeholders into your boardroom for this initial discovery process.
a. What Are You Doing For Digital Advertising?
This question will help you in defining your baseline. Some companies might already be executing full-scale campaigns on different online channels while others might have minimal advertising activities.
b. Who Will Run Your Advertising Strategy?
Besides this, you should also seek to know whether your digital advertising strategy is aligned. Is your advertising running out of different functions independently like web, social media, and demand gen? Are these functions interacting with each other? It is important that you understand your organizational structure first.
c. How Are Your Already Existing Digital Ads Performing?
This is the right time for you to set your initial baseline so that you can evaluate the performance of various campaigns with time. Choose your key performance indicators. How will you measure the success of your strategy? What channels needs improvement?
Defining Your Advertising Goals
For you to define your advertising goals, you will have to settle on a specific set of objectives, be it establishing greater brand awareness, increasing your sales by a certain percentage, acquiring a new demographic in your current customer base, or a combination of any of these. Having your goals properly defined on paper will establish measurements for success. And once you have your success metrics in place, you can determine what is working and what is not. If a specific and seems to be failing, the entire advertising strategy should be reexamined for any flaws, and some aspects can be adjusted or avoided for future campaigns. If an ad seems to be doing well, you will be in a position to pinpoint the aspects of your strategy which are correlated with the success and then use them in different campaigns down the road.
When it comes to digital advertising, your ad goals can be summed into four categories as mentioned below.
• Ad Goal 1: Customer Acquisition
Irrespective of the kind of organization you are in, whether B2C or B2B, an increase in potential customers or customer acquisition is a great measure of success. It is quite easy for you to track conversion success with your advertisements through different measurement types. Let us take for instance customer acquisition in B2B businesses, like SaaS software companies. For this kind of business, an ad will be deemed successful if it helps the brand get new leads. On the other hand, companies which sell to consumers will term their ads as effective when they drive buyers to sign up or buy their products or services.
• Ad Goal 2: Customer Nurturing
Just because a person has viewed your ad does not imply that they will instantly purchase your product, and it is for this reason that you will need to nurture the customers through their purchasing journey. And digital advertising is an excellent way to do so.
Nurturing ” the process of building your relationship with potential customers prior to them making a purchase ” is a relatively new idea in the digital advertising space, but it is among the most essential for businesses to master if they are to drive customer acquisition as well as a high Return-on-Investment with their advertising efforts. With the use of technologies like retargeting and marketing automation, marketers can easily nurture buyers across the multiple websites and channels they visit. And just as email nurturing has brought life into an email, customer retargeting has brought new life into digital ads. The digital landscape is evolving and expanding, constantly providing marketers with new ways to engage with their potential customers.
• Ad Goal 3: Customer Loyalty
Nurturing should not come to an end after a person has become a buyer. You can leverage nurturing in digital advertising to maintain such customer relationships and create loyalty with people who are now your customers. Using the technologies highlighted above, you can easily nurture your current customers depending on their behaviors so as to increase their chances of buying from you in future. You should always remember that with digital advertising, it is important that you think about the complete lifecycle of your customer, right from an acquisition, to making a purchase to advocacy.
• Ad Goal 4: Branding
Your brand is what will set you apart from your competition and it is often comprised of product messaging, differentiators, and a unique look and feel. And since digital ads are usually ubiquitous across the internet, they will either make or break the identity of your brand. Many companies are investing heavily in digital advertising in a bid to build brand awareness with a large audience. Digital advertising should be an essential aspect of your branding strategy because it garners more demand and a new desire for your service or product and catapults customer loyalty and engagement to a new level.
Where and When To Reach Your Target Audience
After identifying your audience, you will need to pinpoint where to reach them. When it comes to digital advertising, the “where” refers to the websites your audience sections are likely to visit frequently. If your audience segment is comprised of B2B marketing practitioners, you are likely to find them on marketing sites and blogs offering best practice tips in marketing. And if your audience is comprised of individual consumers, you will most likely find them in big e-commerce sites.
As a marketer, you will need to establish, based on the online tendencies of your audiences, where you should spend your money, whether it is in social ads, display or retargeting and the kind of site you will place these ads. For example, if your audience spends much time on Twitter and Facebook, then there is no doubt that you should take advantage of these two channels by placing ads on these platforms.
In some instances, timing is of importance with regards to ad placement. For instance, if you identify your audience as working professionals, you will obviously assume that they are all on LinkedIn and from there, you can identify the right time to target them.
Your Digital Advertising Team
Part of any digital advertising strategy is structuring your digital advertising team. Creating a strong, quality advertising team is imperative if you are to properly implement your strategy. Your team should dictate the digital advertising areas you will have the expertise and bandwidth to explore. And based on the needs and resources of your company, the composition, as well as the size of your team, will vary. You might even need to outsource some responsibilities to a specific advertising agency. However, you should always bear in mind that whether large or small, a digital advertising team can easily get the job done properly. Let us look into some of the best practices on how you need to structure your team for great success based on the resources at your disposal.
• Small Team
If you have a small advertising team, you will need to be a bit clever regarding how you will cover more ground without straining your team. This implies that you will have to focus on the activities that matter the most in implementing your strategy and achieving your goals. Here are some of the roles you should focus on fulfilling:
Online Campaign Management: You must have someone on the team who is well-versed in all aspects of online campaign management. This individual must be conversant with paid search as well as other forms of digital advertising.
Creative Services: If you have a small team, you will need an individual who can run the creative side of any advertising campaign, including designing landing pages and banners. This individual should be an artist and a developer in one.
• Large Team
With a large advertising team, you will have a larger pool of talent, more brain power and time to work with, meaning that you will have the flexibility and ability to explore and test more avenues. Here are some of the responsibilities that should be covered:
Social Media Advertising: If you will need to create and pay for those social ads, you will need an individual who is adept at all aspects of the social media platforms.
Video Production: If video ads will be part of your advertising strategy, you will need to have a team member with a great specialty in video production, formatting, and editing.
Before structuring a fruitful digital advertising strategy, you will need to have the hands-on digital marketing. You will never get ahead of your competition if you are always hitting the wrong nerve of your targeted market.
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