Digital advertising comes in many different varieties, including display advertising (those web banners next to your favorite Youtube videos), sponsored ads (such as those on Google and Facebook), and of course, search ads —just to name a few! There are a ton of ways to reach your audience, and a lot of ‘Best Practices’ to remember.
So where do you start?
While there are a ton of online options to choose from, reaching your intended audience will still require a little bit of finesse. Luckily, using digital advertising to get your message across is easier than you think.
PICK THE RIGHT PLATFORM
In 2008, only 24 percent of the United States had a social media account. Today that number has skyrocketed to 81%. While traditional mediums such as television and newspapers still have their place, most companies are turning towards digital advertising for the majority of their needs—and who could blame them?
As of 2019, tech titans Google and Facebook together control over 77% of total internet revenue growth. Furthermore, in the third quarter of the same year, Google and Facebook together controlled 99% of advertising growth, with this number projected to be on the rise).
Why would you settle for anything but the best? Pick the right digital platforms and go where your ads will be seen.
KNOW YOUR AUDIENCE
Knowing your target demographic is undoubtedly one of the most beneficial tools in your advertising toolbox. Why? First off, not only does it give you a leg up for reaching the most likely people to buy your product or service, but it also helps to pick the appropriate platform and technology to deliver your message.
Audience facts you’ll want to know are things like where they live and shop, what their needs are, what your product specifically can do to solve one of their problems, and why they would find your brand appealing.
It also helps with ad targeting if you know ‘People who like -this thing- also tend to like my brand’ – so you can expand your reach to target people who like that other thing, knowing that there’s a good chance they’ll like you as well.
But be warned. Once you have their attention, there’s still plenty of work to do!
BE ORIGINAL
Did you know? The average clickthrough rate of display ads across all formats is a measly 0.06%.
From the moment that first browser opens in the morning until that last cat video before bed, internet users are bombarded with dozens of digital advertisements. By the time they get to work they’ve seen so many digital ads that they’ll likely only remember one or two, if that.That’s why it is vital to have the most creative content on the web to achieve that long sought after CLICK.
While you don’t have to break out into 90’s jingles and fake mustaches, you can win over big crowds by being entertaining, and authentically you. A brand that is unique and recognizable is one that is easily remembered – and you want to be top-of-mind when someone is thinking about buying your equipment.
So go against the grain and dare to be different!
GET INTERACTIVE
As the internet continues to advance, media is consumed differently.
More and more people are getting their entertainment and news from streaming options such as Netflix, Roku, Hulu and YouTube, and social sites like Facebook, Instagram, and Twitter. It’s incredibly integrated into our lives.
So what does this mean for digital advertising?
Interaction!
Interactive ads get a higher clickthrough rate of around 6 percent, whereas most digital ads remain at a fraction of one percent.
Good advertisements tell a story that engages the audience. If you’re a mower dealer, enticing future customers with starbursts of color showing your sale prices for pages and pages just isn’t interesting.
But when you intrigue potential buyers with an eye catching video, a hilarious one-liner or a captivating call to action, you give them autonomy. If you provide them with education, they’ll be more likely to share your brand with their friends and use you as a resource, coming back again later. You can reach a wider audience by providing more reasons for them to share and return!
Don’t tell customers what to think, but instead show them why buying your product is the best decision.
KEEP IT SHORT AND SWEET
Don’t say too much! Short messages that pack a wallop and avoid cliches go a long way in the digital advertising world. Hook readers in with a memorable joke, a one liner, or a quick play on words. If you have a lot to say, break it into smaller pieces.
Did you know novels with shorter chapters tend to have people read more of the book? Since each chapter break allows the person to pause and digest what they’ve read, it’s easier for them to understand what they’ve read and stay intrigued to learn more.
A series of fairly short, related articles that link to each other will generally do better than one massive article. Those same articles can help your SEO, put you in a position to seem like a leader and educator, and really showcase your brand’s helpfulness to the local community.
TUG AT THEIR HEARTSTRINGS
While traditional word of mouth will always impact local business, the trick is to give them something positive to talk about. The most important thing about your digital advertising campaign should be about connecting with your audience. A little passion goes a long way.
Whether it’s a push to remember to use pesticides in an environmentally friendly fashion, to support a local business – giving people meaningful content to talk about scratches beyond the surface of a product and relates to people at a meaningful level.
Whether your message is sensitive or funny, at its core it should come across as authentic.
Make your digital ad memorable and appealing, and your brand will have those qualities as well.
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