Advertising online can be done on very little spend, such as social posts for example, but ultimately the best way to see results from an online campaign is by investing money in order to achieve conversions and a good ROI. Marketing strategy works simply, the less you spend , the harder it will be to see results.
Whether you are looking for a big marketing campaign, or a smaller scale, it is important to make sure you know what you are doing before investing any amount of money.
So, here are a few steps you can take to help you decide which strand would best suit your strategy.
- First things first, perform a competitor analysis.
This allows you to see your product from the point of view of your competitor-
- What are their ads like?
- What messaging do they use?
- What are they offering?
- What’s their landing page like?
Once you’ve found out what your competitors are offering and how, you can look at your own marketing strategy as if you were your customer. Which would you choose if you had the choice? Which are you most likely to come across online?
In doing this, you will be closely analysing your competition, so you can ensure your ad copy, design and positioning and landing page is more enticing and therefore more likely to generate leads who may have otherwise gone to your competitor.
- Following on from this, you should now know what your customers want. Analysing the competition first is key here, so you can find out what they are doing, and find patterns. You can also perform surveys and questionnaires directly on your existing customers so you know first-hand what they want and can tailor your campaign to reflect this. For example, depending on the market or industry, customers may prefer free trials over discount offers, or vice versa. Offer a small incentive via email in exchange for completing the questionnaire- you may not get responses from all of them, but just a few will do to begin finding patterns.
- Find out what you want to achieve. Once you are up to speed on what your competitors are doing, and what your audience want, you can use this to establish exactly what you want to achieve from your campaign.
- Do you want to increase brand awareness?
- Do you want to increase sales?
Setting targets to manage your campaign goals is a good way to keep on track. For example;
S- Specific. Are you and your team clear on exactly what you are wanting to achieve within your campaign?
M- Measurable. Are you able to effectively and accurately measure your objectives and results continuously? Do you have a plan in place?
A- Achievable. Your goals need to be realistic, otherwise no matter how hard you try, you simply won’t see results.
R- Results-Based. Have you got previous campaign results that justify the campaign you are about to run- were the results of your last campaign not good so you’re trying a different strategy, or are you repeating what you have previously done in a successful campaign. Either way, it is good to back up your decisions based on real results.
T- Time bound. Is the time in which you are looking to complete your campaign achievable in the time-frame you’ve planned?
Following these three simple steps will ensure you are ready and prepared to start paying for your advertising and generating some great results.
For more information on advertising online, SeeLocal specialise in targeting local audiences through highly targeted display ads. The platform features built in AI, CampaignGuard™, continuously monitors campaigns to ensure budgets are protected and money is invested wisely.