Marketing fulfills two essential purposes: spreading brand awareness and driving sales. No matter which goal your business focuses on in any given campaign, the best time to advertise your business is always right now. Paid advertising campaigns fill your sales funnel with a supply of warm leads for as long as you run the campaigns. They also place your brand in front of audiences to grow their familiarity with and connection to your company. Any gaps in your advertising campaigns lead to an immediate drop of leads and a slower — but just as substantive — drop in brand awareness. Incorporate these tips into your marketing strategies so you can constantly maintain your advertising campaigns to drive your business forward.
Align Your Advertising With Goals
Every advertising campaign should be aligned with a specific purpose. For example, your social media campaigns could be driving brand awareness through video ads. Through Google, your PPC ad campaigns can pick up warm leads with sponsored advertisements any time a lead searches for a specific product you sell. Ultimately, each of your ads should be driving audiences to take a particular action or become more familiar with your brand. Let's take a deeper look:
- Brand awareness: These campaigns should focus on making audiences identify with your brand and notice it in other contexts. For example, suitable branding ads will increase foot traffic to your storefront because you've generated interest. You can also promote events, new location openings, and even the grand opening of your business.
- Call-to-Action: These ads push audiences to take action, such as subscribing to your mailing lists, buying a product, or taking the first step to a more involved purchase process (like scheduling a demo).
Know Your Customers
While it's essential always to be advertising, you don't want to waste your marketing budget with misdirected ads. If you don't know who your core audience is or what messages resonate with them, then you could be paying for ads that are never clicked or are clicked by leads that never take the next step.
Before you craft creative ads for your next campaign, analyze your customers based on the data you have. You can build buyer personas that profile your ideal customer's age, interests, pain points, and budget. As you develop more and more campaigns, your understanding of your target audience will grow more refined, and you can test different types of messages until you find the best fit.
Match Your Ad Budget to Your Revenue
It is a challenge to balance both ongoing advertising campaigns and a finite marketing budget. Luckily, there are plenty of different marketing platforms and tools to help regulate your spending. For example, social media advertising can be an excellent starting point because of the relatively low per-ad cost. PPC ad campaigns on search engines can also be a great choice because you only pay the ad rate when someone clicks on your ad. This lets you develop an understanding of the cost-per-lead acquisition and the cost-per-sale. These numbers let your team determine which campaigns are profitable and which need to be improved.
Many platforms also have tools that let you control spending. You can set a daily cap on ad clicks, for example, so you don't run through your budget in a single day. You can also cap the number of times specific viewers see your ads on different platforms. This is advantageous because it helps control spending and reduces the risk of your viewers experiencing ad fatigue.
Prepare for an Increase in Customers
Ultimately, good advertising campaigns increase your leads by increasing awareness or directly pulling consumers to your store. This is great for your business, but make sure you have the infrastructure ready to handle the increased demand. You can do this by:
- Hiring more customer support and sales employees to handle the boost in leads and customers
- Ensuring you have adequate inventory or workforce to supply services
- Proportionately increasing your marketing budget for different initiatives to manage and refine growth carefully
Track Your Results
Each of the strategic elements we've discussed involves tracking your marketing campaigns and your results. You can't know if your ad campaigns are achieving your goals if you can't track the movement of leads from ad to checkout. You also can't learn more about your customers' needs without analyzing their responses to your ads. Make sure every campaign has a mechanism that lets you track progress, stall points, and more. Consider:
- Using A/B testing to test differences in messaging, graphics, and ad length across each segmentation of your audience so you can refine your ads over time
- Using coupon codes or unique promotional URLs so you can analyze the traffic that results from each promotion
- Using management software that makes it easier for your team to see daily and long-term results of your different campaigns, stay on top of your spending and set goals
Not only does tracking let you know if your campaigns are working, but this also lets you know the return on investment for each dollar you spend on marketing.
Make Advertising a Continuous Part of Your Business Operations
Your company should always be advertising, even if your doors aren't open yet. But while the advertising process is constant, it should always be undergoing small changes based on your goals and new insights. Learn more about optimizing your ad campaigns by visiting our blog for fresh insights and tips.