How to improve your business advertising strategy

Reading time: 3 minutes

Anyone who runs a business already knows the importance of a solid advertising campaign. You can’t expect to gain customers and drive sales without them. How will people know about your product or service?

If you are looking to improve the sales of your business, you can start by improving your advertising and marketing strategy. Here are some tips to help you achieve this:

1. Getting back to basics

One of the best ways to advertise effectively is to make sure that you are advertising to the right people. Think about your target customer and create a character profile for them. Include information such as their age, gender, job, socio-economic status, etc. Are your current ads reaching the demographic you described?

If not, it’s time to rethink your bottom-up strategy.

2. Define a target

Once you have your demographics in mind, it’s time to set a target: what exactly do you want to achieve with your ad campaign?

Do you want to gain more subscribers on social networks?

Do you want to include a direct call to action to purchase a product?

Do you want to increase your brand awareness?

Once you know what you are aiming for, you can create a more appropriate and focused strategy.

3. Location, location, location

When you have a clear picture in your head of what you’re trying to achieve and who you should target, it’s time to think about where these people are most likely to see your ads. There’s absolutely no point paying for expensive ads if your target customers aren’t going to see them.

If you want to sell a product or service to seniors, for example, you might want to avoid too many advertisements online or on social media because they just won’t be seen by enough people. Instead, think about television or radio advertising, or even billboards, posters, or flyers. Pay to run your ads on TV or radio at the right times and on the right channels, or display your flyers in retiree communities.

If you have a diverse customer base, change your advertising strategy and see what works best.

4. Use metrics

If you’re using online ads (which most businesses will be), be sure to use metrics to track exactly who is reaching your ads and how many sales they’re converting. This will help you keep an eye on the effectiveness of a campaign and this information can inform your future decisions.

Remember, however, that data privacy rules are constantly changing. Apple’s IDFA iOS 14 update, for example, is expected to dramatically change the efficiency of metrics. Learn about the changes and create a strategy that obeys the rules but works for you.

5. Aim for clarity

Many businesses go for humorous or heartwarming ad campaigns, and this is great if you have the money to spend on long TV commercials or complex, multi-layered campaigns. If you’re a small business on a budget, you better keep it short, punchy, and clear.

Avoid jargon, write concisely and attract your customers. This is how you will convert ads to leads and leads to sales.

Majorie T. Leonard

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