If you want to get more leads and sales for your business, you need a well-planned digital marketing strategy. There are many possible directions to take when it comes to online marketing. It’s essential to choose the approach that matches your goals, preferences, business model, and budget. Almost any business with a website, however, will benefit by using one or more of the following digital advertising strategies.
Target Your Customers with Facebook Advertising
With over a billion members, it’s fairly sure that a high percentage of your potential clients are on Facebook. The trick is learning how to reach them in an affordable manner. Facebook’s advertising platform provides some useful tools to help you do this. Facebook ads are among the most highly targeted in the industry. Only the people you’ve selected as the most appropriate audience see your ads. Choose to target people by gender, age, location, interests, education, or other factors. Facebook recently introduced even more sophisticated targeting options, such as buying behavior and life events.
If your primary goal with advertising is to get more leads, it’s worthwhile to try Facebook’s new Lead Ads, which make it easy to respond to customer inquiries in real-time. Facebook is also a powerful platform for remarketing, which we’ll discuss next.
Recapture Visitors With Remarketing
Remarketing is a powerful advertising technique that lets you put your links and offers in front of people who have previously visited your website. Both Google and Facebook advertising have remarketing options, but the technique is now spreading to other platforms as well. It’s a strategy that solves one of the most fundamental problems of digital marketing. People often visit websites, express an interest in certain products, but then leave and forget about it. With remarketing, you remind these visitors while the page is still fresh in their minds. Studies show that retargeting improves conversions by as much as 70%.
Remarketing clicks are usually cheaper than other types of advertising, providing you with excellent value. This is an extremely targeted audience, and there are ways to make your ads even more focused. For example, it’s possible to show visitors ads of specific products or offers they’ve looked at. The most targeted type of remarketing is to target visitors who put items into their shopping cart but then left. These people intended to buy something and perhaps got distracted or changed their minds.
One additional benefit is that remarketing sometimes gifts you with free clicks. When people see your remarketing ads, they don’t necessarily click on the ad. However, because you reminded them of the website, they may decide to visit a few minutes later by typing the URL directly into their browser. This is another reason this kind of advertising often provides a good ROI.
Promote Your Best Content
Many social media sites allow you to promote your content. While promoting posts on Facebook and Twitter is fairly common, many other sites offer this option as well. One way to build your brand is to highlight quality content on sites such as LinkedIn, Reddit, Medium, and others.
The best type of content to promote is not overtly promotional. This is not a technique for getting instant sales but for building your credibility and getting leads. If you want website traffic, more opt-ins to your email list or more followers on social media platforms, promoting content is a good option. Be sure to provide value so that your readers will want to follow you and find out more about your business.
Make Your Ads Unique and Compelling
The best advertising does more than delivering information. It affects consumers’ emotions as well as their logical brains. In fact, some of the best marketing campaigns downplay the actual features of the product and tell a compelling story instead. It’s a good idea to study some of the best ad campaigns and identify the elements that make them successful so you may incorporate those elements into your campaigns.
Here are a few factors to keep in mind when designing your ad campaigns:
- Use consistent branding with all of your ads. Creative logos, slogans, and symbols make it easier for people to recognize your brand across different platforms.
- Impressive visuals make your ads and content more eye-catching. Avoid using stock photos and either create your photos or purchase the rights to high-quality images.
- Think of stories that your customers will be able to relate to. Whether it’s a blog post, infographic, video, or display ad, incorporate stories that illustrate how a person, group, or business accomplished something meaningful. This is more efficient than hard selling.
Regularly Test Your Results
No matter what online advertising strategies you try, it’s essential to track your results thoroughly. Platforms such as Google AdWords, Facebook ads, and others make it easy to do split testing, where you compare two ads and find out which performs better.
Digital advertising platforms all provide free tools to track your results. However, you may also want to invest in more advanced tracking software to dive deeper. Test every element of your campaigns, including headlines, ad text, visuals, and features of your opt-in forms. Sometimes changing a single word or slightly shifting the layout makes a big difference in conversions. Keep in mind that what looks or sounds better to you may not always produce the best results. All that ultimately counts is what causes your audience respond.
To properly track your results, it’s crucial to set clear goals for your campaigns. You have to know what you want to achieve and what constitutes success. For example, are you aiming to get a certain number of sales or conversions from this campaign?
Getting started may seem like a daunting task, but Google and Facebook do an excellent job making it easy to spend money with them. I recommend starting small at first to get your bearings and then add to your budget as you see what is working and tweak what is not. However, if you are not using digital advertising to drive conversions/sales on your site, you are missing out, so jump in and experience what it has to offer for yourself.