If you are an entrepreneur and want to launch an advertising campaign to introduce yourself to your target audience, this article will be useful for you and help you start an advertising campaign. An advertising campaign is a series of strategies to introduce a business to new customers or remind it of its regular customers. The advertising campaign helps businesses attract new customers and thus increase their profitability.
The difference between marketing and advertising.
Marketing is a set of communication strategies between a business and its target audience. Marketing includes techniques such as identifying the target audience, analyzing the market to find the right strategy to attract customers, and promoting the product.
Advertising is a branch of marketing and is used by businesses to introduce or sell products and services. In fact, the main objective of advertising is to influence the buying behavior of customers and also to increase awareness of your brand, services, and products. When making a purchase, the consumer goes through four phases until he makes his final purchasing decision. Inform, interest, decide and buy. First, the consumer processes and verifies the information obtained through advertising. Therefore, advertising must provide information about the benefits of the product that attracts the attention of the public. Then, you feel the need for these goods and services and buy them.
Steps to start a successful advertising campaign
Determine your advertising objectives
Specify the products and services you want to promote
Identify your target audience
Specify the time of the campaign.
Specify the advertising budget
Enter your advertising material
Create advertising messages and graphic works.
Predict and verify advertising results
Below we explain each of these steps:
1. Determine your advertising objectives
Clearly explain the objectives of the campaign. Ask yourself what you want to achieve with advertising. Don’t just set your sales goal and dig deeper and deeper into the topic. Try to make your goal measurable and achievable to get results within the time frame you set. Segmentation defines the path of an advertising campaign. So find the reason why you launched your campaign and explain it as simply as possible.
Let me explain it to you with two examples. Imagine that you run an Internet marketing training website and you plan to offer a one-month discount on the product “How to set up a Google Ads campaign”. You can launch a campaign in different ways:
20% discount for users who are members of your site and have purchased your products at least once.
15% discount for users who have not yet used your products and want to make their purchases on the site for the first time.
25% for people whose membership date is more than a year ago.
10% discount for people who recommend you to their friends.
And thousands of other ideas to launch a professional campaign. Be creative and try to involve people in your products and services in some way.
In the second example, imagine that one of your goals is branding and you want customers to remember you through your brand. The goal of the advertising campaign must be clear. Smart targeting for branding looks like this: Increase brand visits on the social network Instagram by 20% in 6 months. Before starting the campaign, check your current situation and once the campaign is over, check and compare the result. Remember that a brand must convey the company's message and differentiate it from other similar companies. (Create your own logo and slogan to promote your brand.)
When trying to set goals for an advertising campaign, most people usually only think about sales. However, the truth is that there are many different advertising goals that you should also focus on.
Types of segmentation in an advertising campaign.
Reconnect with customers who have already purchased from you or know you.
Notification of a new event in your business
Introduce a new product or service
Encourage first purchases
Increase engagement with users.
Increase sales and revenue
Acquire new customers
brand
2. Specify the goods and services you want to promote.
Make a list of all the products and services that you want to feature and present in your advertising campaign and design your advertising campaign based on that. Imagine designing a campaign for your website and having different products in different areas like SEO training, Instagram training, Photoshop training, content production, etc. But is it possible to create a campaign for everyone? NO; Each of them has its own audience and conditions, and you need to design a separate campaign for each of them. So, when designing the campaign, clearly and precisely specify the desired products and steer the campaign according to the selected products.
3. Identify your target audience
The target audience is the person who is most interested in your products and services. To understand your target audience, review your old marketing and sales reports to find out which product sold the most, in which city, to which people and with what features. The success of a campaign largely depends on the target group. Measuring the objectives of your campaign becomes much easier when you define the type of audience. By studying factors such as age, gender, social class, marital status, education level, interests, habits and hobbies, your advertising campaign will allow you to communicate with people who need your goods and services. Once you have identified your target audience, you will need to segment it according to the products or services you want to sell and demographic data. Put yourself in your customers’ shoes and determine what will catch their attention. Is what you are offering useful to them? How can you get their attention? Are they aware of your brand and product? Do they have the power to buy your product and service at the stated price?
4. Determine the timing of the campaign.
Set a time frame and adjust your schedule accordingly. For example, launch a campaign to sell products at 20% off for a week. Remember that time is a very important and effective factor in the advertising campaign and it makes your success measurable.
5. Determine the advertising budget
Be realistic when setting your advertising budget and consider two factors when defining it.
Your previous advertising history
If you have already run ads, you will first need to review the previous campaigns and results and then adjust your new campaign based on the previous results. Try to find out the strengths and weaknesses of the past campaigns and modify the new campaign.
Review the value of advertising (financial gains and losses)
Check the level of sales and the effectiveness of advertising and make sure that the advertising you are doing is profitable and cost-effective.
6. Specify your advertising material
Start by making a list of available advertising media, then select the media that fits your goals, audience, time and budget. In other words, which media and type of advertising is the best option for you? What media does your audience spend their time with? On each platform, the advertising conditions and the type of audience are different.
All kinds of advertising on the Internet.
Click on Advertising
Advertising
Matched ads
Retargeting ads
Video ads
Behavioral advertising
Advertising report
Google ads
Each of the ads is created for a specific purpose and you must choose the ad that best suits your goals by consulting the types of ads on the Internet.
Types of Social Media Advertising
You can create a social media advertising campaign based on your goals. Each social network has an advertising board, but all these services are banned and filtered in Iran. You can also advertise on these social networks in other ways.
Be creative and analytical to design a successful campaign. The platform and the type of display have a significant impact on the comments and their results.
7. Convey an advertising message and pay attention to visual beauty.
A good advertisement has a meaningful slogan and images. The slogan should capture the consumer’s attention and be attractive. In the advertising slogan, try to tell the story of your business and its goal in a short and succinct way. This will bring more users into contact with your ad.
8. Predict and verify advertising results.
The final and most important step is to measure and verify the results. Depending on your business goals, you need to set some metrics to know whether your campaign is successful or not. You can even change it during the campaign or analyze the campaign to improve your work next time.
Important points in advertising.
Tell your business hours to the audience.
Invite people to do something
Have multiple contact methods
Be active on social media.
Have a website
Have a specific address
Interact with the audience
Last word
Finally, if your advertising campaign is not meeting your expectations, check the above eight things again and find your problem. Start by experimenting with multiple audiences and ad media to determine which ad campaigns generate the most sales and results for you. You may need to tweak your ad campaign to increase its effectiveness. During the campaign, review your sales and marketing reports to determine which type of advertising works for you.
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