What Are the Major Elements to Include in Your Advertising Strategy
A good strategy always starts with a well-thought-out plan. You need to consider your marketing objective for the ads, who your target audience is, and how your product or service can solve their pain point.
The next step is to consider the details of the ad itself. What level of creativity are you looking to use? How do you incorporate that with the core message? Consider the tone you want to use and what kind of imagery would compliment that message.
Your advertisement needs to present your offer clearly with a strong call to action to remind customers to act upon the ad. Have your strategy include how to follow-up with the advertisement results so you can build a strong lead generation.
What You Need to Know about Different Buyer Personas
The average consumer generally falls under one of the four buying modalities, also known as the buyer personas. Keep in mind that customers are known to switch around with different buying habits, but here is the breakdown of the four common ones.
Fast decision-makers often fall under the category of competitive or spontaneous. Competitive buyers use logic to understand what makes your solution better than your competitors. They will want to see proof via reviews, testimonials, and evidence. Spontaneous buyers rely more on emotion and acting in the moment. Urgent calls to action (like “sale” or “act now”) are what springs them into action.
Slower decision-makers are categorized under methodical or humanistic buyers. Methodical buyers also rely on logic to make a purchase. These buyers are looking for the ‘how’ when it comes to your product or service. Providing evidence of how your product or service will make a difference for their pain point works well.
Humanistic buyers are the people you sell to who like feeling like they belong. They like seeing images of other people using your product and evidence of social well-being and helping others. If your company provides any sort of charity or giving back, these consumers like to know about it.
How to Get Creative in Your Advertising Strategy
To get creative with your advertising, first conduct market research. You’ll find out what’s been successful for your competitors, what the people in your market are looking for, and what kind of advertising works for them.
Remember there are different ways to advertise, including social media posts, PPC ads, Google local service ads, and you don’t have to use the same method over and over again. Consider collaborations with other brands or influencers if you really want to try something new. If you haven’t already, take into account your company's branding and whether or not it’s time to rebrand to give everything a fresh look.
Keep your ear to the ground with what’s trending. Although trends don’t last long, many businesses have succeeded in advertising when they utilize what’s popular in pop culture and the community.