What is advertising?
Advertising is a step within the marketing process that enables brands to promote their products or services to potential customers. Generally, advertising is paid and is accomplished through buying media space owned by someone else. This can be a TV channel, an influencer’s Instagram feed, a newspaper cover or more. The actual manifestations of these promotions are referred to as “advertisements,” also known as “adverts” or “ads.”
The ultimate goal of advertising is to persuade potential users to become buying customers. You can achieve this objective through various types of advertising campaigns. Some specific examples include awareness and desire campaigns which help build a positive image around your brand. Others have more direct goals such as interest and action campaigns which encourage audiences to take the next step and purchase your offerings.
Developing an advertising campaign
In order to reach the final purpose of gaining new customers, you’ll have to develop a specific strategy. Here are the main steps in planning an advertising campaign:
01. Establish your business goals
What are the specific purposes of an individual campaign? Do you want to gain more exposure, promote a new service, or present your brand in a specific light? Determine what you want your campaign to achieve before getting started.
02. Determine your target audience
Who are the people that are most likely to purchase your product or service? Be sure to cater specifically to them to best maximize your ad spend.
03. Decide on media platforms
Choose channels that let your message reach your prospective customers. This should be based on your target audience and an understanding of what platforms they use most.
04. Define your budget
Know what’s feasible for your company in order to best plan your campaign. Understand what is a worthwhile cost, and if you’re advertising online, determine things like ideal CPC and CPM per campaign so that you have specific targets in mind.
05. Build a creative strategy
Narrow down your focus to a consistent message with effective visuals to match your specific campaign goals. Add a CTA that is clear and encourages viewers to take the next step. Be sure your tone and visuals are in line with your brand image.
06. Create a campaign landing page
This standalone web page will provide a specific destination for people after seeing your advertisements. Landing pages have direct messaging and specifically focus on your campaign. This helps orient potential customers so they understand exactly what you are promoting. These landing page templates can help you start creating professional landing pages.
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Types of advertising outlets
Traditional types of advertising include the following forms of media:
Nowadays, more and more advertising is done online. Here are some examples of the current-day platforms you can use to advertise your company’s products or services:
Blogs: Blog posts can be used to inform customers of new products, while also demonstrating expertise and knowledge in your field. You can add links to your product or service pages, enticing readers to visit them and discover more. Create your own blog with Wix to start utilizing this medium.
Text messages: Reach out to your existing or potential customers directly via SMS to notify them of new products, promotions and any other updates.
Email marketing: You can use email to advertise product and service updates. Regular emails or newsletters can help build trust and eventually lead to repeat clients.
Web banners: These are visual ads placed within a website (usually on the sides of the page). Clicking them will lead the user to the brand’s website, or any other predefined online source, like a specific landing page. These ads can incorporate text, videos, animations, images, buttons, audio and more.
Social media: Other than regular social posts on your brand’s channels, you can create “news feed ads.” These are promoted posts that appear on your customers’ social feeds and look very similar to the other posts they’ll see when scrolling. Clicking on these sponsored advertisements will lead users to the website you have defined. This method can be used on Instagram, Facebook, Twitter, LinkedIn and other social platforms.
Search Engine Marketing (SEM): This form of marketing enables you to promote your brands’ websites by making them appear higher in the ads sections of search results pages (for example on Google). This is mainly achieved through paid advertising.
There are many other advertising platforms that you can utilize depending on your needs. If you’re looking for more specific ideas, review this list of free advertising sites that can help you get your brand in front of a larger audience.