There may be times where you will use different types of advertising for different campaigns. Today there are so many mediums available that you need to choose carefully. Online there are email marketing, blogs, social media, and e-commerce websites. Offline there is a wide variety of specialist publications, magazines, newspapers, and journals that you could choose from.
How do you use the different mediums of advertising effectively and what are the most important things which you need to be aware of?
The structure and content of your advert will depend on the medium that you are using. For example, if you choose to run a longer editorial style advert, then you can include a lot of information. In this case, the more you tell, the more you sell. In classified style adverts, you have very limited space and number of words you can use, so you need to choose them carefully.
I generally consider advertising as a medium to promote business after I have already implemented a joint venture promotion and a leaflet drop or direct mail campaign. The reason for this is that the material you used in these campaigns can be the basis for your advertising. If they have been effective and achieved a response, then you should not need to change them extensively. You can simply tweak the headline and edit some of the wording to fit the medium in which you plan to advertise.
If you had a joint venture promotion where you got another business to send a letter out to its customers, you can use that same letter with a few edits to speak directly to customers when you advertise. For example: Instead of saying the joint venture member is sponsoring the proposal, you can say something like you are offering it to them because they are an upstanding citizen. You don’t need to use that exact wording but you get the idea. You can use what has already worked to build successful advertising campaigns in different mediums.
What are the essentials for successful campaigns across all mediums?
Have a strong and captivating headline. A good headline will capture the reader’s attention regardless of if it is a classified or editorial advert. The headline is one of the most important aspects of your adverts. Have a good offer. Make it something that people will want or will be interested in. Remember that adverts don’t always need to sell something. They can also be used to draw in prospects that may just be interested initially. Have a clear call to action. Let people know how you want them to respond. Make sure once you draw them in that you lead them towards buying from you. Test your adverts. Experiment with different mediums, different wording, and different offers. Find what works best and build your campaign around that. There’s no need to reinvent the wheel if you have campaigns that already generate a response.
There are some people that say that advertising doesn’t work. But sometimes all it takes are some minor changes to campaigns and some testing to create something that does work. Even though there are many mediums you can use to advertise in, the core principles remain the same. If you get those core principles right, your adverts will work for you.