There are no two ways about it, every market is becoming more competitive. From the construction industry to beauty salons, businesses are finding it increasingly difficult to make some noise amongst the crowd. It’s never been more crucial to stand out and make a favourable impression on potential customers. Through carefully planned and unique internet advertising campaigns, your business can stay one step ahead.
What is Internet Advertising?
Internet advertising, also known as online or digital advertising, involves using the internet to deliver marketing messages to a target audience. It’s most helpful for generating brand exposure and driving website traffic; ultimately persuading customers to take a specific action, such as making a purchase or filling out a contact form.
Identify your Strategy
When it comes to building an online advertising strategy, the first step should always be defining what you want to achieve. For example, are you looking to build brand awareness or do you want to see more product sales? Maybe it’s even a mix of both! It’s also important to identify your target audience, so you can effectively optimise and tailor your adverts towards those who are interested in what you have to offer.
Following this assessment, you can then review your options and determine the right path for your business. Ideally, it’s best to use a range of techniques to help you see the best ROI. Our marketing experts would recommend using more than one type of advertising to compare performance and further optimise your campaigns for the greatest results.
Advantages of Digital Advertising
There are many advantages when it comes to using online advertising for your brand. These include…
- Global coverage and wide audience reach.
- Drives high-quality website traffic.
- Allows you to target a specific audience.
- Enables retargeting to those who have already visited your website.
- Easily measurable and adaptable.
Social Media Advertising
Social media is arguably one of the best ways to improve your digital presence and speak to your customers. Adverts on these platforms can be used to expand your reach even further and target a specific audience segment. The only difference between organic and paid social content is the ‘sponsored’ label attached to adverts.
Social ads will be pushed towards people who are searching for relevant topics as well as those who fit within your target demographic. Which platform you decide to use, however, varies dependent on your business and its goals. If you operate B2B, LinkedIn would be ideal as this is the best channel for networking. Alternatively, if you operate B2C, Instagram is an easy way to reach the right people.
Pay-per-click (PPC)
PPC is a form of search engine marketing (SEM) that uses Google Ads to increase the visibility of your website on the search engine results page (SERP). It allows you to use keywords to target those who are searching for terms relevant to your business, with the aim of directing them towards your website. Moreover, you only pay for this form of internet advertising when people click on your ad.
There are two forms of PPC ads: search and display. Search ads are text-based and shown at the top of the SERP when somebody actively searches for one of your assigned keywords. In comparison, display ads are image-based and are placed on other websites to take advantage of their audience reach.
Not sure where to start? Our search marketing experts are here to provide support and guidance, as well as manage your PPC campaigns.
Email Marketing
Did you know that over 4.3 billion people use email?! Furthermore, 99% of people check their inboxes daily, meaning email marketing is a technique that you don’t want to miss out on. It’s an integral aspect of your online communications and it’s a great way to share promotional opportunities and nurture leads with both new and existing customers.
Prior to starting your campaign, you need to generate an engaged list of subscribers by creating high-quality content. It’s never advisable to buy an email list, as these come with the possibility of breaching GDPR legislation, and they aren’t likely to be interested in your brand. Here at VerriBerri, we can use an automation tool to schedule when you want your communications sent as well as to whom. The only cost to you is the management fee of an agency and your email marketing subscription on your chosen CMR system (such as MailChimp.)
Bringing Your Website Up to Scratch
Regardless of your industry, sharing original content on your website is a very effective way to connect with your target audience. This is a great way to showcase your expertise and build credibility within your market. Nevertheless, its important you stay consistent. Companies who post blogs more frequently can see up 3.5 timesgreater website traffic compared to companies that post less often.
Content marketing is technically an organic form of marketing, rather than a type of internet advertising. Despite this, the two often work hand in hand. The primary goal of content marketing is to use search engine optimisation (SEO) techniques to attract people towards your website and portray your brand’s personality. When content writing is performed alongside paid advertising, however, this can significantly increase your total ROI.
Our Top Tips
We would always recommend working with a professional to carry out your digital advertising campaigns. However, if you’re keen to get started, here are a few of VerriBerri’s top tips…
- Analyse your metrics and ROI.
- Segment your audience and tailor your approach to each.
- Choose the best social media platform for your target demographic.
- Be creative with your ads to attract people’s eye.
- Use a clear call-to-action (CTA) for your goal.
Contact Us
At our specialist internet advertising agency, VerriBerri, we’re able to offer bespoke and tailored advice for your individual business every step of the way. Get in touch with us today on 01376 386850 or click here to speak with the team directly.