How to Establish an Advertising Marketing Plan
Many business owners are searching the internet to find information that deals with an advertising marketing plan. In reality, advertising and marketing are two different animals, although closely related. Marketing refers to the whole product service mix which includes those famous four “P”s: Price, Place, Product and Promotion. Advertising is just a part of the mix and of course, it fits within the Promotion aspect of marketing.
Within the marketing scheme, you need to establish a price-point for your product or service. You also need to set up a channel through which you will offer your product/service (this is the Place part of the mix). The product or service itself is a vital part of the mix. . .and then we get to Promotion which includes advertising.
In today’s internet economy, you can actually do certain forms of advertising which are free. Some of these advertising options include online classified advertising like CraigsList or US FreeAds. Perhaps one of the most effective free “soft advertising” methods makes use of the many social media sites that are now available. The key word in this type of promotion is “social”. In order to be effective, you need to stick to the social etiquette that is required. No spamming or hypey activity is allowed.
coming up with a solid advertising marketing plan will most likely take some trial and error. But there are some tips that can help you get going.
The most important is to understand who you are advertising to–in other words, know your target market. And know it very well. A thorough understanding of this will make your plan much more successful. Getting it wrong will set you up for failure. This will require quite a bit of research which cannot be skimped on.
Next, set your goals. Identify what you want to get in return for your advertising (recognition, sales, brand identity, etc) and set specific short-, mid- and long-term objectives.
Then you will want to do some brainstorming to come up with the actual advertisements. Create a rough draft. This is just the start. It will most likely be revised over and over again as you figure out what is doing well and what isn’t.
Which brings us to tracking, testing and tweaking. You need to have tangible results with every ad that you place. This is harder to do with magazine, television, newspaper or radio advertising. But online advertising very much lends to tracking. Analyze your results and make necessary changes. Sometimes just one word can make all the difference in advertisement conversions.
Research advertising agencies to find who you will work with best. If possible, go for those who are specifically expert in advertising your business niche.
Using the correct advertising marketing plan is a process. Taking action and getting help from professionals can help you get started.
What are the Tricks to Effective Internet Advertising
In order to perform effective internet advertising, you first need to understand your target market. It doesn’t matter what business you are in or what products/services you offer. If you are unable to learn what your potential customers are looking for, you might as well not even waste the money on advertising. So spend some time researching your target market until you have their wants and needs crystal clear in your mind.
Put yourself in your audience’s shoes. They probably receive pages and pages of spam every day. If you are sending out email advertisements, you need to figure out a way to distinguish yourself from the rest of the hype. One easy way to do this is to not be “hypey” yourself. Create and ad that is informational and problem-solving, rather than one that is all about buy, buy, buy.
The headline of your ad, whether it’s a banner, a PPC ad or an email ad, is extremely important. Your audience will make a decision on whether they want to continue or not based on your headline so it must be compelling. Ask a controversial question or provide some shocking information. Those work well. But it should all tie into the benefits your audience will receive from your products/services. Your headline should also be keyword optimized. Research what keywords you want to be targeting with any of the free keyword research tools.
Effective internet advertising is professionally written and designed. Make sure you don’t have any grammatical or spelling errors, don’t use too many colors or fonts and try to use some “proven effective” shades as well.
Remember that your ad must have a “call to action”. Many advertisers forget this important step. After you’ve peaked your target audience’s curiosity and sold them on your benefits, you need to tell them what to do. Show them where to click so that they will be directed back to your website or wherever it is that you want to lead them. Always have a way for the reader to get in contact with you. Don’t make them search for it.
Incorporate an opt-in form to your advertisement. This is where your reader will fill in his/her details. Offering a free trial or free informational guide are some ways to get your reader to fill out the opt-in contact information. Don’t make him/her fill in too much information. The more they are required to put in, the more they are likely to just not enter in their information.
The response you get is also enhanced with your personal touch. If you can follow up by making a phone call to each of the new members on your customer lead list, you are miles ahead of the game in terms of establishing your trust-worthiness and credibility.
Finally, keep yourself in tune with what the market is offering in terms of effective internet advertising–new and innovative technologies are constantly being developed.
Where Do you Buy Internet Advertising
Internet advertising is a very broad term which encompasses hundreds of different methods, all designed to get you traffic and customers. There are many places that you can buy internet advertising: any of the search engines (with Pay Per Click – PPC – Advertising), on business websites that attract similar customers to your business, in E zines (online magazines), on paid classified advertising sites, and more.
Sometimes you don’t even need to buy internet advertising. You can do it for free on the social networking sites, forums that are relevant to your business or products/services or through article marketing.
But before you start advertising for free or otherwise, you need to first figure out who you are advertising to and what they are looking for. The more specific you can get about this, the more effective your advertising will be so you need to put in quite a bit of thought and research into this. Where can you find what people are looking for? One of the easiest ways is to do some keyword research. You can use many of the free keyword research tools to see exactly what people in your business area are typing into the search engines. You can then use these keywords in many of your online marketing and advertisements.
You can then go about designing your own internet advertising campaign or you can choose an agency or service to do one for you. Doing it on your own when first starting out may be long and tedious, but hiring someone to do the work for you can be expensive. If you decide to pay an agency, do some research on which one fits your needs best first. Also, it’s better if you can find someone who will actually explain their processes and methods to you–not a company that just takes care of it all for you. This is how you can start learning to make your ads more effective as well.
PPC ads are one form of paid online advertising and perhaps the most popular. These are the ads that you see on the right-hand side of your computer screen when you click a term in your search engine browser. The most popular search engines are Google, Yahoo and MSN, but there are hundreds more out there. With PPC advertising, you create an advertisement based on a keyword or keywords that people are searching for on the internet (after you’ve done your keyword research). You then pay the search engine each time someone clicks on your advertisement.
With E zine advertising, you choose an e zine that fits your target market and place ads within its newsletters. The prices of these ads depend on the size and quality of the e zine subscriber list.
Many business websites grant you the possibility to advertise on their sites as well. Again, prices here will vary.
When you buy internet advertising, you must also make sure that you are tracking which ads work and which ones don’t. This is the only way you can improve your traffic and conversions.
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