In this e-age where the Internet is such a powerful medium of promoting oneself and one’s brand, there are many points to be considered before commencing your advertising campaign online, or for that matter, offline.
You must, above all, be professional in the way your brand’s advertising is set up and in the message you deliver about your products. People’s first impressions of your brand are based on their instantaneous gut reaction to the visual impact and then the text based message of your advertising. This means that you need to be certain it presents the most accurate information about you and in the most flattering manner. Flattering yourself however does not mean bending the truth, it is remarkable how quickly the word gets round if you make extravagant or false claims about you and your product. Integrity and value are the real keynotes to follow. It goes without saying that the spelling and grammar used must be flawless. Selection of fonts, text styles and colors must be balanced carefully to maximize the effectiveness of your advertising.
Your advertisement must have a clear and urgent call to action. This involves persuading people to perform a desired action on your advertising tool, be that a banner or a simple text link. If the advertising is offline, this will include actions such as filling out a coupon; posting a card or picking up the phone. On or off line the need is the same; your brand image must leave the potential customer feeling comfortable and confident in taking the action you have dictated.
In all advertising and especially when it comes to a newcomer trying to establish their own brand, simplicity matters. Online, in most cases, your advertising will only have a few seconds to make its impact on the viewer; to imprint YOUR brand in their consciousness. In these circumstances a well designed logo can be a valuable asset that conveys your message and is recognizable when your viewer spots it in another setting. Power words that grab attention or evoke an emotional response are vitally important in attaching your brand image to something that potential customers feel strongly and positively about.
Emphasize the benefits of your brand and not its features. This is a vital lesson to understand. To lend a precise definition, a "feature" is a service or an aspect of a service that you offer. A "benefit" is the actual impact it has on your customer. How is it going to ease their pain and or fulfill that aching need? How is it going to make them feel better or solve that nasty little problem that has caused so much grief over the years? It is so much more effective to educate your potential customers about the benefits of your brand than the features. Marketing research has confirmed this assertion, time and time again.
Testing the advertising strategy of your brand is another vital part of successful marketing. Try using a variety of styles in your initial landing pages for websites with a lot of different messages. Test by changing one factor at a time until you hit upon the right combination. This painstaking step involves a lot of experimentation, collecting data from users via tracking technology or survey and improving incrementally, time and again. There really are no short cuts here! As a testing medium, pay per click systems such as Google’s Adwords are hard to beat, but you have to be very careful in the way you budget the campaigns. Usually you would run each advertisement for a specific period of time or up to a specific budget; at which point you cut the campaign dead. Collect and then analyze the response data; tweak and repeat, until you have discovered the keywords that motivate your niche and the message that your viewers respond to. Continuous improvement is the keyword he!
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Use the ultimate power word "Free" in your marketing. This is a very important strategy online as it is often the way in to gaining the prospects confidence and then their email address or other contact details if they feel they have had something of value from you for no financial cost. The psychology of advertising clearly supports this point of view. It is because users may search for certain products that are free and getting satisfaction from your brand will often put them in to a more positive frame of mind regarding product purchases through your marketing system in the future. The classic example is offering a free or trial “lite” version of good quality software which always gets a good response. Frequently your customer finds they really do want the full version and are much more willing to pay you.
Once they have made that first purchasing commitment to your brand, you have cracked the biggest hurdle in building that customer relationship. Finally, emphasize the value for money that purchasing your brand can bring to your customers.
To summarize, make sure your brand reflects who you are and genuinely highlights your values of honesty, integrity and willingness to go an extra mile or ten to give good value and service. In the choice of advertising devices, keep everything clear, simple, consistent and in tune with those values. Finally make sure the products you offer solve real needs and bring customers satisfaction, not frustration. Then the hard part starts: living up to the image you have created. You have to Walk the Walk!
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