Exploring different online marketing strategies with an emphasis on social media is an essential part of modern business models. However, jumping into advertising without having a clear brand is a recipe for disaster.  Company branding is the single most important part of any advertising campaign.  Without a clear idea of what your brand is meant to be, it is impossible to create a cohesive advertising campaign.  A brand concept should be able to be conveyed in a single image by incorporating the logo, a tagline and a single powerful image.  Business owners should be very familiar with this concept, since it is reminiscent of banner advertising.  Everything must be outlined clearly, so the entire business concept can be seen in a single glance.

Create a Cohesive Concept

The first step in developing a cohesive advertising campaign is creating a clear image for your business model.  In order to establish this concept you must define the message you want to convey, your corporate values, what makes your business unique, displays your personality and shows what you have to offer.  When all of these elements come together, it is similar to a collage where many different images are collated to create a new complete picture.

Communicate the Concept to Clients

Once you have all of the elements defined, you must decide how to put them in front of your client.  Before you decide on a final method of communication, you must determine the demographic that you are appealing to.  Demographic does not necessarily mean age, sex, marital status or any number of other surface things that can be used to break down a group of people.  In this instance, demographic refers to whatever your customers have in common.  The advertising concept must appeal to that aspect of your clientele.

Advertise to Impress at a Glance

Most advertisements have only seconds to capture interest online.  Once your business has clarified its total concept, you can begin designing an advertisement that shows the entirety of your brand in one complete image.  By incorporating your logo and a line or two of text along with an expressive image you can create an advertisement that will generate clicks.  Not only will people respond better to cohesive advertising, they will also be more likely to remember your company and associate it with the values you consider most important.

Fractured advertising creates unpredictable responses. Branding your company creates the basis upon which advertising is formed.  If your company does not have a defined corporate image, a brand, it will not be able to create truly effective advertising in any sphere.

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Sean

Internet Marketing Academy

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While basic marketing principles remain the same regardless of what you are selling, there are some subtleties that should be kept in mind when you are marketing across different business models.  The type of business can have a direct impact on advertising content.  The how and why of marketing stays the same, but advertising content can vary tremendously.

Selling Products

When you have a physical product that is for sale, you need more concrete statements as descriptors.  The product must be described in detail and all possible uses should also be provided.  The ad content should focus on how the product solves a problem or enhances quality of life.  Promotions for products should include either direct sale discounts or possibly shipping discounts.  The virtual marketplace does not allow a customer to interact with an item directly before a sale, so offering free or discounted two-way shipping can be a good motivator to consumers.

Marketing for Service Industries

A service industry can’t focus on the physical aspects of product description, but they can focus on describing the service and giving examples for when it is useful.  Accounting services might discuss tax preparation or reconciling accounts, while a website that sells investment tips would mention recent successes.  Promotions that many service businesses have used successfully include discounted services or package deals.  In lieu of offering a single service discounted or free, many businesses have found it useful to offer a free add-on option or a discount on the up-sale.

Selling Subscriptions

There are many service websites that operate on the subscription model.  Clients purchase daily, weekly, monthly or annual subscriptions to receive full access to the site.  Because shoppers can’t view the entire functionality of the site until they subscribe, it is vitally important to give them details about what they will receive.  Descriptions need to be clear, with very limited use of adverbs and exaggerations.  Clients that are expecting a specific service based on advertising who receive something very different will cancel their subscription.  The most common promotion offered for subscription websites is a free trial offer.  Stand out from the crowd by offering either extended trials of up to a full month or not taking credit card information until the trial is over.  Let your excellent service do the selling.

While the differences may seem obvious, there are many ads online that don’t properly describe the offered product.  Legitimates businesses need to be very up-front with potential customers to create long-term relationships and lasting business success.

Thanks!

 

Sean

Internet Marketing Academy

Internet Marketing TrainingInternet Marketing CourseInternet Marketing Blog