11 Strategies for Effective Advertising

Table of Contents1 Why are advertising strategies important?2 Strategies that contribute to effective advertising2.1 Identify a target audience2.2 Evaluate your existing brand2.3 Set your goals2.4 Bring in professionals2.5 Time and place your ads correctly2.6 Invest to grow your reach2.7 Enhance your social media ads2.8 Evaluate your ads’ success2.9 Try framing […]

By Indeed Editorial Team

Published June 15, 2021

Advertising strategies are some of the most important and expensive parts of marketing plans. An effective advertising strategy is one that successfully encourages your target audience to take specific actions to help you reach your goals. By taking steps to evaluate and craft excellent, targeted advertisements, you can increase your potential revenue while keeping your expenses within budget. In this article, we discuss strategies to make your advertising more effective.

Why are advertising strategies important?

Businesses use advertising to influence consumer behavior to meet a specific goal, such as increasing brand awareness, improving webpage traffic or growing sales. While some methods of advertising can be low cost or free, professional advertising campaigns often require significant investment. Therefore, an effective advertising campaign is necessary for business growth, both to increase revenue and to minimize expenses to maximize profits.

Related: What Is the Difference Between Marketing and Advertising?

Strategies that contribute to effective advertising

Here are strategies you can use to improve the effectiveness of your advertising campaign:

Identify a target audience

Identifying your target audience can help you tailor your advertising strategy to customers whose engagement has the best chance of converting to a sale. Use existing customer data to identify trends such as age, gender, location, hobbies, income or marital status. Once you have described your target audience, you can focus on communicating with that group specifically. For example, retirees might be easier to reach through TV advertisements as they may have more time during the day to sit through long-form clips compared to college students, who may prefer social media for its immediate and short videos.

Evaluate your existing brand

Look at your existing marketing strategy and brand reputation. Review your website design, social media presence, and current advertisements to see what areas you may need to change. Consider visual factors, such as color scheme and layout, how coordinated they are and how they reflect your brand. Also, reflect on the relative importance of your product compared to competitors.

Set your goals

Once you understand your current position, you can identify target areas for advertising. These goals will be the metrics by which you measure the success of your campaign. For example, you may look for ways to increase website traffic by a certain percentage or grow sales by a dollar amount within three months of starting your business. Once you have listed your goals, consider the actions you need your customers to take and craft your ads to encourage those behaviors.

Bring in professionals

When crafting your advertisements, consider hiring skilled professionals to help you, like photographers, videographers, digital editors and website designers. Providing high-quality advertisements can convey a sense of professionalism and attract more customers.

Time and place your ads correctly

Think about the best time and place to display your ads to optimize views, such as placing back-to-school billboards near or in shopping malls a few weeks before the semester starts. You could also create radio ads to play during the days before a fair if you are advertising your food truck or run social media videos highlighting your handmade waffles every morning from 6 a.m. until noon. Ads for infant car seats will probably reach potential customers in a parenting magazine.

Invest to grow your reach

There are many ways to increase your customer base by investing in paid programming, such as pay-per-click advertising. For example, customers looking for herbal teas search the web or find your product through social media ads in their feed and purchase from your store. You can also try less expensive options like organic search engine optimization, attending networking events, asking your customers to share their experience on social media and distributing print media like flyers and cards.

Related: 8 Types of Digital Advertising: Definitions and Benefits

Enhance your social media ads

You can continue to boost your advertisements’ reach on social media by investing in paid promotions with clear calls to action. For example, you provide virtual yoga classes and want to build your clientele. You can advertise free poses and invite social media users to follow your account for additional tutorials and direct message you for one-on-one and group classes.

Depending on what you want to advertise, you can post a single static image, a series of changing images or video clips. Your social media ad can link directly to a landing page to make it easier for potential customers to act, such as making a purchase or signing up for an email list.

Evaluate your ads’ success

Part of designing an effective advertising strategy is evaluating which ads can best meet your defined goals, however, methods of measuring effectiveness will vary. This could include analytics like click-through rates, recall testing to see if customers remember seeing your advertisement, A/B testing to see which ads customers respond more strongly to and longitudinal studies to compare ad spending with revenue throughout the life of a campaign. You can test out an advertising strategy on a small subset of your potential customers and evaluate its effectiveness before distributing it more widely.

Related: Types of Advertisements and What Makes Them Successful

Try framing your ads in different ways

Try framing your ads to garner attention and to maximize views, by focusing on your target customer, current brand reputation and goals. You could design your ads to be emotional, inspire ownership or appeal to social norms or a sense of play. For example, you can collaborate with an inspirational speaker to highlight community concerns and solutions.

Try content marketing

Content marketing is advertising where you create helpful content to educate or entertain your potential customers through mediums such as blogs, podcasts or videos. Content marketing shows your knowledge on a topic and gives customers a reason to return to your page or profile regularly. You can combine content marketing with email marketing by asking people to register for updates about your latest content.

Related: Guide: What Is SEO?

Prioritize advertising

Proactively set aside a budget for data collection and analysis, advertisement design, testing and distribution. It’s also a good idea for your advertising strategy to be dynamic and specific in order to reach your target audience, so you can make changes based on feedback to get the best results.

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