Global digital advertising spending is expected to hit $375 billion by the end of 2021. More and more businesses are appreciating the impressive ROI of online marketing.
So what do you need to know about launching a digital advertising strategy? And how can business owners lay the groundwork for their upcoming digital marketing campaign?
Keep reading to learn our key pointers for building an online presence and engaging in online advertising.
Do Your Research
The first step of preparing a digital ad strategy is to understand the market and research the online presence of your competitors. This involves answering several questions:
Who is your target customer? What are their digital habits?
Which platforms are your competitors using? How aggressive are their marketing strategies?
What are the industry standards and expectations? How do these relate to the demands of potential customers?
By understanding these themes you can identify the digital landscape that your business sits in. This will help when determining who your audience is, how to persuade them to buy your product, and what your marketing goals should be.
One of our services at Trigger Digital is running research analysis on behalf of businesses and our agency partners. We’ll help you understand what your competitors are doing and how you can get the upper hand.
Get Your Website Ready
The next of our digital advertising tips relates to your website. Almost all digital marketing efforts, whatever their nuances, are driving one action. That is, encouraging people to visit your website.
So, you need to ensure that you have a professional-looking and responsive website. It’s essential to do this before starting your advertising campaign. Nowadays, people expect a sleek website that has fast load times and performs well across desktop and mobile devices.
Anything short of this and your business risks losing a potential customer.
Don’t forget that there are several components all websites should have. These include your business’s branding, contact information, and a blog section.
Our team can help you optimize your website for visitors with an intuitive layout. We can also help you set up tracking pixels to gather data for your Google and social media advertising campaigns. This allows retargeting marketing methods which have a high ROI.
Consider Your Goals
Another important aspect of new marketing strategies is to understand your business’s goals. This will influence the content of your campaigns, the platforms you prioritize, and how you measure success.
The objectives for your marketing campaign will depend on your current online presence. They’ll also be determined by your reputation in your industry. When discussing goals it’s helpful to think about the marketing funnel.
The different stages of the marketing funnel represent the customer journey. They can be categorized as brand awareness and recall, interest, decision, action, and loyalty. Younger brands will need to focus on the earlier stages of the funnel. This means developing an online following and introducing your brand to people.
Meanwhile, well-established brands can concentrate on driving sales. They can also focus on encouraging their existing customers to return for more purchases.
By setting SMART goals that have clear success/failure outcomes, you can make sure your campaign performs well. You will also be able to build your advertising strategy around accomplishing these objectives.
Prepare Across Different Platforms
The best digital marketing strategies operate across multiple online platforms. The major components of a campaign tend to include email, video, and social media marketing. They also incorporate mobile application advertising, display campaigns, SEO, IP targeting, and native ads.
Trigger Digital supports businesses and agencies by providing each of these services.
Each of these components supports one another. For example, email campaigns can direct your readership to follow your business on social media platforms. Social media posts in turn can promote new content marketing material on your website. These articles and videos will contain calls to action that drive purchases.
Any well-prepared advertising strategy will prepare for campaigns on each of these platforms. This cross-channel strategy helps to retarget potential customers. It also helps to keep your message consistent and encourages engagement with your brand.
Find Your Voice
A crucial aspect of digital advertising is finding your brand’s voice. This should be a consistent tone used across all online advertising platforms. Some businesses will already have a good idea of their voice prior to embarking on an online advertising strategy.
For others, this is where your research will come into play. Understand your target customer and their demographic information. Then, you can develop a branding voice that will help to accomplish your objectives.
This will vary across businesses. Those with a younger audience will be able to incorporate slang, memes, and emojis into their marketing content. Other businesses, including B2B companies, might want to adopt a more professional and formal voice.
Organize Pre-Launch Promotion
The final concept to be aware of when preparing to launch your online advertising strategy is pre-launch promotion. Many businesses coincide their advertising campaign with an important new product release.
This way, your business has plenty of content available that relates to the new release. It also facilitates pre-launch giveaways, to help create buzz online ahead of the launch.
TikTok is a particularly suitable platform for this. This is due to the widespread influencer collaborations and challenge trends.
Finally, don’t forget to have an FAQ section on your website that will allow your customers to help themselves. Make sure you have customer support easily available to troubleshoot any potential issues. Businesses that respond publicly to questions and complaints are better received than those that don’t.
Now you’re ready to launch your new product and advertising campaign!
That’s How to Get Your Digital Advertising Strategy Started
You now know the key concepts to keep in mind when launching a digital advertising strategy. Don’t forget that a digital advertising agency can help you get started. We can implement and manage your online marketing needs across all platforms.
From email marketing to Facebook and Google advertising, we’re here to help. Contact us here to find out more about the different services Trigger Digital offers.
