In session 20 of A Marketing Podcast we’re starting a 6 part series about How to advertise your business online. In this session I’ll provide an overview of advertising online and what you need to consider and setup before you spend a cent. As well as how to maximize your advertising budgets and generate quality traffic to your website.
Session 20: How to advertise your business online
This session is the first of a 6 part series on how to advertise your business online. I’m going to walk you through a few things to make sure you’re getting the most out of your advertising spend.
- What is Advertising online?
- Develop strong targeting profiles (your audiences)
- Messaging and content creation for your campaigns
- The technical setup of your website & Reporting tools
- The time required to manage your campaigns and the process I like to use
Then, for the remainder of the 6 part series, we’ll get into the ins and outs of particular advertising channels, and those are:
- Search Engine Marketing or SEM
- Display Network Advertising
- Facebook Advertising
- Twitter Advertising
- LinkedIn Advertising
What is Advertising online?
Spending money to get your advertising in front of a new audience online.
Much like traditional advertising it requires that you spend money to place your ads in a certain medium or space. In this case it’s online.
Developing strong targeting profiles
Targeting determines who sees your advertising.
Maybe the main thing to learn about how to advertise your business online, is developing strong targeting will optimize the delivery of your ads to the right audience.
Understand that in online advertising, same with traditional advertising, you will inevitably advertise to people that are not in your target audience. This isn’t a failed outcome as much as it’s part of advertising. That being said targeting as finely as possible will limit the wasted impressions.
You should have established a solid understanding of your business’ audiences by now, and this will help with your targeting.
I like to develop my targeting profiles as the first step of any campaign as it helps you develop the right content for each target – yes you should have content for each target group or profile.
Check out Session 4: Understanding and developing your target audiences, if you haven’t developed your businesses target audiences yet.
Messaging and content creation for your campaigns
Now that we know who our target audiences are it’s time to create content for them.
If you’re coming at your advertising campaigns with a pre-developed offer, promotion, or product you will have already established your content. But it needs to be crosschecked against your target audiences. It’s a little chicken egg to be honest, but ones thing’s for sure – your content needs to resonate with your audience.
Part of content resonating with your new traffic is that the messaging in the advertisement, be it copy or visuals, needs to relate to the page they land on, on your website.
For example, if you’re going to have a promotion for a new product, make sure the user lands on a page that references the promotion and provides a call to action. It’s for this reason that digital inbound marketing works great with advertising. You can find out more by listening to Session 14: All about digital inbound marketing .
Technical Setup of your website and reporting tools
Your website is the main place to drive traffic from your online advertising.
You can use advertising to drive traffic to social profiles and social pages, more about that in future session of the series.
But more often than not you’re going to want to drive traffic to your website, as it’s where you can control every elements of your campaign from a content and user experience point of view.
Which means you need to have your website ready for your new visitors.
What’s that mean?
- At a minimum have the content we discussed on a landing page
- And have a conversion mechanism on that page (form is typical)
- Make sure you have Google Analytics setup!!! In your reporting you will use the website usage as a comparison to what the advertising provider is reporting as clicks and traffic
- Implement conversion tracking – through Google Analytics using Goals – this will help develop your ROI (return on Investment) for your advertising. Understanding how much a conversion costs, and what a conversion is worth is a must!!!
- Perform as baseline report prior to your advertising campaign – again this is to compare the reports from the advertiser and to see what effect your campaign had on your website when it’s completed.
Remarketing and the theory behind it warrants a session of its own, but for today I want to mention that your remarketing needs to be setup before you start your advertising.
For now I’ll link to Google, Facebook and Twitters remarketing articles in the show notes.
I should note that even if you don’t want to make use of remarketing this time round – it’s a good idea to start building your remarketing lists.
Consider the time required to manage your campaigns
By now you can see that there is a considerable investment of time required to advertise online properly.
Depending on the complexity of your goals for your campaign the amount of time will vary.
Make sure you have enough time to do it right, too often have I witnessed advertising campaigns pushed out half baked and money wasted in the interest of just “Getting it started”.
You’ll be able to execute quicker the second time round as your framework will be in place.
My advice for managing your campaign
Once you start you also need to have time put aside to monitor and adjust your advertising.
I like to watch my campaigns daily for the first week – to make sure it started as expected and there are no anomalies or issues with setup.
Then weekly for the remained of the campaign.
I hope this session starts to answer how to advertise your business online and I look forward to chatting aging for part 2 of the series.
Links & Resources
- Google Remarketing Overview
- Facebook Remarketing Overview
- Twitter Remarketing Overview (Tailored Audiences)
- Small Business Marketing Strategy Template
- Session 4: Understanding and developing your target audiences
- Session 14: Digital Inbound Marketing Link
- Join the AMP Community
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