Simple and Easy.
Online Promotion
Add some more information to help users understand your product. Keep it short and clear.
No wonder that promotion strategy is one of the most important processes in marketing.
In fact, it supports your marketing voices to reach your target audience, creates interest, and helps you to engage with them. If you want more traffic and conversions, then developing promotion strategies is critical.
Here’s the deal:
You’re going to find out how to promote your business and how to build a promotion strategy with actionable promotional tactics. Then, you will get a better understanding of content promotion, digital advertising, mobile marketing, and public relations.
Everything here applies to a GREAT promotion strategy in 2022.
So let’s begin!
Promotion Strategy Fundamentals
Business promotion is the first marketing communication with customers. There are too many companies talking about their products and services. So you must create a well-crafted road map for your promotion to reach out to the right audience and convert them into your customers. In this chapter, you’re going to learn the basics of a promotion strategy and why it is so important for your marketing success.
What Is A Promotion Strategy?
A promotion strategy is an actionable plan to influence people about your business, generate more leads, and boost customer engagement. It visualizes how to perform your marketing strategy and communication, who to target as your audience, and where and when to execute the promotion plan.
Many marketers spend more on business promotion each year, but they receive less. There are too many options and marketing voices, so you have to make sure that your messages are really reaching the people you want to approach when you promote your business.
What’s more, it is very difficult to convert people into customers without resonating marketing voices to create emotional connections and arouse interests and demands to your offers.
ROLE OF PROMOTIONS
Business promotion is one of the 4 P’s of the marketing mix. It is a part of marketing communication which reaches your target market to gain awareness and foster conversation with prospects and customers.Promotion helps you draw your target’s attention, create interest in your products and services, generate demands, and encourage them to purchase from you.
The following are the four main roles of promotion:
- Build awareness – Making your target audience aware of your products and services. You must identify your target audience, your promotional marketing messages, and your outreach strategies.
- Foster interests – Gaining their interests in your business. It requires a well-designed content marketing strategy to provide enough information for lead nurturing, and show uniqueness for differentiation from competitors.
- Generate demand – Making your products and services desirable. You can share great features and benefits, and create an emotional connection with your prospect.
- Induce prospects to take action – Placing a call-to-action for your target to easily engage and find the next steps. Anywhere you can position to drive conversions, such as your website, digital advertising, and social media.
As you can see, these are following the A.I.D.A. marketing models. It means that promotion can contribute to all the consumers buying processes.
Besides, it will help you to establish a stronger relationship and cultivate the repeated customer to stay longer with you.
Digital Advertising
Digital advertising allows you to deliver advertisements to target segments that you subdivide for your target prospects at a low cost. It makes it easier for you to measure what kind of effects it brings due to its interactivity. It’s a powerful promotion tactic.In this chapter, I’ll cover the basics and seven types of digital advertising.
WHAT IS DIGITAL ADVERTISING?
Digital advertising refers to any promotional advertisements on digital mediums. It is the most cost-effective way for digital marketers to reach a target audience and improve their ROI.You can creatively practice storytelling, enhance personalization to maximize customer experience, and leave a strong impression in the audience’s mind.
What differentiates it from traditional advertising the most is that digital advertising can creatively drive interaction and engagement. Since it encourages interaction, it makes it easier for you to keep your target audience engaged and drive them to take the actions that you have designed.As you can see, using digital advertising helps you to provide enough information to manipulate people’s minds and emotions. Thus, you will improve customer experience.
BENEFITS OF DIGITAL ADVERTISING
Digital advertising has so many advantages for promoting your business, besides its interactivity.
For example, digital advertising gives you a valuable insight that allows you to see how many people have seen your ad, how many of them engaged with it, what is the demographic information of those people, and more.
Besides, since you can access the data in real-time, you’ll be able to vary your promotion approaches with the situation and respond in real-time.
Let’s sum up what you can expect:
- Cost-effective.
- Effective targeting.
- Access to data and insights.
- Trackable and measurable results.
- Personalized approach.
- Interactive.
- Higher conversion rate.
- Obtain valuable user insights.
- Qualified customer traffic.
- Flexibility to change and make an adjustment.
- Great ROI and ROAS.
- In control of your budget.
- Improving Ad formats every year.
- Mobile engagement.
Thus, digital advertising can maximize the effectiveness of your promotional marketing efforts and boost your conversions and sales efficiently.
Want to know more about the types of digital advertising?
Let me explain the main options and help you find the best way to promote your business.
It is a paid advertisement on third-party platforms (websites, mobile apps, etc.) including banner ads, rich media ads, and video ads. An example of display ads is the Google Display Network, which allows you to place your ads in websites using Google AdSense.
With display ads, you are targeting people by demographics and interests. You can also use it to retarget prospects and customers.
This is different from search engine marketing which focuses on displaying ads on search engine result pages.
Be aware that there are ad blockers that remove ads and prevent users from seeing your ads.
It is a popular online advertising form and often shows up at the top side, or in the middle of a webpage. It shows your ads to a specific target market with levels of targeting so that you can improve conversion rates strategically.
To get clicks, there are several things to consider: size, place, value proposition, image, CTA buttons, and more.
RICH MEDIA ADS
Rich media ads are a kind of display advertising. Besides, they are a highly creative and innovative way to impress your audience and generate leads. It gives you the flexibility to promote your business and offers interactivity with the ads.
With rich media ads, you can tell your brand’s story dynamically, drive engagement and achieve higher CTR and ROI. What’s more, it can improve brand experience and make your ads memorable!
There are many rich media advertising formats:
- Rich media interstitial ads.
- Rich media (floating) banner ads.
- Interactive rich media banner ads.
- Expandable banner media ads.
- Pushdown rich media ads.
- Pop-up ads.
- Slider-rich media ads.
- Rich media billboard.
- Rich media video.
Read this rich media ads guide to make the most out of them.
SEARCH ADVERTISING
Search ads are one of the most popular methods in online advertising where you can target a certain audience who searches for specific keywords or phrases. As you know, these advertisements are displayed at the top of SERPs that get most clicks.
Thus, using search advertising you can target a highly relevant audience who already has search-intent and your ads can enhance better CTR and conversions.
However, search advertising gets expensive if you’re targeting highly competitive keywords. Don’t forget to check the value of your keywords and look for the best options considering your budget!
PAY-PER-CLICK (PPC)
PPC is a paid advertising in which advertisers pay each time a searcher clicks on their ads. So even if you’re a small business, you can buy traffic for your website to convert and make sales.
To make it work, you need to study the Quality score which is Google’s rating of the quality and relevancy on the combination of your keywords and PPC ads.
You can also test whether your keyword ideas will work using PPC advertising. It will help you to build better SEO pages and improve your ads.
But here’s the scary part:
As the name (per-click) goes, you have to pay when someone clicks. If you’re targeting a broad keyword, you may end up finishing your budget without enough results.
Put a lot of thoughts on your bid strategy, targeting, and keywords to make a wise decision. If you’re not familiar with PPC advertising, you can check this guide to get a better understanding of what it is and how it works.
SHOPPING ADS
If you sell products or run an e-commerce website, creating shopping ads for search engines is the perfect way to increase your visibility and drive qualified traffic.Shopping ads showcase and promote your products at the top of the SERPs. You have a great opportunity to display your products besides the web page results and attract your prospects with a product image on SERPs.
SOCIAL MEDIA ADVERTISING
Social media advertising is one of the most powerful and cost-effective digital advertising methods. Due to a great number of active users on social media, you can reach a bigger audience.With this kind of advertising, it’s easy to catch users’ attention since people on social media normally pay attention to all the content in their feed, unlike looking for something in mind on search engines.What’s more, social media advertising allows you to target or retarget specific segments by more accurate user information like their interests, geographics, and connections. Thanks to the effective targeting setting, it increases brand recognition and drives higher conversion rates.But here’s the problem. Social media advertising is a great way of drawing users’ attention, but it may be less likely to convert. Because social media cannot track users’ real-life; and information on social media might not be accurate. Also, even if you target the right audience for your business and they wish to use your products or services, they may not have time or budget.
YOUTUBE VIDEO ADS
Needless to say, YouTube is the best and easiest platform for video marketing to generate traffic, market, and promote your business. You can reach a large number of your audience, and a video is sharable like other social media content.
Moreover, search engines love video content and YouTube helps you to boost search engine rankings. Thus, it is a great opportunity to get your content viral and grow brand awareness.
The following are the three main types of YouTube video ads:
- TrueView Ads (In-Stream ads and Video Discovery ads).
- Pre-Roll Ads.
- Bumpers Ads.
For more information about YouTube video advertising ads, check this comprehensive guide.
NATIVE ADVERTISING
Native advertising consists of a paid advertisement that doesn’t make people feel “I’m watching an advert,” even though the functions are almost the same.
Many people skip and ignore advertising, but with native advertising, people don’t see your ads as advertisements. So they will naturally consume your content.
An example of native advertising is the sponsored content on social media. It shows up as an in-feed unit and promotes ads in a similar form as the other organic content.
Here are the main six native advertising types:
- In-feed units.
- Paid search ads.
- Promoted listings.
- Content recommendation widgets.
- In-ad with native element.
- Custom content ads.
EMAIL ADVERTISING
Email advertising is one of the top performing and cost-effective marketing approaches. It allows you to place your ads into newsletters by leveraging your email list. Besides, you can send personalized messages with a flexible design.Mostly, email advertising uses opt-in or permission-based marketing. It means that most recipients already show interest in your business so that they are more likely to engage with the advertising you offer and convert.However, here’re huge challenges for marketers to improve open rates. Since it is easy for users to arrange a spam filter setting, your emails might not be delivered and your subscribers don’t even notice your emails. Remember to keep your email list up-to-date and build relationships to constantly get your messages consumed.
VIDEO ADVERTISING
It is the fastest growing advertising format. Since it can carry so much information for a short period and impact on the audience’s mind, video advertising is a smart marketing approach to take.With video advertising, you can introduce your products and services in a way that’s easy to understand for viewers, and it creates emotional triggers to engage with the ads.Now that we are exposed to many video ads, if you make a poor quality video advertising, your audience will notice the level of your quality and that determines whether they will be interested in your business. So, be creative and come up with well-designed ads that convert.Here are the following key options in video advertising:In-stream ads (Linear / Non-linear).Out stream in-read video ads (In-page / In-banner / In-text).Interactive video ads.In-game video ads.TV video ads.
REMARKETING AND RETARGETING
At last, I would like to talk about remarketing and retargeting. Both are very effective marketing tactics to reach out to people who have shown interest in your business.
Leveraging these approaches will bring another opportunity to build brand awareness, drive qualified traffic, retain previous customers, and improve conversions.
Consider that the frequency of your advertising can make your audience find it as a violation of their privacy and they might feel annoyed. This may cause them to keep away from your ads.
- Remarketing – Remarketing in digital advertising is a powerful technique to place your advertisement in front of the people who have already visited your website. It helps you to set focused targeting, keep your brand top of mind, lead your target users to return to your website, and boost your ROI.
- Retargeting – On the other hand, retargeting focuses on users’ previous online actions instead of browsing history. It allows you to display your ads when your target audience is ready to buy. With retargeting, you can find a relevant audience for future sales emails, draw them to a specific page, and avoid shopping cart abandonment.
