With more than 1 billion websites online, all vying for consumer attention, it’s becoming increasingly difficult for advertisers to set themselves apart from the competition. To stand out from the crowd and attract audience attention, businesses must adopt advertising strategies that are sure to reach the right people with the right message at the right time.
7 Advertising Strategies for Today’s Marketers
Drive quality traffic to your website and generate revenue by implementing these 7 effective advertising strategies in your marketing plans.
1. Native Advertising
Native advertising attracts customers with paid ads that match the style and content of the page they’re on. They appear to be a natural part of that page. This contextual relevance makes them more likely to resonate with users and increases the likelihood of conversions. Native ads are typically content-based and help to inform and educate users rather than push sales.
To develop effective native ads, it’s important to follow CPC best practices. You must first determine your goals, then specify your audience so you know what kind of content to create. Develop engaging content that will attract your readers and resonate with their needs. This will entice them to be driven to your website for more information.
Include traffic-driving CTAs that will lead people to complete the desired action. Bold colors and prominent placement help draw the eye, and wording that creates a sense of urgency will entice people to act quickly. Then, it’s time to place a bid for your paid advertisement, either manually or automatically.
These are the bidding strategies for securing a CPC ad:
- Maintaining complete control of the bid
- Trying to reach a CPC goal while driving more conversions
- Maximizing conversions based on budget to meet ad spend goals
Whichever strategy you choose, you can set the maximum you want to spend and use metrics to make changes to your plan at any time.
2. Social Ads
Posting ads on social networks is a great way to reach a wide range of people in a highly targeted way. Content on social platforms is highly shareable, so everything from ad creation and copy to your website’s landing pages can be used to maximize engagement, drive traffic, and boost conversions.
Because every social platform has different targeting options, social ads are an effective way to diversify your reach. Create custom ads that resonate with your audience by recognizing the following:
- Facebook: With nearly 3 billion monthly users, Facebook is the largest social platform. It’s mostly used by people between the ages of 25 and 35.
- Instagram: Used mostly by GenZ, this site is ideal for sharing photos.
- TikTok: This platform allows people to share short video clips, and is mostly used by 16- to 24-year-olds.
- YouTube: With 74% adult users, YouTube is the most popular platform online. It’s mostly used for sharing video content and accounts for a quarter of the world’s mobile traffic.
- LinkedIn: Created for business people, it’s a way for users to share industry information and connect on a professional level.
- Twitter: This platform lets people share information quickly and start conversations with a large target audience
Understanding who uses each platform and what kind of content succeeds there helps in shaping your social ads for maximum results.
3. Content Advertising
Today’s consumers are more interested in receiving custom content that meets their specific needs than they are in quality products at affordable prices. Learn who your audience is and what their preferences are so you can craft effective content. Reach consumers on a deeper level and connect with them emotionally to build lasting relationships. This is important because 65% of a company’s business comes from existing customers.
Content should lead with value rather than sales transactions. Be an educational resource for your audience. The more quality content you provide, the more they’ll trust you as a dependable source for important information. This will not only increase the likelihood of conversions, will but it will also cause them to share your information with their contacts and grow your overall reach.
Sponsored content is a great way to expand the reach and increase credibility. The more valuable resources you can offer your readers, the more loyal they’ll be. Consider making video a focal point of your content. They’re engaging, and entertaining, and can distribute important information to a broad audience. The average person is expected to spend 100 minutes a day watching online videos, so it’s an effective way to reach people online. Whatever you do, the key to successful content advertising is creating material that resonates with your target audience.
4. Influencer Marketing
On social media, some people and celebrities possess expert knowledge or social influence about a particular topic, industry, or product. If you can get an influencer to promote your products, you can earn the confidence of a large target audience who will be more willing to purchase from you.
To find quality influencers:
- Identify experts already talking about your company
- Discover the influencers your followers are engaging with
- Watch activity on relevant hashtags
- Hire a third-party management company
With influencer marketing, you need to provide a clear positioning of your brand. Shape your offering in a way that will resonate with your audience and drive traffic to your site. Effective content is key to a successful influencer marketing strategy.
Test multiple offers to see which ones deliver the best results. Analyze metrics and monitor social chat threads to see what people are saying about your company and products. All of this will tell you where you’re succeeding and what areas need improvement.
5. Leverage Retargeting Methodically
Every time someone visits a web page, a small piece of code assigns them a unique ID. These cookies track and monitor user behavior and shopping history to help give advertisers a clearer picture of who their target audience is. This information helps brands shape their advertising approach to ensure they’re delivering the most relevant information to the right people.
When cookies help companies send custom ads, this is called retargeting. It’s important to leverage this method so that you’re constantly providing the best solutions to your audience. Retargeting:
- Gives you another chance to convert a website visitor
- Builds brand awareness
- Improves campaign performance
- Provides opportunities to up-sell
By retargeting you can reach people based on where they are in their lifecycle stages. You can ensure your content is serving them most effectively, and you can create CTAs that direct them accordingly for the results you want. After all, someone who is top-of-funnel is least ready to convert and is just in the awareness stage. Meanwhile, someone who is bottom-of-funnel is in the decision stage and ready to buy. For best results, your retargeting ads should speak to their needs and their readiness to make a purchase.
6. OTT (Over the Top)
OTT ads are TV ads that are delivered online. They can be accessed over a range of channels, such as:
- Streaming boxes like Amazon Fire TV
- Smart TV through apps like Netflix
- DVR boxes
- Internet-enabled DVD players
OTT advertising is advantageous because people can see your ads from anywhere at any time. It provides high-quality, new content, and the cost is reasonable. On the other hand, people with slow internet speed may have difficulty accessing OTT ads. There is little censorship, so people of all ages are exposed to a range of content. Some people are uncomfortable with the issue of privacy and security on digital platforms.
Effective OTT strategies include engaging first-time users with push notifications. You should also ensure your onboarding process is seamless to avoid frustrations. Use social platforms to promote your OTT ads. Capitalize on this digital marketing method to reach your target audience and stand out from your competition.
7. CTV (Connected TV)
As more people “cut the cord” and disengage from cable television, they rely more heavily on CTV. CTV ads are shown on any television set that streams online video, typically through downloaded apps. Examples include:
- Smart TV
- Connected device (like a Fire Stick)
- Gaming consoles
CTV ads offer excellent targeting capabilities and metrics to track results, but they’re not clickable and viewers can skip past them if they’re uninterested. To create a CTV ad strategy, begin with brand-safe content on the platforms your audience is most likely to watch. Track various data to be sure your efforts are yielding the desired results, and optimize your campaign based on overall performance.
Choose a Partner-Centric Solution
When developing an effective advertising strategy, choosing a partner-centric solution is essential. A team like RevContent focuses on your demand needs, ensuring ads are:
- High-quality: Get quality traffic that will drive ROI
- Effective: Scalability opportunities are readily available
- Easy: Our plan is easy-to-use and a dedicated team of partner advocates will help you succeed
- Transparent: Receive actionable, real-time analytical insights
RevContent can help you reach your advertising goals and monetize your advertising efforts.
Contact us today to learn how we can help you develop an effective advertising strategy.