5 digital marketing tips to promote online brand growth and improve ad results

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Image credits: Jet Blue, Waldorf Astoria, Biotherm / Image design: Blue Fountain Media

Businesses spend a lot of time and money promoting and marketing branded products and services.

Previously, when advertising on offline channels such as TV and print, I wanted the best results. Today, you can use digital marketing and digital advertising to track and coordinate your ads to improve performance as often as you need to. Unlike traditional advertising, what I love about the digital world is real-time tracking. You can monitor and make immediate improvements, or you can adapt your creation to another media channel. That’s it. In other words, if you don’t get results, you don’t have to run the ad again. You also don’t have to recreate and repost new print ads when you make changes. With digital advertising, all you have to do is adjust the content to your needs and you are good to go.

The benefits of digital advertising may seem endless, but as a brand, how can you maximize performance and improve ROI? When running a digital advertising campaign, there are certain best practices that should be taken into account to achieve the best possible results. Below is an overview of these guidelines and some simple steps that explain how to integrate these tactics into your digital advertising campaigns and daily operations quickly and effectively. Digital Marketing:

  1. Clarify the convocation

Buy now, book your flight, request a quote – The next step you want your users to take (usually your campaign goal) has to be alive in your content.

All successful advertising campaigns include a clear and compelling subpoena (CTA). This “button” tells the user what the next step is and how they will return to the site from the ad, moving them further down the goal achievement process and closer to the conversion point. .

When it comes to choosing a CTA, we want to focus on language that is relevant to the brand, service or product and that is quite obvious to the user. Ambiguous things can confuse users, and even if they click on a CTA or reach a page on the site that doesn’t meet their expectations, they won’t convert. Having said that, I want to avoid common words like “learn more” and “learn more”. It may be related to what you are advertising, but it is not specific to any brand or industry.

Image Credit: JetBlue

As mentioned above, JetBlue uses industry and brand appropriate languages ​​for digital advertising.

In the example below, Sotheby’s has a great digital advertising campaign that promotes different destinations. The images are impressive (another must-have for successful digital advertising), the text is easy to read, and the end result is a clean design. However, there is no real CTA. As a user, of course I could click on an ad to go to their site, but I don’t really have an incentive to do so, nor a real button to tell me what the steps are. Just adding a CTA button to that ad can improve the performance of those campaigns and increase conversions.

Image Credit: Sotheby’s International Realty

  1. Persuasive messaging

It’s no wonder that messaging is important. On any digital platform, messaging matters because it is the primary communication with potential customers. From a digital advertising perspective, if you don’t have a lot of copy space, or even time, to grab the user’s attention, it’s important that the messaging be compelling and, most importantly, concise.

It loses the attention of most digital users within seconds. This limited time is all you need to get interested. Stick to posts that evoke emotions or encourage users to click on your ad, and keep them in short sentences. For many brands, this means emphasizing value propositions, introducing core values, or setting incentives for users.

Image Credit: Biotherm

In the example above, Biotherm encourages a potential customer experience. Their main message “Free Shipping + 25% Off All Orders” grabs the attention of users and can be the last extra touch to convert for those who are already interested in the product. For all brands, this is a great ad for taking notes. For example, if you are running a retargeting campaign where your users are already visiting your site, this type of incentive can only help potential customers have difficulty browsing other sites. Instead, the user will end up buying.

  1. Designated landing page

Regardless of the content of your ad, you should always direct your users to the pages associated with that content. This simple step helps keep users on your site, improves the user experience, and ultimately improves conversion rates.

If you’re an athletic brand promoting women’s running shoes in your AdWords campaign, directing your users to the women’s running shoes page will make the conversion process easier. The more relevant the page that promotes clicks, the more likely it is that users will follow and convert. After all, your ad gets enough user attention to click on the ad, so in the general information you can find about your brand and the entire range of your clothing homepages. sports, that he might not want more information on that particular topic.

Sending users to your home page on behalf of the specified landing page associated with a particular campaign can be a costly mistake. Users generally do not search the site for the item they are looking for. As a brand, bringing potential customers as close as possible to their unique needs and turning points is not only the best approach, but also the best user experience.

  1. Image problem

For every digital campaign, it’s important to think about where to show those ads to your users. The visual appearance of your ad is important because it can appear when your users are absorbing other content elsewhere online.

Using high-quality images that convey what your ad promotes is one of the most important characteristics of any successful digital advertising campaign. Without appealing or visually appealing images, it won’t help grab the user’s attention. In the example below, Waldorf Astoria uses beautiful photos of the resort to advertise to a set of targeted users. It’s not only noticeable when the user scrolls down the page, but it’s also really intriguing.

Beautiful images of Waldorf Astoria help improve the effectiveness of advertising.

Image Credit: Waldorf Astoria

For the B2B space of the Ou brand, in an industry where the images may not be as “naturally” beautiful as the resorts, there are still options. Focus on bold, crisp and compelling images. In many ways, images should tell the story your brand is trying to tell and give users a firm expectation of what you have to offer. This is especially important for new or potential customers who may not be familiar with your brand. If your ad image is not visible, you may not be able to recognize your brand or product, even if it later appears on another platform.

  1. Test, monitoring and retest

You’ve probably heard many times that it’s important for marketing channels to test the effectiveness of their efforts. This is no exception when you are running a digital advertising campaign. How can you identify areas to continue to focus on and areas for improvement without monitoring your campaign?

In some cases, seemingly arbitrary factors such as time zone, language selection, audience segment, and image selection can actually affect the success of your campaign. Therefore, it is important to pay attention to these factors and monitor the different elements of each campaign. If you are successful in one campaign or think another campaign is not as effective, don’t be afraid to change it. Testing Ads for Different Content A / B testing with digital ads can be very helpful in determining which post or content resonates the most with your audience. There are often unforeseeable reasons.

It’s also important to test your ad before you implement it. I have seen many brands with stunning ads pointing to the wrong pages or 404 pages, or displaying posts that target the poorly segmented audience. Take the time to make sure your ad looks like this: You need to direct the user to the correct page. These little mistakes not only wasted the resources spent on that particular campaign, but also negatively impacted the user experience. This extra time of testing can save your business a lot of money in the long run.

Get results with digital advertising campaigns

Digital advertising has great potential at this time. For most brands, this is one of the most effective ways to display a business, product or service in front of a qualified target user. However, if you don’t follow the right guidelines for making your digital ads as impactful as possible, you risk not getting the results you most want. Keep the above tips in mind when creating campaigns to optimize conversion rates.

For more information on digital advertising and how to implement simple fixes that drive results, please visit: Blue Fountain Media Online.

5 digital marketing tips to promote brand growth online and improve ad results

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