Advertising, email marketing and content marketing. are the three growth drivers to increase sales. Magento development or ecommerce Development Company inspires business strategies on the Internet from traditional marketing by adopting basic advertising tricks.
This includes, among other things, the strategy put in place for the creation of your website, the set of SEO techniques, the presence on social networks, or online advertising.
This is a little what constitutes the showcase of your site, which will make you visible and what will make customers want to come to your site and buy your product.
- How to explode its advertising revenue?
- Advertising on the web, a growth engine.
- The 3 main objectives of advertising
- Here are the advertising tricks you need to look to the future
- Do not confuse impact, memorization, understanding and positioning.
- The most common mistakes are:
- Look after the catch and readability of your ad!
- The grip
- The presentation paragraph
- Give priority to the call for immediate action.
- Make original, break the codes!
- Make your message by following the reading direction.
How to explode its advertising revenue?
The first point to respect, to explode its advertising revenue, is to have traffic on its website. You do not have to hope to get rich if you only have 50 visitors every day.
This figure depends on the financial conditions of your advertising agency, and the sector in which you work. Indeed, a click on a flower advertisement will yield less money than a click on a poker advertisement.
The second point to respect is to propose products adapted to its customers. A customer reading an article on poker will surely be more willing to click on a poker advertisement than on a flower advertisement. This is how you will have the best conversion rate of your customers.
Advertising on the web, a growth engine.
On the web, there are three major categories of advertisements.
There is intention-based advertising, behavior-based advertising and advertising based on demographics and interests.
The distinction is not made from the medium, but from the means used to target people. The format (audio, video, graphic or text) is not important.
Intention-based ads are displayed as a result of searching for a person on a website. In this way, the person claims to be looking for something in particular and you are using this search intent to define who to show your advertisement to. We immediately think about AdWords and Bing advertising, but there is also YouTube!
Behavior-based advertising uses the data collected on the visitor when they visit your website to determine whether they will be exposed to an advertisement or not. This type of targeting is commonly called remarketing.
So you can target people who have left comments on your website, people who have visited one page, but not another, people who have not visited your site since x times, etc.
But there is not just remarketing. Facebook also allows you to target people based on behavior.
The 3 main objectives of advertising
It’s nice to have 3 types of ads, but still need to have a goal behind this advertising there!
It is for this reason that we present the 3 main objectives of advertising on the web.
This is Awareness, Acquisition and Activation.
In awareness campaigns, the goal is to familiarize your potential prospects with your brand.
Acquisition campaigns, meanwhile, aim to collect the email address of prospects to warm them using email marketing.
The last type of campaign (Activation Campaigns) aims to catch the people most likely to buy and push them to action.
Each goal builds on each other. Sensitization facilitates acquisition and acquisition facilitates activation.
Here are the advertising tricks you need to look to the future
Define 1 offer or 1 message to pass in your advertisements.
A reader usually goes between 2 and 3 seconds to read an advertisement: it is therefore not possible to pass a lot of messages, especially not complex messages!
You have to choose one major communication axis for your advertising (even if you want to advertise or campaign with a different message each time).
Avoid unnecessary images … anything that may upset your reader or skew the message …
You should never have multiple objectives or messages, hence the importance of writing an upstream brief that summarizes:
· The purpose of the ad (order the XX product with a XXX volume)
· Purpose (encourage to order by tel the product)
· Call to action (call on the phone)
· Why the customer must act (eg promo until 31/12 …)
· Way to measure the performance of advertising (eg: discount code …)
Do not confuse impact, memorization, understanding and positioning.
Good advertising must have 4 great features:
- The impact: it is the capacity to surprise the reader and to stop it on your advertising.
- Memorization: it is its quality to be memorized by the reader (when he will do his shopping, he will go on the internet …).
- Understanding: the ability of advertising to be understood by readers and to push them to act (= highlighting a problem / benefit that pushes the prospect to think and act by buying the product of the mark and not another).
- Positioning: it is the adaptation of the message to the image wanted by the company. This positioning must not be in total shift (unless it is wanted), so as not to give dissonance on the mark.
The most common mistakes are:
- Make a highly impacting advertisement, which stops the reader or shocks him, but without pushing him to buy or give a strong memorization of the message.
- An advertisement that shows the product well, but not enough the problem solved for the user to push him to action.
- Make an advertisement that highlights a problem with sometimes a strong memorization, but that does not give a sufficiently clear indication (or simple solution) to take action … or memorize the mark without doing that the customers will buy.
Look after the catch and readability of your ad!
You have to organize your advertising in blocks with each one a specific function:
· presentation of some lines of the problem / solution
· company details.
- If you are not an advertising or marketing specialist, the best is to be inspired by large companies that can afford to go through specialized communication agencies.
In the structure of your advertising work especially the hook and the paragraph of presentation.
It must stop reading your hot prospects, highlighting their problem or a major benefit.
Your catch is not for the entire market, but only for the target you have identified.
Important: the best results come from targeted ads, not those that are trying to reach everyone! If your target is “everyone”, then your target will not touch anyone …
Remember that advertising is very expensive, and so you are not there to educate the market or to give desire, but to attract future customers.
NB: it is not worth putting your mark in the hook, it must put something that touches / plot / interest / … the reader (unless your brand is an institution like Apple for example).
Be careful to target your hot prospects and presenting the good need / problem. Indeed a simple word can completely change the perception of the message, and therefore the target.
This is also true for the hooks:
• Discover the secrets of marketing experts
• Discover the secrets to start in Marketing
These hooks are aimed at 2 different targets because they are 2 different needs: one is to learn the secrets of marketing for people who already have knowledge, and the other is to offer beginners in marketing to learn the bases.
The presentation paragraph
It reminds who the message is for, and what solution you bring with your product or service.
This text must be as simple and short as possible.
As far as possible you should put forward your “Unique Selling Proposition” in the presentation paragraph, that is to say what your product is unique and different from your competitors (a benefit in particular, an exclusive function …).
To help you, just imagine your product and that of your competitors, and list the benefits of your product, and from this list set a major argument that your competitors are not using yet.
This plus product can be a benefit common to all products (ex: easy to install …) but not put forward currently.
Of course for this to work well, you have to make a profit that is important for your customers …
- Do not write in light color on a light background (ex: white on yellow), but prefer a dark text on a light background (ex: black on white).
- Do not put more than 3 or 4 different fonts per page maximum (including size, font, color …).
- Avoid writing in capital letters (difficult to read).
- The most readable fonts are Arial, Verdana, and generally “round” fonts.
Give priority to the call for immediate action.
Some advertisements are impacting and present the product well, but do not tell consumers what to do (buy, call a number, request documentation …).
It is therefore necessary to write black on white what the customer must do (otherwise your reader will say “Yes it’s not bad …” then he will turn his page and will not think about your product).
For this use the imperative: “Call now …” “Receive your free book …”
On the other hand, experience shows that proposing a time-shifted action (eg offering to go to a website) is forgotten because few people have internet when they read a magazine.
It is therefore better to offer immediate communication media (phone, good to cut and return immediately, go to a website …).
NB: this does not mean that we must forget the website, but that we must put forward media that encourage an immediate response depending on the context.
It is interesting to try a sale in 2 stages, by offering “free” then by proposing the sale:
· Free audit
· Low cost product
Example: offer to receive a free catalog with samples, call to have an appointment for a review with a technician (not a commercial!).
Do not forget to measure the impact of your advertising by indicating for example a special telephone number, an operation code ….
Make original, break the codes!
To be noticed when you are a challenger, it is essential to get noticed by breaking the usual codes of the profession.
Ex: if all ads are in color, make black and white, put your advertising upside down if they are all in the place…
You can also play on the form: a simple pub page, a flyer thrown in the magazine, samples (inset or not), a page mark…
Eventually bet on the educational ad: some magazines offer you to sponsor a section, but do not hesitate to ask to have an editorial (= to make an advertisement in the form of an article editorial).
To succeed in his article in infomercial, it must be informative and blend into the classic content of the magazine.
To be sure that the article is read it is necessary to privilege the titles and subtitles of the parts and to give interesting and relevant information (and to illustrate its remarks with its products).
Another idea is to practice sales in 2 stages: first attract hot prospects via “free” (report, guide, sample, free advice, free diagnosis …), and then sell.
It’s a system that works well and has the merit of generating many qualified leads and prompting readers to call you immediately.
Make your message by following the reading direction.
The reading direction traditionally accepted for a paper page, it is a direction of reading in Z on the page:
It is in fact the division into equal parts of the advertising according to a grid of reading imaginary lines (nb: this cutting has for origin the “golden number” that used the Romans for their constructions).
In addition, you must use the “lines of force” of the page. The lines of forces are the division in 1/3 equal of an image (portrait or landscape).
In practice, to visualize the lines of force of an image it is enough to cut out an image in 3 equal parts in length and in width:
The 4 points where the lines of force meet are the places where the gaze is most concentrated (= the hottest areas of the image).
So you have to stage its ads so that your most important messages are placed on the hot spots of the page (hooks, text, image, logo …).
To make your advertising attractive you should not place an illustration in the center, because it gives an aspect of monotony that does not catch the eye (it is better to shift it in the 1st third at the top, or shifted to the left).
Moreover, never place 2 elements (images, text …) on the same line of force; it would weaken their impact and readability.
So put your logo well ahead.
Nb: To qualify the great principle of sense of reading and lines of forces, on the web the reading direction is different; it is more in “F” with the eye that is attracted by the colors, the titles, the videos…
Watch out for symbols and characters.
Always test your ad with others (in addition to your colleagues).
Indeed some symbols that may seem trivial may have other meanings.
It’s exactly the same for people’s photos. That’s why you have to do some tests with models
Currently a lot of advertising images are from fotolia, Pixabay…
These are good quality images, but they are used in a lot of commercials which affects your images and the impact of your ads.
Warning: a classic mistake is to be seduced by an image, and then adapt his message to make it stick to the illustration … But we must do the opposite.
Regarding the illustrations, it is necessary to simplify them a maximum to center the photo / image on the message to be passed.
Note: on Facebook Ads people are not there to buy products or click on ads … You must put pictures and videos that encourage action.
It is therefore necessary to try the expressive images, but also to test the “amateur” images (photos of you, photos of groups …) so that the person thinks it is a news shared by a friend.
Ø Watch out for proofreading!
Two types of proofreading must be distinguished: the correction of mistakes and the validation of the final result in relation to the initial concept.
o Correction of mistakes:
The beginner’s mistake is to skimp on the proofreading … The person behind the document must make a first proofreading, but then he must hand over to a third party who is not involved in the creation process. This allows having a second unbiased view.
o Final validation:
The validation of the final result aims to validate that between the initial idea and the final realization the concept and the message conveyed has not changed (which happens in 90% of cases). Sometimes it is to arrive at a better idea, but sometimes the message is distorted (it has lost in strength, it is less relevant …).
Decline your ads on all media.
Once you have a good publicity and a communication axis, do not forget to decline the creation on all your other communication media.
For example if you advertise on the theme of sport, performance … make a reminder about:
o Your email signatures (pub at the end)
o Facebook Ads (nb: Facebook Ads “amateur” ads often work better than “traditional” ads)
o Google Adwords,
o Website & landing pages,
o Twitter, Facebook page …
o Emailings and newsletter,
o The visuals of your product sheets & flyers
Indeed your advertising must be the spearhead of your communication, and it is the repetition that will make the strength of your message.
Junaid Ali Qureshi is an ecommerce entrepreneur with a passion for emerging techmarketing and ecommerce development. Some of his current ventures include Progos Tech (an ecommerce development company), Elabelz.com , Titan Tech and Smart Marketing.