Are you confused about how to advertise your business? Here are some steps for planning an effective advertising strategy.
Know your customer
You can’t make a good decision about how to advertise or where to advertise unless you know who your customers are.
Create an avatar of your most likely prospects. Include the standard information such as age, income, occupation, industry, education, sex, and geographical location. But go beyond those basics. Include criteria such as their goals, challenges, and pain points (i.e., problems they want to or must solve).
Don't guess at the information you use to fill in the profile. Do enough research so you are working with facts. Look for information in trade magazines, talk to people you think will buy and ask friends, relatives and business acquaintances who they think would be interested in the product or service.
2. Know What Your Customer Expects
Creating a customer avatar is just the first step in planning a successful advertising strategy. Similarly, critical is determining how customers typically learn about your type of product or service and what motivates them to buy. The best way to gather this kind of information is to interview customers and prospects and ask where they look for what you sell, and what makes them buy. Here are questions to consider asking so you can start building an advertising plan:
- Do they ask friends for referrals?
- Do product reviews influence their decisions?
- Do they look for discount coupons before they buy?
- Do they look for a brand name?
- Do they need to see a demo before buying?
- Do they buy as a result of getting an ad in the mail?
- Do they listen for ads about the product on radio or TV?
- Are there specific features they look for when they buy the product?
- What else influences them to buy the product or service?
Use the answers to these questions to help you determine where and how you should advertise.
3. Set Goals for Your Ads
Advertising is no different than anything else in business: to be successful, it has to be planned.
Start by setting specific marketing goals and listing the ways you can reach those objectives. Don’t use “increase sales” as your goal; that’s too vague. Instead, list “attract 25 orders,” or “get 100 new sales leads,” or “double sales of widgets next month.” Set realistic goals based on both the response rate of the medium in which you will be advertising and on your own ability to produce the work or deliver the product you sell.
If you haven't advertised before, call a few non-competing businesses that advertise regularly to your target customer and ask what kind of response they have gotten from their ads in the media you are considering. Look on the Internet to see if there are any forums for people in your industry or trade. Look for discussions about what advertising methods work best for others in your line of work.
We will continue in another post. I believe you have some information to create your own business advertising plan. Have any question? Why not book a free 30 minutes consultation with me using this link: https://bit.ly/39yGLam
Your Business GPS