Building a brand takes hard work. From creating your brand’s tone and style to establishing a website with your products and services, each building block affects your brand’s overall message. Yet, in regards to advertising, creating effective ads is even harder these days—making it harder for you to cut through the noise of the big brands in order to find your audience.
Well, what if I said that just like LEGOS you can have fun building your brand while cutting through the noise all at the same time. In today’s In-Sites, we’re providing you with 3 small business advertising ideas to help you have fun as you build your brand from the ground up.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.—David Ogilvy
Advertise Your Content
Attract, Convert, Close and Delight are not only foundational in building your brand, but they are an essential guide to any form of content creation. With inbound marketing, anything you create whether it’s an eBook or a service should resonate relevance and value to your audience. The same goes for your advertising strategy.
Advertising your content is basically just advertising value to your audience. And we’re not just talking about advertising your product or service. Advertising your content is more about focusing on the value of your eBooks, webinars, live events, videos, and other relevant offers that you provide to your audience.
A tool that encapsulates this concept is through inbound banner ads. A banner ad is an image or another form of interactive media that is used to catch the attention of a website visitor. With inbound banners or more specifically content offers, they demand the currency of one’s contact information in exchange for the desired content. In fact, check out the provided example:
This banner promises the user that if they provide their contact information then they will receive content that will help them create remarkable campaigns in their businesses.
People are only interested in what provides value to them. So attract your audience by advertising your relevant content—attracting and converting leads one content offer at a time.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.—Peter Drucker
Explore Native Advertising
In order to advertise to your audience, you must understand the current landscape they navigate in. Ad blocking in videos on YouTube is just a minor problem to the larger ad block capabilities available on the Internet. And because people’s attention spans are shortening, it’s no wonder that people want to cut through irrelevant ads in order to get to the key content they want. For example, PageFair provided the following stats in their 2015 Ad Blocking Report:
- Ad blocking estimated to cost publishers nearly
- There are now
- Ad blocking
- US ad blocking
With these stats in mind, investing your money into traditional forms of online advertising like non-targeted banner ads may be a waste of time. So becoming non-conventional with your advertising may be in your best interest. Native advertising is proof of that. Here’s a quick video that defines native advertising before we dive in deeper:
Native advertising is “a form of paid media where the ad experience follows the natural form and function of the user’s experience in which it is placed.” With native ads, you can now promote sponsored products or services by creating it in a format that is both informational and targets the needs of your audience.
For example, if you are a food blogger and Wendy’s wants to sponsor you in exchange for you advertising their new lemonades, you could write a blog post titled, “Five Great Summer Recipes for the Great Outdoors”, pairing each recipe with one of Wendy’s new lemonades. As you can see, even though you advertised a delicious lemonade, you are still providing your reader with fun, new recipes they can use this summer.
This form of advertising is so successful that companies like Buzzfeed and The New York Times are benefitting from it. Take it from Stephanie Himoff as she explains the effectiveness of native advertising in five minutes:
At the end of the day, it is your choice on whether you want to create content that reaps the benefits of paid ads while providing key information to keep your audience engaged. Native advertising has the capacity for both while seamlessly blending in with most forms of content—allowing the user experience to not be negatively affected.
Nobody reads ads. People read what interests them, and sometimes it’s an ad.—Howard Luck Gossage
Promote Your Customers
Lastly, and this is an easy one, promote your customers. Take the time to do giveaways, highlighting your customers on social media, hosting personalized live events specifically for past and current customers, or offering a free product or service in exchange for referrals. Positive word of mouth marketing is so beneficial for any business. So taking the time to promote your customers is a great way to delight them even after the sale.
Ultimately, have fun to make it fun. Being genuine and authentic online is needed now more than ever with ANY sized brand. So start building a brand that creates relevant ads that adds value to your audience.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.—Leo Burnett
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