Is Traditional Advertising Only for Large Companies?

HOW YOU CAN REACH CUSTOMERS RESISTANT TO TRADITIONAL ADVERTISING

Many of us have wondered, “Would traditional advertising work for my business?” and it’s not an unreasonable thought.

These days as an entrepreneur or business owners, we’ve been exposed to advertising just as much or more than the typical consumer.

Because of this, we are exceptionally resistant to advertising… unless it’s presented at the right time and place.

Advertising still works but there’s nuance to it.

And while the local television station will sell you ad spots, there is more to it than just doing it.

It now requires more than just showing up.

It takes the careful use of a defined marketing strategy to determine how and where to invest your resources and how often to do so.

With all the digital marketing tools available, traditional advertising is just a part of a comprehensive marketing plan.

Here are some important factors to consider when planning your advertising investment

UNDERSTAND YOUR AUDIENCE

This is about the distinct target markets and the diverse individuals within them.

Once we pinpoint demographics, the next step is delving into their psychographics, such as;

whether they are in a high-vibrational state,
focused on problem-solving,
or in a low-vibrational state, grappling with issues.

You also need to identify their specific problems related to their business and general life challenges.

Finding common desires provides valuable insight that helps to customize your communication at each stage of the sales funnel.

Top-of-funnel advertising targets universal needs, while down-funnel messaging hones in on individual requirements.

It’s about tailoring our voice to resonate effectively with the diverse layers of our audience to maximize impact.

PROVIDE VALUE AND RELEVANCE

Now that we’ve delved into understanding our diverse audience to maximize impact, let’s consider our messaging.

A great ad campaign is meaningful and relevant.

This is easier when we craft a brand with human-like traits.

This will capture attention and sustain it.

Build a positive perception even when your product or service isn’t an immediate need.

Empathy, especially effective at the top of the funnel, resonates widely.

Utilizing researched insights, you can create content that enhances prospects’ lives, making it easier and better.

Remember, while offering value directly tied to your service is beneficial, it’s not mandatory.

This is the opportunity to enrich any aspect of their existence, and doing so demonstrates genuine care.

It won’t go unnoticed.

BUILD TRUST AND CREDIBILITY

If you need more clarification about building trust in your ad campaign, it suggests you might not be ready for paid advertising.

Credibility is cumulative; it’s an ongoing branding effort that greatly simplifies the ad campaign process.

Once you understand your target(s), brainstorm ways to build credibility.

Your sales process creates it by clearly defining success from the start and seeing it through after the sale solidifies it.

Earn more by joining third-party organizations and gathering reviews, testimonials, statistics, and case studies.

Enhance it further by addressing problems and objections in your messages and content.

Solidify your brand through consistency by presenting these conversion-enhancing ideas across all digital platforms and physical locations.

ENCOURAGE INTERACTION AND FEEDBACK

Building a successful brand and running effective ads involves deploying the right resources at the right time and place.

Both you and the people interacting with your business seek connection and status.

Being heard satisfies these innate needs.

While focusing on engagement is essential, exceptional products or services are equally crucial.

It’s a dual strategy.

Setting up engagement tools is like arranging gym equipment – necessary but not sufficient for fitness.

Improving your service, like lifting weights, makes it stand out.

When you exceed expectations and provide safe spaces for sharing experiences, genuine engagement naturally follows.

USE ALTERNATIVE CHANNELS AND FORMATS

Multi-channel and cross-channel marketing are powerful ways to enter and remain in people’s thoughts.

In sales, the key is to give them tools that allow them to think about you independently.

Leveraging various channels is effective because each platform offers unique strengths and content delivery methods.

Treat each like a distinct sensory experience.

Ensure brand consistency while also aiming to appear and sound different from other channels.

Just as a strawberry engages multiple senses, your advertising, through diverse platforms and tactics, can create a holistic and memorable experience.

MEASURE AND OPTIMIZE YOUR RESULTS

Testing your advertising is vital for adding new customers while remaining within your acceptable return on investment.

Rarely does a campaign launch at its highest potential.

The required ROI varies and should consider profit margins, initial order value, customer lifetime value, and your referral factor, (referrals per new customer).

These numbers are critical to understanding if a campaign is viable.

Two overlooked factors are crucial: a valid experiment tests only one variable at a time, and 1000 samples are needed for validity.

This means that you must spend a lot of time and money or you need to make assumptions to speed the process up.

It’s a process that requires rigorous critical thinking for maximum efficiency.

HERE’S WHAT ELSE TO CONSIDER

Paid advertising, a valuable component in many marketing strategies, will be more effective if it comes after a well-developed brand strategy.

Does your corporate visual identity distinguish itself and appeal to your ideal customers?

How do your Unique Value Proposition and Unique Sales Propositions differentiate you?

Answering these questions will enhance the effectiveness of paid advertising but it also elevates the overall customer experience throughout the sales process and gives you and your team all the tools and information needed for a comprehensive marketing strategy.

Building your brand is the ultimate leverage investment for business growth, with successful paid advertising campaigns being one of the many outcomes.