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Six Sure-Shot Tips to Successful Advertising

Six Sure-Shot Tips to Successful Advertising

Efficient advertising is key to any business thriving in the competitive environment of the world today. Companies allocate a sizable chunk of their operational funds to advertising in a bid to gain customers who improve their bottom line. Marketing experts will admit that not all advertising efforts translate to extra dollars in the bank, but here are a few guidelines to improve your advertising campaigns.

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    1. Identify your goals.

    The first step in any advertising campaign is to understand what your goals are. Meet with the marketing and sales team to determine your aims by discussing what is lacking in a product or what the market demands. Remember, you cannot solve all your marketing problems with a single campaign. Wade through the list of possible achievements you want and narrow it down to the most plausible goals. Trying to achieve too much with a single campaign is overwhelming, and may dilute the intended message. Instead, define your brand and target a particular customer segment as opposed to targeting a mass audience.

    2. Strive to deliver.

    Marketing campaigns are not meant to please the head of the marketing department. They are a means of communicating with your existing customers and potential clients who will come onboard after seeing the ad. Therefore, you need to design your campaign in a fashion that meets and exceeds customer expectation and solidifies your brand’s place in their budget. Wowing your customers will bolster the chance of word-of-mouth advertising among their circle of friends. How can you achieve this? Allocate a sound budget that accords you the services of a reputable ad agency then sit back and savor the results.

    3. Be consistent.

    Companies need to maintain a familiar look and feel of their products to resonate with existing and potential customers. Changing your color schemes and name of business each time you launch an ad campaign is likely to confuse your clients and most may not recognize the campaign. Avoid the temptation to jump on the latest hype because drastic and regular changes will do more harm than good. You want your customers to associate the ads with you so that your product is at the tip of their tongues when they are in the market to buy. Consistency in branding goes a long way in customer retention which is why big brands continue to dominate the marketplace for generations.

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      4. Use great visuals.

      The essence of a successful marketing campaign lies in the ability to convey the message in the simplest manner without confusion or doubt. As the needs of the modern consumer evolve, there are countless distractions in media channels used to reach them. Make your ad memorable by incorporating graphics that complement the audio or written message. For online marketing you can try Infographic marketing as well and it’s not that hard to find great Infographic ideas in any type of business. For instance, a marketing campaign for baby monitors could feature a mother juggling household chores while her infant cries in the nursery. This scenario borrows from real life experiences of parents who mind children while simultaneously tackling duties such as laundry and cooking.

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      5. Test your ads.

      When planning an ad campaign, it is paramount that you field different ideas from the team and prepare ads for each idea. Then invite a group of your target audience and present these ads to get their opinion on which relays the idea in the best way. Typically ad testing will require the services of a professional firm although you can opt to recruit the respondents independently. To avoid biased opinions, use a focus group studio with a separate viewing room so you can observe the group’s reactions as the ads play out. Administer a questionnaire where respondents will rate different aspects of the campaign on a five-point scale. Analyze the results and then monitor the preferred ad upon launching.

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        6. Include contact information.

        Regardless of the media channel you use to run your ad campaign, be sure to include your contact information. Otherwise you lose to your competitors who are constantly on the prowl for new clients. Traditionally, a phone number and physical address of the company and perhaps an email address would suffice, but social media is radicalizing the manner in which businesses conduct their affairs by offering great return on investment. If you fall behind the social media wave, it is time to open corporate accounts in the common platforms such as Facebook, Twitter, and Instagram. An active online presence helps you keep up with the latest market trends that interest your target customers.

        Conclusion

        Take time to develop a marketing campaign and a great social media strategy that meets the desired goals and keep your clients’ needs front and center. Having the edge over the sea of competitors will win you customer loyalty.

        Featured photo credit: creativeart via freepik.com

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        Vikas Agrawal

        Designing & Marketing

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        1 19 Golden Pieces of Relationship Advice From the Experts 2 Signs Of Low Self-Esteem And The Root Causes You Might Not Know 3 How to Communicate Effectively in Any Relationship 4 How to Live in the Moment and Stop Worrying About the Past or Future 5 This Is What Happens When You Move Out Of the Comfort Zone

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        Last Updated on May 21, 2019

        How to Communicate Effectively in Any Relationship

        How to Communicate Effectively in Any Relationship

        For all our social media bravado, we live in a society where communication is seen less as an art, and more as a perfunctory exercise. We spend so much time with people, yet we struggle with how to meaningfully communicate.

        If you believe you have mastered effective communication, scan the list below and see whether you can see yourself in any of the examples:

        Example 1

        You are uncomfortable with a person’s actions or comments, and rather than telling the individual immediately, you sidestep the issue and attempt to move on as though the offending behavior or comment never happened.

        You move on with the relationship and develop a pattern of not addressing challenging situations. Before long, the person with whom you are in relationship will say or do something that pushes you over the top and predictably, you explode or withdraw completely from the relationship.

        In this example, hard-to-speak truths become never- expressed truths that turn into resentment and anger.

        Example 2

        You communicate from the head and without emotion. While what you communicate makes perfect sense to you, it comes across as cold because it lacks emotion.

        People do not understand what motivates you to say what you say, and without sharing your feelings and emotions, others experience you as rude, cold or aggressive.

        You will know this is a problem if people shy away from you, ignore your contributions in meetings or tell you your words hurt. You can also know you struggle in this area if you find yourself constantly apologizing for things you have said.

        Example 3

        You have an issue with one person, but you communicate your problem to an entirely different person.

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        The person in whom you confide lacks the authority to resolve the matter troubling you, and while you have vented and expressed frustration, the underlying challenge is unresolved.

        Example 4

        You grew up in a family with destructive communication habits and those habits play out in your current relationships.

        Because you have never stopped to ask why you communicate the way you do and whether your communication style still works, you may lack understanding of how your words impact others and how to implement positive change.

        If you find yourself in any of the situations described above, this article is for you.

        Communication can build or decimate worlds and it is important we get it right. Regardless of your professional aspirations or personal goals, you can improve your communication skills if you:

        • Understand your own communication style
        • Tailor your style depending on the needs of the audience
        • Communicate with precision and care
        • Be mindful of your delivery, timing and messenger

        1. Understand Your Communication Style

        To communicate effectively, you must understand the communication legacy passed down from our parents, grandparents or caregivers. Each of us grew up with spoken and unspoken rules about communication.

        In some families, direct communication is practiced and honored. In other families, family members are encouraged to shy away from difficult conversations. Some families appreciate open and frank dialogue and others do not. Other families practice silence about substantive matters, that is, they seldom or rarely broach difficult conversations at all.

        Before you can appreciate the nuance required in communication, it helps to know the familial patterns you grew up with.

        2. Learn Others Communication Styles

        Communicating effectively requires you to take a step back, assess the intended recipient of your communication and think through how the individual prefers to be communicated with. Once you know this, you can tailor your message in a way that increases the likelihood of being heard. This also prevents you from assuming the way you communicate with one group is appropriate or right for all groups or people.

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        If you are unsure how to determine the styles of the groups or persons with whom you are interacting, you can always ask them:

        “How do you prefer to receive information?”

        This approach requires listening, both to what the individuals say as well as what is unspoken. Virgin Group CEO Richard Branson noted that the best communicators are also great listeners.

        To communicate effectively from relationship to relationship and situation to situation, you must understand the communication needs of others.

        3. Exercise Precision and Care

        A recent engagement underscored for me the importance of exercising care when communicating.

        On a recent trip to Ohio, I decided to meet up with an old friend to go for a walk. As we strolled through the soccer park, my friend gently announced that he had something to talk about, he was upset with me. His introduction to the problem allowed me to mentally shift gears and prepare for the conversation.

        Shortly after introducing the shift in conversation, my friend asked me why I didn’t invite him to the launch party for my business. He lives in Ohio and I live in the D.C. area.

        I explained that the event snuck up on me, and I only started planning the invite list three weeks before the event. Due to the last-minute nature of the gathering, I opted to invite people in the DMV area versus my friends from outside the area – I didn’t want to be disrespectful by asking them to travel on such short notice.

        I also noted that I didn’t want to be disappointed if he and others declined to come to the event. So I played it safe in terms of inviting people who were local.

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        In the moment, I felt the conversation went very well. I also checked in with my friend a few days after our walk, affirmed my appreciation for his willingness to communicate his upset and our ability to work through it.

        The way this conversation unfolded exemplified effective communication. My friend approached me with grace and vulnerability. He approached me with a level of curiosity that didn’t put me on my heels — I was able to really listen to what he was saying, apologize for how my decision impacted him and vow that going forward, I would always ask rather than making decisions for him and others.

        Our relationship is intact, and I now have information that will help me become a better friend to him and others.

        4. Be Mindful of Delivery, Timing and Messenger

        Communicating effectively also requires thinking through the delivery of the message one intends to communicate as well as the appropriate time for the discussion.

        In an Entrepreneur.com column, VIP Contributor Deep Patel, noted that persons interested in communicating well need to master the art of timing. Patel noted,[1]

        “Great comedians, like all great communicators, are able to feel out their audience to determine when to move on to a new topic or when to reiterate an idea.”

        Communicating effectively also requires thoughtfulness about the messenger. A person prone to dramatic, angry outbursts should never be called upon to deliver constructive feedback, especially to people whom they do not know. The immediate aftermath of a mass shooting is not the ideal time to talk about the importance of the Second Amendment rights.

        Like everyone else, I must work to ensure my communication is layered with precision and care.

        It requires precision because words must be carefully tailored to the person with whom you are speaking.

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        It requires intentionality because before one communicates, one should think about the audience and what the audience needs in order to hear your message the way you intended it to be communicated.

        It requires active listening which is about hearing verbal and nonverbal messages.

        Even though we may be right in what we say, how we say it could derail the impact of the message and the other parties’ ability to hear the message.

        Communicating with care is also about saying things that the people in our life need to hear and doing so with love.

        The Bottom Line

        When I left the meeting with my dear friend, I wondered if I was replicating or modeling this level of openness and transparency in the rest of my relationships.

        I was intrigued and appreciative. He’d clearly thought about what he wanted to say to me, picked the appropriate time to share his feedback and then delivered it with care. He hit the ball out of the park and I’m hopeful we all do the same.

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        Featured photo credit: Kenan Buhic via unsplash.com

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