14 Digital Media Advertising Tips for Your Marketing Strategy

Did you know over 50% of adults are unable to correctly identify a paid advertisement or sponsored links in a results page of a search engine or social media feed?This is a great example of the many reasons digital marketers are using a digital media advertising strategy.Instead of waiting for organic content marketing and SEO to get results, you can also be using paid ads.

But be warned, its easy to dump a ton of money into paid ads with little results if it isnt done correctly. So whats the best way to implement digital media advertising in your marketing strategy?Check out these fourteen tips to get the lowdown for building your campaign.

1. Create a MissionYour digital media advertising efforts need to have an end goal in mind. For example, a company could say:This digital marketing campaigns main objective is to position X company as the lead supplier of Y product in the city of Z.

It should be specific in what the primary objective is while not referencing any particular metrics. The actual numbers will come within the strategy itself. This mission is important for several reasons.

It will:Keep the team on the same pageHelp drive key decisions around the strategyAllow the strategy to be more efficient and not have duplicityUltimately, it will allow you to make better decisions when designing your digital media advertising strategy.Youll always be able to ask yourself, Will this help get us closer to our objective? If the answer is no, you know to move in another direction.

2. Identify Your NicheYour digital marketing efforts will get way better results if you have a narrowed niche market. Sometimes it feels right to try and market to all the people in order to entice as many leads as possible.

What this actually does is create a campaign that isnt enticing enough to convert anyone.Identify who it is that needs your product or services. Then get clear on what their exact frustrations are.

Use their frustrations as a marketing tool to express how you can solve their problem.At the end of the day, they arent getting sold on your product or service. Theyre getting sold on the transformation you offer.

3. Do Market ResearchBusiness optimisation happens when a company gathers great data, makes actionable insights from the data, then implements systems to improve their processes.The first step is the data collection.

Youll need to do this for your digital media advertising strategy, too. Now that youve chosen your niche audience, youll want to:Create surveysSend out emailsCreate polls on social mediaThe point of these outreaches is to ask specific questions about your audiences needs.Find out, in their own words, what they frustrations are and what would be the dream solution.

Your advertising will express how your products or services bridge the gap between the two. 4. Consider GeofencingGeofencing is a relatively new movement in digital marketing.

It creates an invisible fence around a specific area and allows you to send targeted ads to people within the perimeter.Imagine youre walking down the street and stop for a coffee. As you sip and scroll Facebook, you see an ad: Buy a pair of shoes today and get a free purse!

The store X is having an exclusive sale, today only.You look up and low and behold theres the store from the ad! This is the power of geofencing.

Rather than target randomly for things like in-store specials, you can target people who are in the area. This can increase conversions and response dramatically as it makes ads time-specific.5.

Go MobileDid you know more than half of all website visits are now on mobile devices?If you arent prioritising mobile, youre losing out on ROI for your digital media advertising strategy.The willingness to make purchases directly from a mobile device is already huge.

And its only going to continue to grow. The desktop is dead and mobile is in. Make sure your ads are catering to the movement.

6. Tap into Minimum Bids in the IndustryWhats the going rate for minimum bids in your industry? This knowledge can help you make smart purchasing decisions when it comes to your paid ads.

Monitor your minimum bids as well. Keep track and be consistent to ensure youre aware of what ROI youre getting on your spending. This way you can hone in on the efforts that are giving back the most profitability wise.

7. Check Out Popular Ad FormatsThe best way to increase your conversion rate is to focus on ad formats that are currently converting.For example, video media has significantly increased in popularity and continues to do so.

This is for good reason. Companies are seeing a great ROI on their video content. It primes consumers to make purchase decisions.

How can you incorporate video and other popular formats into your paid ads?This is an important question to answer while building your digital media advertising strategy. 8.

Understand Your Buyers JourneyYour buyers go through three key stages before making a purchase of your products or services.The Awareness Phase. This is when your consumer knows they have a problem and there must be a solution for it out there.

The Consideration Phase. This is when your consumer has found your brand and started interacting They now consider you a possible solution. The Decision Phase.

Now your customer likes your brand and only needs to overcome their purchasing objections.You need to specifically understand what part of the journey your consumers are in when they are seeing your advertisements.This will allow you to cater your messaging and placement for better conversions.

For example, if your prospect sees an ad for your web design services but has no idea what web designs services are theyre never going to engage.Be conscientious about the journey your buyers go through. Then use your ads to guide them through it.

9. Pick the Best Key Performance IndicatorsA great KPI is specific, measurable, attainable, relevant, and time-bound.You dont want to accumulate a ton of metrics if they dont serve you towards achieving your objective.

Keep your objective in mind when you are creating your KPI dashboard. Youll want to measure KPIs connected to conversions, click-throughs, and more.Your digital media advertising KPIs will inevitably be linked to your Social Media channels.

Youll also want to consider other KPIs for every channel you choose to use for advertising. 10. Consistency Across ChannelsOnce youve chosen the best channels for your digital media advertising strategy youll want to focus on consistency.

You need to give equal efforts to the channels chosen in order to get a true representation of the ROI from each of them.Make sure you are consistent with:Graphic design and imagingBrandingBrand voiceMarketing messagingObjectivesThe next step of the funnelFor example, you may want to modify an image slightly for different channels. But its a good idea to use a similar or the same image for the ad.

Then when leads click through youll want it to take them to the same next step, such as a landing page or opt-in.11. Learn from the Analytics and AdaptIts great to have a digital marketing plan.

But it also needs to account for some adaptability.Once you begin to measure metrics and collect data, youll inevitably want to shift your tactics slightly during your campaign.For example, you may run a split test with two similar ads that have a different image.

Once one performs better youll invest more heavily in this ad.12. Leverage the Right Social Media PlatformsWe already talked about how important it is to get to know your target audience.

This becomes even more relevant when you look at the statistics for social media use. For example, 88% of 1829-year-olds use Facebook. This means if your target demographic is primarily in this age group, it would be a great platform to leverage.

There are key considerations like this for every social media platform depending on your target audience. 13. Mix Organic Strategy with Paid StrategyYour digital media advertising strategy is about your paid efforts.

But its also important to consider an organic content marketing strategy.The two mixed together are more powerfully effective. Youll get more conversions, and it will greatly improve your chances of doing well at the next point.

14. Focus on Know, Like, and TrustIn todays digital landscape there are a ton of ads out there. Your prospects are being bombarded with them regularly.

Youre going to need to get creative with your ad efforts.Focus on creating copy that increases your know, like, and trust factor. This means always looking to build brand loyalty, even when youre selling.

This means sharing content such as client stories, fun team activities, and other humanising content.Digital Media Advertising Next StepsWhen it comes to your digital media advertising strategy, we recommend getting some help from the experts.There is a lot to cover to ensure you create a campaign that will give you an excellent ROI.

And help you meet your major mission and objectives set out in step one.Weve got you covered. You can learn more about our digital marketing services here.

Strategic Optimisation Growth consultant for lean start-ups and change-making entrepreneurs enabling them to grow their business in a sustainable and profitable way. My super-powers are customer experience optimisation, SEO, and leveraging data insights for business growth. #fuelledbycoffeeOriginally published at on August 19, 2018