Use Yard Signs? Then You Can Afford Billboards!

Yard Signs True or False Quiz

That’s right, if your small business can afford yard signs, you can afford high-quality and professional digital billboard advertising with Blip. But money isn’t all you’ll be saving when you switch from yard signs to the signature Blip experience. You’ll also spend less time fussing with printing lead times and sign placement, so you can focus on what’s most important—getting your ads in front of your potential customers.

Blip Billboards vs. Yard Signs

You can find yard signs priced under $1 a piece, but you still have to worry about the logistics of printing and sign placement. When you spend $1 with Blip, your ad can potentially be shown 26 times per day, and inputting the ad into Blip’s system only takes a few clicks.

The bottom line is you can get more exposure with more professional ads all while doing less work when you choose digital billboard advertising with Blip. Let’s take a closer look.

 

Billboards Have Better Exposure

  • Billboards are more professional
    • They leave a better impression. Additionally, yard signs are hard spot when they’re placed near busy streets and on freeway ramps.
  • Digital billboards can be seen 24/7
    • LED lights don’t need sun to shine, but yard signs need sun to be seen.
  • Billboards offer ad display peace of mind
    • Yard signs can easily be blown away, stolen, defaced, or otherwise covered up or destroyed.

 

Blip Billboards Require Less Work

  • Blip is a one-stop shop
    • Offers a professional ad-design service for $50. Of course you can use your own designer because the power is always in your hands at Blip.
  • It takes only a few clicks
    • (with no fees attached) to start, stop, or change an ad with Blip, so you’re never stuck with an ad lead time or a heap of printed yard signs that aren’t giving you the ROI you need.
  • Speaking of clicks, that’s all it takes to “dispose” of a digital billboard ad
    • Making it a fast and environment-friendly option. It eats up valuable time to properly put up, take down, and dispose yard signs. (Don’t even get us started on city ordinances, zoning, and potential littering fines.)
  • Next day analytics
    • Blip billboards provides you with next-day analytics, so you can see how your ads are performing and tweak your campaign to maximize your ROI. (We’re pretty sure yard signs can’t do that.)

 

Finding Cheap Billboards

As you may know, Blip has many price and ease-of-use advantages over print and yard sign advertising as well as other types of billboard advertising. You have the pay-as-you-go and scheduling power in your hands with Blip, and we want you to be able to wield that power to find strategies that will save you even more money. Great news! All it takes is thinking a little more about how you choose your billboard locations and schedules.

 

We want your ads to succeed at the best price possible, so we’ve gathered a few tips for finding where the cheap billboards are located that will also give you a great ROI.

 

cheap billboards

What Type of Business Are You?

High-demand billboard locations don’t need to be at the top of your “must-do” list when you have an online presence. If customers can use your services or buy your product online, it doesn’t matter as much where each billboard is located just as long as customers see your billboards. However, if you are a brick-and-mortar storefront or other location-sensitive business, you’ll want to choose location-appropriate billboards. (Heads up: This may limit your bargain billboard choices and the value of the following tips.)

 

cheap billboards

Think Location, Location, Location!

You don’t need prime billboard real estate if your business is not location sensitive. To get a better price for each ad blip, look for signs that are off the freeway or in small towns. These cheap billboards may not have a sexy location, but they will still have plenty of eyeballs on them. In fact, these billboards aren’t cheaper because of their location or less views, they’re cheaper simply because other advertisers target them less.

 

cheap billboards

Consider Off-Peak Scheduling

It’s tempting to target only peak travel times when you’re using digital billboards. Many of us succumb to that temptation (and to the candy on Sue’s desk) because it feels easy. But, as you may have guessed, since so many businesses schedule their digital ads during peak times, the demand and price goes up. Play with a few off-peak times to drive down your costs. Target times like the lunch hour, weekends, and the hour before and after rush hour to see how it affects your budget.

 

cheap billboards

Check Billboard Stats

When you click on each digital billboard location on Blip’s site, a set of stats will pop up that look something like this:

cheap billboards

When thinking about finding cheap billboards, jump straight to that last entry: cost per impression (CPI). Blip ranks these as high, normal, or low. A low CPI means that the same amount of people will see your ad even if you paid less. Translation: You’re paying less for each impression simply by choosing a less targeted billboard location.

Color-Emotion In Ads: Beginner’s Guide

From messaging and font choice to graphics and layout, there are several layers to making an ad successful. Color plays an important role from a design perspective, but it’s also a handy tool in your kit to help you add emotion and personal connection to your advertising. In fact, several studies show that colors can have an impressive impact on our emotions and decision making.

In a perfect advertising world, all color-emotion comparisons would be straightforward and universal. Red would always convey excitement and blue would always feel calm. But the fact is that the relationship between our emotions and colors is nuanced. Cultural and personal experiences, as well as specific industry standards, can change how your customers perceive color in your ads.

That’s why we’ve created this beginner’s guide to help you start thinking about colors and how to best use them for your ads in the context of your industry, brand, and customer base.

Focus on Message

You’ll be pleased to learn that you already know most of what you need to know about choosing colors for ads because you know your industry, brand, and customer base. Understanding your customer and what message or feeling you’re trying to convey with each ad will help you add context and clarity to your color choices. Here are a few things to consider about your business as you think about your color.

What feeling do I want to create with this ad?

  • Do these colors connect with my customer demographic?
  • Do my color choices support my brand?
  • Do companies in my industry have any common color usage?

Knowing the answers to these questions, and coming back to them if you feel lost, will be a tremendous help as you create your ads.

Know Basic Color-Emotion Associations

When you start choosing colors, remember that you don’t have to worry about picking the “right” color palette. There is no perfect choice. The key is to know color basics then make choices that support the messaging in your ad and your brand.

Even though our individual and cultural experiences can skew our reactions to colors, general color associations are still incredibly useful and a great place to start as you think about color for your ads.

When choosing colors for an advertisement, think about the feelings you want to convey in the context of your brand. This chart shows general color-emotion as well as some simple suggestions for color use based on ad types. However, there are no hard and fast rules, so think outside the box and do what makes the most sense for your brand and ad.

Sources: Creative Bloq and Help Scout

 

Consider Shades and Tones

Now that you understand a bit of the psychology behind basic colors, it’s time to mix it up. The basics still apply, but you can add more nuance when you understand shades, tints, and tones.

Every color can be manipulated into hundreds of different shades, but you don’t need to learn every shade to pick the right colors for your advertisement. All you need to know is the different emotional subtleties you can invoke. This occurs when you use and combine neutral, cool, warm, bright, or dark colors.

How To Make Text Work On Different Ads

How To Make Text Work On Different Ads

Text on Ads Title

From Facebook ads to brochures, there are a lot of ways to get your marketing message out into the world. Many design concepts will translate across all types of advertising, but making some minor tweaks across each ad type can take you from white noise to eye-catching ads that convert.

One easy way to take your ad from drab to fab is to pay attention to your copy use and font choices. Text size and style, text-to-image ratio, and color choice can each make a difference to your ad’s success. Listed below are a few guidelines that apply to each ad type as well as minor tweaks you can make based on your preferred advertising platforms.

Text Guidelines for All Ads

Any type of ad will be far more effective if you have a simple message stated in clear terms despite the message length. Your design elements should then serve to support both the purpose and the clarity of your message. Of course that includes your images and colors schemes, but it should also include your font choice and use. When you’re choosing fonts for any type of ad, start with these general considerations:

Match the scope of your organization.Choose font types and colors that match the overall purpose of your company (as well as the message of each ad).

Stay on brand. Use the same one or two fonts throughout all your branding and advertising so customers will more easily recognize your brand.

Use contrast for pop. Choose a text color that’s in high contrast to the background of your ad. Good contrast is eye-catching and it increases readability.

Text Guidelines for Facebook Ads

For Facebook ads and other digital ads, take on a “less is more” attitude. People scroll quickly through their newsfeeds, so it’s important to grab their attention just as quickly. To get those clicks and conversions, it’s key to use an excessively clear design and message. Here’s how your copy and font use can help.

Use Multiple Fonts Icon

Use one or two fonts only. Fonts competing for attention will detract from your message and may even add confusion.

Make your text and colors pop. Use text colors that are complementary to the rest of your ad but still have high contrast. Your text color should match and pop at the same time for visual harmony and readability.

Color Pop Icon
K.I.S.S. Your Ad Icon

K.I.S.S. your ad. “Keep it simple…sweetheart” is the keystone for successful ad messaging. Use only the copy you need to convey the main purpose or hook of the ad, whether it’s a sale, product feature, or blog post.

Use the 20% rule. According to Facebook’s research, consumers prefer and are more likely to click on ads that use a ratio of 20 percent text or less.

20% Text Rule

Text Guidelines for Billboard Ads

With billboards, your copy and text considerations all have to do with speed. Drivers only have a few seconds to interact with your ad, so your message must be incredibly concise and clear. In fact, text and font choices may be more important on billboards than any other type of advertising. See some tips below, and click here for more.

Five to Seven Words Icon

Use five to seven words. You’ll need to hammer down to the heart of your message, but it’s worth it. Studies show that most people stop reading billboard ads at around five words.

Choose fonts that pack a punch. This doesn’t mean cutesy and clever fonts. Rather it’s best to choose a font that is weighty and easy to read. Cursive scripts and narrow lettering are the hardest fonts to read on a billboard and should be avoided.

High Contrast Icon

Create high contrast. You can’t read what you can’t see, especially when you’re traveling down a highway. Crisp color contrast will make your text pop.

Skip the fine print. The information will get lost and may even detract from the main purpose of your ad. Save the fine print for your brochures and website.

Skip Fine Print Icon

Text Guidelines for Flyers

One of the main challenges with flyers is using your space wisely. Since you have a lot more room for a design, it’s tempting to cram in too much information and fiddly design elements you don’t need. As with any ad, it’s still important to keep your main message the focus. These font use ideas will help keep you on track.

Numbered and Bulleted List Icon

Use two fonts.Make sure the fonts are very different from one another and use them to create a hierarchy of information on the flyer. The largest text on the flyer signals that it’s the most important information on the page (AKA it’s your main message).

Create one, eye-catching focal point. This can be an image, but you can also create a focal point with text using text size, color, and alignment.

Skip Fine Print Icon
Align Text Icon

Align text with a purpose. If all your text is center aligned, it’s more difficult to read; people are used to having a hard left line to signal where the text begins. Play with your alignment to find readability and visual balance.

Focus on the main message (mostly). Even though you have more space, it’s still important to focus on the main message. However, it’s OK to add one or two details that will help the consumer understand and interact with your event or product.

Mixed Fonts Icon

Text Guidelines for Brochures

By now you may have noticed an advertising theme: convey your message with as few words as possible. Even though you get to say a lot more on a brochure, using as little text as possible while serving up your message is still a good idea. The copy should all still point toward your main message otherwise it’s a distraction rather than useful information. Check out a few tips below then click here for more.

Readability Icon

Remember that white space is your friend. Yes, you have a lot of space, but it should not be packed to the gills with text. Big blocks of text are harder to read, especially in a brochure which typically use eight- or nine-point font. Add a little extra space between each paragraph and don’t crowd images.

Use bulleted and numbered lists. Lists are the easiest way to cut down on text while saying a lot. As a bonus, well-formatted lists inherently have a lot of needed white space.

White Space Icon
Check Mark Icon

Take some tips from flyers. Just as with flyers, stick to two fonts and use high color contrast and point size to create a hierarchy of information.

Transactional VS. Brand Building Ads

For a small or new business, the world of advertising can seem murky and expensive.

Jargon-filled articles that focus on large-scale ad campaigns feel like a burden rather than a help. However, if you understand a few things about the two basic ad types and their functions, it becomes easier to plan and manage advertising for your business.

This article will help you understand the difference between transactional and non-transactional or brand building ads and what type of results to expect from each.

Defining Transactional & Brand Building Ads

In a nutshell, transactional ads are more about the short game of immediate purchases and cash flow, and brand building ads are more about the long game of building name recognition and acquiring long-term customers. Both have their own power, so let’s dig into those definitions a little with examples to better understand how they fit into your business.

Transactional Ad Icon

Transactional Ads

The goal of transactional ads is for customers to have an immediate action or interaction with your business. With these ads, you are trying to get customers to exchange money for goods and services in a relatively short period of time.

An easy way to visualize this is to think about online ads. You place an ad online, a customer clicks on the ad that redirects your website or product page, and (hopefully) that leads to an immediate purchase or a short trip down the conversion funnel.

Online resources like email campaigns, display ads, and social media lend themselves well to transactional advertising. With these ads, it’s easy to see results with clicks or bumps in sales.

The tricky part about transactional ads is that you may get a sale, but that doesn’t mean you’ll get repeat customers. And continually chasing new customers is more expensive than doing business with return customers. That’s where branding and brand building ads come in.

Brand Building Billboard Plumber AdTransactional FB Plumber Ad

Brand Building Ad Icon

Brand Building Ads

The goal of brand building ads is to build recognition and reputation for your business. These ads aren’t asking customers to purchase up front, rather they “ask” customers to remember your name, services, or products when they have a need.

A good way to visualize this is to think about plumbing (yes, plumbing). You don’t need a plumber everyday, so there’s almost no reason to respond to any sort of transactional ad. But when you have a plumbing emergency, you don’t want to take the time to research plumbers. What you do instead is call the first company you can think of. Since you’ve seen billboards, print ads, and logo-ed vans for “John Smith’s Plumbing” for years, that’s the business you remember and call.

Traditional advertising methods like billboards, television, and radio lend themselves well to branding advertising. With each ad, you can tell parts of the story about your company and how it benefits the customer. Of course, being successful with brand building ads means having a good understanding of your market, customer, company goals, and company persona before you get started. Learn more about what branding can do for your company here.

The tricky part of brand building ads is that it’s harder to track the immediate impact. It can feel like your ad investments aren’t working if you’re not seeing an immediate bump in your numbers. Instead, payoff from good branding comes much further down the road. As your return customers build, you won’t need to spend as much on transactional ads to help inject cash into your business — you will already be the go-to business in the minds of your customers when they have a need.

Transactional and Brand Building Advertising Together

The Bottom Line

Every business will probably have transactional ads through the lifetime of the company. After all, there are always sales to advertise and potential new customers to reach. But if you make a plan to build your brand over time, you will eventually have a customer base that won’t need transactional ads to woo them toward your products or services. Because of branding, these repeat customers already interact with — and perhaps even love — your company without extra incentives. This means that in the long-term you will likely work and spend less on transactional advertising as your business (and bottom line) grows.

Stay tuned to Blip to learn more about branding basics and how to use transactional ads and brand building ads in your business.

Marketing Strategy For Small Business: Learn The 4 Pillars To Build Yours

For many small business owners, the word “marketing” may feel intimidating and expensive. It’s especially overwhelming to think about marketing when only a few people (or maybe just one person) are working hard to keep the doors open. It’s true that marketing for large companies has a lot of moving parts that cost a lot of money, but that doesn’t have to be the case when you build a small business marketing strategy.

The great news is that you don’t need to go back to school, hire a marketer, or spend heaps of money to create a marketing strategy for your small business. Basic marketing concepts are simple, and they will likely stay simple when you apply them to a small business.

In this article, we’ll ditch the marketing jargon and give you easy ways to think about your small business marketing strategy.

Overview

Whether you realize it or not, you’ve already thought about marketing because the goals of marketing and the goals of a business are the same — keeping the customers you have and gaining new customers. Outside of creating a great service or product, what you do to accomplish these goals is marketing.

With a few concepts under your belt, you will soon be able to create an honest to goodness marketing plan that will help you keep your small business running.

The Four Pillars of Marketing

As with any building, even metaphorical ones, all the pieces needed to work together to make a solid structure that can weather the elements. With marketing, there are four pillars working together to hold up the roof of your business. We’ve already touched on two pillars for your small business marketing strategy — gaining and keeping customers — but we’ll go into a bit more depth and these and two others below.

 

1. Keep Existing Customers

Once you start building a customer base, it’s tempting to pay a little less attention to those clients. After all, they already bought or use your product. Since it’s actually less expensive to keep existing customers than get new ones, it’s important to do what you can to keep your current users invested. As a bonus, if your customer base is happy, they’re likely to market for you for free in the form of recommending you to friends, family, and even strangers.

Keeping people happy is all about experience and customer service. And love it or hate it, we live in an increasingly digital world, so it’s smart to go digital to keep your customers happy. One way to do this is to create and consistently update a basic website that clearly states what your product is and how customers can get in contact. Website services like SquareSpaceWordPress, and many more make this an easy process. They have sleek templates and selling interfaces, which means you won’t have to hire someone to build a website. Be sure to include ways for your customers to give feedback as a way to help you grow your business toward actual customer needs and wants.

Learn more about customer retention here.

 

2. Find New Customers

Another easy temptation is to leave all your marketing to word-of-mouth (because hey, it’s free!). This can be a great marketing tool, but it’s also the slowest way to grow a business, which means it often doesn’t work fast enough to keep a new business afloat. This is where more traditional advertising enters the picture. But you don’t have to bust the bank to place ads; it’s more about thoughtful messaging and targeting (see #4 below). Check out some creative ideas here.

When you’re seeking new customers, you may find good use of transactional ads or ads that entice customers to buy right now. For example, if you’re having a sale, you can place ads to announce the sale to get potential new customers in the door. Learn more about transactional ads here.

 

3. Increase Name Recognition

In other words, it’s time to build your brand and take control over how people perceive your business. Your company will have a “vibe” whether you pay attention to brand or not, so you may as well use it as a tool to shape your business. Additionally, a brand makes you memorable. So when someone has a need for your product or services, they’re more likely to think of you first.

Ads also play a role in building a brand, but these ads focus on being memorable over the long-term rather than driving people immediately through your door. With brand ads you’re trying to continually remind people of two things: the fact your product or services exist and what your product or services do for them. Learn more about branding ads here.

 

4. Speak Directly to Customers

When you get to know your customer base, you’ll be able to figure out where your ads and other marketing efforts will be most effective. If they’re commuters, outdoor ads and billboards might be key; if they’re young parents, active and maintained Facebook and Instagram accounts might be better tools. Remember that you don’t necessarily need to have accounts on every social media channel or use every type of advertising available to you. Instead, focus on where your ads and social media presence will have the best affect, and then tailor your messaging specifically to your customers. Learn more about targeting your market and messaging here.

When you decide to take the plunge into creating ads for your business, Blip can help! Visit our website to learn how any small business can afford billboard ads.

Build Your Brand Name To Beef Up Your Bottom Line

 

In the marketing world, branding is the protein and advertising is the carbs

In a rush to drive more sales, many business owners do what only seems natural — discount their products and services to entice customers to buy… right now. And while this may seem to make perfect sense, it’s much the equivalent of consuming a steady diet of sugar to give your body more energy. This strategy works in the short run and fails miserably over time. On the other hand, branding is like eating a solid protein meal, not the rush of a big sale, but better for your bottom line over time. So what makes branding the better strategy?

As the former owner of a full-service advertising agency, I saw the desperation of business owners, needing to drive sales, pay extraordinary amounts of money to push customers to their doors. Not only was it expensive to advertise, the ads also had to promise some sort of discount, creating a double whammy to the profit line… advertising expense and products discounts.

The thinking went like this, “If we can get lots of customers to try us out at a cheap price, then they’ll come back later and pay full price.” The only problem with that theory was that it rarely worked. In reality, the transactional sales ad (the “sugar”) created a short-term bump in sales, but at the same time, taught customers that the real value of the product or service was the savings. In some perverse equation, it did the opposite of what it was intended to do, it turned the business into a commodity, one that’s based on lowest price takes all.

The flip side of this sugar addiction is building your company’s brand image. Branding is owning a position in your customer’s mind. This might be safety, efficiency, convenience, performance, prestige, quality, etc. These are attributes that every customer wants, maybe not today and right this second, but in time. Ask yourself this question, “Do you want a cheap car or a safe car?” Given the choice, most consumers want the positive benefit of a product or service, not the savings. Customers want a solution to their problems, not $10 off.

That’s why you rarely see Apple products with massive discounts, or Volvos being blown out this weekend only. Or Rolex watches, buy one get one free. They have all managed to brand their business, to own a desirable quality, from cool innovation, to safety to social status. And the beauty of this strategy is that customers will always pay more for benefits than features.

As a company naming and branding firm, we now promote clarity, helping clients get their story straight. Clarity is much more valuable than “naming.” There are dozens of crowdsourcing sites that will sling names out for next to nothing, but clients will pay a premium for brand identities that give them a clear, concise, and compelling image.

When we first named and marketed Mt. Washmore, an express tunnel car wash in the Tampa Bay market, we offered car washes for as little as $1. Traffic was sightly up while we ran the promotion but then dropped right after the offer ended. We finally went back to promoting the quality, service, and benefits of the wash, getting a superior wash and wax from a friendly staff. Our numbers steadily grew over time, with no discounts, and happier customers. We quit training our customers to only come for sales, and to see the value of trained professional workers providing a top quality wash from a state-of-the-art facility.

The brand message? Mt. Washmore… it’s a total “rush!”

We sold the experience, not the discount. We kept it short and sweet. And we saw a significant increase in our positive 5-star ratings on Google local business. The give-a-way strategy did just that… gave away profits and attracted disgruntled customers expecting something for nothing. To add insult to injury we paid for the $1 car wash ads, further eroding the bottom line.

What is it about your business that is unique and separates you from the competition? Can you summarize it into one short, punchy and memorable line? Here are some examples that we have created:

ParkPlace — The Ultimate Garage Space

Big Earth Supply — Our Name Speaks Volumes

Spruce Maintenance — The Everclean Company

CalmCoyote — Taming Wild Skin

StreetKing — Rule the Road

The purpose of these slogans is to position your company in your own industry. Instead of telling them what you do (e.g. Midtown Seafood… 10% off seafood every Tuesday) tell them how you do what you do (Midtown Seafood… Voted Freshest 5 Straight Years!)

By branding and positioning your company around your core attributes, you will embed your message in your customer’s mind and train them to call you for what you do best. That makes for a happier customer, better margins, and repeat business. That’s building a more muscular brand based on “protein” rather than a skinny business surviving on sugar.

Stop Siloing Your Marketing Channels

Once upon a time, there was a small business owner named Sue. Sue was trying to grow her business, so she dutifully placed ads on Facebook every time she had a sale. She was always pleased as punch to see an uptick in transactions, but the uptick never seemed to last.

Once each ad run ended, transactions dropped once more to where they were before. She had a great product that her current customers loved, so she couldn’t understand why her business wasn’t growing. “What am I doing wrong?” she pondered. “Am I cursed to be in this loop forever?”

***

If Sue’s transactional ad loop problem sounds familiar, you are in the right place to find a happily ever after by improving your marketing strategy. Sue only had half a plan in place, but you can create a better solution. It’s time to build marketing strategy that places cohesive ads in several marketing channels so you can grow your bottom line.

Step One: Understand the Influence Chain

When you start working on a bigger marketing strategy, it’s important to think about how advertising works in a series of customer touches. As this comic from Marketoonist illustrates, a cohesive but diverse ad campaign is a chain of related ads that continually influence a customer until they tip over the edge into conversion. The mistake the manager makes is that she sees the end result and does not consider how the customer got there.

Here’s another way to look at it. Studies show that it takes six to eight touches for a customer to convert. But if those touches are all from the same marketing channel, you’re effectively putting all your eggs in one basket. If your target customer doesn’t find that basket (six to eight times), you probably won’t get the transactional results and return on investment you were looking for.

They key is to strategically diversify both your ads and marketing channels. When you do this successfully, you’re essentially laying out easy-to-follow steps that work together to lead customers to the end of the conversion funnel.

 

Step Two: Diversify Your Ad Types

There are two main categories for ads: transactional and brand-building. Transactional ads are an expense. Used alone they are directed toward the short-term goal of getting people to your doorstep immediately to infuse short spurts in revenue into your business. This is a good thing, but it becomes expensive and unsustainable to use only transactional ads in the long-term. But if you include branding in your marketing strategy, you’ll eventually use transactional ads less and less while getting a better ROI when you do use them.

Brand-building ads are a medium- to long-term investment that supports your advertising goals. They are directed toward the long-term strategy of building a customer base and repeat transactions. Branding messages tell the story of your business and give it a personality with human characteristics such as “trustworthy,” “safe,” or “friendly.” They say something about the value your product or service offers and how you can solve a customer’s problem—and solving problems is the kind of reputation that results in return customers.

You need both types of messaging as you grow a business—one to push customers immediately toward purchasing, and the other to continue the slower but important work of growing your customer base and your bottom line.

 

 

Step Three: Diversify Your Marketing Channels

Types of ads aren’t the only place to diversify; you also need to find several ways to deliver your ad content. For most business, choosing only one marketing medium means you’re taking the risk that your target customer may not consume your ads enough to convert. And if your single channel of choice is online ads, you may face an algorithm problem that results in overexposure. (We’ve all clicked on those articles that show the same ad all the way down the page.)

Think about how many different types of marketing channels you see every day: TV and radio commercials, direct mail flyers, billboards, display ads, social media posts, magazines, emails, and many more. When you target several ways to deliver ads, getting those six to eight conversion touches to the right people becomes much more likely and faster.

 

Step Four: Keep Your Diversity Cohesive

Now that you’ve diversified channels, it’s important to not silo them again, and that all comes down to cohesive messaging. Peppering random ads in different channels may up your ROI to some degree, but making a cohesive plan for your marketing strategy can deliver better results. To be effective, each ad must be slightly different in design and format in their respective marketing channels, but all your ads can be made cohesive through messaging and branding.

Whatever your messaging may be, remember that transactional ads and brand-building ads are co-influential. For example, once people are familiar with your company through brand-building ads, they are more likely to convert on a transactional ad. Meaning your transactional ads turn into the culmination of a cohesive advertising strategy and will become more effective over time. And when your transactional ads become more effective, you will eventually start spending less on advertising while getting a better ROI.

The moral of Sue’s story is that half a marketing plan will get you paid for a day, but a robust, cohesive, and diverse marketing plan will build your business for many days to come.

Brands With Staying Power

Brands With Staying Power

Have you ever heard of Nike? What about Levi’s, Coca-Cola, or Apple?

These brands are recognized by nearly everyone, everywhere.

The names, logos, and colors of distinguished brands are so ingrained in our brains, that we can’t imagine ourselves forgetting these companies or products anytime soon. So how can you become instantly recognizable to your target market? The following are three strategies that some of the most recognized businesses have used to become brands with staying power.

Develop a clear authentic voice.

The Authentic Brand Index (ABI) has shown that the stronger a brand’s perceived authenticity, the more likely people are to be loyal ambassadors and life-long customers for that brand. Maintain your core identity and authenticity by defining and living your mission statement. The ‘why’ of your message will 9x/10 resonate more powerfully than the ‘what.’

Example: Levi’s has been a leader in the denim industry for over 150 years. From Woodstock to Snoop Dogg, Levi’s has dressed celebrities, Presidents, and thousands of others who connect to the genuine, raw, and relatable lifestyle embodied in the Levi’s brand. “People’s lives are getting crazy,” says James Curleigh, CEO of Levi’s, “Technology and entertainment are going at breakneck speeds, but the offset of that is what? Authenticity. And no one can deliver it better than Levi’s.”

Meet your customers where they are.

What imagery would your target audience be excited for? How can your language and tone choices help create conversations and community? In a time where there are practically limitless options, people are drawn towards brands with stories, unique perspectives, clear missions, and engaging identities.

Example: Glossier “[is] a place they want to come and engage with and by not trying to sell things you end up selling things, because people relate to you and feel part of what you’re doing. They want to take away that memory.”

Create strategic marketing channels.

Blue Apron rules the podcast advertising world. Proctor & Gamble win with television advertising & Squarespace has found their niche with online video advertising. Think about the channels that you are not yet using. Is there a reason why? Expanding your current marketing mix can be an effective way to broaden your reach and your perceived credibility.

Example: GoPro is a prime example of using a certain channel to strategically tell your message in a unique way. By inspiring and sharing user-generated content (UGC), GoPro has powerfully told the stories of their tribe, meanwhile portraying their product in a really authentic way.

Remember that big brands had to start where you are today. As you develop an authentic voice, connect in meaningful ways with your audience, and embrace the right marketing channels, you will grow your brand equity and become a brand worthy of staying long into the future.

Keys To Avoiding Facebook Advertising Loopholes

Keys To Avoiding Facebook Advertising Loopholes Many people commit mistakes with Facebook advertising, and are not even aware of them. While they use Facebook to build their business networks, they do not how to use this particular type of online marketing to their advantage. It is important to learn the various Facebook marketing techniques in order to make this social networking site work for you the way it does to many successful online marketers. Avoiding the following mistakes with Facebook Advertising can increase your chances of having a successful business. No motivation to “like” your page.

To reach your potential market through Facebook, it is important to give them some motivations to “like” your page. Of course, you should give them some reasons to click that like button. You can either offer a discount coupon, a gift, or something similar in order to have a group of “fans” following your fan page. Making friends with the wrong people. Facebook has one great feature and that is finding people in specific niches. Keep in mind, however, that not everybody in the market can help you grow your business. Network marketers, affiliates and the like can be your great friends. But do not hurry in making friends with them.

Search their status updates to find out whether or not their making money in their ventures, if they aren’t then know for sure that they will only delay your success. Not interacting properly with fans. When it comes to Facebook marketing, interacting and building credibility and trust are very crucial. Lack of interaction or not providing a proper venue for people to get involved will not help you build those things. Sure you can post brand information and news about your products, but why not ask some thought provoking questions in order to solicit answers from people? Better, ask questions that will motivate people to talk about themselves as they really enjoy it. Being dull and boring.

While interacting is essential in Facebook advertising, making sure that it is fun and engaging is equally important. Starting a contest is one way of making things more fun in your fan page. For instance, if you’re selling dog food, you can have a “prettiest dog” contest and have owners post pictures of their pets on your wall. This will surely make things more fun, and since pet owners think their pet is the prettiest in the worlds, they’re going to try their best to win your contest. Being desperate to make a sale. Sure you’re a businessman, as in any other person in the field, you want to make sales.But did you know that if you keep on posting about your products on your status and on other people’s walls, you’ll be turning them away from you?

This may even make you look desperate for a sale. When contacting people in Facebook, it is more important to build relationships. Engaging them in an interesting conversation will give you a hint on whether or not to post sales pitches. Not Tracking Results. When it comes to marketing, tracking is very important, and this applies even in Facebook marketing. You have to use the tools necessary to determine what’s happening in your Facebook fan page. Tracking can provide you essential information, such as which Facebook marketing methods attracted more fans, and which have drawn the interest of most fans, and many others.

Study the different tools that you can use to track because it will be to your loss if you ignore this important aspect of marketing. Stay away from these top mistakes, and start adding your brilliant personality to your Facebook advertising and you’ll be on your way to having a successfulbusiness.

Howard Martell is the Owner of http://HomeProfitCoach.com/topnotch . Check us out anytime for marketing tips and a free subscription to our cutting edge newsletter.