Anatolii Labinskyi is the Founder & CEO of Golden Stream Media where he leads e-commerce entrepreneurs to generate 7-figure results.
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What should your business do to become more successful in online advertising? With a well-researched plan, you’ll be prepared to meet your customers where they are and sell your solution with ease.
When social media platforms threaten algorithm changes and make tracking your success nearly impossible, a digital advertising strategy will save you from having to scrap your goals.
These five strategies for digital advertising success will prepare your business for unexpected events in online advertising and enable you to keep reaching for your goals no matter what happens to the algorithm.
1. Create An Ecosystem
The key to online advertising success is building your own ecosystem. With the launch of iOS 14, tracking systems across social media platforms have suffered. In addition to that, we often see these platforms creating random restrictions and unexpectedly putting ads on hold. If businesses are only on one platform and their ads are stopped, that means sales stop too.
Companies must build an advertising ecosystem to ensure that business continues even if ads on one social platform are paused. Implementing this strategy will be a game changing move for the new year.
For example, imagine your Facebook account is restricted. If you’re running ads on other traffic platforms like Google Shopping, Tik Tok and Pinterest, in addition to email marketing and SMS marketing, sales keep going. An online advertising ecosystem offers protection that businesses can’t afford to miss.
2. Implement SMS Marketing
If you're not using SMS marketing yet, you’ve got to start. Although underestimated by advertisers, SMS marketing is easily one of the most powerful and cost effective sources of traffic you can generate. We see users opening 90% of SMS messages, making it one of the highest open rates among advertising strategies.
Emails can be ignored. Social networks are scrolled through. The direct delivery of SMS is what makes customers open messages and make purchases.In one of our most successful case studies at Golden Stream Media, we spent $3,000 on SMS marketing and made back $60,000 in revenue. This case study shows that it’s highly probable you’re leaving money on the table if you’re not recapturing customers with SMS marketing.
Think of all those people who’ve already purchased or were planning to purchase and got distracted. SMS marketing re-targets that audience and makes it easy for them to make a purchase with follow ups or special offers. It’s a digital advertising strategy that can’t be missed.
3. Speak In Slang
Your audience just wants to speak informally. This year, make sure you’re talking to customers like you’re a real person. In many cases, slang is A-OK. Don’t shy from OMGs and emojis. People want to know that they’re in conversation with a human and not a machine.
The more you communicate like your customers, the more comfortable they’ll feel making a purchase from you. Of course, the seriousness of your product matters, but we’ve even seen financial institutions using slang and growing immensely because of it.
For success in this ever-adapting world of digital advertising, change the language you use to speak to your customers. Throw away the formal sales offers that make customers un-like, unsubscribe and block you. Instead, make a joke, tell a story and get involved with exciting engagement.
4. Take Advantage Of TikTok
TikTok is a highly engaged platform with endless creative possibilities. While there’s much potential for creative content related to your product, we’re seeing a lot fewer purchases on this platform than others.
Although purchasing is lower, TikTok does have its advantages. The cost per click on Tik Tok is generally much lower than on other platforms. Cost per impression and even cost per purchase are also lower on Tik Tok which provide advertisers with more opportunity. At the same time, it’s more difficult to attract users on Tik Tok because of the platform’s focus on fun.
While TikTok is still a relatively new advertising platform, its growing popularity means companies should be capitalizing on it. If you’re not utilizing TikTok and its unlimited advertising potential, you’re likely making a mistake. (Think Facebook in 2013.) With the right angle and the right creatives, this platform can be a breath of fresh air for advertisers everywhere.
5. Prepare To Adapt With Apple
Something big will likely come for several of the major social media platforms, and businesses need to be ready to react. We are anticipating huge changes that could be game-changing for advertising and the consumer experience on Facebook and Apple. This means businesses need to be patient and prepared to take the necessary next steps.
When Apple launched iOS 14, Facebook greatly suffered. After these updates, it appears Apple may launch their own advertising platform in the near future. With the unbelievable number of Apple users in the world, this platform would unlock incredible advertising potential for companies around the world.
A new era of digital advertising is right around the corner. Make sure your business has the resources to take advantage of what’s coming next.
With these strategies in hand, businesses across all industries can prepare for next-level success in the next year.
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