Before starting to use paid advertising for the first time, whether it be through an agency or independently, there are a few steps you need to undertake to ensure your campaign can be as successful as possible. Online advertising is possible at a minimum cost, such as social media marketing, however to really see results from your campaign, you need to be paying, whether it be just boosting social posts yourself, or conducting a full campaign with professional help. Nobody wants to see money wasted, so before you begin paying for your advertising, there are a few things to take into consideration…
- Know what your audience wants.
Which trust indicators within your ads are likely to get the greatest response from your target audience. Do you need to be featuring testimonials or other credibility boosting factors, depending on which has the best effect on your target audience.
You should also consider offering something helpful for free in exchange for the chance to speak to a member of your team, such as a free demonstration, sample or newsletter to encourage users to respond to your ads.
- Figure out what you want to achieve
Set some SMART targets, to ensure your expectations are realistic and achievable.
Specific- are you being clear about exactly what you want your campaign to achieve?
Measurable- are you able to clearly measure results?
Achievable- are you likely to achieve your goals?
Results-based- are your predictions based on previous results?
Time-bound- do you have a realistic timeframe in which to achieve your goals?
- Perform a competitor analysis
In doing this, you can see things from your competitors point of view, and evaluate your current strategy making changes inspired by your competition.
You need to ask yourself the following questions:
- Who else is advertising similar products to yours?
- What is their ad messaging like?
- Are they offering anything?
- What does their landing page or website say after you’ve clicked on their ad?
Using these will enable you to better your competitors with clearer more engaging ad copy, enticing offers and a better website experience.
For all your local, online advertising needs, SeeLocal is a platform that has access to all available online networks from one place, allowing businesses to easily run campaigns across multiple platforms.
With the change and evolution of modern technologies, businesses of all sizes, but in particular the small and medium sized, are having to do everything and anything they can to keep up with the growing technology to ensure their business is up-to-speed.
Bricks and mortar businesses especially are beginning to move may of their services online, some are becoming online-only businesses as a bid to save money and keep up with the technological advances in business. The majority of companies now, no matter the size have specially designed, online marketing strategies in place to capture the growing online marketplace.
But why is it so important for businesses to have a digital marketing strategy in place?
- Level playing field- for SME’s, marketing online allows them the chance to target and capture leads that would not otherwise be accessible to them. The sales and marketing processes were once only available to large corporations with bug budget, leaving SME’s fighting for the small proportion of targeted traffic with much smaller budgets and staff to monitor the process. With developments, improving at the rate they are, the processes that were once only available to the larger corporations are now much more easily accessible to smaller and medium sizes companies.
- Cost effective- small businesses with limited resources and budgets simply can’t afford to partake in marketing activities that are of high cost as their budgets often don’t allow for major losses. Online marketing allows companies to track and monitor their campaigns in real time so they can easily see the results of their campaign, and make changes and alterations if necessary to lessen their loss of budget. With a SeeLocal campaign, we have developed a unique algorithm, Campaign Guard™, which works to protect budgets by pausing and reoptimizing campaigns if they begin to underperform.
- Targeted audiences- real-time engagement points allows businesses to see exactly what their audience likes and dislikes based on click-through-rates and social media likes and comments. This then improves customer retention and satisfaction, leading to more precise and effective targeting, increased sales and overall marketing efficiency.
- Access to ‘the internet of things’- Getting involved in online marketing at this stage is really important, as more and more appliances are running through the internet, technology is only going to get more complex. For businesses just starting out online, getting to grips with how everything works now is key to understanding the digital world in years to come, setting up a stable, internet based future for the business to ensure stability and longevity.
The main thing for seasonal business owners to remember, is that there is no quiet time when it comes to preparation and advertising for the busy period. Keeping active and present online even in the quieter months will help ensure that the business is the leading brand when the time comes.
Firstly, what is a landing page? A landing page is used in online advertising, is the page in which users are taken to after clicking on your ad online. When advertising online, it is one of the first impressions a user gets of your company, brand or product, so it needs to be flawless. But what does it take to make a truly great landing page?
Firstly, you need to establish what your goal is, and what exactly you want your users to do upon clicking on your site. Do you want them to fill in a contact form, sign up for a newsletter or download a brochure. Whatever it is you want them to do, you need to make sure this is clear and that your conversions are defined, so you can easily track them.
Next, you need to establish who your competitors are, and what they are doing that you’re not. How are they succeeding, and what can you take from their strategy that could imitate their success? It’s completely fine to imitate competitors, if anything they’ll probably see it as a compliment…I say probably…
You need to know your audience inside out in order to create a landing page that appeals directly to them and will entice them in, not turn them away. You can alter your ads depending on the location of your audience such as the way they speak and include images of things that will be familiar to them, to be more personalised and hopefully increase your engagement. Ask yourself, for example, what is the age of your targeted audience, what are their interests, where do they live, how much do they earn? Without knowing really detailed information about them, you will not be able to effectively market to them.
Finally, it’s worth knowing how your users got to your landing page, so you can tailor that page depending on where they came from.
Some final tips on how to ensure your landing page is successful and effective are the following:
- Keep text short, sweet and to the point. If there’s too much text, users simply won’t bother reading so make sure your information is clear, and that your font is clear.
- Any imagery, branding, text or decoration need to have a purpose- any clutter will just make your page look too crowded and will distract users from the real purpose of your page.
- Ensure your content and images are of high quality, this is one of the first impressions users get of your business so you want to show high quality to reflect your business.
For more information about landing pages in SeeLocal campaigns, feel free to contact us!
As of Friday 27th August 2018, we moved into our very own office space in Leamington Spa, a very exciting time.
Although weeks of preparation had taken place, getting the new offices decorated and branded signs put in, as well as internet and phone connections being sorted out, the big move began on Friday morning. Every member of the team packed the contents of their desks, as well as monitors, laptops keyboards into one box, packed them into their cars and headed over to Leamington in convoy.
Only a couple of members of the team had seen the new offices before the move, so getting everyone together to see it for the first time was great. We had the tour, and were all extremely impressed at the space we now have.
The new offices are in our very own building, spread over two floors with 5 meeting rooms, all named after iconic board games. The space is bright and open, and features SeeLocal branding throughout.
The new offices are a true reflection of the success we have had in the past year, and just how far we have come. This move marks the start of a very successful future for SeeLocal.
With news breaking at the end of last week about the closure of Gaucho restaurants, putting around 1500 jobs at risk, we are really starting to see how the British High street is rapidly decreasing. With not just independent stores, but big brand chains now feeling the pinch, will we soon be waving goodbye to the high street as we know it?
In the last 10 years, more than 11,000 high street names have gone out of business, not to mention countless small individual businesses. In 2018 alone we have seen many big brands including restaurant and retail chains struggling to maintain large numbers of shops, such as Byron, Carluccio’s, Cote, Prezzo as well as Carpet Right, Marks and Spencer, Mothercare and New Look. For these companies, closing down a store is a big step, so the pinch must be extremely tight to be closing down tens, sometimes hundreds of stores nationwide.
The British High Street, for centuries, has been a buzzing place for socialising, browsing and purchasing necessities. Before the ability to shop online, the high street was the only place available to buy goods- shops of all varieties tended to the buyers every need. You had your candlemaker, your green grocer, your butcher, fishmonger, tailor, jeweller…you name it, the high street had it, each with their own individual purpose to the public.
It’s not all bad news though- as humans, we crave social interaction and forming relationships with other humans. Although there has bene a significant rise in online shopping, for the shear convenience of it, the high street will always have its place in the hearts of British communities…but how can we do this?
One way of raising awareness of the high street, is to bring back the community feeling. Back in the days of High street success, there was no other place to be, the high street was the social hub of the town or city, the place to go if you wanted to be in the know. Councils, along with shop owners and managers, to come up with ideas to get the community involved, and supporting the high street once again. Street parties, carnivals and markets can all be great starting points in building up the community spirit. Putting the heart back into the high streets is key to ensuring a future for socialising, culture, creativity, health and wellbeing.
Here at SeeLocal, we are here to help business of any size market directly to their local audiences through our local online advertising. With the rise in reliance on internet and mobile devices, online is exactly where businesses should be targeting to get people knowing about their brand, and generating local leads by wanting to get out and about to visit in person.
Location based marketing is arguably the most exciting development in the marketing industry, to date. With the ongoing increase in how people use and rely on mobile phones in day-to-day life, using these devices to personalise messages to potential customers, in real time and based on their current location is an extremely effective, successful way of marketing. Depending on where they are in the world, advertisers can choose to send different ad types, such as display ads, banner ads or search ads, to appeal to a particular activity or area.
At SeeLocal, our speciality is running highly targeted, local online advertising campaigns across multiple advertising platforms. We tailor ad campaigns to be shown to particular demographics, based on your target audience, and make sure ads are shown to relevant users, so your budget is not wasted and your campaign is a success.
Being so personalised, means that your potential customers who are seeing your ads, are more likely to convert as the information they are seeing is relevant to them. Using a particular dialect in an area, for example Yorkshire, means your ads are appealing to the specific ways of speaking in that area, which makes ads seem more personalised and therefore encourages more sales.
Ads are served up in real time, meaning they are seen in the moment. Ads shown based on location are relevant to what the user wants to see at a particular time, and encourages them to complete an action simply based on where they are. For example, in the retail industry, apps can serve up unique discount codes for nearby shops to encourage impulse purchasing. After all, we’re all human, we are much more likely to make a purchase if we have the opportunity to pay less than it is supposedly worth.
The fact that location based ads are so highly targeted, means they are even more relevant to users. Over time, due to consistently seeing relevant ads, this then increases the attention that users pay to display ads, due to reduction in generic irrelevant ads. In the past, statistics have shown that around 46% of people used ad blockers due to seeing irrelevant ads, but with the development of location based marketing, truly relevant ads can be shown to those who are actually interested, which in theory should lead to a reduction in the use of ad blockers.
When targeted properly, location specific ads are almost certainly relevant to the audience you are targeting, making them more likely to be noticed and lead to a sale. Better, higher quality ad targeting means businesses are spending less money on ad campaigns to people who simply are not interested.