Does advertising work? Tips for making ads effective

Ad serving is a common way to try and get the word out about your small business. However, it can be difficult to know if you are getting a good return on your investment. After all, how do you know if someone is calling you because of an announcement or for another reason?

Also, the ads don’t work like they used to. There are simply too many ways to skip the ads, block them or ignore them. This is true both online and offline.

Fortunately, there are ways to make your ads effective so they help you grow your business. Here are some tips you can use today.

Understand the needs of your target audience

No ad will be effective if it doesn’t respond to a fundamental need or desire of your target audience. Marketing today has become highly personalized and targeted, so the more specific your message, the better.

The best way to understand your audience’s needs is to ask, “What do they do up at night saying, ‘If only I could ….’?” Then create a marketing message that shows how your product or service allows them to achieve that goal.

When your marketing responds to a real need from your audience, it will be ignored much less often!

Know your superpower

There is something special about your company that none of your competitors have. This is your unique selling point (USP). This is the answer to the question, “Why should a customer buy from your company rather than someone else?”

If you are a plumber, there are other plumbing companies. Why is yours special? Understanding what makes your business unique will help you grab attention with your advertising and make it effective.

When you combine meeting your customers’ needs with highlighting your unique strengths, you will find that the answer to “Does advertising work??“Is a resounding yes!

Measure your results

Does advertising really work? It’s hard to know if you don’t measure the results.

You can’t improve what you don’t measure, so if you want your advertising to be truly effective, you need to know how well your ads are doing. You can measure a few things, like how many times an ad is viewed on social media or how many times people click on the ad to visit your website or landing page.

However, the real results you want are leads and sales. How do you know if a lead or sale was caused by an ad or something else? Using specialized discount codes or referral codes on each ad. Different codes can be associated with different ads so you know exactly which ones are bringing real results.

Once you know this, adjust your investment accordingly. If no one has called with your billboard code in a month, terminate the billboard contract and focus elsewhere! Likewise, if one Facebook ad is performing better than another, stop the poorly performing ad or change it to improve it.

Develop inbound marketing to improve your ROI

Advertising is a ruthless master. You have to pay continuously to get attention, leads and sales. If you stop paying, you disappear. That’s why you can’t afford to rely on ads alone.

Instead, work on search engine optimization (SEO), which helps your website rank high in Google’s search results for relevant keyword phrases. When you rank on the front page, consumers looking for information about your products and services will quickly find you and click through to your website. From there, your engaging content will help them understand the value of your offers.

Over time, you’ll build a trusted online presence and be able to get a consistent stream of high-quality leads and ready-to-buy customers attracted to your business. This is known as inbound marketing and brings in more qualified leads than advertising, but it also costs much, much, less.

Eventually you can reduce the amount you spend on advertising and focus more on high-quality marketing, which will help your business grow steadily for many years to come.

How will you use advertising?

The best way to use advertising is as a short-term strategy to attract leads and customers while your SEO marketing efforts are gaining momentum. Once you have excellent search engine rankings for your products and services, you won’t need to spend that much money to get the ideal leads and customers you want.

The goal is to maximize profitability, and the way to do this is to get new customers on a regular basis with the lowest possible expense. SEO makes this very simple, while advertising will continue to cost more and more over time.

Are you ready to stop relying on advertising and get ideal leads with lower costs? We are here to help. Local SEO Search specializes in helping small businesses succeed online. We’d love to show you what we can do. Contact us for a free consultation today!

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