Today, there are many channels for paid advertising, which can be divided into two types: direct search (all search engines like Google, Bing, Yahoo, etc.) and offerings based on user data such as "Social Media Advertising" or "Interest-Based Advertising" (Facebook, Instagram, LinkedIn, Twitter, Reddit, etc.). This article will specifically discuss when to activate advertising, not what types it comes in.
Imagine you need to prepare a dish with 10 ingredients. Half of them require work before being added to the dish, while the other half is used in its original form. If you don't work on the second raw half of the ingredients, you won't get the taste result from the dish you expect. The same goes for paid advertising - the more precise the preparation, the better the ingredients, the better the result. If our ingredients aren't ready, then the dish won't turn out - the advertising will perform poorly or, if lucky, average.
What is the preparation process? First and foremost, you need to conduct at least one, but preferably two strategic sessions. Modern marketers have started calling their sales calls strategic sessions, but in classic marketing, a strategic session is a serious event where top management, and preferably middle management, gathers to work on improving products and services, developing further steps for company growth in various ways.
The marketer's task is to ask questions to different group members, collect information, and based on it, make specific proposals for process optimisation. Often, answers to long-standing questions are found at strategic sessions, which had no answer for various reasons. Consequently, a strategic session cannot last just 1-2 hours by default.
It is very important to carefully analyse information from company employees who directly interact with the client, partner, or patient. They can provide information that will be important in developing the Brand Strategy as well.
It's important to analyse past launches, if any. In general, gather as much data as possible from the company.
We've gathered information, processed it, made conclusions, discussed the result and action plan. Now we can proceed to develop content for advertising and prepare landing pages, regardless of whether it will be in Search or Interest-Based. We know all the nuances important to our end consumer, it doesn't matter where we invest the money.
What matters is WHAT WE OFFER.
This approach ensures success on any platform because the end consumer will see exactly what they need, which means they are highly likely to turn to you.
Clearly presented information, a user-friendly interface - this is all the result of the collective work of the company.
The task of marketing is to build communications between all interested parties primarily.
Technical recommendations before launch:
1. Make sure your website looks great on various types of devices.
2. Ensure that traffic tracking systems are working correctly.
3. Take care that payment for advertising occurs uninterrupted, as delays in payment to Google or Facebook systems lower your advertiser rating, and as a consequence, worsen the quality of traffic and even increase its price.
4. Ensure that processing of requests occurs immediately. This is very important.
Wachsen will take care of ensuring that all stages of preparing your business are effective and purposeful. Please, send a request to schedule our first video call!