Whether it's on social media or magazines, billboards or television commercials, advertising should be a part of your brand strategy. Advertising is all about introducing your brand and your solutions to new potential customers.
LET'S MAKE THIS CLEAR - ADVERTISING COSTS MONEY.
If your brand is in a position to begin scaling up, advertising is a great way to reach new people... but it's a funnel, not a faucet. You must guide them through the process of discovery, education, and conversion.
At the awareness stage of the customer journey, you want to reach as many people in your target audience as possible.
Focus on imagery of your products and services that will prompt people to pause and learn more.
Now is the time to introduce general information about your business, and basic descriptions of your products or services.
This may be a carousel, a short video, or an image that directly relates to your services.
Once people are aware of your business, you want to focus more on the specific benefits of your products and services.
This is a good moment to talk about how your products and services differ from those of competitors, since customers may be comparing brands.
Finally, in the conversion stage, you want messages that remove the final hurdle to purchase.
For example, promotions and special offers that prompt your customers to act now.
This may also be an opportunity to introduce a lead generating offer such as a free consultation, review/report, additional information found in a PDF, or even a series of videos. The goal depends on your measurement of success - is that getting their email? booking an appointment? or making an online sale?
Explore the Advertising Funnel →
Your advertising teaches your audience.
Advertising is all about connecting your brand to their need. For example: when I sneeze, I need a Kleenex. In the same way, your advertising helps your audience memorize that when they have X need, you have Y solution.
If you don't advertise yourself...
If your brand doesn't adverte itself:
Your pipeline will be empty
Your brand won't be recognized
Your solutions will be unknown
You don't exist (in the minds of your audience)
You leave revenue on the table.
When you do advertise yourself...
After you create an advertising funnel:
Your audience is made aware
Your audience is informed
Your audience is educated
Your audience will convert
Your business will grow
Ready to get started?
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