With so many different advertising formats to choose from, where to advertise your business for optimum expose presents a tough dilemma. In this blog, we share our insights from working with events, trade magazines and numerous digital marketing platforms.
1. Think about your goals
What do you want to achieve for your business? Who are you trying to reach? Whether general grand awareness or lead generation, different advertising formats bring different advantages. A full-page advert in a print magazine looks impressive but an email campaign allows for tailored messaging to a more niche audience.
2. Do your research
Reader demographics, number of unique visitors per month, cost per click… There’s a host of stats out there and before committing to any advertising campaign, it is important to know the size and profile of the audience you will reach. Costs can vary wildly so it is important to do due diligence here to ensure effective management of budget.
3. Embrace diversity
Budget management is particularly important when considering the likelihood of reaching everyone on your wish list through one platform. Rather than putting all your eggs in one basket, consider splitting your budget between a number of publications, digital platforms and event sponsorships. This will create a library of touchpoints that moves your prospects closer to engagement.
4. Be prepared to fail fast
It’s an unfortunate fact that not all advertising will yield tangible results. If it is important for you to see a return on investment beyond increased brand awareness, we recommend investing in campaigns that are highly trackable, for example Google Ads. You can then monitor the spend and results, adjusting your strategy as needed.
5. Consider tie-ins with key milestones
A view of the wider marketing strategy is useful when it comes to choosing where to advertise your business. Think product launches, events attendance, and other key milestones.
6. Take advice
Not sure where to start? Ask the experts! You might not have access to an advertising guru, but your PR and marketing teams have a wealth of knowledge when it comes to the best media, events and digital platforms. At Proactive PR, part of our consultancy services involves sharing insights into what’s available and liaising with media to ensure the client selects the best option for maximum impact.
7. Align with your PR and digital marketing strategy
It is also useful to consider the move many editorial teams are making to pay-to-play. A good PR team will be able to negotiate editorial opportunities alongside any advertising and advise on the publications that are worth the extra spend.
If you're interested in learning more how Proactive PR can help you maximise your advertising ROI, book a meeting with our Marketing Director, Jade Hush, or email Jade directly at jade.hush@proactive-pr.com.
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