All businesses need to advertise. Think about the biggest brands on the planet, from Apple to Coca-Cola, and consider how often you see their ads on TV or the internet. They flood the market even though they are billion-dollar companies that are insanely successful.
If these organizations invest in marketing, yours should too. Unfortunately, bounce rate means the money may be wasted. Anything above 55% is problematic and should force you to alter your strategy. The question is, what can you do to stop shoppers from skipping past your adverts? Nothing’s guaranteed, but the following techniques are proven to be helpful.
Answer the Important Questions
You may read this and think, “What question?” Nobody has asked you anything, so you haven’t responded. Sadly, that’s your first mistake and one that can put your entire advertising process in jeopardy. When consumers engage with your brand, they always want to know the features that make you stand out from the competition. They want to know what makes you different.
If your adverts aren’t tackling this topic, people won’t understand why they should go through the hassle of leaving the brands that have already plugged a gap in the market. To prevent customers from glossing over your ads, you must highlight why your business is their number one choice, whether it’s a price reduction or an increase in quality.
Be Authentic
Search engine optimization, or SEO, ensures that authenticity is essential to modern marketing. Any company or individual who is fake online will be docked points by Google and other search engines. If your website ranks on the third or fourth pages, the chances of generating leads are small. Being authentic in terms of SEO means researching keywords and using the terms that consumers are likely to use. It involves avoiding keyword stuffing, too, and popping up on guest blogs and sites.
Another way to be authentic is to factor in native adverts. The idea of native advertising is to surround your target ad with similar-looking pieces, thus making the user experience seamless. For example, a section at the bottom of the page could suggest additional posts readers may also like. The more genuine you are, the more people will trust your brand.
Don’t Phone in Your CTAs
Calls-to-action compels shoppers to click on a link and claim additional value. Unfortunately, businesses have gotten lazy in recent years, leading to CTAs such as ‘Click here or ‘Learn more. These examples do nothing, as they aren’t powerful. So, your job is to encourage customers to convert, whatever form it takes.
An excellent strategy involves highlighting your best offers to make consumers aware of the value they stand to gain. Something along the lines of ‘Get 50% now when you register’ will grab people’s attention as soon as the advert pops up on their screens.
Track
Picture this scenario. You’ve invested time and money into everything from the latest SEO techniques to creating a seamless and authentic user experience. Then, you put your adverts into the wide world and wait for the results. However, they never arrive – or at least not in the form you require.
What happens next? The answer is nothing if you haven’t tracked the journey. Results, good or bad, show you what went wrong and what went right, enabling you to use the info to tweak your strategy, avoiding wastage.
Advertising is the foundation of successful businesses, which is why it’s essential to get it right the first time and improve your performance with every progressive iteration.
