Mastering paid digital strategy: 10 tips for entrepreneurs

Paid digital advertising: There are so many marketing messages competing for eyeballs online, so how can you make yours stand out and deliver the results you or your client need? Paid digital advertising, cleverly applied, can powerfully grow and position your brand. Photo: Supplied

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In the cutthroat world of online marketing, standing out from the crowd and achieving the desired results can be a Herculean task. However, a well-executed paid digital advertising strategy has the power to fuel brand growth and positioning.

This is the view of Flow Communications digital advertising specialist Sammy-Joe Radinthi and her senior writer colleague Christina Kennedy. Employed by one of South Africa’s leading independent agencies, they know all too well that growing digital businesses is not just about boosting social media posts or throwing money at online ads.

It requires a meticulously curated plan to extract maximum value from your marketing budget. Radinthi and Kennedy shares ten invaluable tips to help Ventureburn readers build a remarkable digital strategy that delivers results.

Define your SMART objectives

Setting SMART objectives is crucial. Make sure your campaign goals are specific, measurable, attainable, relevant, and time-based. Align them with your broader business objectives to ensure coherence and focus.

Segment your audience

Understanding your target audience is paramount. Delve into their demographics, location, interests, likes, and behaviour. This knowledge enables you to tailor your marketing messages and reach the right people effectively.

Select your platforms

Adopt a multichannel approach to maximise your reach. Consider platforms such as LinkedIn, Instagram, Facebook, and Google. Each platform offers unique opportunities to engage with different demographics, while advertising on search engines can bolster your online presence.

Consider ad types

Different platforms provide various advertising methods, including stories, display ads, conversion ads, carousel ads, and programmatic advertising. Choose the ad type that best suits your campaign objectives. Don’t be afraid to incorporate interactive ads that entertain or educate, rather than merely promoting products.

Define your budget and timeframe

Carefully determine your budget and allocate it across the campaign duration. Ensure your investment aligns with your desired return on investment and campaign goals.

Create compelling artwork and content

Craft visually captivating artwork and engaging copy tailored to your chosen platform and ad type. Less is more. Focus on concise copy, impactful visuals, and clear calls to action. Employ A/B testing to identify the most effective content and artwork.

Optimise your website for mobile-first browsing

Given that users predominantly access the web, social media platforms, and apps via smartphones, optimising your website for mobile browsing is crucial. A mobile-friendly experience is essential for converting clicks into sales.

Consider using influencers

Influencer marketing is experiencing rapid growth. Identify influencers whose values align with your brand and utilise their audiences to amplify your reach. Establish clear contracts outlining the terms of their promotion.

Give your campaign time to run

Be mindful that obtaining approval and launching social media and search engine ads can be time-consuming. Plan accordingly and allow your campaign sufficient time to collect data and insights. Regularly review and optimise your ads based on your findings.

Don’t be afraid to change it up

If a campaign fails to meet expectations, be willing to adapt your ad copy and artwork. Market saturation can lead to “ad fatigue.” Refreshing your creative elements can reignite interest. Shift your budget to platforms that yield better results and maximise your ad spend.

By implementing these ten tips, you can build a red-hot paid digital strategy that effectively engages your target audience, increases conversions, and positions your brand for success in the digital landscape. Stay vigilant, continuously monitor your campaigns, and optimise them based on data and market trends to stay ahead of the competition.

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