Congratulations! You launched your own business or maybe you’ve patented the next cool, kitchen gadget. Step One on your path to success is done. Now, here comes the hard part. It’s time to get the word out and drum up some serious buzz.
Your first thought might be relying on word-of-mouth to spread the news. That can take a long time, and it’s not necessarily reliable. For the outcomes you want, you’ll need to kick-start a paid media campaign. Yes, it will cost your new venture some cash. If done well, though, it will put more dollars in your pocket.
To build a stronger paid media campaign, put these seven tactics to the test.
1. Engage a Marketing Agency
You’re the entrepreneur. Your strong suit is your business. That doesn’t necessarily mean you know exactly how to make someone else care about it. For that, you need to bring in some experts in another area. Consider investing in digital marketing services.
There are so many ways to reach customers online. Engaging with as many people as possible requires strategy. Digital marketers design plans that pull together multiple advertising and marketing methods. They can create an approach that includes social media, SEO, emails, texts, photos, and videos to maximize your visibility.
2. Identify Your Goals
Truthfully, paid media campaigns can be expensive. Before you commit your cash, decide what you want your outcomes to be. Write it down, so you can stay focused. If you’re working with an agency, communicate your goals clearly so everyone is on the same page.
Your goals will depend on your product and your business model. Perhaps you want to increase subscribers or boost your website traffic numbers. Your goal could be as straightforward as wanting to double your sales within a year. Whatever it is, do a periodic spot-check on your progress so you can make changes if needed.
3. Create a Customized Landing Page
You’ve probably already investigated creating a webpage, so you know there are tons of templates out there. Those are great launch pads to help you get started. It’s OK to get a good landing page design going that way. Don’t stop there, though.
It’s tempting — and easier — to use stock photos. Instead, invest in good photos of things specific to your business, including you, your location, and your products. Take the time to write engaging, unique content that helps your venture stand out. While you can do this yourself, it’s a great task for the digital marketing folks to tackle. They’re the media pros, after all.
4. Update Your Keywords
Now that you have your landing page, you need people to find it. That’s where strong keywords come in. Search engines, such as Google or Bing, use keywords to identify websites that include information people request. When you choose strong keywords, your website pops up more often.
You can’t just set your keywords and forget them, though. People’s preferences and what’s important to them will change over time. Periodically check your keyword performance and make changes if you need to. You may need to localize them or even remove some if they’re low performers. The point is you need to keep your keywords fresh.
5. Go Local with Your Landing Pages
Speaking of that localization, it can be extremely important if you’re a small business. You can’t approach your media and marketing the same way a national chain would. Instead, focus on the community around you. Tailor your online presence to reflect where you are.
Fill your landing pages with local images. If you operate from one specific spot, include those details on your webpage. Over time, you may branch out and add more locations. If you do, create some landing pages for those spots, as well.
6. Remember Your Mobile Audience
When you think of web searching, you may picture people sitting in front of their computers. Some people still do, that’s true. Don’t forget it’s the smartphone era, though. More and more people are surfing the web from those handheld computers. To maximize your reach, you need to cater to them.
There are a couple of ways to do this. First, be sure your snazzy new website is optimized for mobile. The text shouldn’t run off the screen, and all your pictures should be clear. Be sure all the same content is available, too. You want interactions with your website to be just as easy and satisfying for someone visiting from their phone.
You could also create an app that makes it easy for someone to order from you. Many customers prefer apps because they create a streamlined experience. If you choose to launch one, advertise it on your website. Let your customers know they can automatically navigate to the app. You could be surprised with how frequently they return.
7. Send Emails People Will Actually Open
Think about it. How many emails do you get every day that you simply delete? You’re not alone. Nearly everyone does it. Still, email is a critical part of an effective paid media campaign. So how can you be sure people open the message you send?
The key is good writing. Using words and phrases that grab attention and seem genuine can move someone to click on your email. Some people have a knack for that kind of writing, but usually, it’s a skill you must practice. Thankfully, there are many steps you can take to improve your email marketing skills.
Finally being able to open your business or launch your blog is extremely exciting. It’s only part of the battle to having a successful venture, however. Spreading the word and raising awareness is vital to your long-term success. A paid media campaign can help you reach the next level. Try these tactics to create the strongest strategy possible.