Three Tips Companies Should Consider Before They Start Spending Money on Digital Advertising

Your company can lack many things to stay afloat and alive except customers. Let’s not pretend customers (and their money) are the only thing keeping your business in the game, regardless of the industry.

There are many strategies to attract new and returning customers; engagement either through direct response marketing or giveaways, reducing the time to get products or services to them; spreading the word about your brand/business as far and wide as possible. It all boils down not to which one you use but how you use it.

During my seven years running a marketing agency, I discovered that getting your brand’s message through traditional marketing channels, such as radio, TV, cold calling, direct mail, print advertisements, etc., is not cutting it anymore. There is still a place and time for them, but they either become too expensive or too ineffective at getting the job done since digitalization took over.

Emerging technologies and digital channels at our disposal today are changing and shaping the commercial battlefield at an unprecedented speed and offer much quicker and more cost-effective methods to ensure your brand is seen and heard.

On top of that, it is easier to measure tangible metrics and collect data through digital channels than through traditional marketing. You can track customer preferences, touchpoints, web traffic, clicks, lead generation, return on investment (ROI), customer acquisition costs (CAC), etc. All the data you need to create a perfect marketing strategy and customer experience that will drive your sales through the roof and ensure that your business thrives and has a sustainable future.

To show you how effective digital channels can be, here are some interesting stats:

• WebVisible survey revealed that 86% of consumers use the Internet to find a local business.
• According to Statista, Google owns 92% of the search market share.
• SemRush data shows that Google display campaigns reach 90% of global internet users.
• As per Google Economic Impact Report, for every $1 they spend on Google Ads, businesses make an average of $2 in revenue.

And this is just Google. Platforms such as Facebook, Instagram, TikTok, etc., are close, if not better, in some aspects (depending on your brand’s niche). You should use more than one channel to get the best overall results and reap all benefits. And before you say that the associated price tag keeps growing with each new service and that it’s becoming too expensive, you should know that these services can be virtually free if you have enough time to manage them yourself.

But let’s say you recognize these fantastic benefits that spending money on digital marketing can bring your business. You want to get that 200% ROI as soon as possible. That’s great. You got the gist!

Still, before spending your hard-earned money on digital advertising, you should consider these three things first. After you check all these boxes, you will have a solid foundation to build your online presence further (via paid services) and spread your brand’s name and message worldwide.

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Build Your Initial Presence Through Organic Social Media Growth

Organic and paid social media are the two sides of the same coin. Each one has its benefits and flaws, but they give the best results when used in combination.

Organic social media growth can be slow, but it’s genuine. It is a foundation of most digital marketing strategies, as it shows your brand’s true colors and makes it easier for you to nurture your relationship with your customers or audience. Photos, videos, posts, memes, stories–you name it. You can post everything and anything as long as it conveys the right message.

When you post organically, many people can see your post – your followers and followers’ followers (if followers decide to share/re-post) and people following any hashtags you used in your posts. TikTok, Instagram reels, and vertical placements are the places to be right now if you want organic growth.

For example, that is a tremendous and active area to get leads and sales for eCommerce businesses. We have had clients going viral on TikTok, getting upwards of 2 million, 18 million, and even 34 million views without spending a single dime. Each of those videos resulted in thousands of dollars in sales and revenue.

One of our clients got $8,000 worth of sales because people flocked to Amazon to buy their book after seeing a viral TikTok video that mentioned that they are an author. So, organic growth is your best bet initially. You can build a consistent platform that will give you a better idea of what your audience looks like and what they want.

Optimize Your Landing Page

The second tip is simple. Your online presence doesn’t matter if the customers don’t have enough information about you and your products. That’s why you want to ensure your website’s landing page is optimized and contains all the necessary information to help customers make purchasing decisions.

In my experience, people always ask common questions about products or shipping. For example, what products or services do you offer? Do you have them in stock or not? If you have all the info necessary for somebody to purchase without thinking twice already added to a landing page, that’d be one of the biggest favors you could do for your business.

Keep Your Sales Channels Active, Updated and Consistent

You can’t rely on a single channel. For example, if you are selling on Shopify, ensure you are active and up to date on Google and Amazon. People love to Google and investigate brands and companies when shopping.

According to a WebVisible survey, 72% of consumers prefer to find information on local merchants via search. On top of that, Specific Media reports on consumer behavior revealed that “consumers exposed to display ads are, on average, 155% more likely to search for the brand and segment-specific terms.”

You should also ensure that you are easy to reach on all available channels and that all information you deliver is consistent and accurate – avoid misleading consumers. According to a recent Yext and Forbes Insights consumer survey, “60% of respondents expect brands to deliver consistent, accurate information across online touchpoints, including a brand’s website, third-party sites, apps, and social media.”

So, before you start spending money on paid ads, you should make sure that you check all these boxes. It will make your life easier and your ROI higher. Best of all, it won’t cost you a thing.

Essentially, you need to present your brand consistently and ensure that your customers don’t have to think much about making a buying decision when they are one click away. Once you start running paid marketing, it will be much easier to get those sweet conversions and revenue increases. On the other hand, if you don’t tick these boxes, you could dump a million in paid ads, and you wouldn’t see a penny in return.

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