- Social ads are a great way to build awareness of your product and attract visitors to your website who you can then move down the customer acquisition funnel
- Keep referring back to your customer discovery data on your target customer. Use this information to inform your tactics and your messaging
- Consider where your customer is most likely to see your ad (online vs. offline, print vs. TV, LinkedIn vs. Snapchat, etc.). If you’re not sure where to find your customer online or offline, get out there and talk to some of them to get to know them better
- Optimize your digital ads for mobile (phones, tablets) as well as laptops. Try to deliver a consistent experience across all devices. Keep your messaging to the point with a clear call-to-action and avoid fussy images
- Keep your copy conversational—remember, you are marketing to humans
- In addition to the measurable impact of a campaign, your digital advertising can help with:
Offline advertising: Build in a way to measure response rates. Include a unique URL/tracking code into the ad so you can how many leads/sales it generates
Tools relevant to this channel
- Data analytics technology can help you leverage customer data to offer relevant, targeted digital ads
- Offline publications usually have a media kit, which provides details on the demographic the publication serves, as well as circulation numbers