Why Simple Adverts No Longer Work and What to Do Instead?
It’s not hard to come up with a quick list of different methods of advertising. There can be leaflets through the door, or someone walking around wearing a billboard. There may be adverts on a bus or in a magazine or newspaper. Added to that is the world of online advertising. People go on to Amazon pages and are told, ‘If you like that, you’ll also like this’ and ‘People who bought this also bought…’
The list goes on, but all are trying to get someone to buy something – whether it’s a product or a service. But how successful are these methods, and if they’re not, why not? If there are better ways, what are they? This article is designed to answer some of these questions.
Our Businesses Need a Deeper Look
When someone has been selling products for a while, it can be hard to stand back and see them objectively. They may have become outdated or no longer be packaged suitably. People may have succeeded with online advertising in the past, yet be no longer experiencing success.
It’s at times like these that companies need outside help. If you are struggling over social media marketing for your company you may wish to employ consultants who can help with lead generation. More and more businesses are seeking data analysis and digital strategies. They want to read case studies and to receive help with Google Ads and email campaigns.
Simple Adverts are Too Shallow
The markets are saturated these days. As soon as a product achieves popularity, other companies will be jumping on the bandwagon.
Too many adverts are like a ‘hit-and-run’. They throw their product into the air and hope someone buys. Customers often have to see commercials six or more times before they buy. Multiple advertising can be an expensive method, and there are no guarantees of a sale at the end.
The public doesn’t trust paid advertising these days. There are so many people talking about ‘get-rich-quick’ strategies and ‘miracle solutions’ that they turn the other way.
The Public Don’t Just Want Product Descriptions
A businessman may say, ‘This company is the fulfillment of my dream. The products look exactly how I want, and so does the packaging. I used my favorite designs for the website too’. Sadly none of this will achieve anything if it’s not what the public want.
When people see an advert or website, they don’t want a mass of data and product descriptions. The public needs to know what’s in it for them. They need to be convinced that they have a problem or lack and that this product can uniquely solve the issue.
People Want More Than Products
These days, people check whether a cosmetic has been tested on animals before they buy. If farming products are sought, they may research such things as free-range or organic products. They may want to know whether recyclable packaging has been used, and the environmental policy of the production companies.
If someone wants to buy tea, they may want to know if the workers were given a fair trade. People don’t want to buy clothes that are cheap because they are made in foreign ‘sweatshops’.
The Public Responds to Authentic Marketing
What people are looking for is the face behind the firm. There should be a mission statement that is more than ‘we want to make money!’
It may be that a business is publicly donating a percentage of its profits to a worthy cause, such as a charity or the environment. If the business is feeding into a bigger concern, people may support it with their custom.
People Want to Feel They are Part of the Process
If people buy into the purpose of the business, they will want more than to simply own something. They will want to feel like they belong and that they are a contributor.
They may say, ‘I buy these products because they do this…or they don’t support that…’ The business may have Facebook or Twitter pages that allow the public to contribute their opinions on a relevant subject. This could include political debates or social campaigns. It can be an empowering experience for customers (particularly if the firm replies to them), and make them feel they are a part of the same cause.
Strategic Blogs, Podcasts, Newsletters, and Social Media Posts
If a business provides regular quality content for free, it will gain a loyal following. The posts need to be engaging, and if they are informative they will boost trust in the firm as a reliable authority. In turn, this can generate sales. New readers or video watchers (e.g. through YouTube) can be redirected to the business’s website – including its sales pages.
People want something for nothing. If they are to be encouraged to subscribe to a YouTube channel or newsletter, they may want something in return. If a business provides a downloadable e-book, discount coupon, or temporary free subscription, it will gain the person’s email address in return. This can create a great opportunity for future email marketing campaigns.
The Need for Search Engine Optimization (SEO)
This will require some upfront research or third party help. Basically, companies need to use the right words in their posts and blogs if they are to be found by others. It’s all about drawing traffic to your online sales pages.
People who have never heard of you are typing words into internet browser search boxes. If you use the same words like them, your website may appear in their search results. This can attract fresh leads in addition to your existing customers.
It’s not as easy as it sounds, though. If you include major search words in your blogs and posts, there may be too many other companies doing the same thing. If this is the case, you won’t rank high in peoples’ search results. One key is to find relevant words that are used much less and therefore have less competition.
As we have learned, the markets are too full for simple advertising to succeed. People need to find a better and more unique way if their products are to be seen above their rivals. Companies need a good mission statement and professional advertising strategies. If they are successful in this, the sky’s the limit.