Media Relations Agency has always prided ourselves on sharing our clients’ stories through media coverage. Publicity is simply one of the best ways to get your message across. It’s trusted, and has ample bandwidth and phenomenal repurposing opportunities. This doesn’t mean you should completely ignore advertising. In fact, there are several advertising options we think every marketer should consider.
1. Search advertising. Our society depends on search engines to get things done. “Just Google it” is part of the modern vernacular. But what makes Search Advertising a top pick is because many people don’t hesitate to click that sponsored link, especially if it directly answers their query. Display ads don’t enjoy the same click-through rate.
If you have a search campaign running, don’t stop. Google reports that 89% of the traffic generated by Google Ads are not replaced by organic clicks when ads are paused. And if you don’t have a campaign running, why not? Ask our digital marketing team to assess your situation. A pay-per-click search advertising campaign might be a smart addition.
2. Targeted social media advertising. Every good marketer knows who their target market is. A finely tuned social media advertising campaign delivers your message straight to your most lucrative prospects and bypasses those who are outside of your sweet spot. Your return on investment may be phenomenal.
MRA’s digital marketing team often amplifies earned media coverage using geographically targeted social media advertising. Using this technique, even non-viewers of the local news can see your product being showcased by a familiar reporter.
3. Trade advertising. If you’re a B2B business, strongly consider advertising in trade journals. A well-designed ad will grab the attention of prospects and drive them to your website or an ad-specific landing page.
If you don’t have an in-house design team, MRA’s graphic designers and content writers can help you deliver a stunning ad that meets precise publication specifications.
4. Retargeting. Retargeting delivers ads to those who have visited your website, but haven’t purchased. These ads may be a game changer for you. Data shows that visitors who are retargeted with display ads are 70% more likely to convert.
One caveat: It’s important that these campaigns are programmed carefully. A finely tuned retargeting campaign provides enough encouragement to entice a consumer to take action. A poorly run campaign deters consumers because no one wants to be annoyingly followed around the internet. It’s wise to depend on the advice of an experienced digital advertising expert.
If it’s time to rethink your marketing strategy, call us at 952-697-5269 or complete this form. Whether you want to add earned media or digital advertising to your marketing toolbox or need graphic design support, we have the experts you need to get noticed.