Today, almost anyone that wants to advertise can do so to their online readers, at a very reasonable price. The internet has transformed marketing; no longer do companies have to rely on advertising platforms with very high barriers to entry like television, print, and radio.
While the opportunities are there, and you have an audience waiting, just because you’re implementing an online marketing plan does not mean you’ll be successful at reaching customers. Below are some tips for writing more compelling ads for online readers and connecting on a more personalized level.
Write Online Content
Having online content is a great way to create effective advertising. Whether this comes in the form of blog articles, a script for an informative video, or some other form of writing, the creation of content is integral to creating effective online advertising. It provides value to internet users beyond informing them of a product or a service, and hopefully gives more information on some other topic that your readers will use.
While there are many different choices for the type of online content you create, overall, the most important aspect of this content should be the value it provides. For example, food companies often publish recipes online. These recipes provide value to the readers and help sell them on buying the product as an ingredient at the same time. Write with the reader in mind, and provide more than just an advertising card.
Know Your Audience
Even if you think your content is compelling, it may still fail to hook in the people most likely to buy your product. The problem may be that the content in question doesn’t cater to the needs and preferences of your actual customers.
Who are your customers? If you don’t know exactly which demographics would be most likely to purchase your products or services, you have a problem. This is why significant market research is always required before a successful marketing campaign, whether it is conducted online or off. Online content written for seniors, for example, will certainly read very differently from content aimed at teens.
Work with a Web Design Company
You should also work with a web design company when crafting your online advertising. If your advertising is content based, this is extremely important. The pages in question should be designed in a way that compliments your marketing, and is aesthetically pleasing to any reader. If they aren’t, you may encounter a high bounce rate and lose your leads. Your content also needs strong SEO. Without strong optimization for search pages, consumers may have trouble finding your content through search engines like Google and Bing.
These days, content based marketing is more important than ever in an online world. However, creating compelling content that actually hooks in consumers can be difficult. Complete the proper research and the right amount of work to ensure that your content succeeds in converting readers into paying customers.
Eileen O’Shanassy is a freelance writer and blogger based out of Flagstaff, AZ. She writes on a variety of topics and loves to research and write. She enjoys baking, biking, and kayaking. Check out her Twitter @eileenoshanassy.