Advertising is the medium through which attention is drawn to goods and services. So advertising agencies are tasked with the responsibility of drawing attention to their client’s product(s) and the services they render.
Just as with everything in life, there is a method and process for success in making people recognise your brand wherever they see it. No producer/company will be happy to have a hit and miss advertiser who doesn’t have a game plan for success.
Therefore in this article, we will discuss what it takes for any company to achieve their advertising goals always. Meanwhile, you can check out this article for more information about advertising.
What Are Advertising Goals?
These are the things that a company seeks to achieve when they run an advertising campaign. These goals fall under the major goals of increasing sales, customers and traffic to the website and other social media platforms of the company.
Below is a list of some of the advertising goals of most companies:-
- Creating brand awareness and improving the brand with time.
- Increasing traffic to the company website or other social media platforms.
- Enhancing engagement with the content that the company put online via social media platforms.
- Increasing interest in multimedia by giving people the kind and quality of content that people want to see on their platforms.
- Getting results from market research that’s targeted to a particular set of people.
- Generating leads that results in improved sales and more profit for the company
- Improving customer retention through customer loyalty.
Most companies outsource everything that has to do with the advertisement of their products and services to professional agencies. However, there are companies that organize and carry out their own promotion campaigns.
Tips for Achieving Advertising Goals
Companies that outsource their promotion campaigns may not need to bother about how the objectives are achieved, all they need is results. However, any company that carries out their advertising campaigns themselves need to be well armed with relevant information/knowledge.
Below are some of the things that companies can do to ensure that they achieve their advertising goals:-
Know Your Market Niche
Before you even start out with any campaign at all, it is very important that you know the people you plan to reach with your campaign. What is your market niche? Who are your target audience? In case you think your market niche is so broad that you cannot easily identify your target audience, you can conduct a market survey.
Sometimes one market survey may not be enough to help you narrow down your target market. If so go ahead and have two or more to be very certain of the result. With a research based result, you can create campaigns that are tailored made for the right audience and in turn get a more desirable result.
Set Your Goals
After you have settled your target market, you can now start to plan your campaign. The first step in the planning stage is to a goal(s). We have stated some of the most common objectives that companies have these days. These objectives are what determine every other strategy that follows. Your goals must be SMART and this acronym is explained as follows:-
- S – Specific – Your goals must be specific. You cannot just start a promotion campaign without clearly defining what you want to achieve with it. We have enumerated 7 goals above and this list is not exhaustive. Be specific about which of the goals is most important to your company.
- M – Measurable – There are parameters used to measure advertising objectives and these must be employed as you set your goals. A specific goal that is not measurable will be difficult to achieve because you wouldn’t know when you have reached the goal.
- A- Achievable – Although we are always advised to dream big, companies should bear in mind that they shouldn’t set their goals based on a pipe dream. Whatever you hope to achieve with your campaign should be attainable. Be pragmatic while being ambitious; know your limit and what you can do to break the glass ceiling.
- R- Relevant – Be sure that your goals are relevant to the success of your advertising campaigns. Determine whether this is the right time for you to pursue the goal you are thinking of.
- T- Timely /Time-Bound – You should have a time frame within which your objectives have to be achieved. You cannot leave things open-ended; have a time line for every step in the process. This will help you know when you are on track and when you veer off-course.
Create a Campaign Based On Data
Having identified your target market and also set smart goals, the next thing is to create a campaign that is based on the data that you must have gotten from step one. Additionally, you can pull up data from other campaigns that you may have done in the past.
Do not forget to maximize online platforms and marketing channels. There are several tools such as Pay-Per-Click, display ads, email- marketing and social media marketing. But note that what you put into/on these channels is what determines the result you will get; hence the saying that content is king.
Measure Your Result Objectively
Whenever you carry out an advertising campaign, ensure that you measure your result. This is why we mentioned in the goal setting that your goals must be measurable. Imagine that you set goals with no metrics or parameters for measuring results? You wouldn’t know when you achieve them.
You can measure your results especially for online campaigns by monitoring your CTR (click through rates), CPC (cost per click) or CPA (cost per acquisition). The results you get will let you know whether there are adjustments to be made and where they are needed. If at the end of your evaluation, you are pleased with your result, you can file the strategies used for future reference. Check out this site for tips on online marketing: https://sproutsocial.com/
Conclusion
From all the above points that we have discussed, you can see that you cannot achieve your advertising goals by mere wishes. You have to take out enough time for planning and strategizing before you design any campaign.
Moreover, it is important that you understand that trends change almost by the day, so you should not assume that the campaign that worked last year will work today. Ensure you go through the process for every new promotion cycle.
