What advertising should you choose for your brand?

KPI Campaigns

The first and most important thing (as I repeat in almost every article I write) is to set the goals we want to achieve with our marketing efforts. Analogous to any action we take in life if we start acting on a hunch, it will usually get us nowhere. To start building a house, we need a zoning plan and an architectural design; to bake a cake, we need a recipe. 

The same scheme applies to marketing. If you properly set the goals you want to achieve, you are more likely to choose meaningful marketing activities that will allow you to meet those goals. Such goals are called KPIs (key performance indicators), and we can set them in several ways. You can read about how to do this. in the article „Campaign KPIs – what are they and how to set them?„.

In short, campaign KPIs are specific indicators that allow you to evaluate the performance of a marketing campaign in a measurable and objective way. They are specific data, numbers or metrics that allow you to understand how well a campaign meets certain goals. KPIs can vary depending on the type of campaign and the goals you want to achieve. They can include aspects such as increased website traffic, conversions, brand awareness, or sales.

Types of online advertising

We can distinguish between several areas of objectives that we achieve through Internet advertising. As a rule, we achieve each by employing a different channel or activity. At the same time, you must be aware that the better integrated activities in different areas, the more effective the activities in each of them will be since these areas affect each other to a greater or lesser extent. I’ll list the goals I’m writing about, followed by the tools with which you can achieve these goals:

Increased brand awareness involves attracting the attention of potential customers and increasing brand recognition. To achieve such a goal, we use the types of activities that will work well at the beginning of the sales funnel.

Brand Awareness.

Generating website traffic – involves getting users to the company’s website and presenting them with an offer, a sale or encouraging them to leave data.

Increase sales or conversions – encourages recipients to make purchases or take other desired actions, such as registering for a service, downloading an app or leaving contact information.

Building a customer base and loyalty – involves creating relationships with already acquired customers by providing them with valuable content, special offers or loyalty programs. Such an initiative often translates into increased customer engagement.

Generating leads (customers) – involves encouraging recipients to share their contact information. This enables you to communicate further with them and reach users at an advanced stage of the sales funnel.

Generating leads (leads) – is a way to increase customer engagement.

Building authority – involves publishing valuable content, such as blog articles or instructional videos, to gain the trust of customers and be recognized as an authority in the industry.

Interaction with customers – involves maintaining an active presence on social media and other channels to answer their questions and solve their problems.

Market share growth involves covering a larger market share by winning over competitors or new customers.

Promoting new products/services – Using online marketing to market new products or services, communicating their benefits and attracting customer attention.

Channels of digital marketing

If you have set the goals you want to achieve, we can move on to choosing the tools you will use to achieve them. Online marketing can be roughly divided into several segments you can use in your advertising efforts. The most popular of these are:

• social media – what a horse everyone can see. But for those who have been living under a rock for the past decade, social media are online platforms that allow users to create and share content and interact with other community users. E.g. Facebook, Instagram, Twitter. You should use social media to build your brand image and achieve long-term outreach goals. It is also a great place to engage the community gathered around your brand to discuss and exchange ideas.
• performance marketing promotes content based on effects, such as clicks or ad views, in a billing model. Ads can be displayed on social media or websites and search engines like Google or Bing. This type of marketing will work best for event promotions or to increase brand visibility in a competitive market. It’s also a great tool for informing potential customers about your products or services. The goals you will achieve with this type of promotion are generating traffic to your website, acquiring leads and conversions, and making sales. You can read more about this type of marketing in the article titled. „Performance marketing„
• content marketing – this type of promotion is based on creating valuable and attractive content. These include blog articles, tutorials, infographics or videos. Quality content can attract customers’ attention and build customer engagement. Content marketing is mainly used to build authority and increase brand awareness.
• e-mail marketing – involves sending personalized e-mails containing offers, news or product information. Depending on the designed content, it can be a sales mailing or fulfil other purposes. With the help of e-mail marketing, you can maintain a relationship with your customers and encourage them to buy or inform them about current promotions.
• influencer marketing – working with influencers can help increase your brand recognition in a short period of time. It will also enable you to reach the right target group. Especially for influencers who operate in a specific industry, the target group usually consists of users interested in a particular area. Therefore, campaigns with influencers will be great for image-building activities and increasing reach.
• affiliate marketing – this type of marketing involves creating a network and an affiliate program. Entrepreneurs, creators or bloggers promote your products or services in exchange for a commission, usually derived from sales. This solution will work well in increasing sales of your products or services. However, it is a long-term solution that will take some time before you can fully enjoy the benefits of it.
• webinars and podcasts – holding webinars or recording podcasts on industry topics will enable you to build brand authority and increase customer engagement. With their help, you will show yourself professionally, convince potential customers of your solutions, and cooperate.
• Discount codes and special offers – making unique discounts or special offers available only to online customers. This can encourage them to buy and also to order again. For example, time-limited discount codes will encourage the user to place an order before it expires. This is a sales-oriented solution but also works effectively in brand recall.
• remarketing – is a type of marketing that allows you to reach users who have interacted with your ad or visited your website. It’s an effective tool for products or services characterized by an extended purchase decision. With remarketing, you can remind your audience about your company, for example, when they are at the stage of choosing a product. You can also display ads to people who have potentially already consumed the products they have purchased or need a repeat service.

There are many promotion types, and the choice is not always as obvious as it might seem. If you want to explore your brand’s budget possibilities professionally and choose the right promotion channels, use the services of Digital Agency. The agency primarily deals with the planning and implementation of online marketing activities. These can consist of brand building, search engine advertising, public relations, creating marketing communications, optimizing online campaigns or data analytics. The agency’s marketing department will assess budget allocation, recommend PPC advertising solutions, and make any website changes.