Inbound Marketing and Content Marketing strategies have seen great growth in recent years – inside and outside Brazil.
The expectation of generating value for brands and creating lasting relationships with the public without a heavy investment in advertising made many professionals study and apply these strategies in their businesses.
But many end up forgetting that it can be difficult to see a quick return with just an organic strategy, as it shows results in the medium and long term .
Therefore, it is still essential to invest in ads – especially when your business is new to the market and you have never worked in digital marketing.
If you're thinking about investing in ads to boost your marketing results, learn about 8 reasons to adopt this strategy right now – and see tips from our experts for those starting out in this area.
8 reasons to invest in ads
In addition to boosting all the marketing actions developed, investing in paid media ads can bring many other advantages.
The fact that the return is easily measurable opens the possibility to start small and increase the investment as the return comes in, according to the channels and campaigns that are bringing the best results.
Understand now all the advantages of this marketing strategy:
1. More precise targeting of your audience
By investing through an online media platform, it is possible to achieve excellent segmentation, by reaching a very diverse, relevant and present group of consumers, who for the most part access the platforms daily.
These segmentations are selected according to the data that users provide to the platforms themselves, and it is possible to publicize your campaigns to audiences according to different regions, age groups, professions, interests, consumption habits… To name a few examples.
It is also possible to target campaigns only to users who already follow your pages, who have already accessed your website or who have already shown interest in competitors of your brand.
2. Helps to build authority and brand recognition
By creating marketing campaigns and driving them with the right investments, you increase your brand presence and create authority and recognition for your brand.
Thus, it can position the brand in the minds of consumers and do so in a positive way using actions, language and strategies so that it is remembered at the time of purchase or to gain authority as a market reference.
3. It can generate a follower base faster
Another reason to invest in ads is that they can help you grow your followers faster than just working with organic posts.
We know that this is not even close to being one of the metrics that really show the results of a company, but by increasing this number you can attract new users and present your solution to new potential consumers.
4. Boosts the organic strategy
The organic strategy and the paid strategy are not vying for your marketing team's attention and efforts: they actually complement each other, creating a 360º strategy, and you don't depend on just one channel to scale the company's growth.
As organic results take longer to appear, paid media comes in to shorten the path to results, generate leads, increase digital presence and create possibilities for remarketing and nurturing these contacts.
You can even explore paid media to promote organic content, such as videos, blog posts, rich materials, etc., making them have more reach with a targeted audience.
5. Good for testing new niches or market segments
Online ads can also be a good option if your company wants to test a new product or explore a new niche market.
Paid media brings the possibility to understand if there is already a demand for your product, and if people are actively looking for that solution.
For example, when we talk about real estate, we know that people are already organically searching for the keyword “property for rent in Curitiba”.
If the demand already exists, a good opportunity is to invest in Google Ads, to take advantage of the channel, the demand and the users who are already interested in your solution, positioning your website above the organic search results.
On the other hand, your solution might solve the problem for many users but they still don't know it. As our CMO, Gustavo Luby, commented:
“Leadster, for example, enters a scenario like this. We offer our customers a conversational marketing tool , but few people look directly for this type of solution. In this case, the best investment option for us has been the display network, Facebook Ads and LinkedIn Ads”.
6. Helps to increase market share faster
Increasing market share is the desire of every brand, as this means increasing revenue, value and penetration in the segment in which it operates.
By creating new paid media campaigns, it is possible to increase this market share more quickly than it would be possible to do so without this type of investment.
7. More immediate results than other strategies
Investing in paid media drives traffic in large volumes at a faster rate than investing in organic traffic, for example.
For this reason, promotional campaigns and disclosures that need to happen within a specific time frame typically involve paid campaigns.
But investing in ads can happen in any type of campaign and objective, just be clear what they are.
8. 100% measurable return
Metrics need to bring knowledge about actions and investments and, above all, guide decision-making in relation to the maintenance of these actions.
And online paid media offers this advantage over other strategies.
Metrics are easily pulled from platforms, and you can track your campaigns and make more informed decisions based on data.
How much to invest in ads to get results?
If you're just starting out, it might be a good idea to focus on a few channels, especially if you have low knowledge or low budget available.
Better to deepen your knowledge in the channel that has more to do with your persona and create successful campaigns there, than to try to embrace the world and do enough just to be present on all channels.
We talked to Marco, Paid Media Analyst here at Leadster, to bring quality information and an expert on this, which is one of the main doubts of those who are starting to invest in ads.
“I recommend that a minimum of one thousand reais be invested per chosen channel or five thousand total distributed among the channels, to start. Another important tip is not to reduce investment or pause campaigns, as this makes it difficult to learn the platform algorithms. It is better to start small if the security to invest higher is the problem, and increase as the results appear. Thus, you can validate the choice of channels, selected audiences and the campaigns created.”
Where to start investing in ads?
Beauty, you understand the importance of this investment, you already have a defined budget and you are eager to put your strategy into practice and start reaping the results.
If you still don't have much experience with the subject, the best option is to hire a professional (internal or freelance ) or an agency specializing in paid media.
But as you are the one who has the most knowledge about your business, your audience, your main channels of action and the company's goals, you can now start a media plan to come up with a basis for this professional.
Our experts, Marco and Gustavo, brought some more important insights for those starting out:
- Direct the user to a conversion page that talks to the ad they clicked on, with the same terms, the same visual identity and the same conversion hook, and not simply to the home page of the site, which can leave a consumer lost, if he still be at a very early stage of the purchase journey/sales funnel;
- Explore remarketing , which attracts a qualified audience, with a lower click cost than another user who has not yet had contact with your brand;
- Search long before! Understand the terms, research what and how your direct and indirect competitors are advertising in paid media , look for examples outside your segment and have good and bad references at hand to target your ads and campaigns;
- Do tests, especially while you don't have an investment history, so you can reap results and follow what is giving the best result.
Why You Should Create a Marketing Strategy Uniting Paid Media and Conversational Marketing
With better qualified traffic through your paid media ads, the chances of conversion on your website also increase.
If you know how to create interesting conversion hooks and use the right tools to turn your visitors into leads, you will be successful once you attract them to your pages.
For lead generation, the combination of paid media and conversational marketing (with chatbots or virtual assistants) works very well, as these visitors will have proactive and personalized service.
On top of that, your brand gets relevant information right from the visitor's first contact with your company, helping to qualify.
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