Advertise Where They Are 👨💻
Hi Everyone, welcome back to this week’s newsletter. If you enjoy these leave a like ❤️ Now let’s get on with the newsletter.
Don’t use your website as an advertising tool. Nobody is constantly checking your website for updates. Think about this: How often do you check the Apple or Nike website. Not that often right? It’s not like you wake up in the morning and immediately get your phone out and check the Nike website.
However, what people do go in the morning is their emails, social media, text messages, etc. This is where you need to be advertising and showing off your brand: Where people are. 📱
Think about where the people are. If you sell phone cases then your target audience is probably all on social media so you should advertise there. If you sell smart suits and your target audience is business people working in London, then billboards around London will probably benefit you more - Not to say you shouldn’t have a presence on social media, I believe social media is hugely important to have a presence on, regardless if your target audience is on social media. It just might not be worth putting all of your marketing budgets into social media if your target audience isn’t on social media. 💻
Next, I’m going to talk about what you post 📫 Make sure whatever your posting is relevant to the consumer. For example, highly advertising some webinar Q&A that you're doing for your tech company might not be a great idea. But pushing an ad all about your new product is far more useful since it will get the product more sales, and at the end of the day, make your brand more successful 📈
So where are some good places to advertise? I’ve seen companies starting to advertise more through apps, but I’ve noticed that unless someone is highly passionate about a brand, and buys a lot for it, they’re not likely to be downloading an app. I also don’t recommend making an app if your business is small / doesn’t have many customers yet.
Let’s talk about internet ads. As of yet, I don’t have that much experience in this field, but soon I do plan to start advertising using google ads, and even on YouTube, as I know a lot of my target audience will be on YouTube ▶️
Then there’s the one everyone talks about, social media. Social Media is huge for advertising, and even if your target audience isn’t really on social media, you should still keep a social media presence (Just maybe on fewer platforms). I’ve also noticed a lot more companies doing TikTok ads, these are apparently doing really well and bringing in huge sales
So now let’s talk about a relatively new one, which is texts. People check their texts a lot. I’ve been seeing a lot more companies using SMS marketing such as the NHS, Deliveroo, Seek Discomfort and of course SIM card companies. I know this is quite a powerful way to market, but it’s important to make your ads happy, and not to overload them as it could build up a bad reputation for your brand, and may eventually end up with your customers blocking your number ☹️
Then there’s one that’s dying out a bit now, but is still a traditional and powerful way to market your brand: Physical Mail. Of course, like texts, overcrowding your customers with junk mail is bad, but if you give people mail that is actually useful, then they’ll do wonders for your brand. Let’s use BAM, a clothing company that makes its clothes out of bamboo, as an example. If you sign up to BAM’s marketing list and give them your address then they’ll send you free socks every year if they consider you to be someone that might go and buy more. The best bit is, even if they don’t buy more, they still promote your brand by wearing your product and also speeding good news about it via word-of-mouth which is arguably the best way of advertising your brand 🤩
Finally, let’s talk about the one you’ve all been waiting for: Email Marketing. Email marketing is clearly one of the most powerful assets for marketing your brand and you should use it carefully. Like all of the others, sending spam and junk mail is a bad idea. If you only send out 3 or 4 emails a month, however, it will do wonders for your brand. There’s a small brand working in Canada at the moment called “Kaybahd” and the owner was talking about how by just sending out 4 emails, he made over £8,000. It’s a clever way to market but you have to do it right. A good looking email is seriously important too, and this can be hard since email design software is usually not great, however below I’ll share my way of designing my emails through MailChimp (Which is what I strongly recommend unless you have the money to use something else). 🐵
So I've been looking at how certain brands such as FatFace, do the designs for their email marketing, which is something that I've been getting quite confused with. The issue is, most email inboxes only allow 10 or 20 base fonts, so I'm restricted to a few basic fonts. The solution? I'm going to use the fonts I want inside of Photoshop, export them as PNGs, and import them as pictures into the email, so I can do loads of crazy stuff. Of course, for long paragraphs, I will probably have to use the basic fonts, in case the images don't load immediately (Which is how I found out about the imaging technique in the Fat Face email). All of this will be done within Mailchimp. 🙊
So the new process will be:
Write the newsletter in Evernote
Paste the paragraphs into MailChimp
Get the headings as PNGs
Import Headings
Import other media
Publish
I don’t know if this is something I should be writing about more or less, but if this was helpful to you leave a like, if you have any questions you want to ask, leave them in the comments below and I’ll get back to you. Thanks for reading and I’ll see you next time
Elliot 👋
Under The Ledge