How traditional media is being reinvented for a new generation of advertisers

How traditional media is being reinvented for a new generation of advertisers

Next Generation Ad Solution - New Types of Advertising

You’ve probably been told time and time again that the ONLY way to get new customers is online.

"Use Facebook"

"Google Adwords work every time for me"

"I get heaps of work off Google"

Advertising your products and services online is an absolute necessity in the 21st century. But before you do you need to get all your digital shop fronts looking great and working. There’s no point spending money and time on advertising only to send your prospective customers to a closed store or a web site that doesn’t work or is under construction. Even worse is to send them to a Facebook page that has cat memes on it or the last post was done in December 2017.

Nothing has changed in advertising

The same principles apply to market online that applied to traditional forms of advertising like television, newspaper and yellow pages. In fact, some of the marketing theories that are now being espoused originated in the 1930’s!

While the delivery method is far removed from the original, Facebook is our newspaper and snail mail. Youtube is the new free to air television and Google Adwords is today's Yellow Pages.

Facebook is your daily newspaper and letter from home in one convenient location

Years ago, we used to wait for the newspaper boy to throw the newspaper on the lawn before the sun up. Take the quick walk outside to find out what is happening in the world. We’d check out letterboxes in case there was a letter from the other side of the world, or maybe an invitation from across the street! Wait for the kettle to boil, make a coffee and sit down to while away the next hours catching up with the world news.

Now the daily newspaper has disappeared for most of us and we’ve replaced it with Facebook. By following our preferred news sites, we’ve got the latest news as it happens in our news feeds, plus we can catch up with what’s happening in the life of our friends and family.

Over a billion people around the world use Facebook on a daily basis. In Australia, 60% of all Australians have and use Facebook on a regular basis. While readership of newspapers has been in steady decline for the past decade, the use of Facebook has replaced it for readership and advertisers.

Same principles apply when advertising on Facebook. Impressions count. So you need to get in front of as many people as possible. Then make sure that you get in front of each of those people multiple times. Marketers talk about the Rule of 7, but in today’s busy times, you really have to hit someone with your message over 30 times to get a response

The same marketing theory applies to both Facebook and Newspaper advertising. Your content must be eye-catching and if you want to elicit a reaction you need to offer big!

The difference between newspaper and Facebook advertising?

  1. Facebook has a far bigger reach and is much cheaper to get more impressions
  2. Your content can be interactive on Facebook
  3. You can actually take the customer to the next step
  4. You can afford to get in front of your potential customer base regularly

Before you start advertising on Facey, you need to understand the difference between posting on your business news feed and Facebook advertising.

There’s a big misconception that you can just put your stuff up on Facebook and the customers just come pouring in. Most business owners I work with think that just putting the post on their page is advertising.

It’s not.

Don’t misunderstand me. You can get sales off a Facebook post on your business site, but you can’t guarantee that it’s going to happen every time. On Facebook, you are preaching to the converted. People who love what you do so if you get a sale off a random Facebook post, you’re doing well. You must have the content right and successfully engaging your customers

Related article: 5 ways to increase Facebook engagement

Youtube is the new Free to Air Television for advertisers If you haven’t already caught on Video is the ‘next big thing’.

If you are not using video to stop thumb scrolling on Facebook or to sell your business products and brands you need to start thinking about it now. Advertisers are using high traffic videos on youtube to promote their goods and services and can target sites that meet their customer profile.

If you sell Vegan products, you can place your ads on sites that have a lot of Vegan traffic, like food vegan food videos.

Or if you are selling your products and services, how to videos make you the expert. If you are an optometrist, you can talk about common eye issues in short how-to videos or you can even show people how to clean their spectacles or adjust the earpiece.

With video, you are setting yourself up as an expert in your field. If you haven’t done it already because there are so many videos about what you do out there on youtube already you are setting yourself up for failure. If you have that thinking then you are letting the market share go to your competitors rather than compete. Create the videos and use them in your Facebook advertising, create the links and then once people like what they see, they’ll keep watching more and more from you.

“video will drive 80% of internet traffic by 2021” Vimeo (youtube competitor)

Related article: How To Stop Your Customers From Scrolling Past Your Content

Google Adwords is the new Yellow Pages

Remember when mum or dad would drag out the yellow pages book and look for a plumber when the toilet got blocked up? The idea of listing you with all your competitors is a marketing nightmare, but once it had started to happen you just had to be in it.

Today, instead of being in the yellow pages, it's important you are listed on the 1st page of a google search. If you are still listing on page two or three or even further then you need to start looking at ways to improve your SERP.

71% of people will only search the top 5 listings on the 1st page and only 6% of all people will click through to the second page.

There are a few ways you can increase your SERP. One is implementing SEO (Search Engine Optimisation) methods. You can do this or pay someone to do it. Search engines like Google, Bing and Yahoo are looking for relevant information that meets the needs of search keywords or phrases. The more relevant you are, the more you set yourself up as the expert in your field, the higher your ranking will be. Increase the number of backlinks to your website, create informative and relevant content and start your own Youtube channel!

Or you can just pay for Google Adwords. Like Yellow Pages, you can buy a bigger and bigger ad each time, but in the end, the person with the biggest purse will win. In the old Yellow Pages, the person with the largest Ad most of the time, got the business, especially when the customer was time poor and it’s the same with Google Adwords, the more you spend, the more your competitor spends and the only winner is Google. So try implementing organic SEO first before spending big bucks.

Related article: 6 Ways To Generate More Traffic To Your Website

Related article: Why Should You Use Radio Advertising For Your Business?


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