Savvy businesses start with specific goals when creating their advertising approach. Take AC by J, for example. Early in their journey with Meredith Arizona, the company struggled with the fact that few people knew what services they had to offer. The company set a goal of getting their name out there and offering consumers more information about all the services they had to offer, not just heating and cooling services.
AC by J developed a comprehensive marketing plan that focused on that goal of spreading awareness--and it worked. Thanks to their advertising efforts, they were able to increase their business year-round, not just during the summer.
Like AC by J, your business needs to set advertising goals. Setting goals gives you something that you can shoot for and gives you the ability to measure your progress over time.
What is a Goal-Oriented Approach?
A goal-oriented approach to advertising means starting with the goals that you want to accomplish and developing your advertising strategy around them. Your business may have very different goals from another business. You might even have different goals from one campaign to the next. Clearly setting those goals may change your entire approach to marketing. For example, if you have a goal to increase business from a specific segment of your target audience, focus on marketing heavily to that audience. If you have a goal of increasing consumer interest in a certain product or service, advertise to that one more heavily. When you know what your goals are, you can customize your marketing materials to meet them.
The Importance of Creating Marketing Materials With This Mindset
When you create marketing materials with your specific goals in mind, you can create better, more effective ads, from the creative to the targeting. Ads that focus on your marketing goals are more targeted and specific. They have a clear desired end result. Instead of throwing an ad out and hoping that it accomplishes something, you can clearly see both what you want it to accomplish and how it performs over time. It becomes far easier to track the results because you know exactly what success will look like. Your focus on your marketing goals can also help you create a clearer call to action for your audience, whether you're putting together an email campaign or a television ad. That call-to-action will encourage consumers to take exactly the action you want.
Suppose, for example, that you have a goal of increasing awareness of a specific product. You know this product can solve one of the major pain points your customers deal with on a regular basis, but few customers actually purchase that product. Those who do often make the purchase after dealing directly with your sales team. Creating marketing materials that highlight that product and provide more information will be more effective.Then, you can measure sales of that product to determine the effectiveness of your marketing campaign.
On the other hand, you might have a marketing goal of raising brand awareness or increasing signups for your email list. Those campaigns may look very different from campaigns focused on a specific product. They may also have a very different call to action (CTA). While the CTA for a campaign that encourages interest in a specific product might direct consumers straight to your website to make a purchase, a brand awareness campaign might bring consumers to your email list or social media page to learn more.
When you know what your goals are, you can easily track the success of your campaign. For example, 82% of marketers note that their executives want every campaign measured, but less than a third feel they can effectively measure ROI for the channels they use. By clearly setting your marketing goals, you can improve your ability to measure the overall success of your campaign.
The Benefits of a Goal-Oriented Approach
By shifting your advertising approach to a goal-oriented one, your business can experience a number of benefits. Most businesses notice a consistent increase in their ROI as well as a better ability to analyze it. You will also find that you can see real-time analytics clearer, since you know what to measure in order to note success. These analytics allow you to more effectively note the results of your campaign and shift your efforts. . Goal-oriented marketing will improve reach to your target audience, and a result increase awareness and profitability.
When you create your advertising campaigns, what does it look like? Do you have a goal-oriented approach, or have you struggled to clearly set your expectations and base your marketing efforts on those goals? For your next campaign, try a goal-oriented approach to advertising and watch your campaign better achieve those goals.