Eight changes marketing professionals must implement into their 2021 digital marketing plan. Paid media marketing has one job to lift your brand.
Here are eight changes you can incorporate without a second thought.
1. Passing Ads
This can be seen by the recent changes of Instagram Reels as well as the widespread popularity of sources like Instagram stories, and Facebook stories. Basically, if it passes through the user’s streaming or browsing session, you can consider it a passing ad.
A few specific types of ads work best here:-
- Organic-seeming ads are best. You want your audience to presume you’re someone they follow, even if they don’t.
- Include post links or swipe-up links whenever possible. The easier you make it for folks to find you, the
- The first second matters most. Include audio when relevant and make your offering known right away. Your personality should be obvious at first glance.
- Cross-promote. If you share a product video on Instagram Reels, upload it to your story and your feed.
2. Making Core Influencers Part of Your Business Model
Micro and macro-influencers are an awesome resource at your beck and call, just as long as your audiences align. Even pages with a few thousand followers can make a big difference for smaller brands searching for a significant advantage.
Go on a hunt to find the top influencers in your space. Then, figure out the cost-per-acquisition for tracking each of them down
Pro Tip: You can use influencer marketing tools to help you in your journey of integrating core influencers into your business model. Some of the most popular include AspireIQ, BuzzSumo, BrandSnob, and NeoReach.
Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget.
3. Way More Funnels
On constructing funnels and landing pages, you want to double down. But you don’t just want to throw these advertisements into the void of the internet.
Build these funnels and landing pages:
- By ad.
- By network.
- By stage in the customer journey.
You can figure out the route users are taking to get to the purchase point by using these three correlations, and you can identify the root of the behavior of your audience.
Journeys might differ between YouTube and Facebook, and that’s because these platforms are not built to act the same. Similarly, customers may respond differently by ad type (think carousel ad vs. video ad).
Consumers will not react to a coupon in the awareness stage in the same way that someone will just afraid of the purchase phase.
4. Stronger Source & Time Predicting with budget allocation
It may sound repetitive, but this process will be a natural part of your online or paid media marketing once you get into the flow of things.
First things first: In your program, know the cost of all items. It could be cost-per-clicks, premium content, influencer payments, or plenty of other monetary payments.
You want to know, basically, what you’re paying for, and where.
Next up: Forecast by quarter, not just year. This allows for easier budget shifts within a year.
When you’re ready to change up your paid media marketing tactics, you’ll be better set up to do so. Getting the budgetary green light from executives will run much more smoothly with a quarterly forecast in hand.
5. Getting an Appropriate YouTube & DSP Networks CPA
Your cost-per-action (CPA) on YouTube and demand-side platform (DSP) (demand-side platform) networks need to be at an acceptable rate.
For businesses with a well-developed market, using CPA ad networks is wise.
Just to bring in revenue, you don’t have to rely on clicks, and you can advertise based on a specific action. It’s also important to mention that you need to make these more secondary.
They should come after the lower funnel networks and audiences are maximized. Set bid limits, make device bid adjustments, and calculate your average target CPA, among other inconsistencies.
And if you didn’t know Amazon even has its own DSP now.
Final Thoughts
- So are you ready to make your business big in 2021? With these marketing tips, your campaigns are going to be more focused and more organized. 2021 is all about new moves! What’s coming is better than what’s going hence with the right guidance and direction, you can ace the strategy and start to see the results immediately.
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