You have a need to advertise a new product. You’ve invested time and money and got your CEO, your marketing manager or some advertising – in any case, the right person! – to advertise it on Google, Social Media and even TV. The result was interesting and of good quality. And yet, after you made all the appropriate moves, the advertisement …failed!
The answer, or rather the .. question is simple : ‘I’m sorry… do i know you?’
Let’s start from the beginning! Either the ad was aimed at selling a product and obviously the sales results were not what you originally expected, or it was aimed at getting impressions that would later result in profits per click or subscriptions. In any case, it failed miserably. These ads have a high failure rate as in fact, people ..do not know you! They can not trust you if they have never heard of you. Even if they are really interested in what you are offering them, they may have had a bad experience in the past with … people who deceived them online and this prevents them from buying / visiting / interacting with your page.
Unfortunately, when there is no response, the cost per click increases, resulting in it also displaying less. So this is catastrophic, with you exposed in the rampant competition and charged with an ad that was essentially meant to fail!
Of course, there are exceptions. Many ads that target, for example, a specific type of audience and do not need to have an existing reputation for product credibility (or may not even have competition), thus they succeed. But let’s see what solutions there are when we want to promote something new, that people do not already know.
Make yourself known first.. your business or yourselves! Help people get to know you and trust you. Invest in public relations, the press, radio and television, sponsor and events, you will choose how you are promoted, it is up to you to make your name, products and services recognizable to the public.
Also, you can target (at least initially) the ad aimed at an audience that already has some experience with you. Use the available means of communication that you have to re-advertise (remarketing) such as phones, e-mails and social networks such as Facebook and Instagram. Your existing customers, as long as they are satisfied with your services, are the ideal advertisers (and in addition, for free!) For your company. They are also the ones who, if they know and trust you, will help you improve your click-through rate and further reduce the cost-per-click of your paid ads
So if you have gained some recognition, and if you trust enough and know that your product or service “deserves” and the public likes it, then make the decision to invest in digital marketing.
With patience – because establishing yourself in any space is usually not done overnight – perseverance, faith, trials but also .. capital is almost certain that you will reach success!