Are you finding that your marketing efforts are not obtaining optimal results? Have you been affected by the increasingly popular ad blocks? Or are you simply looking for a new way to market your brand effectively? No matter your case, Native Advertising is the answer.
Making your advertising native can take various forms such as articles, videos, images or any other media, but what is certain is that it will be placed on a page where it belongs, with other similar and relevant content. Now before jumping into this type of advertising here are the seven things you need to know.
1. Steps to take before creating a campaign
In order to launch a successful native advertising campaign you will need to do your homework. This starts with figuring out who your buyer personas are, which you can do by researching your current clients thoroughly. Some of the things you will need to discover to form your buyer persona are the demographics, interests, challenges and needs. These buyer personas are a representation of your target audience that you can use to organize the content you will need to make in order to attract them. ‘
You need to find the solutions to your buyer personas problems and find ways to fulfill their needs and interests. The content you create must be of high interest, high quality and high usability for your target.
2. There is a difference between Native Advertising and Content Marketing
The line between native advertising and content marketing is thin but here is a simple explanation. Native Advertising is when you pay for the placement of high quality content written for the target audience on a third party site. The goal is to make this content flow within the content of the website, which you publish it on but you are in fact paying for this placement and it will state that it is an advertisement.
Content Marketing is when your own brand creates content that is published on its own site. The brand owns the content and it is also created of equal high quality, targeted to a specific audience, but owned by the brand and published on the company’s website. Both of these methods can be seen as quite similar and both successful but it’s key to know that this difference between them does exist.
3. Native Advertising is the solution to adblocks
Adblock use is on the rise and will continue to increase in use, forcing advertisers and marketers to find alternative ways to advertise their brands. Browsers with adblocks will not display banners, popup ads or other intrusive ads of this nature, which has caused marketers to realize a loss of $2.2 billion in 2015 alone according to PageFair.
The solution is clear, native advertising is non-intrusive and specified to a target, providing them with interesting and relevant information. In order to keep your company’s marketing budget out of the statistics of losses due to adblocks, you need to invest in native advertising. You’ll realize a return on investment larger than any other invasive form of advertising.
4. The future of Native Advertising
Native Advertising is a new form of marketing but it won’t be new for long, Native Advertising will be the new form of advertising and is taking storm as many huge companies are starting to create successful native campaigns. Companies like Netflix are running campaigns that are so successful it is making people rethink advertising.
The old invasive form of advertising is continually loosing money and is being replaced by a better, noninvasive method that meshes with the existing content to give users something they will actually be interested in. Marketing companies as well as departments need to switch to this method now if they want to survive in the future, before they realize all of the money they are loosing by trying to push ads on people who simply aren’t interested.
5. Transparency is key
Native Advertising has the goal of mixing relevant ads within the existing content on a site, which can get confusing to users who are browsing through the website looking for similar content. The key to keep your brand’s integrity is to be as honest and transparent as possible. The way you write your content and the way it is promoted should lead to consumers being able to distinguish between the paid promotional ads and the authentic website content.
When you are writing your native ad you need to use language that makes it clear this is an ad and you are not pretending to be actual content on the site, even though you may not be promoting your brand in the traditional sense. The claim that it is promotional content should also be large enough in all devices that consumers use to make it clear this is in fact an ad, although a high quality and interesting one!
6. How to optimize Native Advertising campaigns
Optimizing your native ads requires knowing what your conversion rates are to be able compare the results and make improvements. There are many different metrics you can use but here are two that will give you powerful information that you can act on. One metric is the number of views/ total number of impressions, which will indicate the strength of your title. If the result is not ideal then you should get in contact with the publisher to work on creating a title that is able to better attract customers.
Another metric that will help can help you in the optimization process is the total number of leads/ the clicks. If this number is not ideal then the problem becomes your website or landing page, if there are customers arriving to your page but not becoming leads there is some improvements that need to be made on your website.
7. Call to actions are crucial
Although Native Advertising does not have the goal of pushing a customer towards a sale, it is still crucial to find a way to include a call to action. This can be for the download of an ebook, an infographic or any other content of value to the target audience.
Marketing that is done without the means of collecting leads can help to build the brand, but ultimately it results in a loss of opportunity. Adding a simple button inviting the user to learn more about the topic or to download more relevant information will not only help them to expand their knowledge on a topic of their interest but it will entice them to enter their information, a clear win-win scenario.
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