Ads don't work? You're not the only one!
Many who decide to start a side business go straight to ad buying to get sales. Though ads are a great tool for brands to reach more audiences, people often forget any ad's effectiveness lies in the quality of the ad itself.
i) There isn't a lack of traffic - there's a lack of understanding of your traffic
Billions of people are online every day. And even with a small amount of budget, you can reach them with your ad. However, sending out ads without understanding the people who sees them is a waste of money.
Are you sure your targeting list matches your potential buyers and your target audiences?
Do you know what content your target audiences likes and where they hang out online?
Is your ad setup supported by target audience understanding or platform's best practices?
ii) People aren't interested in what you offer - they're interested in what problems you solve
People like yourself see numerous ads every day. Unless I am eagerly looking for your specific product, would I click into your ad and convert. Instead, audiences are much likelier to show interest in ads that illustrate a better alternative of how they are tackling their problems now.
Don't just talk about your product or service in your ads. Set up a scenario and tell them what they can gain by using your product or service instead.
Don't be salesy. Hook audiences in with something interesting, such as a pain point or the desired outcome.
Don't lecture your audiences. Share knowledge with them so that they become interested to find out more.
iii) Clicks do not mean sales unless there is a strategic funnel
Many brands fail here, as they assume a point-to-point journey from ad to product checks out will result in a conversion. No one buys like that online. People click on an ad and expect more information and experiences. They might exit to research on their own afterward. That's why you need to be present across different touchpoints, so when they need you, they can find you.
Construct your consumer journey. Where would the audience land after clicking on your ad, and where can they navigate after that? Create a handful of touchpoints for them to understand more about your brand.
Work on your call-to-action (CTA). You can't simply tell them to buy now. Guide them on their journey with you via actions like "learn more", "take your first step here", "click here to join our community", etc.
Think like your potential customer. What questions might they have? Provide answers at specific touchpoints, so they become more and more interested in your product or service, likelier to result in a purchase.
It's a lot of work! But there's a way to tackle them all.
Content marketing is a great way to establish your side business. By understanding your target audiences’ preference, you can create content to attract their attention and make your ads more effective.
Creating content that caters specifically to your target audiences also help increase brand awareness and build a community. So when you release your products and services, people will already be interested!
Learn the skills you need, get your questions answered, and explore your full potential with us here.
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