Many businesses have found that a T.V. advertising campaign can bring quite a significant amount of attention to their products. As a result of this, they’ve had quite a considerable increase in brand awareness and sales, which is something that the majority of businesses want.
This has been especially true when the advertising campaign is carefully implemented into the firm’s overall digital marketing strategy. While this may seem quite easy, many business owners may not know how to do so.
Though they may have a general idea of what to do, it’s the details that matter most. Much of this will be seen in how T.V. advertising is implemented into your digital marketing strategy. While there are a variety of ways that you can do so, there several that have proven to be beneficial.
Redefine Your Target Market & Assets
Like many other marketing strategies, you’ll need to ensure that your assets are working and will elicit a response from not only viewers, but from your target potential customers. This should also be done when you’re planning a T.V. advertising campaign, and can often be much more essential in this regard because of the costs associated with it.
By ensuring that the assets you’re using are as effective as possible, you’ll be able to make sure that your T.V. commercial is created to be as effective as possible. You’ll need to look at your entire digital marketing strategy when doing so, which will allow you to identify what type of assets will make as much of an impact as possible.
Though this may take a large amount of time, it should help form the basis for a successful T.V advertising campaign.
Get Your Messaging Right
Your marketing message is something that will take quite a large amount of time to develop, although the majority of this may be done with your overall digital marketing strategy. When you’re planning your T.V. advertising, you should look to make the messaging as consistent as possible with the rest of your marketing.
However, this may be somewhat more difficult with a T.V. ad, as you’ll only have a short amount of time. As such, you’ll need to spend a significant amount of time adapting your messaging to a commercial.
Though this can be somewhat difficult to do, it can be well worth the time and effort. If possible, it’s recommended that you use a copywriter to ensure that you make the best use of every available second in the ad.
Just because you’re creating a commercial for T.V doesn’t mean that it can only be shown on it. In contrast, you should be able to share them across your social media platforms. By doing so, you should be able to maximize the number of people who see it.
There can be a variety of benefits to doing so, with many of these being focused on increasing the cost-effectiveness of the commercial. There are several places where you’ll be able to place the commercial online, such as YouTube, Facebook, and your website.
Not only should you be able to increase the commercial’s viewership, but this may also help increase brand awareness while you’re doing so. This part of utilizing your T.V. advertising is something that many people may forget.
When taking advantage of this, however, it’s best to ensure that you edit the video according to which channel you’re sharing it on. While you’ll be able to have the entire video on YouTube, for example, you mightn’t be able to do so with Twitter and Instagram.
Instead, you could share certain portions or stills from the T.V. commercial on your digital platform. As a result, you should be able to improve the overall number of people who see the ad itself.
Setting your goals is one of the most essential strategies that you’ll need to implement when creating a T.V. advertising campaign. This is also the case with each of the other marketing strategies that you’ll want to use.
There are a variety of things that you may want to set for your goals, such as increasing your revenues by a certain amount, introducing new products to customers, and much more. These can be an essential part of your overall campaign, as it will help you to measure your success once the campaign has begun.
Alongside this, you’ll need to measure your return on investment once the campaign has finished, which mightn’t be possible without having any goals to compare against. Having these goals should also allow you to adjust the campaign during its run, which can help you avoid any mistakes during the process.
One of the core aspects of any marketing strategy regardless of whether it’s digital or on T.V. is to encourage some form of action. In the majority of cases, this will be to get viewers to purchase your product or service.
The primary way of doing this will be to have a high-quality call to action (CTA). This is something that you should have refined through your digital marketing efforts, although it may need to be tweaked somewhat for a T.V. commercial because of time constraints, among other factors.
If you’re a company that operates within a small area, such as a city, and don’t yet offer nationwide coverage, then this is something that should be worked into your marketing. With your digital marketing campaign, much of this can be driven by local SEO, which can be quite beneficial.
This should also be the case with your T.V. advertising strategy. To do so, you’ll need to ensure that you choose a local station to advertise on. There can be a variety of things that will factor into this decision, with their audience playing an integral role.
For example, you’ll need to ensure that their audience matches your target demographic. If it doesn’t, then you should choose a different station to advertise on. By doing so, you should be able to ensure that you see as large a return on investment as possible.
One of the more notable strategies that you could implement between T.V. advertising and digital marketing is the use of direct response. This is something that’s quite useful in online marketing, although it can be just as beneficial with a T.V. commercial.
While many companies typically just highlight their product and encourage potential customers to go to a store that stocks them, you can encourage the viewer to get in touch with your company directly.
To take advantage of this, you could ask customers to call or email your business to purchase the product. By doing so, you may be able to encourage further sales or upsell your product.
Plan In Advance
Regardless of which marketing strategy you’re planning on unveiling, you’ll need to put a significant amount of time and effort into planning. While the majority of business owners will know to look at their marketing assets, among others, there are a variety of things that they may forget.
Some of the more notable of these include ensuring that they have the stock and resources to fulfill the orders they should receive from a T.V. commercial. Depending on the size of the audience that a station has, and how effective your ad is, you may see quite a significant number of sales during its run.
As such, you’ll need to ensure that the company can fulfill these.
Pay For Production
What many business owners may not realize is that they’ll have to pay a significant amount of money for the production and airing of their T.V. ad. Since the cost of airing the ad on a particular network mightn’t be negotiable, many business owners have tried to save money when creating the ad itself.
While there are a variety of ways that you may be able to minimize costs, you shouldn’t look to cut costs to save money. Instead, you should look to ensure that the commercial looks well-produced, which often means that you may need to spend a large amount of money to do so.
As such, you should have quite a large budget in mind when creating the ad. Though this can vary depending on your needs, T.V. commercials have often been seen as one of the more expensive ways of marketing a business or product. Once you have everything refined and tweaked, you should be able to achieve a large return on investment.
Know The Numbers
T.V. advertising will be the most effective when you know your numbers. Much of this will be focused on identifying your cost per acquisition, cost per lead, and customer lifetime value. Much of this can be determined based on your current digital marketing strategy, although it may still take a certain amount of time to figure out.
Once you’ve done so, however, you’ll be able to see whether the cost of a T.V. commercial will be worth the investment. In contrast to many other marketing strategies, T.V. advertising can be quite expensive, so you’ll need to ensure that it’s something that you want to invest in.
This is something that you should look at in conjunction with your goals. By doing so, you should be able to determine whether it’s a cost-effective way of bringing in new leads. Alongside this, you should also look at whether the volume of sales you expect to achieve will bring in enough revenues to make a profit from the commercial.
Like many other marketing strategies, T.V. advertising takes quite a significant amount of time and effort to do effectively. The majority of this will be seen in the research and planning stages of the campaign, which is what makes them so vital.
Alongside this is the fact that advertising on T.V. can be much more expensive than the majority of other marketing strategies. As a result, you’ll need to ensure that it’s as cost-effective as possible and provides an adequate return on investment.
By focusing on using each of the above strategies to implement your T.V advertising into your overall digital marketing strategy, you should ensure that you see as large an ROI as possible. With this, you should be able to make sure that your T.V. commercials are successful when they’re rolled out.
Thanks for reading "How To Integrate TV Advertising Into Your Digital Marketing Strategy", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.