< All Articles Business spends huge money on sending their message to customers, but the results leave much to be desired: For every $92 spent acquiring customers, only $1 is spent converting them; besides, only 8% of users pay attention to marketing ads and click on them. Marketing tip: When writing texts for your ads, remember about the human factor behind your audience. When done right, it brings your business the benefits such as: Traffic growth Your brand’s integration into daily news background Link product to a high-involvement issue Engagement rate growth Information market leadership But a huge mistake would be to use social issues for small business ads. You target fans Spending money on pay per click as well as any other ad type targeting your existing audience… well… sucks: they know you and your offer already, so don’t reach them with advertising. For example, you decide to target new customers with Facebook ads, and your audience is newbie photographers. Just because people see your ad doesn’t mean they want to click and learn more about your business. Most need a little push in the right direction, so make sure to add CTA to every ad you create. Words are a powerful weapon allowing to influence decision-making, so make sure you don’t kill conversion by choosing wrong lexical items for your ads. Marketing tip: Use new tools for advertising only after learning them inside out. The question appears: How do they know what advertising is most effective for their business and what they could change to make it better as well as influence their conversion rates?
Business spends huge money on sending their message to customers, but the results leave much to be desired:
For every $92 spent acquiring customers, only $1 is spent converting them; besides, only 8% of users pay attention to marketing ads and click on them.
Yet, one assured method exists to generate lots of buzz about your business and advertising.
People notice marketing mistakes right along, discussing and criticizing brands for them. This is the case when advertising defeats its own object, despite allowing you to learn from mistakes, draw out a lesson, and get feet under your table.
Failures become those signposts indicating the way to effective marketing. However, some mistakes come at a price.
Here go top seven, able to create a negative attitude toward your business as well as nip your ad conversion in the bud.
1. You don’t consider human factors
The biggest mistake of small business owners would be to follow the lead of big dogs adverting to barren business language in their marketing campaigns. They forget about users on the other side of the screen, willing to communicate to people rather than brands and products names.
So build relations with humans and don’t throw information blocks into a faceless audience. Nielsen’s Global Trust in Advertising report confirms the effectiveness of such an approach.
Asking users about factors influencing their trust in ads, Nielsen’s experts marked those resonating most: humorous, value- and family-oriented, real-file situations are what works best.
Marketing tip: When writing texts for your ads, remember about the human factor behind your audience. Talk their language, don’t plagiarize writing style, voice, and tone of your competitors, and speak about what appeals to your consumers.
2. You take social issues in vain
Appealing to social issues or newsjacking is a constant brinkmanship. When done right, it brings your business the benefits such as:
- Traffic growth
- Your brand’s integration into daily news background
- Link product to a high-involvement issue
- Engagement rate growth
- Information market leadership
But a huge mistake would be to use social issues for small business ads. It hurts reputation and may destroy your customer funnel (engagement and nurturing, in particular).
As a simple refresher, let’s take a look at this tweet from AT&T who published it on the 9/11 day:
Followers perceived it as the attempt to play on the tragedy for marketing goals. Such negative reaction made AT&T marketers delete the tweet within an hour of publication.
Marketing tip: When publishing your sales copies and ads, try to pre-estimate reactions. Appeal to psychology and enhance emotional intelligence for a better understanding of your target audience.
3. You target fans
Spending money on pay per click as well as any other ad type targeting your existing audience… well……
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