5 (More) Advertising Mistakes to Avoid
posted February 26th 2020, 3:35 pm by Maddy Strange
It's easy to get into a routine while running ad campaigns. There are some common mistakes that can happen with we advertisers get too comfortable with our routines. Last July, we published a blog post about "3 Advertising Mistakes to Avoid." Today, we'll review those three mistakes and add 5 (more) advertising mistakes to avoid.
Mistake 1: Me-focused message
The first advertising mistake we talked about was focusing too much on yourself and your company. This is like what happens when we talk with someone who only talks about themselves. If someone keeps talking about themselves and never asks you questions or engages with you, you won't feel like they actually want to talk with you. To combat turning away customers, ask these questions to focus on them instead:
- How will your product/service improve their lives?
- How will your product/service save them money?
- Does your product/service save them time?
- How does your company apply to them?
Mistake 2: Always sending people to your website's homepage
The second common advertising mistake is linking a specific ad to your general website homepage. A customized landing page generates more connections and purchases than an ad that leads to your homepage. A personalized landing page keeps the visitor engaged since they won't have to search around your website to find the content you were advertising.
Mistake 3: Not planning your ads
The third mistake we talked about last summer was the mistake of not planning your ads in advance. To create ads with a purpose and a plan, use a/b testing and target audience information in advance, instead of throwing ads together at the last minute. This saves time and money in the end because a well-planned ad generates more revenue than a hurried one.
Now that we've reviewed the first three common ad mistakes, here are five more adverting mistakes to avoid. . .
5 (More) Advertising Mistakes to Avoid
Mistake 4: Not considering different audiences/environments
This is a mistake seen many times on a large scale. Without proper knowledge of cultures and communication, lots of large corporations have gotten into hot water with controversial ad campaigns. For smaller companies, this is still something to be cognizant of. It's important to be careful not only for revenue repercussions, but also so you don't offend your current customers. You'll want to treat everyone with respect. To not fall into a controversial mistake with an ad, do plenty of research about wording, graphics, images, and context before running an ad campaign of any size.
Mistake 5: Forgetting to spend time on graphics
This is a common mistake as images sometimes are the last thing to be chosen, especially in B2B circles. Even if your ad is about manufacturing or industrial products, choose images that are high-quality and representative of your brand and company.
Mistake 6: Thinking about ads separate from all other content
This mistake is where your company separates advertising from content marketing. If you think of them as helpful partners, instead of two separate endeavors, you can create more comprehensive ad campaigns. If you're creating content and publishing across your social media channels (as strong content marketers should), try to weave some of that content in your ads. Paying to spread your helpful and informative content to a wider audience increases your reputation, reach, and revenue. Plus, you're using what you already have created and available, so it's a win-win.
Mistake 7: Being inconsistent
This mistake is easy for anyone to make. However, it's important to work against this all marketing and advertising channels. For PPC campaigns, email newsletters, and digital marketing, inconsistency sends a negative message about your company. To stay on top of your schedule, create editorial calendars, utilize social media scheduling platforms, and send out content on a regular basis. This blog post goes over 10 great tools that help streamline and regulate advertising and marketing campaigns.
Mistake 8: Failure to research
This mistake is generally due to deadlines and busy schedules. With so much on your plate, researching all the details needed for an effective ad campaign can be overwhelming. This is something that is necessary, however. Proper research and information can make or break an ad. Researching your target audience, current reach, budget requirements, and goals before you create an ad boosts the impact of the ad. With the research done beforehand, the ad will be high-quality, specific, and engaging to your target customer.
If you want more information about advertising, marketing, and communications, get in contact with us at RedMoxy Communications. We'd love to chat about strategies to benefit your company, including how to avoid these common advertising mistakes.