The type that best helps you reach the rightly desired goal.
There are a multitude of different ad platforms out there and another host of people offering to teach, deploy or manage these ads for you.
But what we really need is to define where it is that we are trying to go and what tools are best to help us arrive there.
So let’s do that.
(Don’t worry, we have included specific examples also!)
The Best Form of Digital Advertising
In The Name of God, The Most Merciful, The Ever-Merciful to His believing servants.
All praise belongs to God, may He extol His Messenger in the highest company of the Angels and grant him peace, his family and companions and whoever follows them,
Where are you trying to go?
It’s a broad question, but unless we define this, then what are we doing?
The internet is a big place and a very helpful tool to the intelligent marketer.
But where are you trying to go?
What pain were you thinking of avoiding or what pleasure were you trying to attain, that was the underlying reason for you reading this post?
Yes, you might want more sales – but what is the reason behind that?
The shortest distance between two points is a straight line, if you want to arrive at your goal you will need to be honest with yourself about where you are trying to go.
If it is a goal purely for the world, then you might be in for a shock when you reach it and find out it’s not what you thought it would be.
But if it is seeking what comes after your life, then what might make you know what the reward for that is!
The best in this life, the next and nothing less; let’s take the path of least stress.
Your *why* for doing what you do is bigger than who you are, what you do and what you use to do that.
Actions are but by their intentions.
Your Why is what people are really looking for when they are sussing you out in business.
Remember, with Digital Marketing we are looking to bring people into our network who may not be aware of us yet.
They are going to need to trust us if they are going to listen to our advice and ultimately take action upon that.
If you cannot be open and honest about your why, then why try?
My why is God, The Most High, and a life after which we will not die.
See, what comes after now is easier for you, simply because I have told you my reason for doing what I am doing.
With being sincere and then transparent you are taking the right steps to attract the sort of people you want to bring into your digital arena (whether a business, blog, social media account, etc).
What comes after correcting our why for doing what we are doing, is to figure out who we are trying to help.
The internet is big and has been built by people, who are the ones we are trying to help?
Again, if the action you want to call others to is to exchange their money in return for a product or service, then they are going to have to value what you have to offer, more than their money.
So they need to first trust you, then believe that your product or service is genuinely useful in helping them arrive at where they are trying to go.
Do we see how this works?
Now that (hopefully) we have our why sorted (which comes through in our actions), now let’s try and figure out who we are trying to help.
If we already have something and need to act soon, then what is the biggest problem we might be able to help people move through? – since generally we people care more about problems being solved than seeking pleasures (i.e. Sickness to Health vs Health to Fitness).
What is the biggest problem we might be able to help solve with what we have?
(And after this, what might I be able to acquire which is of the biggest advantage to myself and others. The answer by the way, is Knowledge with belief of The Creator).
This is the sort of thinking we want to go through, not just “how much can I charge for this?”.
There are people out there who likely bill a phone call at thousands of dollars and others who are billed for phone calls.
We want to start thinking along the lines of “What is the biggest problem I might be able to solve in the world?”
If we help to solve big problems, The Creator and Sustainer will then grant us more means to do that.
Do not think about the money, it doesn’t belong to you.
Start being concerned about the problems in the world and being a means of rectifying them and not causing them and money will be given to you.
If we haven’t already figured out what that problem is, then start with listening.
A quick tip, since we want to solve big problems, then we will either need to do that for lots of people or for one person who has been given lots.
Hopefully now we are seeing a picture coming together, careful deliberation is a favour from The Bestower.
So we need to find those people who have been given lots and listen to them.
This already puts you apart from the vast majority of people, who want these sorts of people to listen to them instead.
So what problems are these people aware that they are experiencing and actively seeking a solution to?
And deeper than that still,
What is their why, why are they doing what they are doing?
If we can arrive at this (which is done by actually listening and observing with a present heart), then remember that where the heart, goes the limbs will follow.
This applies for us also.
We have to correct our heart first to try and help this person as much as possible by listening, and perhaps occasionally asking very open questions to come to the “heart” of the matter.
Now we have hopefully begun to identify pain points.
Now we find the biggest problem we hope to be able to help them with and then offer to help them out with that.
If they try to pay you, then take way less than the value you hope to bring them that you might be gentle on them and hopefully develop a lifelong, fruitful relationship.
As regards looking to help lots of people, then for this we will want to use either our own or someone else’s audience and either ask them or find out what they are already asking, i.e. Google, Twitter, etc.
Now we have identified the problems, it might be time to look into advertising.
Striving for good is advertising in of itself.
Since before advertising, we are going to have to build something that is helpful to other people.
Even if it is just a website landing page offering something for free in return for a phone number and some software to send that number to your cell phone and a helpful skill set (like listening and only speaking if it is for a known benefit) – we are now in business.
This might be sufficient as ways and means for us and we not have to look into paid advertising.
Either way, we need to set out a process for the people we want to help to go down, making easy for them the path.
So first, let’s build out a system that provides value to people when we are not working on it.
Again, providing value should come before you receiving value, remember that.
So really, we want to build something which helps people to solve that biggest problem we identified earlier, and then run ads to that thing.
Then give them a call and ask them what they were looking for… etc.
As for what type of ads:
Start thinking along the buyer’s cycle.
Where are the people who are actively looking for a solution to their problem going at this moment?
Think, Google (be careful with Google Ad terms and conditions), Bing, mainly.
So now let’s try and put that thing we have created to help them with their problem, in front of these people.
Remember the main problem we identified earlier, as how we advertise will hopefully involve this.
In general, when it comes to ads you want the intersection of the advertised person being 1, further down the buyer’s cycle (already taking action, searching, etc) and 2, only paying for the desired outcome.
Let’s look at this further:
- Buyer’s cycle, most desirable clients first:
- Looking (Google/Bing, etc) for you
- Looking for your business
- Looking for people like you/businesses like you
- Looking for your product/service
There are a huge amount of ads that fall under the above such that we might just leave the list there for the moment (meaning, that we might require a huge ad account to actually saturate all these platforms).
- As regards the desired outcome, then we want to be paying only for the desired result.
Hopefully, you already identified this earlier (your why, then your how).
Here’s another prioritised list:
- Pay per sale
- Pay per subscriber
- Pay per call
- Pay per click
Again, there are so many offerings of the above that we don’t wish to mention a fourth.
Pay Per Sale
Examples for the first are the likes of eBay sponsored listings, where you only pay if the item sells, and you determine the sale price and the percentage to give eBay for putting you at the top of the listings (so set the numbers you would like and only pay if it works out!)
Or affiliate marketing where you offer someone a percentage of every sale that comes after their recommendation, so again, only paying after the sale for an amount that you determine (within profitability).
The wise marketer first looks to protect themselves from loss before seeking gain.
In using these forms of advertising we would have leveraged methods to the point that we are only paying when we win.
God is The Greatest.
And another point to consider, if we are paying only per sale (or per subscriber or call, as detailed below), then all the other benefits are free.
Meaning, that millions of people might see your ad and you won’t have to pay a penny.
Or go to your profile and visit your website and subscribe or buy.
Now do we see the importance of having a brand plan in place from day one?
Consider how much the larger companies pay per view, like TV ads, billboards, etc!
Target Cost per Sale
A step down from the above but still useful, is using a target cost per conversion or acquisition (meaning, per sale).
This means that we figure out the amount we can afford to spend on ads and still turn a profit, then give an advertiser’s robots access to our website’s data to track how users act, then set a Target Cost per Sale.
Then, the advertiser offers to only run ads when it thinks your cost per sale will come under your target (and you be in profit).
Still a risk, but still very cool.
Second to these is,
Paying Per Subscriber
So after exhausting paying only when we are granted the desired outcome, is paying for an audience we own (and perhaps that is the desired outcome anyway).
Since with this, we are acquiring all the added benefits mentioned above, for free and in addition we are closer to the desired audience.
Look, if we pay £1 for a subscriber, once they have subscribed we might market to them all day every day for the next ten years, instead of paying again and again for the same person.
And they cost us £1.
An example of these are Twitter ads where you pay per follower only and determine the cost per follower.
Pay Per Call
With sales, etc, we like to be closer to actual in-person communication where we can.
Better for building a relationship, think of all the ad benefits like tonality, pacing of speech and what have you.
This means calls are preferred over written sales pages for contacting people we are looking to help. Though, they are harder to scale up, as our time is limited – so we will have to be smart with who we target our ads towards (or perhaps teach someone else how to do the calls).
A number of networks offer this option including Snapchat (swipe up to call) and Microsoft (Bing) Ads.
Here, though not quite building an audience or paying only per sale, we are still opening up contact with the people we might be looking to help.
Again, we might need to be careful who we display these ads to (think, “what is my ideal customer searching for?”) and how we design the ad to ensure that we are talking to people who are looking to take action.
Remeber, we are paying per call, not per view so being specific may result in the cost per view going way down (remember, think long term).
Over time, or perhaps you will already have an idea, we will hopefully come to know how much a phone call on average is worth to us/our company and then set a maximum Cost per Call to within normal profitability.
So all of the above being mentioned, we still haven’t mentioned retargeting ads.
This is where we track some people based on their previous activities (like visiting a website or giving us their email address).
That comes later and perhaps would be best in its own article. Once it is written we will link it below, God Willing.
May God extol His Messenger in the highest company of the Angels and grant him peace, his family and companions altogether.