If you don’t have millions in the bank to spend on large-scale ads for your business, performance marketing might be just what you need. You might not have the time or the funding to pull off an extensive brand campaign, and that’s absolutely fine.
Performance marketing is attractive to small businesses because they only need to pay marketers when a certain action has been completed. This action is the performance in performance marketing, and it depends on what a company’s initial goals are. Do you want customers to purchase a product, download a book, or click on an ad? Decide on that before following our tips to generate sales.
Cast a wide net, then narrow it down
Many marketers say that casting a wide net can tank your business. In a way, they’re right. If your marketing message is too vague, and you try to advertise your business as everything to everyone, you might not be able to reel in any fish. If anything, they might just feel confused.
However, if you’re just starting out and still unsure of who would be interested in your products or services, casting a wide net isn’t such a bad idea, at least for a while. Start your campaign with a wide audience in mind. Once you have more data on whom your business most appeals to, reimagine your campaign to suit those potential customers. This will help you improve your performance and increase your customers, without shutting out those who may actually be interested in your products and services.
Share, then promote, on social media
Professional websites look good on paper, but social media platforms like Facebook and Instagram will have you rolling in the dough. Though every marketer today is probably aware of this, only a few know how to use social media to gain the clicks and downloads they need. The trick is to build a sense of community in your social media space before promoting your brand’s products and services.
No one wants to be bombarded with ads all day, every day. Aggressive self-promotion is an absolute turn-off. The businesses that are the most successful in terms of performance marketing offer non-promotional content to their followers through useful posts filled with personality. Then and only then would self-promotion be effective.
For instance, if you specialize in crocheted items, a few of your social media posts could show how those items could be styled with an outfit or how your followers could crochet their own small patterns. People who engage with your social media and genuinely find your content fun and informative will get your click rate up in no time.
In 2017, 67% of web traffic wasn’t coming from desktops, it was coming from mobile phones. Make sure your websites and social media posts are designed for mobile use because mobiles account for a big chunk of ecommerce shopping. Use videos, avoid long captions, and use emojis if you have to!
Performance marketing is one of the most preferred marketing trends today because it’s both low-risk and completely measurable. Use it to your advantage.