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10 Step Checklist: How to Successfully Promote Your Technology

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Starting an advertising campaign to promote complex technology requires a strategic and thoughtful approach to ensure success.

Matt Beebe


Here are 10 things to consider when planning your campaign:

1. The Ad Copy

Ad copy enables you to communicate the benefits of your product or service to potential customers. Through the use of language, ad copy can convey the key selling points of your product or service, explain how it solves a problem or meets a need, and persuade your target audience to take action. By grabbing the viewer's attention and creating a sense of urgency, ad copy can drive action, whether purchasing a product, signing up for a service, or visiting a website. Additionally, ad copy can help build brand image and connect with the target audience by using the right tone, language, and messaging. Well-crafted ad copy can create a sense of trust and credibility around the brand, making your audience more likely to choose the advertised product or service over competitors.

2. The Artwork

Artwork can greatly enhance the impact of a marketing campaign. By utilizing visuals, artwork can capture the viewer's attention, evoke emotions, and communicate your advertisement's message memorably and effectively. Additionally, artwork can help to establish and reinforce the brand identity, differentiate the advertisement from competitors, and create a strong and recognizable image for your brand. Through the use of unique design elements and visuals, artwork can make an advertisement more visually appealing, increasing the likelihood of it standing out from other advertisements and making a lasting impression on the target audience.

3. The Audience

Your target audience represents the individuals most likely to be interested in and benefit from the advertised product or service. Businesses can create more relevant and appealing advertisements by identifying the characteristics, needs, and preferences of the target audience. This can lead to higher engagement, greater brand awareness, and increased sales. Additionally, by focusing on a specific target audience, businesses can avoid wasting resources on ineffective marketing efforts and maximize the impact of their advertising budget.

4. The Landing Page

A landing page is a web page that a user is directed to after clicking on an advertisement or call-to-action. Landing pages are critical to effective advertising, as they provide a focused and relevant user experience tailored to the specific advertisement and its intended audience. By creating a landing page optimized for conversion, businesses can increase the likelihood of the user taking the desired action, such as purchasing or submitting a contact form. Additionally, landing pages allow businesses to track and measure the effectiveness of their advertising campaigns, as they can analyze the user's behavior and engagement with the page. Through A/B testing and other optimization techniques, businesses can continuously improve the effectiveness of their landing pages and increase their return on investment.

5. The Form

Lead forms enable businesses to capture and qualify leads, gather valuable customer information, and build relationships with potential customers. Using lead forms in their advertising campaigns, businesses can create a streamlined and efficient process for collecting user information, such as contact details, demographics, and interests. This information can be used to personalize future marketing efforts and tailor the customer experience to the user's needs and preferences. Additionally, lead forms can help qualify leads by asking targeted questions determining their level of interest and readiness to purchase. This can enable businesses to focus their efforts on high-quality leads that are most likely to convert, resulting in more efficient use of marketing resources and higher conversion rates.

6. The Call To Action

A call to action (CTA) encourages the audience to take a specific action after viewing the ad. It can be as simple as "buy now" or "learn more." The importance of a CTA lies in its ability to drive action and conversion. Without a clear and compelling CTA, an ad may fail to convert viewers into customers. A well-crafted CTA can create a sense of urgency or need, motivating the viewer to take immediate action. It can also help guide the viewer through the buyer's journey, providing a clear path to conversion. Additionally, a strong CTA can differentiate an ad from competitors by highlighting the unique value proposition of the product or service. In digital advertising, CTAs can be tracked and measured, providing valuable insights into the effectiveness of the ad. This allows for continuous optimization and improvement of ad performance.


7. The Offer

A strong advertising offer is essential to attract and motivate potential customers to take action. The offer is the benefit or incentive you offer customers in exchange for their response to your advertising. It could be a discount, a free trial, or an exclusive package deal. A strong offer can increase the chances of converting potential customers into paying customers. When creating an offer, it's essential to understand what motivates your target audience and ensure the offer is relevant and valuable to them. This will help increase the likelihood of their response and drive them toward taking the desired action. A strong offer can also differentiate your product or service from competitors, making it more appealing to potential customers. By highlighting the unique benefits of your offer, you can stand out in a crowded market and attract attention to your brand. Also, a strong offer can help build customer loyalty and retention. If customers are satisfied with the value they receive from your offer, they are more likely to return for repeat business and recommend your brand to others.

8. The Buyer Experience

The ease of the buying experience can significantly impact customer satisfaction and, ultimately, business success. Customers are more likely to return to a business that offers a smooth and hassle-free buying experience. This can increase repeat purchases, customer lifetime value, and positive word-of-mouth recommendations. Customers are more likely to complete a purchase if the process is straightforward and user-friendly. Complex or confusing buying processes can lead to lost sales and negatively impact the bottom line. A highly responsive sales team can also help to build trust and credibility with potential customers. By responding quickly to inquiries and providing helpful information and advice, a sales team can create a positive impression of the brand and increase the likelihood of conversion.

9. The Emails

Engaging and personalized emails can help capture the recipient's attention and encourage them to read the message. This is particularly important given the large volume of emails that people receive each day. By providing relevant and interesting content, businesses can increase the likelihood that the recipient will engage with the email and take the desired action. By addressing the recipient by name and tailoring the content to their interests and preferences, businesses can create a sense of intimacy and understanding that can help to build trust and loyalty. By providing consistent messaging and branding across all touchpoints, businesses can create a more cohesive and impactful brand experience that can drive customer loyalty and advocacy.

10. The Goal

Determine what you want to achieve with your advertising campaign. Are you looking to increase brand awareness, generate leads, or drive sales? Setting clear objectives will help guide your messaging and creative development. Setting clear goals for an advertising campaign is crucial for businesses to effectively measure and evaluate the success of the campaign. Clear goals provide a framework for the campaign, guide decision-making, and ensure the campaign is aligned with business objectives. Having a clear focus for the campaign ensures that all activities are aligned with the overall business strategy. You can measure the campaign's impact and evaluate its success by defining specific metrics and targets. This provides valuable insights that can be used to optimize future campaigns and drive continuous improvement.

Remember, it's not always the channel's fault. Hard to hear, but important.

By double-checking all of the above, you can identify the real issue and make the necessary adjustments to improve your campaign's performance.

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Published: March 2023

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