Picking the Right Marketing Channel
In my last post — “How Much Content Do You REALLY Need?” — I wrote about how the amount of content to engage your audience varies depending on your product or service. I concluded there’s a time to use long form advertising and a time to use short form advertising.
- MORE content is better — if your product is highly technical or if customers usually spend time researching all their options to ensure they’re making a good decision.
- LESS content is better — if your product is more of an impulse buy.
So, then, which marketing channels are best for each of these two forms of advertising?
Infomercials are a classic example of long form advertising. Customers can get information about what the product is, step-by-step instructions for how to use it, and a quick-and-easy way to BUY NOW — Call 1.800.infomercial . . . Operators are standing by!
Webinars and customized landing pages are other great ways to capture interested consumers and immerse them in the information they need so they can make an informed decision. Just remember at the end of your message to properly guide your captive prospects to ACT NOW by writing a strong call to action.
Short form advertising, on the other hand, is intended to remind someone of your product or service and create top-of-mind awareness. Billboards, direct mail, and coupons are all great channels to use if your product is easy to acquire and bought either seasonally or on
impulse. Online banner ads are a great way to create awareness for your product or service in the digital world.
For other ways to get your message out, be sure to read our own Mike Kissel’s article: “5 Reasons Your Business Needs Content Marketing.” He provides a whole listing of forms your messaging might take.
So what’s today’s takeaway?
Long form advertising is designed to be more in depth and technical, while short form advertising needs to be simple, fun, and engaging. Be sure you first know your audience — then choose the right channel to properly communicate your marketing message.
For a FREE review of your marketing content and channel(s),
CALL NOW: 414.727.2440. You guessed it — We’re standing by to take your call . . .
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