Create
new opportunities…

Adverts

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Adverts put your messaging where your audiences can see it…

How will you attract new potential customers to your business? And how can you make sure that, even if your website isn’t listed in search engine results, you’re still able to promote your business value?

Advertisements are an important and powerful way of boosting interest in your business.

You can use ads to put relevant messages in front of specific groups of people that inspire them to take action. In particular, you can use online media to target your audiences accurately and cost effectively.

Moreover, you can now produce sophisticated advertising easily and affordably – featuring rich graphics, animation and video.

So, whereas, in the past, TV and print advertising was costly, nowadays even the smallest and most obscure B2B market niche might justify full video production.

Talk to your audiences like people…

Business marketing has evolved. The days of dull, generic, black-and-white B2B branding have all but faded away.

That gives you a fantastic opportunity to create a brand that acts as yet another point of differentiation for your business. For instance, look at how beautifully Slack, MailChimp and WeWork communicate. Like them, you can increase the reach of your business through the quality of your marketing.

And nowadays your audiences expect you to connect with them on a personal level. Your proposition may be about business, but you’re talking to individuals. It’s human psychology you have to engage with.

Sure, it’s not quite the same as a consumer sale, because your audiences are most likely acting as part of a decision-making group rather than individuals. Also your product or service might not give any obvious personal win either.

But the language you use should nonetheless be personal, passionate and persuasive.

Be creative but, above all, be persuasive…

Up-Word’s creative process seeks to find the most compelling truths of your proposition and bring drama to them for each of your different audience personas.

What do those truths mean to your customer’s finance director, for example, or what do they mean to an operations director? And what are the most compelling sales arguments in each case?

Then we find words and images that demonstrate to each buyer persona that you see their challenges like they do, and persuade them that you have an effective answer.

Up-Word can then adapt those creative ideas for the full range of media formats:

• Paid search listings: persuasive headlines and explanatory copy
• Banner ads: words and visual ideas for static and animated graphics
• Video shorts and promotional films: scripts with practical visual ideas
• Traditional print advertisements: copy and visual ideas for print media
• Radio ads and podcasts: scripts that rely solely on audio

Create interest in your business benefits…

Up-Word has a rich pedigree in advertising copywriting. You can run compelling advertisements that capture people’s interest and encourage them to respond.

Also, you can get the strategic advice you need to create entire marketing programmes that map your different audiences to their specific buying journeys.

That’s incredibly powerful for complex business-to-business sales and marketing. You can use advertising to say exactly the right thing to the right people at the right time, and bring them on to your buying journey in a predictable way. You can then feed them just the right information to gently nudge them along that journey and give your business the best chance of success.

Target your audiences effectively…

But it requires that you adopt a targeted approach. You need to identify the key decision makers, define relevant personas based on their job roles, and plan their buying journeys.

So which of those personas are you targeting now – who exactly is your advertising for? What stage are they at in their buying journey? And so what piece of content do you want them to look at next? Also, where do those people go online, so where should you place your ads?

You can then mix the advertisements you run, and match them to your relevant audiences based on where the ads appear and what they promote.

You have to be disciplined about matching your sales messages to your strategy. Your advertising should be just one nudge in your overall buying journey. Production agencies may seek to dazzle you with beautiful work, but you should ensure they stay focused on achieving that goal.

Think beyond traditional ads…

Finally, online media has created opportunities to do far more than simply share information in one direction. More than ever, you can run interactive advertising campaigns that build strong engagement with your audiences.

So what can you do to capture people’s imaginations? How can you encourage the very individuals you’re targeting to start producing content for you? Indeed, what can you do to make people choose to share your ads online with their friends or colleagues?

With the right approach it’s possible for you to achieve amazing things with your online advertising. Talk to Up-Word today and find out how.

Schedule a free, no-obligation call…

Have an informal chat about your objectives and find out more about how you can benefit.

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