When developing your online advertising strategy, start with the objectives of your overall advertising campaign. The most common objectives for an online advertising campaign include:
- Building awareness
- Increasing Web site traffic
- Promoting your social media
- Growing your fans, friends, and followers in your social media accounts
- Generating Web site traffic, leads, and sales.
You have a number of choices to make, such as what type of advertising to use and where to advertise. These decisions should be based on your objectives. If your objective is to increase overall company recognition, a nicely designed ad on several of the high-traffic search engines would be effective. If you would like to develop leads and find new customers, then a more-targeted approach should be taken, such as placing an ad on a high-traffic Web site that is frequented by your target market.
When deciding how to proceed with your online advertising strategy, consider how many people you want to reach. Do you want a high-quality response from a small number of highly-targeted people, or do you want to reach a mass audience of grand proportions?
Always keep your budget in mind when you are devising your online advertising strategy. If you have a reasonable budget, you may want to work with several online advertising agencies. If your budget is small or nonexistent, there are many ways to stretch your advertising dollar. If you have the time, you can find promising sites to trade banners with.