With so many options out there, it can be hard to choose a channel for your campaign. How do you reach your key audiences with the right message at the right time?
With that in mind, here’s some options you may not have thought of, or perhaps not given a fair chance.
Partnerships & Influencers
When you picture influencers, you’re probably imagining a glammed-up Instagram addict. But the world of influencers has grown exponentially since then – with every niche you could possibly think of being well catered to.
For instance – did you know home renovation is huge on TikTok? Some of the consent creators have millions of followers and can be surprisingly affordable to engage with. Welcome to the world of micro-influencers. Just make sure they’re following the rules around paid ads on social media.
Customers respond well to influencers, trusting their opinion over a traditional ad – even when they know it’s a piece of paid product placement.
Outdoor Display Ads
Billboards and posters can feel so old fashioned that a lot of marketers overlook them. For B2B audiences especially, their impact can be limited and the measurable ROI isn’t that great.
But as with everything, the advent of digital has changed everything. You can do micro campaigns around big events. Is there a big conference in your industry happening on a certain weekend? Run ads across the screens in a one mile radius from the conference centre.
All of a sudden the chances of your message being seen by that B2B audience just increased massively. For an extra boost – tailor the ad to the location by giving a shout out to the city or tell people to find your stand at the conference. People really notice these little customisations, and they can go a long way to making the message stay with customers.
From the Smallest Screen, to the Small Screen
One of the biggest trends in marketing over the last 10 years has been the growth of video. From major campaign videos to single social media posts – we know that customers love video. Except that isn’t brand new information; marketers have been using TV advertising successfully for decades.
Now what if we told you that the cost of TV advertising has come down to the point where even medium sized businesses can now have a bite of the cherry. Some channels are accepting adverts for just £50 for 30 seconds during the daytime.
TV isn’t as shiny and exciting as online video, but it can still have a place for campaign spend if you can find the right audience from a certain show. For instance – landscaping companies might get a lot of mileage out of a gardening show audience that they may not reach online.
Podcasts (and Radio)
It’s not all about visuals, there’s a space for audio based advertising as well. Similar to TV advertising, radio still has a time and a place in your campaign if you can find the right audience. Radio listeners are often a captive audience in the car, they’re more engaged than you might think.
Similarly, the growth of Podcasts cannot be discounted. As estimated 40% of UK adults 26-35 listen to a podcast every week. Despite that, the prices for podcast advertising and sponsorship is still quite low due to it being an immature medium.
With new podcasts emerging all the time, with ever more niche topics, there might be something out there which already has your customers engaged. Get to them before your competitors.
