Advertising has always been in existence because there is always a need to create awareness for businesses. You can start a business successfully but it won’t be popular or known by many people without any form of advertising. People advertise indirectly by telling an acquittance to patronize them or refer them to people. The moment you say “I’m into ___, you can check me at ____” you have carried out an awareness.
Advertising ranges from print advertising, billboard advertising, radio/television advertising, to online advertising. Whichever form of advert you choose to carry out will leave your business registered in your customers or prospective customers’ minds.
The aim of advertising is to convey the best possible message to your customers and forthcoming customers. The motivation behind advertising should be:
- To inform your consumers about your product and persuade customers that your products/services are the best.
- To improve your business/company’s image.
- To call attention to and make a requirement for products or services.
- To reveal new usage for existing products.
- To declare new products and projects.
- To attract customers to the business, and to hold existing customers.
Have you ever wondered why big businesses keep advertising even though they are popular? It is because of number vi. above. You need to constantly remind your customers of your existence and also try as much as possible to keep winning more customers.
There are six stages a buyer follows when before making a purchase. It is known as the hierarchy of effects sequence. They are:
- Awareness: This is when the customer becomes aware of a product or service. Which is usually through advertising.
- Knowledge: The customer is informed and will want to know more about the product or services. All you have to do is to make enough details on your website, social media pages, and product packages.
- Liking: The customer’s interest is developed at the stage. Your product/services will be seen for its emotional benefits. You ensure that this is a success.
- Preference: At this stage, the customer may be convinced to buy your product. You should ensure you give the customer details that differentiate your product from others the customer is used to. That means you must have a unique selling point.
- Conviction: This is the point when your customer’s doubt is converted into action. A trial is required but make sure that customers will keep patronizing you. This customer’s first experience will determine long-term patronage.
- Purchase: This is the final stage and the most important of all stages. Make sure the purchase process is easy for your customers. Provide multiple payment options, product delivery, discount (when necessary). All these will encourage purchase.
However, customers may not necessarily go through these stages but the goal is that they should end up purchasing.
It is also pertinent to know that your advert campaign may bring you conversions or it may not. If you get conversions, do not stop at that because you will need to double or triple the conversion by engaging in more advert campaigns.
On the other hand, if you do not get any conversion from the advert campaign, you shouldn’t worry much. This is because your business or services will be registered in the head of your target audience. They may not need your product or services at the moment but they may give you a trial in the long run only IF you are CONSISTENT with your advert campaigns.
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