1. Identify the Goal of Your Campaign

This may seem like an obvious first step, but if it is not directly addressed, how will you measure the success of your campaign?

Your goal may be to increase website traffic, generate sales, encourage potential customers to sign-up for a product demonstration or collect demographic information.  Keep this goal in mind as your campaign proceeds.

You should be realistic about the goal of your campaign.  While an online banner advertisement will increase website traffic, an increase in sales may be a less direct result, especially if your product or service experiences a long sales cycle.

If you are asking for something from your potential customer, give them something in return.  For example, you could offer customers a discount on their first order of a culture media if they complete a demographic information form.  If you do not offer anything in return, it will be very difficult to meet the goal of your campaign.

2. Design an Eye-catching Banner Ad

There may be many other advertisements and images competing for your customers’ attention.

The instinct is to try to put as much information onto a banner as possible, thinking that potential customers will take the time to read every microscopic line. In reality, your advertisement may be ignored if there is no clear message standing out.

Make your banner brightly coloured, with minimal clutter and about two to three lines of major copy, including a benefit statement and a call to action. Ask your potential customer to perform the action that will fulfill the goal of your campaign and tell them why they should. For example, if you are selling registration for a new course, tell your potential customer what they will learn and ask them to register.

Don’t forget to include contact information and a website address.

3. Direct Traffic to a Landing Page

One of the common mistakes of online advertising campaigns is directing a banner ad to a homepage and hoping customers will find what they need.

Keep the promise of the banner ad.  If you told potential customers they would receive a protocol or product brochure, give it to them.  They clicked on the ad because they wanted the benefit promised in the ad.

The landing page should include a headline that builds on the promise of the banner ad.  This will ensure the potential customer continues to read the content of the page instead of just closing it.

If you are collecting demographic information, don’t just direct your potential customer to a web form.  Include an explanation of the benefits your product or service offers and how their information will be used.

4. Measure, Modify, and Optimize

Create multiple banner ads and landing pages.  Test different combinations and determine which banner advertisement and landing page are best at meeting the goals of the campaign. Once your best performers have been identified, continue to optimize them throughout the campaign.

If you are running a long-term campaign, it is important to provide variety in the form of new benefits, banners and landing pages.  It is key to change the look of your banner ads so that potential customers will continue to be interested in your offering and allow you to meet the goal of your campaign.

Click here to contact Connexon Creative today and begin your advertising campaign with Cell Therapy News or Apheresis News.


References:
Marketing Profs: Seven Steps for Creating a Powerful Jump Page That Sells
Marketing Profs: The Top 5 Best (and Top 5 Worst) Things About Landing Pages