TV Ads vs. OTT Ads
TV advertising remains a strong ad medium for today’s advertisers. TV viewership has always been high, and it’s especially now with the COVID pandemic. However, with the current shift in viewership to online-connected devices, Over The Top ads (OTT) are dominating the media buying landscape. Television viewing encompasses whoever presses the TV button. With TV we target by geography, gender and age. When it comes to OTT viewing, every impression is directed to a targeted individual. With OTT we can target specific audience segments, income, zip code, education, ethnicity and on and on. Unlike broadcast TV, OTT can be tracked and measured. When building your next media plan a mix of both traditional TV advertising and OTT ads should be considered.
Healthy healthcare marketing strategies are numerous. The most effective healthcare marketing strategies take a omni-channel approach providing multiple touchpoints with patients and prospective patients. This could include: a user-friendly website, a robust content marketing effort – written and video, social media marketing, email marketing, direct mail, public relations, paid offline and online media, internal communications, etc. Depending on the target audience, your marketing goals and your key performance indicators or KPIs, you may need to implement some or even all of these marketing strategies. The team of healthcare specialists at AMPERAGE Marketing & Fundraising can help you build an effective healthcare marketing strategy that will move the needle for your specific healthcare organization.
Reaching college-bound students is a process. To effectively market to college students, you first need to identify your target audience and create a persona. In fact, most institutions will have several personas: traditional students, transfers, non-credit students, adult learners, influencers and alumni. These audiences have different interests and spend time on different platforms which means your marketing strategy needs to pivot, depending on who you’re targeting.
Another thing to keep in mind is messaging and creative. Craft your message to each advertising platform and persona. Messaging for a 16-year-old high school student will look a lot different than for an adult learner.
Bottom line: When planning to market to college students the more targeted the messaging, the higher your chances of converting college bound prospects into students.
We at AMPERAGE Marketing & Fundraising have immersed ourselves in education marketing for over 40 years. Our high-ed specialists go beyond just providing marketing tactics — they’ll develop integrated marketing strategies and campaigns that help you connect with your prospective students and motivate them to act.
A feasibility study helps define your fundraising outcome. Any fundraising effort with a goal of $500,000 or more should irrefutably begin with a soundly conducted feasibility study. Working closely with a fundraising consultant at AMPERAGE Marketing & Fundraising, you will learn your organization’s perceived strengths, challenges you’ll have to overcome, the opportunities for a successful outcome. You will learn how much your constituents will support a campaign. You will define, add to or build your case for support. You will discover your campaign, board and development committee leaders. You will identify prospects, levels of giving and enlarge your donor base. You will be able to outline an overall campaign strategy. Importantly, those of key influence and affluence will be educated and cultivated. A key advantage of an AMPERAGE feasibility study is that you will learn how your organization and its tested project goal compare to benchmarks of more than 80 other studies we have conducted over the past 20 years.
Blogging benefits businesses large and small by increasing visibility. Every blog post on your website represents another opportunity to elevate your keywords, turn up in search results and earn organic traffic to your site. Plus, blogging is a flexible medium where your brand personality can have the spotlight. Website content is generally practical and to the point, but Google loves fresh content. In a blog, you can discuss your products and services in more depth, share insights or even opinions about industry trends and further establish expertise and authority — elements that benefit organic SEO. Blogging is also an important part of any social media strategy. Sharing blogs on Facebook, Twitter, LinkedIn and other platforms helps expand your website presence and increase visibility of your brand. The benefits of blogging are huge. To evolve your content marketing strategy, call AMPERAGE.
SEO (search engine optimization) vs PPC (pay-per-click) ads? Both search engine marketing strategies share the same goal: increasing visibility in search engines, either by getting free organic search traffic to your website through an ongoing SEO strategy or paid traffic through online advertising on Google or Facebook and other social platforms where an advertiser pays every time someone clicks on the ad.
Investing in an organic SEO strategy vs running a PPC campaign really depends on your overall marketing goals and your budget. If you want to drive traffic to your website fast for a marketing campaign, you might consider investing in a paid online media campaign with Google Ads or social media ads. The main benefit of running a PPC campaign is your website appears first on the search engine result page (SERP). This top ranking allows for increased brand awareness of your product or service before the user scrolls to see other search results on the page.
However, when your paid ad campaign ends your brand is out of sight. With a well-executed on-going organic SEO strategy your target audience will have access to your brand 24 hours per day, 7 days a week. This helps build trust and brand authority for your product or service, an important SEO ranking factor. Google favors websites that demonstrate expertise and authority on a subject. And once you start ranking on Google, you’ll get free traffic to your website if your content continues to match the user search intent.
The optimal scenario is investing in both SEO and PPC. Both marketing strategies work best when supporting each other to help achieve your marketing goals.
Digital marketing is the placement of text, images, or video advertising messages on digital platforms to reach the right audience at the right time. It is also referred to as online advertising, online marketing, SEM (Search Engine Marketing), digital media, PPC (pay-per-click) and programmatic (pay per 1,000 impressions). With an online advertising strategy, you’ll drive more traffic to your website which results in more conversions, more leads, and ultimately more revenue.
Why invest in digital media?
- It’s more cost-effective than traditional media
- It’s affordable for small to large businesses
- It helps increase awareness of your product or service
- It allows for precise target marketing
- It reaches customers at all stages of their buying journey
- It’s measurable
- It’s flexible
What are digital marketing platforms?
Digital platforms can be divided into four categories: social, knowledge, media sharing and service-oriented. Examples of these marketing platforms are:
- Social – Facebook, Instagram, Twitter
- Knowledge – Reddit, Quora
- Media sharing – YouTube, TikTok, Snapchat
- Service-oriented – Home Advisor, Angi (formerly Angie’s List)
How do we know which digital marketing platform to use?
Determining which digital platform to use is dependent on the purpose of the digital ad campaign. These include building brand awareness and securing conversions such as filling out a form, watching a video, downloading a PDF, or even making a purchase. Defining your marketing goals is the first step to executing a successful digital ad campaign. As a certified Google partner, let our team of digital media specialists at AMPERAGE help you decide which platform to use and guide you through the planning and buying process.
For today’s B2B marketers, content marketing is the way to go. An on-going content marketing strategy allows business to business industries the opportunity to continually communicate with their customers and prospects without selling. It’s an effective strategy to help build brand awareness of their unique products and services as well. But to work effectively, B2b marketers need to consistently be developing good quality content. This fresh content should inform, engage, and influence prospective customers to act resulting in a qualified leads sales team.
Creating quality content of value to prospective customers centers around building a relevant keyword list and utilizing these keywords in content marketing components. Some of the most popular components are blog posts, social shares, and emails. Other forms of content marketing Google likes include “how to” and storytelling videos, case studies, infographics, and webinars. Blogs especially help increase traffic to websites. Google is looking for fresh content to index. With an on-going blog series about a specific topic, Google crawlers start identifying areas of expertise. When people go to Google, they are looking for answers to their questions. B2B marketers should develop content around providing answers to those questions. The goal is to educate with valuable and compelling content. This helps to build trust with your customers and tells Google you are an expertise in your field all resulting in a higher rank on Google, ideally on page one. Content marketing is an effective and powerful lead generator for B2B’s in today’s digital world.
In today’s online marketing world, a content strategy helps define your brand’s products and services by creating and distributing content messaging that continually communicates your expertise, authoritativeness and trust (E-A-T). When you consistently demonstrate E-A-T in well-promoted content, Google and other search engines rank you higher in their search results. The more people who repeatedly view your content, the more viable your business becomes. As trust builds from search engines and your search visibility increases, you gain potential customers and ultimately more sales. Let one of our AMPERAGE content strategists guide your content marketing efforts. Contact AMPERAGE today.