Page 74 - PR Communication Age January-June2020

you will save time and energy that you which are more important for your 3. Develop a customer journey
could use to improve your ads. brand. map

It is critical you define your customer
How to craft a digital ad- What's more, goals are what will help journey map. This one starts with your
you check the effectiveness of your
vertising strategy strategies, and your advertising cam- customers awareness about your
Crafting a digital advertising strategy paigns. It's important you start with brand and products. Then, you must
is essential. Not only is it important due goals you can achieve as it's discourag- convince them to think you are the
to the fact that many people spend ing if you never reach them. Likewise, right choice. The last phase is when
time online, but is is also crucial since if they're too easy, motivation won't be they actually convert to customers.
there are lots of possibilities available. high.
In other words, digital advertising can The more you understand this process,
the better informed you will be. And,
be complex if you don't know your au- 2. Define your target audience
dience. as you may well know, information is
It comes as no surprise that you need power. Becoming familiar with your
to know your audience so that you can customer journey map can make a dif-
Indeed, you would have a specific bud- reach them better. Indeed, becoming
get to spend on digital ads. It is be- ference in the planning of your digital
familiar with your current customers is advertising strategies.
lieved that marketers are increasing
not enough. You should also think
the amount of money they spend on about those who you would like to have 4. Find out what channels
digital advertising. Still, you cannot
as customers. work for you
cover everything.
Likewise, it's mandatory you discover
The best way to understand your au- what channels work for you. How
Even if you could afford it, it would be dience is by means of developing buyer
worthless to use channels your audi- would you know that? Finding out
personas. These ones are imaginary those channels which your audience
ence doesn't pay attention to. Thus,
customers you might have. They have uses. It could be the case that if you
you need to develop a plan to make to be different, each of them repre-
the most out of your digital advertis- look at your audience and its several
senting a segment of your target au- segments, they use more than one
ing efforts. Let's have a look at some
dience. channel.
critical steps to follow!
You should have data as regards who That's fine, it's what we already ex-
1. Set your goals they are, where they live, what they pect. So, you will need to use both paid
Before you can start planning your do, their gender, their age and more. and organic advertising on those social
strategy, you'll need to set your goals. Besides, it's helpful to know how they networks they use. However, if you
You will probably have several goals speak. As the language they use to talk know there are other platforms they
such as increase your sales, get X num- about your products or services is not don't use, it is not necessary you waste
ber of likes or shares on social media the same you use to describe them. your budget targeting people there.
networks, and more.
The best way to know your audience As there are more and more channels
Whatever your goals are, it's funda- is to listen to them. You should try to everyday, it's fundamental you select
mental you know them. In fact, you make an effort to know their pains and the ones that matter for your brand.
should distinguish between those do your best to solve them. Learning Those would be the ones your audi-
which can be obtained soon and those about your audience will also help you ence interacts with.
which would come in the long-term. target them where they are online.
You should also know of all your goals This way, boosting your efforts. It's worth considering that your most

"He loves her for all of the reasons you were afraid to."

74 PR COMMUNICATION AGE January - June 2020