Importance of the marketing strategy in paid media

The most expensive way to market your business is to “just post” and see what happens…

So many people believe spending marketing pounds will generate revenue immediately, although this does happen sometimes, without a robust strategy it’s more like just praying to the consumer gods. Plus, your customer acquisition cost will be through the roof. Asking for a ‘buy now’ click on a cold ad is the marketing equivalent of trying to pick out the curtains for a house that doesn’t even have the foundations set yet

Your 'buy now' ads are failing because you don’t have a strategy. Truth is, you haven’t nurtured your audience. Would you click on a brand you’ve never engaged with before? At any given moment only c.3% of your market is ready to buy, if you’re just focusing on the bottom of the funnel conversion ads, you’re competing for that 3% everyone else has already nurtured. Chances are you aren’t winning that ad battle

What you need is a strategy that people actually look at and constantly refine (not one that just sits in the drawer). A fully integrated ads strategy is the difference between a business that owns a market and one that’s just renting space. Ask yourself can you answer these questions;

1. Who am I actually speaking to? 

2. Why should the person on the other side of this screen care? 

3. What’s the next step in their journey? 

If you can’t answer those just yet, it might be a sign to go back to the drawer and dig that strategy back out