With the rise of social media and digital sales, so many women dream of being Google page-rank rock stars and having their friends, fans, and followers catapulting their content to the viral stratosphere. While this could happen, it is going to take more than social media marketing. It seems like social media strategies dominate hot marketing topics, and very little attention is given to tried and true marketing strategies; as a result, many new marketing plans fall flat. Social media alone can’t compete with a targeted integrated marketing plan with trackable results. It is important to make sure that your overall marketing plan strikes a balance between new strategies and the strategies that have proven themselves over the years.
Whether you are looking to increase engagement, to increase brand awareness, or to increase sales, on-or-offline advertorials should be a part of your strategy. An advertorial is an editorial style advertisement that allows you to engage with another brand’s platform with editorial power.
An advertorial on television is called an infomercial. The average commercial contains basic company information and calls to action; the advertorial, like the infomercial, seeks to go further. Advertorials allow you to educate your potential customer and promote your product simultaneously.
Why should your brand use advertorials?
- Advertorials are cost-effective.
For small business owners, nonprofits and soloprenuers, television and radio commercials prove to be too costly. You can run advertorials on 2-3 blogs for less than the cost of a 30-second commercial on your local radio station. You can run a print advertorial for about 1/4 the cost of a television ad. The actual cost of advertorials will vary depending on the platform you choose.
- Advertorials can help you reach your target market.
Placing your advertorial on platforms with brands that align with your target market will ensure the traffic you gain will be full of people who are interested in your product or service. For example: if you sell television sets, a celebrity gossip blog or a home decor magazine could both be good choices. The key factors to consider when placing your advertorial are the collaborating brand’s audience, overall reach, and theme.
- You are in control.
Unlike traditional forms of advertising, when you purchase advertorial space you have complete editorial control over what is going to be published. Most editors will accept a prepackaged advertorial as long as it fits within certain parameters. Others editors will want to partner and collaborate. Choose what works best for you. When it is all said and done, you are paying for the space, so you get the final say so on the content. In some instances, if you need the publication to provide graphics or edits they may charge more.
- Your advertorial will be seen.
Advertorials are considered non-intrusive advertising. Many advanced online consumers use ad-blockers, and sidebar advertisements don’t always show up on mobile and other handheld versions of websites. Advertorials will not be blocked or get lost in the mobile version of a website. In a print magazine, your advertorials are integrated with the rest of the primary content. The best advertorials are personal, multidimensional, and have a call to action.
- Advertorials are track-able.
If you negotiate a return-on-investment report from your online collaborating partner, they will share the reach and engagement your advertorial receives. In a print publication, you can create a coupon code or a unique URL to track your conversions.