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How to start your own Native Advertising campaign

07 | 10 | 14

Advertising_Goes_Native

The importance and current prevalence of native advertising was covered last week. This week we will look at an easy and simple to adopt roll out process for your own native advertising campaign. It will incorporate not only your website, but also social media as well. As stated last week, one of the great things about native advertising is, if it’s done well, you will have people sharing your ads to their friends and followers. This cuts down the advertising costs for you. That being said, “How do you start your own campaign?”


Step 1:

Turn blog post into landing page


Look through your archive to find a blog post or article that did well with readers in the past. If you do not have one, then write one. It has to be informative, entertaining and has to add value to the readers. Remember the point of this is to draw in prospective clients. An example is the articles we get on Facebook, telling us about the 5 best exercises to get a flatter stomach. This article has to fulfill the following conditions: First it has to provide tremendous value to your market. Secondly it has to be relevant to your product of service, do not select a piece on the best food to eat and your service is outfitting houses with solar energy. Remember native ads are all about blending in and being part of the readers’ experience. I know I would be annoyed and automatically click away from a site, if I was redirected to a solar panel website when I was in fact looking to change my diet.


What is a landing page? That is an important question. A landing page is a single webpage designed with the objective of getting either buy-in from a customer or at least their contact information. Getting contact information is important because it will allow you to email the prospective customers at a later stage. An example of a landing page is the click to subscribe pages that pop up when going to a new site, or when looking up content on line. The aim is for the customer to show interest so that they may be targeted for more marketing later. Remember to have calls to action in the blog post and landing page. Once your blog piece has been made into a landing page, we can look at the advertising process.


Step 2:

Post, promote and boost your landing page, native ad on social media.


It has been documented, if Facebook was a country it would have the largest population on earth. So targeting Facebook first is a great idea. It will give you the largest access to the largest market. Post your “native ad” on your page and promote as well as boost it. Here you will be using Facebook’s functions and capabilities. This is also where you will use money, as these services are not free. They are not free but they are far cheaper than other advertising campaigns. At this point if you have done step one correctly, the process is almost automatic. The reason for a piece that adds tremendous value to your market is so that after reading your ad disguised as an blog, they will share it to their followers and friends. This follows the same principle as crowdfunding and peer to peer fundraising. Basically it is like cyber word of mouth. I will be far more likely to consider buying a product that Gary shared on his page, because Gary and I are friends and we share the same interests. Once this is working well, you can go on to other social networks. This brings us to the third and final step.


Step 3:

Measure


As with all goals, it is important that they are measurable. The same applies to your native ad. You need to know if it is working or if it isn’t. By looking at the share rate on social media, you will be able to decide on whether to intensify your strategy or to change something about it.


It is important to know, the above strategy is a quick and easy way to rollout a native ad campaign. As you get more and more comfortable with this new exciting way of doing things you will be able to intensify and diversify your campaign.


By: @nyakzn (CPT editor & writer)


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