Many companies remain reluctant to invest in advertising for fear of new outbreaks and new economic losses, but a campaign well done right now could make a difference with its competition.

As we know, many companies had to be more careful than ever when investing their resources during confinement , especially in the advertising field, since physical purchase is difficult. In fact, doubts and uncertainty still persist, although normality is returning little by little, so it is normal that many companies continue to be cautious when launching an advertising campaign.

However, consumption is improving thanks to the reopening of physical establishments and stores, so it is beginning to be a good time to rethink a commitment to advertising. The businesses that are advertised now will later be able to get better prices for their clients, and they will have less competition, or at least they will have gained ground, although the risk of new sprouts and others will always be there. For this reason, the experts at have created a simple guide to guide and define good digital advertising campaigns in the current situation, making the most of them.

1. Segment the audience we want to address

We must carefully study which consumer we are looking for: age, gender, interests. In this way, we will create an advertising message that is attractive to them. In addition, knowing the target audience is essential to choose the platform on which to advertise. For example, if a company decides on advertising on social networks, it must take into account what kind of users it will find in each of them.

2. Set the budget
The price of an advertising campaign varies greatly depending on the chosen platform. For example, the initial investment required for a social media campaign (especially Facebook ) is quite small, so it is usually a good place to start.

3. Determine the objective
There are many reasons to create an advertising campaign: attract new customers, retain customers, strengthen the brand image, information about new products etc; And for each medium, you will have to act differently. First, each objective involves delivering a different message. If the company wants to attract new customers, the advertisement must inform the company’s products in an attractive way for the target audience.

However, if you want to retain customers, the message should focus on reminding them why they like your products in the first place. Also, secondly, the objective will determine the platform. For example, if the ad is focused on attracting new customers, it should be launched where it will have more visibility among the target audience.

4. Create a strong brand image that is reflected in advertising
The brand image of a company depends on many factors. Your logo, the colors you use, or the tone with which you address your customers are some of the elements that influence how consumers perceive you. A good brand image will make our company stand out from the rest and be easily recognized by consumers.

Creating a brand image is an ongoing process that should never be neglected. The key is to show the world how we want them to think of us. Thus, it will be necessary to define the aesthetics of the company and the way of interacting with customers (fun, serious, formal, close…). That image must be reflected in the advertising we do. Consumers associate each brand with values ​​and aesthetics, so they will expect to see the same in advertising. And, if you don’t know the company, advertising will show you exactly the image that the brand wants to convey.

5. Choose the strategy that best suits your audience, budget, and objective
There are a wide variety of ways to do digital advertising. The most traditional is the purchase of advertising space in the media, but there are many other options. Among them, we can find some such as Google Ads, which allows you to appear in the top positions of Google searches with the “ad” tag above the web; campaigns on social networks, email marketing, or content marketing.

6. Dedicate resources to the positioning of the website
Boosting SEO is essential for any business in the digital age. Getting a good SEO positioning allows you to appear in the first Google results without having to pay. With it, any company can get more visibility and attract more visits to its website, while improving its credibility and reputation.

Content campaigns are very useful to position keywords or expressions for the business. Other techniques that work to achieve basic SEO are boosting traffic (for example, with email marketing or with social networks) and having a website optimized for search engines.

7. Measure and analyze the impact
When investing in digital advertising , it is important to diversify. The total budget must go for several ads or campaigns. If it is the first time that a freelancer or SME advertises, it is best to carry out a campaign that does not involve excessive investment and monitor the results to see if the campaign is being successful. Thus, we will know if the strategy must be redirected, invest more money in the next one or if it must be discarded in the future. If you have doubts about the money to invest and how to analyze the impact achieved, it is best to go to agencies specialized in digital marketing and advertising.