Marketing though digital media such as TV and online has become incredibly popular over the last few years. A once flagging television advertising industry has recovered in part, thanks mainly to its incorporation of some of the viral techniques that have made online advertising so successful.
In business though, it is not enough just to have people talking about your advert, it’s conversions that matter. One way of improving conversions is to increase the ways in which consumers can interact with your brand, using a related campaign that encourages those who had their attention caught by your advert to take more notice of the company behind it.
So how do you do this? Orbital campaigns can consist of many different aspects that all use the theme of your advert to feed back into your company. A popular advert is nothing if nobody knows who produces it, so feeding off the buzz created by your ad is essential if your campaign is to be considered a success. Here are some ways of doing this:
Create a Specialist Website
You might be able to create a great buzz from your campaign, but if the product you are trying to sell isn’t something that people would want immediately (insurance, for example) then they aren’t very likely to follow it up by clicking on to your website. If you create a special website that is specific to your campaign however it can be an effective way of driving consumer interest towards your brand and keeping you in their minds even after the end of the campaign.
This can then help to drive a secondary viral online campaign that will have your brand buzzing around the internet, not only securing more potential customers but also doing wonders for your internet marketing efforts.
Social networking has become a great way for businesses to interact with customers, and sites such as Facebook and Twitter provide companies with an effective way of connecting the marketing campaign with the brand. Pointing your customers in the direction of your business Twitter and Facebook accounts is as close as it comes to providing physical contact with your company over the internet, forging a community of people who have one thing in common, your brand. By getting people to “Like” you on Facebook, you will also be getting them to tell all of their “Friends” about your company and your campaign, opening yourself up to potentially thousands more people who will interact with your company.
If you have created a campaign with memorable characters or catchphrases, using relevant promotional products and promotional gifts can be an effective way of capitalising on the success of your campaign. It is providing potential customers not only with a further interaction with your brand, but putting something physical into the hands of consumers who have only had a virtual relationship with your company up until that point.
Improving the interaction between those who are interested in your advertising campaign and your brand is a key way of increasing conversions. A popular advertising campaign is a great start, but orbital campaigns are vital if those who are interested are going to be convinced to buy from you.
When you are looking at your next big marketing and advertising campaign, make sure you go orbital to improve your chances of success.