{"id":1495,"date":"2020-01-08T11:43:11","date_gmt":"2020-01-08T11:43:11","guid":{"rendered":"http:\/\/webdesigninhoustontexas.com\/silkcards_blogs\/?p=1495"},"modified":"2023-09-06T09:53:02","modified_gmt":"2023-09-06T16:53:02","slug":"collateral-advertising-with-the-right-goals-in-mind","status":"publish","type":"post","link":"https:\/\/silkcards.com\/blog\/culture\/collateral-advertising-with-the-right-goals-in-mind\/","title":{"rendered":"Collateral Advertising with the Right Goals in Mind \u2013 SilkCards"},"content":{"rendered":"<p>No matter what type of <a href=\"\/product-catalog.php\">collateral advertising<\/a> campaign you\u2019re planning, you have to create a message that has the right goals. Your potential customers aren\u2019t necessarily at the same stage of the buying process. You need to take care in identifying who you\u2019re targeting with a particular advertising strategy and craft the message in a way that speaks to them.<\/p>\n<p><!--more--><\/p>\n<p>In general, the three stages of the \u201cbuyer\u2019s journey\u201d are:<\/p>\n<ul class=\"checkppoint\">\n<li><strong>Awareness<\/strong> \u2013 Recognizing there\u2019s a problem and wanting to learn more about it. For instance, the customer might realize the he or she\u2019s disorganized and wants to do something about it.<\/li>\n<li><strong>Consideration<\/strong> \u2013 Learning more about the possible solutions. To continue the above example, the customer would now be comparing different organizational techniques.<\/li>\n<li><strong>Decision<\/strong> \u2013 Making the final decision and purchase. The customer who wants to get organized has decided that a paper planner is the right method for him or her and is deciding on the right one.<\/li>\n<\/ul>\n<h2>Collateral Advertising in Stages<\/h2>\n<p>Use these stages to plan your advertising efforts.<\/p>\n<h3>How to Build Awareness<\/h3>\n<p>In this stage, <strong>customers are really looking for general information about their problems.<\/strong> Blog posts and advertorials in magazines are a good way to give the person the info they need while occasionally mentioning <a href=\"\/blog\/culture\/brand-collateral-design-tips-that-effectively-promote-your-business\/\">your brand as a solution<\/a>.<\/p>\n<p>A home builder, for instance, might give information that\u2019s about living in the area or whether a person should build a new home or purchase a resale home. When you provide a lot of information, you start to be seen as a leader in the industry.<\/p>\n<p>The information should seem unbiased even though you\u2019re eventually leading a customer to your company.<\/p>\n<h3>Helping Potential Customers Consider Your Brand<\/h3>\n<p>Customers in this stage are <strong>comparing their options<\/strong>, and they need to know more about how your company could benefit them.<\/p>\n<p>Let\u2019s say you own a small accounting business and you want to get more customers at tax season. You might send a brochure out to people in your area that compares using tax software, going with a chain company like H&amp;R Block, or using a certified accountant. The brochure you create would obviously highlight the benefits of a personal accountant, but it should present the other options as well.<\/p>\n<h3>Motivating Potential Customers to Purchase<\/h3>\n<p>Once customers know that they want a product or service like the one you offer, you want them to choose your business. <strong>Reviews or testimonials give a potential customer more confidence in your company<\/strong>, so encourage current customers to give you feedback that you can publish.<\/p>\n<p>Special discounts and money-back guarantees are both good ways to get buyers to pull the trigger. If you\u2019ve done a good job in providing information at the other stages, customers might naturally lean towards your company simply because they\u2019ve learned to trust you.<\/p>\n<p>There can be a lot that goes into a full advertising campaign. A professional ad agency can really help you take your business to the next level.<\/p>\n<p>If you\u2019re interested in learning more on your own, Kissmetrics offers a great roundup of articles discussing <a href=\"https:\/\/blog.kissmetrics.com\/science-psychology-great-marketing\/\" rel=\"noopener noreferrer\" target=\"_blank\">the science and psychology of advertising<\/a>. As long as you keep the basic principles in mind, though, you should see success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No matter what type of collateral advertising campaign you\u2019re planning, you have to create a message that has the right goals. Your potential customers aren\u2019t necessarily at the same stage of the buying process. You need to take care in identifying who you\u2019re targeting with a particular advertising strategy and craft the message in a &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/silkcards.com\/blog\/culture\/collateral-advertising-with-the-right-goals-in-mind\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Collateral Advertising with the Right Goals in Mind \u2013 SilkCards&#8221;<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":1496,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Collateral Advertising with the Right Goals in Mind \u2013 SilkCards<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/silkcards.com\/blog\/culture\/collateral-advertising-with-the-right-goals-in-mind\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Collateral Advertising with the Right Goals in Mind \u2013 SilkCards\" \/>\n<meta property=\"og:description\" content=\"No matter what type of collateral advertising campaign you\u2019re planning, you have to create a message that has the right goals. Your potential customers aren\u2019t necessarily at the same stage of the buying process. 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