Article

Brandon Stanley
Brandon Stanley 5 March 2018
Categories Advertising

7 Tips on How to Create Effective Native Advertising

In this post, we’re giving you 7 tips on how to effectively leverage native advertising to improve the performance of your website and business. Take our tips, twist them around, and develop unique native advertising strategies for your own business. Take action, test, take action again, and you’ll eventually succeed. Let’s begin.

Every business competes to acquire the attention of their niche customers, leveraging different marketing strategies. The whole beauty of online promotion is that you have so many options to go with. 

Today’s digital marketplace happens to be extremely competitive in almost every niche, so publishing high-quality content is no longer enough for your website to stay active and for your business to stay profitable.

Indeed. If your content is absolutely great but it doesn’t reach too many people, most of your time, effort, and investments will lead to a very unsatisfying ROI for your business.
Native advertising, when properly executed, can (and will) improve your:

  • Content’s exposure
  • Brand’s reach/awareness
  • Brand’s reputation 
  • Traffic to website/offers
  •  List of email subscribers
  • Customers engagement

In today’s post, we’re giving you 7 tips on how to effectively leverage native advertising to improve the performance of your website and business.Take our tips, twist them around, and develop unique native advertising strategies for your own business. Take action, test, take action again, and you’ll eventually succeed. Let’s begin.

1. Do Your Homework First

Every site that offers itself to be the publisher of your native ads has a different look, style, audience, and purpose.Your main job is to develop content that is very similar in tone, voice, content, value to the publisher’s original content.

To capture the attention of your prospects, you need to appeal to them in the most appealing ways. To do that, you need to know how to create and organize your content. That’s exactly why you need to take your time to carefully analyze your publishers before deploying any campaigns.

Charles Michel, Marketing Specialist at Rushmyessay.uk, notes that “The biggest issue that most webmasters, marketers, and B2B professionals face today is the inability to successfully promote their website content and offers to the right audience or to a big enough audience. The solution to this problem? Native advertising all the way!”

2. Tailor Your Copy to Your Publisher’s Culture and Design

Your ads copy should be developed in such a way that it looks and feels almost invisible, indifferentiable from the content published by the page itself.For example, Dell is one of the many successful companies who leveraged native advertising, publishing a very interesting article in The New York Times newspaper, using the same language, style, tone, targeted towards the specific audience of this major magazine.Very few readers were able to recognize the nature of the content, this being an advertisement in disguise.

3. Keep it Simple and Clear

Native advertising is a simple form of marketing. It’s about drawing the attention of the average user by telling something interesting, offering an invitation to knowledge, or by simply offering a discount. By all means, keep your native ads simple and clear, aimed to transmit a single, core message.

4. Provide Value or Refrain From Posting

If your content doesn’t bring enough value to your publisher’s viewers, you won’t draw sufficient attention. People like to consume content that is remarkable. Usually, if you strive to write above-average articles, you will present better results.

On the other hand, if you promote poor quality content, you’ll probably hurt your brand’s reputation and the relationships with your current clients. Nobody likes wasting his time, so don’t ever put your audience in that condition.

5. Leverage Visual Content

Around 74% of social media marketers leverage visual elements and components in the content they publish on their feeds.Furthermore, as of 2016,  51% of B2B marketers are prioritizing the development of their visual content assets.

What could these stats tell?

Video content is extremely important for a marketing campaign to thrive in engagement. You should leverage powerful visual components that will assist your written content in transmitting your content’s message.

6. Never Use Clickbait or Any Deceptive Tactics

People are not stupid, and you should never treat them like if they were born yesterday. Your ads should clearly reflect your content’s purpose and message, and should not deceive or lie by any means.

You can’t expect people to trust your brand and buy your products if you’re using cheap tactics such as clickbait to draw their attention. In most of the cases, in these situations, the purpose does not excuse the means.

7. Use Retargeting

If a user has interacted with one of your ads on a specific platform, you can use the retargeting features to serve him a different display ad on a different distribution platform.

This works due to the cookies which work on your publisher’s website. These cookies remain in the visitor’s browser and act as a reference to you, as you get insightful information concerning your visitor’s behavior. When you understand what your users want, you can retarget them and improve your conversion stats by an average of 70%.

Takeaways

Around 70% of customers suggested that they prefer to learn about products through content rather than through traditional ads.To know how to successfully incorporate effective ads into different publisher’s designs, cultures, and audiences could be considered both an art and a skill. And as we all know, the key to mastery lies in consistent and persistent practice.

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