Alternative to Google & Facebook Ads)
Ads placed through platforms like Google and Facebook can reach large audiences
or networks, but can also drain budgets for mixed results. To better reach
qualified leads, try placing web ads directly with independent online
publishers, professional associations, non-profits, and other organizations
related to the target industry or market you’re hoping to reach.
Consider this: 64% of consumers believe companies should
support issues that align with their product. Leveraging ad dollars to associate
a brand with the entities consumers already trust and believe in can benefit advertisers exponentially. Here’s
more on why this strategy might work for you:
1. Audiences are Pre-Curated. And Devoted.
Don’t settle for a best guess when building your target audience. Because
associations generally center their communications channels around a common
cause or purpose, user demographics like ‘interests’ and ‘profession’ are easily
identifiable and built right into the placement. Audience ‘location’ (state,
city, or community) can also often be included in your planning. Additionally,
advertisers can trust the consumers they target through these outlets are invested
– well beyond the general public – in a given topic.
2. Impressions are More Meaningful.
The location of an ad impression can impact its effectiveness, and signal more
to consumers than you may think. When a dues-paying member sees your ad on
their non-profit’s website, it sends a powerful message: “We care about what
you care about – and we support your cause.” Consumers, in turn, reward
companies for these philanthropic connections. A recent study
on cause-marketing found that 66% of consumers would switch from a product they
typically buy to a new product from a purpose-driven company.
3. Shift from Awareness to Engagement.
A key step to any successful marketing campaign is a comprehensive strategy
for engagement. Although independent publishers are often overlooked, they
offer what many online platforms can’t – the opportunity for direct consumer
interaction. Look for entities that conduct digital conferences and remote
networking events. Advertisers can generally take advantage of marketing
bundles that mix these events with web and print. Sponsorship can also serve as
the perfect complement to an online marketing campaign. Businesses with limited
budgets should always inquire about custom sponsor options or packages.
Don’t rely on Google and Facebook ads alone to promote your brand. Instead, try
advertising directly through an association, non-profit, or other entity. You
can avoid common pitfalls (like imprecise audience targeting or unintended exclusions in
display networks), develop a stronger connection with consumers, and take
advantage of more integrated approaches to your marketing overall.
For more marketing tips as well as information on how to reach Texas
physicians, visit www.texmed.org/Marketing.
Last Updated On
August 21, 2020