One of the most important elements of any successful business is effective marketing. Without marketing that works, it is doubtful consumers will ever purchase your products in large enough quantities to keep your company afloat. Crafting a successful marketing campaign isn’t easy, but it is required for your survival. Below are four bits of advertising advice to live by.

Content Is King

Today, one of the most effective kinds of advertising is content marketing. This is especially the case for the internet. One of the measures that is used to judge the success of an online ad is bounce rate. This is how many visitors to a site immediately leave instead of viewing more pages. To have a healthy bounce rate, you need compelling content that can engage your audience. Whether it is blog articles, recipes, videos or some other kind of content, you have to put a strong effort into creating something that has real value for internet users.

Communicate with Your Audience on Their Level

Stiff corporate cultures have a habit of creating atrocious marketing. They tend to create ads that use business-speak and corporate buzzwords that have little meaning to the average Joe and Sally on the street. Instead, make an attempt to actually converse with your target demographic in a way they would be receptive to. If you can’t get your head out of the stuffy boardroom, actually get out and talk to real people again.

Don’t Contradict Your Own Branding

One of the biggest marketing disasters in history was KFC’s campaign to promote its grilled chicken. One of the reasons it was a failure was because the campaign tried to reposition KFC as health food when the core of its business has always been not so healthy southern fried chicken and sides. Undermining your own brand to this point can have serious consequences.

Have a Lawyer on Hand

People tend to think of business lawsuits in terms of defective products or slips and falls that occur in stores. However, marketing too can result in costly lawsuits. This is especially the case if an advertisement is perceived as being deceptive or misleading in some way. Make sure you have attorneys like Carter West or similar firms on hand to look over any marketing materials for issues. If you are sued, at least you’ll have the help you need on hand to deal with the issue as quickly as possible.

Overall, marketing isn’t easy. There are a lot of ways to fail, and it requires a lot of hard work to craft a successful campaign. However, if you’re able to create advertising that works and increases your sales and market share, it’s always worth the extra effort.


Kara Masterson is a freelance writer from Utah. She enjoys Tennis and spending time with her family.

Facebook | Twitter | LinkedIn