How to Use Native Advertising to Increase Leads and Sales
The increasing use of ad blockers means online advertisers are having to find new and more creative ways to get their adverts noticed on third party websites. This has resulted in a surge in native advertising.
Unlike banner ads, native ads offer a higher lift in brand favourability and purchase intent.
What Is Native Advertising?
According to Copyblogger’s Status of Native Advertising Report, 49% of people don’t even know what native advertising is, 24% are hardly familiar with it and just 3% claim to be very knowledgeable about the topic.
Native advertising can be summarised as follows:
A form of paid media that feels like a natural part of the publisher’s site.
It resembles the original content already in place on the publisher’s website but is in fact paid for by an advertiser trying to either raise brand awareness and/or promote a product or service.
This media is often created in the form of advertorials or branded content but can also include video content and webinars.
In addition to increasing revenue for an advertiser, it is also a great revenue stream for online publishers. In this post, I will focus on advertisers rather than publishers.
Read more about Native Advertising in our previous post!
Increasing Leads and Sales Through Native Advertising
So you have a great product or service. how can you increase sales through native advertising? The seven points below will help you run a successful native advertising campaign.
1. Choose The Right Native Advertising Channel
Before you start, it is essential to identify where you would like your native advertisements to appear. Research the online publications’ websites you would like to appear on and identify whether native advertising is an option and what costs are involved.
You may have already read from our previous post, that we’re now in partnership with Adzooma. Adzooma offers a great native advertising solution to help boost your marketing revenue, click here to find out more!
Remember to think about the site where your target audience is likely to be active, if you’re not placing your content in front of the right people, then you will see little return and your efforts will be wasted.
2. Tell a story
You’ve decided which channels you’d like to be placed on, now you need to create your content. The main thing to remember is not to brag about who you are and what you do. Although the intention is to drive traffic to your site, native advertising content is not an extension of a press release.
Use your advertising spot to tell a story and deliver value. Leave the promotion to the end with a single, powerful call to action. This approach is more likely to generate better engagement.
A great example of how this can be done is in this paid post by Netflix in The New York Times, promoting the launch of series two of Orange is the New Black.
The article is actually more of an in-depth report discussing the issues women face in prison, which are reflected in the show. The call to action to watch the show itself comes at the very end of the post.
3. Include a CTA
This point is a given but if you don’t include a call to action, how do you expect people to get to your website and more importantly make an enquiry, or purchase?
Your CTA could be as basic as directing people to your website. Alternatively, you could add more value by encouraging people to sign up for a free demo or download a free fact sheet, calendar, or some other giveaway.
4. Be Consistent With Your Brand & Customer Vision
What is your brand identity and vision? What is important to your audience? Focus on these objectives by creating content that aligns with them.
Although this piece of native content that Puma have created with Refinery29 is a touch ad heavy, it aligns with their brand values of fitness and living a healthy lifestyle. The article itself includes a workout plan and step-by-step exercise guides.
The placement with Refinery29 works particularly well because they want to give their audience content that helps them live independent, stylish and informed lives. This is exactly the audience that Puma should be trying to target because they are more likely to engage with their brand.
5. Don’t Disrupt The Existing User Experience
Consumers can spot advertising a mile off, so you need to ensure that your native advertising content blends in with the organic content on the publisher’s site and doesn’t look obviously paid for.
A great example of this are the native advertising campaigns by Captain Morgan on Buzzfeed. Capitalising on Buzzfeed’s love of listicle style articles, they have created a number of listicles that subtly encourage Buzzfeed readers to subscribe to their YouTube channel.
6. Have patience. It’s important to always be testing your ad creatives and content. You should just launch some ads and wait.
Don’t expect results from your first post or even your second one. Like with all online marketing activities, results can take time, so don’t expect miracles from the first piece of content that you write.
Repetition is key and people need to regularly see your stuff before they start to pay attention to it. Your native advertising content could be a series of videos, articles, or a list approach like Captain Morgan’s. The first few may yield little or no results, but they will eventually pay off.
7. Find a Formula That Works… And Stick To It
You know how the saying goes – if it isn’t broke, don’t fix it. And the same goes for native advertising. If you find a style of content that works for you… stick with it!
If you require any further information about our partnership with Adzooma and how to set up your account then contact your Account manager today.