According to experts' forecasts, the private medical and beauty services market is expected to develop rapidly in the near future, which will inevitably lead to an increase in industry competition.
Therefore, in addition to the high quality of services, to successfully build and promote a business, competent and aggressive marketing is a priori necessary: the correct formation of relationships with customers, brand positioning, providing the consumer with an informed choice of services based on his comprehensive awareness of the quality of service, the level of comfort, on the innovativeness and efficiency of the services provided. Today, it is digital marketing that is the main way to promote brands/products/services in any industry.
One of the most advanced and trendy digital marketing technologies is native advertising, the features of which were described by Elena Lyashko – director of estet-portal.com.
Why native advertising is a trending digital marketing tool
Native advertising – it is an advertisement that naturally fits into the presented content, designed in a familiar, useful and user-friendly format. Therefore, it does not cause negative emotions and rejection in the reader, which are typical for traditional advertising. The main "trick" Native advertising is its dressing up in the form of really useful informational material that attracts attention due to the relevance of the topic/issue described in it.
Convenience, efficiency and popularity of native advertising are due to the fact that the target audience, that is, the people to whom we must convey the main message, is already gathered in thematic communities and groups of social networks. On estet-portal.com we distribute the published information into two sections – for professionals and for patients (clients), including in social networks.
The right format of native advertising allows you to neutralize banner blindness, save money and ensure that the target audience is informed on social networks.
Another important advantage of native advertising is that it removes the so-called banner blindness. This term, introduced in 1998, refers to the psychological phenomenon of ignoring banners and other advertising elements on a conscious or subconscious level. This phenomenon is due to the fact that in the modern world there are too many informational messages per person – and such an abundance of advertising information & nbsp; leads to the fact that it is simply not perceived. The right format of native advertising allows you to neutralize banner blindness, save money and ensure that the target audience is informed on social networks.
How to choose the right native ad format and build an advertising campaign
The first thing you need to successfully build any advertising campaign is – clearly define the purpose of its creation and the corresponding target audience – that is, the people targeted by the advertising campaign. After that, it is necessary to determine the communities in which the target audience is gathered. To do this, you need to analyze the design features of posts that are of interest to subscribers of thematic communities, and only after that you can start implementing native advertising.
The first thing you need to successfully build any advertising campaign is – clearly define the purpose of its creation and the corresponding target audience.
Native advertising can be presented in different formats: texts with pictures, video, audio, specific cases (for example, in the medical field – these are real cases from medical practice).
There are several key factors to consider in order to create effective native ads: useful content for readers and design that ensures readability: breaking text into paragraphs, using lists, images, infographics, videos – everything that will facilitate the perception of information by the reader.
The format for submitting information depends on what you are selling. The easiest way – go to the public where you are going to advertise and see what posts are popular there.
What goals does native advertising achieve
Like any other type of advertising, native advertising achieves several goals: generate sales, familiarize the target audience with your brand/services or increase its reach, increase brand awareness, attract subscribers to the community, etc.
However, in this case, it must be taken into account that for a small business or in the case of an impulsive purchase, the likelihood of sales is higher. If we are talking about large or medium-sized businesses, it takes at least 15 touches of the consumer with the brand in different formats to make a purchase decision.
To provide the necessary interaction of a potential client with a brand, a series of useful posts (articles) is perfect. For example, estet-portal.com in its work offers various types of material presentation: news – article – expert opinion – video footage – banner – event.
We implemented a similar plan when a new drug from the Cosmetic Group company entered the market. Our team, in close cooperation with the customer, developed a media plan for publications, which includes various methods of covering this event: an announcement, a useful article about a product, expert material from an opinion leader, scientific research, coverage of the presentation itself.
Native advertising allows you to generate sales, familiarize the target audience with your brand/services or increase its reach, increase brand awareness, attract subscribers to the community, etc.
This made it possible to draw attention to the new product, arouse interest among cosmetologists, as well as increase brand awareness and loyalty.
Because a person who has already received useful information with a mention of a brand or company will remember this fact at the next touch and treat further publications with great interest and trust. The use of native advertising in this case is the most justified and effective.
In terms of audience coverage, this goal is important mainly for medium and large businesses or in the case of a promotion – for example, announcing the release of a new drug to the market – in this case, it is very important to notify the most appropriate target audience of potential buyers.
In general, native advertising solves all the same tasks as other types of advertising. However, you should not use exclusively native – it is important to combine it with other digital marketing tools.
What are the most common mistakes when using native advertising to promote a product/service
There are a few common mistakes people make when using native ads for promotion:
- inappropriate format (common mistakes include using too many emojis and hashtags),
- lack of useful information for the reader,
- wrong formatting (too long and unreadable text),
- lack of quality visual content.
It is very important that the goods or services you offer are presented in high-quality photos. If we talk about promoting a doctor, clinic or brand, you need to provide a potential client with a photo before and after the procedure – As the saying goes, it's better to see once than hear a hundred times.
Call to action, if appropriate, is also part of native advertising. Ask the user to share information with friends, save useful information on the page, subscribe to the page, register to participate in the training. But it is important to remember that the reader will want to perform these actions only if high-quality, unique, interesting and useful content is presented to his attention!
A reader's call to action will only be effective if quality, unique, interesting, and useful content is presented to their attention.
Working with leaders in the field of aesthetic medicine, we understand that not every specialist has the time to write, design materials and study digital marketing. Therefore, estet-portal.com actively helps its partners in promoting their brands, products and services on the Internet using the most effective digital marketing tools in combination with other trending advertising technologies, which we will discuss in future publications.
Read also: The most common mistakes in online advertising: how to recognize and avoid them
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