Efficient advertising can make a major contribution to the success of a company. Used correctly, advertising not only helps to attract new customers, but also to achieve consistently higher profitability.

Advertising and the corresponding marketing measures are always directed at the target group. The objectives, strategy and marketing instruments are all geared to the target customers.

Why you should advertise

Advertising measures are still immensely important when it comes to customer acquisition and customer retention. Because advertising:

• increases the level of awareness of one’s own company
• offers the opportunity to increase sales in a targeted, sustainable and efficient way
• can effectively support a successful market launch strategy
• ensures that the own company remains in memory for a long time
• helps with the recruitment of employees

What to consider when develop an advertising strategy

The starting point for any successful advertising is the target group. It determines economic success or failure. Therefore, advertising always begins with the question of which customers you want to reach with your offer. Since the needs of the target group, the characteristics, buying behavior, as well as the competition can change constantly, you should deal continuously with your advertising efforts. It is a process that should be constantly optimized.

Once you have captured the needs of the target group, you can define clear advertising objectives. Only if you define goals for your advertising you can determine in retrospect whether they have been achieved.

The advertising goals are then followed by the strategy. The advertising strategy should also be reviewed regularly, for example to adjust the positioning. Once this step in the advertising process has been mastered, the real heart of the matter comes: you determine the most optimal advertising instruments and create a advertising concept.

With the advertising instruments, you have to decide which advertising measures are best suited for your target group. With the advertising concept, you then define a precise plan for when which advertising measures will be taken. Once the advertising measures have been implemented, you should check which ones have worked and which ones have not. This is done through consistent controlling. By controlling your advertising, you can continuously adjust and optimize your measures.

To summarize, here is the overview of the advertising process:

• Define target group (WHO buys)
• Conduct market research
• Determine advertising goals (WHERE do you want to go)
• Determine advertising strategy (HOW to achieve goals)
• Identify advertising tools (WHAT actions to take)
• Create advertising concept (WHEN to take action)
• Implement concept & run after sales
• Use controlling (WHAT worked?)

7 tips to increase your customer base

Key to successful advertising and thus to increasing your customer base, it is necessary to always stay in touch with potential and existing customers. The more added value your company offers, the more loyal your customers will be to your company.

Below you will find seven tips to attract more customers and improve the quality of your customer base.

1. Open your own website and keep the content up to date

Fresh and informative content is one of the main elements that attract new visitors and potential customers. Keep your content up-to-date by blogging about what is new in your business and about exciting topics from your industry. New content will also help you get found by search engines.

2. Use social media

When you create new content, launch a new product, or start a new campaign, don’t forget to share it on your social media channels. There is no easier way to grow your customer base than to provide (free) value and have customers refer you.

To list a few of the most important channels for this: Instagram, Facebook, YouTube, TikTok,…

3. Offer a free newsletter

If you offer a newsletter, let your potential customers know from the beginning that you offer free information. If you offer good content, customers will want to know more about your company.

4. Public advertising measures

These include:

• Advertising signs
• Billboards
• Advertising pillars
• City light posters
• Digital advertising

Public advertising has a high reach potential and is particularly interesting for regional companies. Here, it is necessary to have a high degree of creativity to stand out from the crowd.

5. Print advertising

Print advertising is one of the most multifaceted advertising measures. Magazine ads, brochures, flyers, catalogs, or advertising letters – they all fall under the heading of printed advertising.

Just to name just a few reasons for print advertising: High attention, addressing target groups that are difficult to reach via the Internet, acceptance and credibility, regional placement, and rapid distribution.

6. Offer good customer service

A customer who contacts service on their first order is just as important as a customer who contacts you on their tenth order. Treat every customer with respect and act appropriately. A satisfied customer tells at least three of his friends about his positive experience, and that is how good customer service could lead to more sales.

7. Improve your customer base by asking (surveys and interviews)

Before a visitor leaves your very website, ask if they would fill out a short questionnaire related to your topic. People like to comment on their online and offline experiences. You can use a questionnaire to find out more about each industry, customer experience, or customer satisfaction. You can also make appointments with individuals and interview them.