It’s common knowledge that any business serious about competing at the top of its sector must employ a cohesive and effective advertising strategy. After all, you can have the best products and services in the world, but if no one knows about them, you’ll never attract consumers to your site and turn leads into customers.

In today’s modern marketplace, that necessarily entails the adoption of a largely digital approach. Of course, the old-fashioned methods of TV, radio and print can still hold some value, but with more and more of our interactions and transactions taking place online, neglecting to pursue a digital strategy is a recipe for disaster. Luckily, it’s not hard to incorporate one into your overall advertising campaign and optimize it for success. Here are five ways in which you can tweak your tactics to bring maximum ROI for your marketing spend.

Know your audience

First and foremost, it’s important to determine who it is your products and services are aimed at. Put effort into ascertaining the demographics of your target market, as well as their likes, needs and habits when browsing online. You can then tailor both the content of your ad campaign and the places in which the ads appear to appeal to those most likely to engage with your company.

Go native

In general, people are immediately suspicious of an advert if they feel it is inorganic or sticks out like a sore thumb from the content they are consuming. Take advantage of native advertising by using a native advertising platform to ensure that your ad is seamlessly incorporated into the surrounding text, making it virtually unrecognizable as commercial content. This way, you’ll market your brand to new consumers without them even realizing it’s happening.

Leverage video

Did you know that on average, video content is shared 1,200% more than copy and links combined? That’s an incredible way to get your brand’s name out there and access new markets. Put time, money and plentiful effort into crafting quality video content which will turn heads and set tongues wagging and you can sit back and watch the visitors flock to your site in their droves.

Coordinate your efforts

These days, there are so many different ways to advertise your company. From pop-ups and paid ads to blogs and social media outreach, it’s important not to neglect any channel – or to allow them to operate independently. By coordinating your efforts, you can repurpose content across a number of mediums and push it on all fronts to reach as many new leads as possible.

Engage

According to a survey conducted by Twitter, 77% of site users appreciate it when a business acknowledges their comments or concerns. Taking the time to cultivate a social media presence by interacting with your customers is key to establishing yourself a company which cares. That, in turn, will pay massive dividends in the long run by encouraging repeat custom and instigating word-of-mouth exposure.

It takes time to create a strong and effective advertising strategy – but doing so will pay back your investment tenfold. Follow these five tips to optimize your marketing approach and enhance your company’s performance in your chosen field.