Digital Billboard Brand Marketing Budget & Strategy

Starting first with the budget: What do you want to invest on a daily basis in your brand?  My recommendation here in a local area is going to be $20 per day per brand channel.  So what that means is, if you want to be on a digital billboard on a highway, that’s $20.  If you want to be on Facebook for the day, that’s $20.  On Instagram is $20.  If you want to be on YouTube, that’s another $20.  And so you can quickly get to where your budget is roughly anywhere from $60 to $100 a day, whether you’re on anywhere three to five different channels.

I definitely recommend multi-channel, that’s going to build trust.  Because if somebody sees you in all these different places, every time they see you, it’s just another element of trust (which would avoid questions like: “Is dropshipping legal?” or “Is dropshipping dead?”).  You’re covering all areas.  Digital billboards on the highway are extremely powerful because it makes you instantly think, like this business is on a little bit higher level than the other businesses that I see.  So it builds that additional trust.  But then if they again see you on Facebook and Instagram and YouTube, it’s like wow, these guys must be really good, right?  And so invest at least $20 per day per channel and invest in at least three to five channels  on a daily basis to really grow your brand.

How long do you invest in your brand and track back the results  and make decisions to optimize your campaigns?

That’s a good question, and I would say you’d want to give it about three months to six months at a bare minimum  to start looking at the results.  Now here’s the trick, with brand marketing it’s not necessarily like a 1:1 ratio on results.  Oftentimes because of attribution and those sorts of things, you’re going to see the result come through other channels.  Perfect example of that is a digital billboard on the highway.  Obviously, you’re driving by at 50 miles an hour plus.  You can’t really go to the website or call a lot of times and convert right off of that billboard so it’s difficult to track the result directly from the billboard.  So where do you look?

Where you want to look is your brand lift on organic search, so people searching your name organically.  You can find this information in Google Search’s console, in Google Analytics, you can find it on SaleSource if you’re using SaleSource.  You can see how many people are searching your brand name on Google every month.  And if that’s increasing at the same time period that you’re running that digital billboard, you know that you’re seeing success with that campaign.  You can also see if you’re getting calls and sales based on that search volume increase if those people are actually converting.  If you look at the results of that prior month of running a digital billboard and post month of running a digital billboard, you should see significant increases.  You’ll also see lift in all of your brand campaigns on your other channels.  So if you’re running a Google ad for your brand name,  you’re going to see increased results at times  of running digital ads.  Whether it’s a billboard on the highway  or it’s a Facebook billboard or an Instagram billboard  or a YouTube video, you’re going to see lift on that.

You need to really go through all of your different campaigns and track the lift that you see  when you run your brand marketing.  Here’s the beauty of building your brand, if you can increase the awareness of your brand,  you’re going to actually create search volume for your brand.  What that’s going to do is people are going to search for this key word more and more and more on Google.  The key word happens to be your name.  That’s super cheap.  So if you’re running brand ads for your keyword, you could also easily optimize your website to rank at the top of Google for your business name.  So if you’re running ads for your business name  and you rank high for your business name  and more and more people are searching your business name,  what starts to happen is you start to get leads and sales  at a very low cost, it’s unbeatable.  If you were to run ads for the best keyword on Google, very expensive.  If you can get people searching your business name, extremely inexpensive.  Which means you get a higher return on investment, month over month.  So that’s why you want to give it at least three months to get that awareness out there,  six months to really to really see the trend.  When you look 12 months, 36 months into the future, you’re going to see a continual growth in results.  And that’s why investing in your brand pays you off  not only today, but also tomorrow.

A few power tips on brand ads.  Brand ads are very simple.  Don’t over complicate it, especially a digital billboard on the highway.  People are going to drive by.  They have about five to eight seconds  to actually take that in, it’s very fast.  So what you want to do is build your brand, so make your brand visible.  Don’t have your logo real small.  Make your logo massive on there.  Call to actions aren’t as important with brand ads, it’s more about just building your brand.  Things like, top rated, local chiropractor.  Just that statement with a big logo is very powerful from a brand perspective.

And here’s a power tip on your ads, ads are like wallpaper, or bananas on the countertop.  After two weeks, they’re kind of getting old, right?  After a week, they’re still good.  A week and a half, probably still good.  Two, three weeks in, nobody wants to touch that anymore.  They become like wallpaper and you grow blinded to them.  And so you want to constantly create new ads.  A new ad can be as simple as a background colour change.  If you literally just change the background color  of your and leave everything else the same,  it’s going to catch people’s eye again.  And so at least update your ads on a monthly basis.  So if you have a six month campaign, update our ads every single month.  Maybe even consider doing it every two to three weeks and you’re going to see better results.  So that’s it.  I hope this was super helpful on helping you understand the value of investing in your brand.  Take some of your budget, not all of it,  if you’re running all your ads on Google Search  or Google Shopping or something like that,  continue to of that with the very best performing  key words and those sorts of things,  but take the rest of that budget  and start investing in your brand.  And be multichannel, be investing in at least three to five channels for brand.  And that’s Facebook, Instagram, YouTube, LinkedIn, and digital billboards on the highway if you have those in your area.  They’re all very effective ways to build your brand.  Start investing in those.  Spend $20 a day, and update your ads about every month at least, and then track the lift of all your brand campaigns and track the lift of people searching  for your name on Google.  I think you’re going to see some pretty solid results and grow your business.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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