Why your paid advertising isn’t working

If you aren’t clear on what your business stands for how can your audience be?

One of the most common questions we get is ‘Why doesn’t my advertising work?’

And most times the answer is because your brand isn’t clear.

For example, if your business sold burgers but your social media was a mix of inspirational quotes and memes – then it becomes hard for your audience/customers to understand what you do or sell.

In the current episode of our Elevating Experts podcast, Andy and Louise discuss the basics on how to get clear on your brand and get results.

Here’s a quick breakdown of our top tips from the episode:

♦ Ask yourself: ‘What do you stand for?’

♦ Take an honest look at your answer and how it matches up with what you’ve actually been doing.

♦ Reposition from who you ARE to who you WANT to be.

♦ SHOW people who you are. Consistently.

♦ Make sure every decision you make for the business has the brand in mind.

For more hints and tips to elevate you as an expert in your field, subscribe to our podcast Elevating Experts now. 

We’d love to hear your feedback on how this episode has helped you!

You can reach out to us on our website

Or connect with us on social media: Instagram | LinkedIn | Facebook | Pinterest | Youtube

About Elevating Experts:

Elevating Experts is an Australian short form podcast series, with episodes running less than 5 minutes, released 3 times a week, giving you the insights that elevate you as an expert in your field. Mondays, Wednesdays and Fridays.

Snackable, bite sized episodes, under 5 minutes each that deliver hints, tips and coaching to help you with: Content Creation, content planning, business branding, personal branding, brand voice, podcasting, social media tips, building a brand, digital marketing tips, digital content planning, presentation coaching, batching tasks, boosting your engagement, building relationships, growing an online community, brand values, brand voice, brand positioning, evergreen content, perishable content, brainstorming content, creating content calendar, podcast planning, podcast marketing, podcast social media, brand consistency.

About the Hosts:

Created and hosted by Louise Poole and Andy Le Roy.

Louise has worked in Australian commercial radio, media and broadcasting for over 20 years, in on air and brand management roles. Her CV includes hosting 973fm Brisbane, Queensland, morning radio announcer and music director for 8+ years, Content Director of Darwin, Northern Territory radio stations MIX 1049, Hot 100. More info about Louise Poole here.

Andy has over twenty years leadership experience, across a range of fields including broadcasting, aged care and telecommunications. His CV includes Darwin’s top rating drive-time radio program to managing a successful community radio station in Adelaide, South Australia, helping it to expand its community appeal by leading the station to innovate its content. More info about Andy Le Roy here

About Welcome Change Media:

Welcome Change Media is about inclusiveness, empowerment and inspiration. As a media company, we are committed to creating programs that educate, inform and entertain.

More than a podcasting company, Welcome Change Media is also here to support your business in the marketplace by strengthening your brand’s presence and pitching you as the expert in your field.

We grow successful businesses using strong branding, compelling messaging and a simple approach that connects you to your customers.

Contact us today to discuss how we can help you better connect with your customers and help them to understand that yours is a premium brand worth investing in.

From tailored communications, social media strategy, brand reviews, podcast audits and coaching, tailored audio solutions and podcast creation for your business or organisation, Welcome Change Media will help your business rise to the top and earn the trust it deserves.

Other projects by Welcome Change Media include:

That Entertainment Podcast | Adelaide Edition | Brisbane Edition

Any Excuse For Fashion

Episode Transcript:

Why your paid advertising ISN’T working:

Do you ever feel like you’re throwing money away on social media advertising with very little results to show?

Louise Poole and Andy Le Roy, giving you the insights that empower you to become an expert in your field

Elevating Experts.

Louise: Just like the song says ‘it’s not about the money, money, money”

Andy: You CAN forget about the price tag. Because if you don’t have your branding clear then no amount of paid advertising is going to get you the results you want.

Louise: Paid advertising can be a very effective way of boosting your engagement, building relationships with even more customers, and generating sales. 

Andy: But first you need to have the foundations of your branding clear, otherwise the mixed messages lead to a mixed, often failed response. 

Louise: Here are our top 5 places to start strengthening your brand:

Andy: Number 5. The first question you need to ask yourself is ‘what do you stand for?’ While what your business does, or sells, is important, the perception you occupy in your client’s minds is going to be what makes them choose you over your competitors. Take some time to write down exactly how you want to be perceived by your customers. 

Louise: For example, if your business is a restaurant: Do you have the best value and biggest portions in town? Are you the best fish and chips on the coast? Or are you a specialist in organic and ethical local produce?

Andy: Number 4. Take an honest look at what you’ve said and how it matches up with what you’ve actually been doing. Critically evaluate your brand objectively.  

Louise: Don’t take it personal. You haven’t failed if you weren’t projecting those values in the past, being able to take a look at what is and isn’t working and refine your approach from there is what will make you a success.

Andy: Number 3. Now it’s time to reposition from who you are to who you want to be. Your brand is your promise to your customers. 

Louise : So, If you have promised them that you are to go to place for organic and ethical local produce then all your messaging, marketing, and interactions need to reflect that. When they don’t – you break promises with your customers and lose their trust.

Andy: Number 2. Show people who you are. Consistently. You don’t just do this through your words, but through every other element and aspect of your business. 

Louise: Everything from your choice of colours and fonts for your logo and website right through to the product, customer service and beyond needs to be on brand. 

Andy: Number 1. Live and breathe your brand fully. Make sure every decision you make for the business has the brand in mind. You are the guardian of your business brand. 

Louise: Building up trust with your customers can be a long process and is one that needs to be consistently tended to, losing it can just take one bad brand choice. 

Andy: So, to recap those top 5 ways you can start strengthening your brand are:

Louise: Ask yourself what you stand for

Andy: Evaluate your brand critically

Louise: Reposition to how you want to be perceived

Andy: Show people who you are.

Louise:  Make every decision with your brand in mind.

Andy: Now that you’ve strengthened your brand, try that paid advertising again and watch how the results improve.

Louise: And we’ve popped all this information in our show notes so you can save it to reference later.

Andy: Let us know where you need help with strengthening your brand and we can include ideas in a future episode!

Louise: Next time on Elevating Experts we’ll talk planning! With practical tips and tricks.

Elevating Experts with Welcome Change Media, giving you the insights that elevate you as an expert in your field. Mondays, Wednesdays and Fridays.

Check our show notes and website for more information on today’s topic.

Hit subscribe and share with your friends and colleagues so we can all rise together.

For a tailored solution to help with your branding goals, contact us today via welcomechangemedia.com.au

Elevating Experts is a Welcome Change Media Production.