With more than eight thousand tourists entering this city daily, Sedona businesses may experience surges in interest without significant monetary investment or marketing efforts. However, interest alone doesn’t always equate to sales.  Elevating local business revenue requires a targeted and sustainable approach to marketing—such as paid online advertising strategies developed by Sedona Chamber of Commerce Member, Red Rocket Advertising Company.

The Red Rocket Paid Online Advertising Secret Sauce

A successful marketing plan includes strategies for both paid and organic advertising. While many small businesses focus on organic (or free online advertising options) like social media posts and website blogs, paid online advertising targets individuals most likely to buy. Clients of Red Rocket Advertising Company notice a significant increase in website traffic, high-quality lead growth, and sales conversions. The company achieves these results through the services listed below.

Marketing Services Red Rocket Advertising Company Offers

• Website & Social Media Audits

• Search Engine Marketing (SEM): Google & Bing Ads

• Search Engine Optimization (SEO)

• Paid Social Media Ads: Meta (Instagram/ Facebook) & LinkedIn

Investing in all four of these services is generally ideal. Standing out online requires a comprehensive marketing approach that evolves with time. Of course, this requires a sizable marketing budget that may not be realistic for all businesses. For those looking to dip a toe into paid online advertising, Red Rocket Advertising Company suggests Sedona businesses experiment with paid social media ads using a service like Meta Ads Manager. Steps for Success with Paid Social Media Marketing:

Step 1: Defining a Target Audience for Effective Paid Online Advertising

Organic advertising is like starting a conversation in a noisy, crowded restaurant. Making a lasting impression is challenging unless the audience has previously found a reason to lean in a little closer.

Paid online advertising, on the other hand, is like inviting neighbors over for a small dinner party. It allows businesses to direct their advertising to their predefined target audience— segmented groups of potential customers based on demographics, buying habits, or user engagement. The message comes through with ease.

A successful paid social media strategy is one with a high return on investment. Typically, these strategies begin with reviewing sales data and trends to make an informed decision on who the target audience(s) of the campaign will be.

Below is a list of target audiences for a Sedona restaurant, followed by some copy examples for Instagram.

•Couples in Scottsdale: Love is in the air! 💕 RSVP for a candlelight dinner at Penne Pasta Palace in Sedona. 🍝 Authentic flavors, romantic atmosphere! #DateNight

•Family Friendly: Celebrate an A+ ✏, a good game ⚽, or a sunny day ☀ with a family lunch at Penne Pasta Palace! Enjoy our new lasagna bites! #FamilyFun

•Women / Bridal Parties: Times like these call for mimosas! 💍✨ Invite the girls out for a brunch party at Penne Pasta Palace! 🍹💖 #BridalBrunch

Step 2: Choosing the Right Social Platform

With the target audience(s) identified, businesses must consider which social platform(s) align with this audience. Below is a short list of social media channels and a summary of their strengths.

•LinkedIn: Network with B2B (business-to-business) contacts and find future

•Facebook: Reach Baby Boomers & Gen X audience through B2C (business-to-customer) communication.

•Instagram: Build brand awareness and grow your following by showcasing product photography and video reels. This platform is popular for people ages 18-34.

•YouTube: Entertain viewers with long-form and short-form Videos can be e-commerce-driven, educational or entertaining. Consider sponsorships for popular content creators with similar audiences.

•TikTok: Connect with Gen Z audience and increase brand awareness through short, attention-grabbing and trendy videos.

Step 3: Tweaking Website Copy & Content

Social media ads link to website landing pages. Audience members intrigued by short, impactful ad text will click the ad to learn more. When visitors click on your ad, the landing page must seamlessly connect with the ad and guide them toward a purchase. Red Rocket Advertising Company recommends following these tips below before linking a landing page to a paid social media campaign:

•Make It Intuitive: Ensure site navigation is easy, and the website text is legible across desktops, laptops and mobile devices.

•Provide Suggested Actions: Transform clicks into clients with clear, actionable next steps linked to additional pages on your site in the form of CTA (Call to Action)

•Minimize Clutter: Prioritize quality over quantity in text, images and videos.

•Do Keyword Research: Add high-intent and long-tail keywords throughout the page.

Step 4: Launching Ads & Adjusting Ad-Spend

Once the landing page is updated and the content is cohesive, Red Rocket Advertising Company suggests creating Facebook and/or Instagram ads in Meta Ads Manager. This platform enables businesses to conduct A/B testing to determine the most impactful copy, ad content types and audiences.

A good starting daily budget might be $30 or higher. Red Rocket Advertising Company advises against hastily lowering paid digital marketing budgets. Instead, focus on refining the content (CTAs, copy, and imagery). Making the content clear and compelling is the simplest way to increase click-through-rates and conversion rates.

If, after following these steps and watching digital marketing metrics for two or three months, no noticeable improvements occur, Red Rocket Advertising Company suggests revisiting Step 1 and redefine objectives, content and audiences. A solid foundation often makes all the difference.

Should you adjust your bid strategy? If building awareness is the goal for your business, you may want to consider switching from PPC (pay-per-click) to PPI (pay-per-impression). This approach can be adjusted quarterly, so long as the team monitors data closely. While tweaks based on data may occur frequently, significant changes should be made only after thorough A/B testing and monthly analytics reviews.

Red Rocket Advertising Company offers Website & Social Media Audits starting at $650, providing Sedona businesses with insights needed to understand and make data-driven marketing decisions.

Need help growing your business through paid online advertising? Contact Red Rocket Advertising Company today and set up a 1:1 digital marketing discovery call

Blog post submitted by Alexis Alonzo, Owner & PPC Specialist of Red Rocket Advertising Company

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