Be sure to prepare for success.
5 min read
The opinions expressed by collaborators are personal.
Advertising campaigns on social networks and Google have continued to grow in recent years. Because entrepreneurs and ad managers can generate highly targeted audiences based on their consumers, the ROI of digital campaigns is substantial. However, for someone starting a campaign for the first time, the process can feel a bit intimidating.
How to define your audience? What advertising idea will work? How to establish a budget? The process must be iterative, that is, it will not be perfect on your first attempt. But these four key ingredients will help you create a first digital advertising campaign that you are proud of: one that you can add to and adjust as you receive information.
1. Determine your goal
First it is important to understand what your objective is, this should guide all the decisions you make in the campaign. For some companies, sales drive all of their advertising efforts. For others, the goal is simply exposure or traffic. Define what would be the successful result for your company.
This is always part of a much bigger conversation around your sales cycle. If you have a funnel with a mailing list, or a webinar or a Facebook group, your ad may do better if its goal is to get your customers to advance in this funnel, rather than trying to sell to them directly.
2. Use high quality visuals
An average person has the attention span of a gold fish, and this is exacerbated during their social media browsing or Google searches, when they are over-saturated with information and have too much to see at the same time. This is why it is extremely important to use large typeface and high quality graphics. Paul Getter, founder of The Internet Marketing Nerds, recommends using “natural photos, and not posed images, since the former invoke curiosity.”
If a photo looks like stock, your customers will immediately perceive it as advertising. This is also the reason why photos generated by influencers work so well. “However, it is important to recognize that catching someone's attention is an art in constant evolution. What worked yesterday may not work today, ”added Getter. Be sure to change your strategy until you find one that gives you the results you need.
3. Do market research with a test
Once you have published your first campaigns, it might be a good idea to do a separate test (also known as an A / B test). These types of tests allow you to put two ads together to see which one works best for you. This decision will generally come down to a key performance indicator.
So you can know if one of your ads is more effective than the other. From there, decide how to invest in the future. It is possible that one ad does better with one indicator, and the other does better with another indicator. This is why it is so important to know what your goals are.
4. Keep iterating with your audience
Finally, remember that the final key ingredient is specifying your audience. If your ad is not working the way you want it to, it may be because of the way you are handling your audience. Audience selection is both an art and a science.
Some advertisers recommend using psychographics to better target audiences. This goes beyond simple demographics and is more specific, such as choosing your audience's motivations and values. This is worth knowing when constructing your messages, so invest time in understanding the psychology of your audience and then apply it also when selecting it.
Advertising awareness is a muscle that grows stronger with time and experience. Start with the social networks your target audience is on and create a detailed picture of information about each campaign. Each point can help you move forward.