Performance Issues? Tips for Producing Advertising Creative That Delivers
If you want to grow your business in a sustainable way, then convincing marketing is key — and one big component of an effective plan is the production of advertising materials that work.
For viable growth that stands the test of time, marketing plans must be well-thought-out and never launched without a rock-solid strategy. Moving too fast, not thinking long-term, or marketing plans that fall flat can be detrimental. For instance, the identity theft company LifeLock created ads that featured the CEO’s social security number to showcase bulletproof identity theft protection. However, the campaign quickly flopped, and the company’s reputation was tarnished after the CEO’s identity was stolen a total of 13 times, leaving the public uncertain about LifeLock’s anti-theft solutions.
What was the problem? The company produced their performative marketing materials without stopping to think things through, therefore, they lost an opportunity to strengthen their market position.
For steady growth and ads that work, here are some helpful tips to increase your advertising ROI as you develop and produce your marketing materials.
Set Measurable Goals Prior to Launch
It's often been said that "if it can't be measured, it can't be improved." The point is, you want to set definitive and quantitative goals before launching your campaign. Only then can you gauge its performance and make suitable changes after that.
Of course, you always want to keep your long-term goals in mind when initiating new methods. Set SMART goals, i.e., a plan that is Specific, Measurable, Achievable, Realistic, and Timely.
To help you understand which objectives would be appropriate, ask yourself this question: "Is this a branding campaign or a direct response (DR) campaign?" What type of metrics you use to measure performance will depend largely on your answer. For example, brand campaigns are often calculated in terms of impressions, whereas DR campaigns are determined in terms of clicks and/or form fills.
Don't Forget to Think About User Experience
It's essential to always keep in mind that through your ads, you're telling the consumer what you want them to do. This may be in the form of a direct call-to-action (e.g., "sign up today," or "download your free copy now"). Even though the process may be as simple as the click of a button, it should be immediately apparent to the end user what you want them to do and how they can do it.
With that in mind, make sure that your user experience is clear and straightforward. Don't be too coy with your CTA; keep it short and direct. Don't make your prospects jump through hoops either. The less friction there is in the process, the more likely your target consumers will do what you want them to do.
Testing is Important to Find What Works
No matter how well your ad creative performs, odds are it can be improved, and ultimately convert prospects at a higher rate. Of course, the only way to find out how to make this happen is to test continuously. Create different iterations and variations, and see which ones perform better and why.
Always have A/B testing baked into your campaign strategy. For example, would your audience prefer a discount on your product offer, or access to an exclusive piece of content? The only way to find out is to A/B test the two ideas, and see which one generates more leads.
Consistency is Key
As you deploy your campaign, know that consistency is absolutely essential for generating brand awareness and then keeping your momentum rolling. Since your brand has its own "personality," it's vital that you keep it unchanging. In addition to a reliable brand voice, you want to make sure that your visuals and messaging remain cohesive as well. For instance, you'll want to use the same logo, color scheme, and tagline in all of your ads. This will help your consumers become more familiar with you and eventually to trust your business.
Producing Marketing Materials that Really Work
There are many steps you can take to develop marketing materials that hit home with your target audience. Remember to set clear, measurable goals before your campaign launch date. Make sure that your ads' user experience is simple and as "frictionless" as possible. A/B test to see which variations of your campaign perform better. Lastly, maintain a consistent brand voice, message, and visual template.
If you "measure twice and cut once" for your next advertising campaign, you're sure to see a higher ROI from your efforts — and greater long-term growth for your business.
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