The success of a campaign in most cases depends heavily on the images, videos, and overall messages used in the campaigns – the creative assets. Most times your creative assets might be the only lever to pull during your search for success on your campaigns; of course, we know there are other levers such as; campaign structure strategy, audience targeting, bidding strategy, page optimization, email marketing and so on. However, you could have everything done correctly and still have challenges because the creative assets just outrightly don’t work.
So how can you approach this?
Step 1: Choose the Product
At this point, it’s safe to say the product or service for this campaign has been chosen. Obviously, this should be a highly profitable product (margin not revenue) and in high demand.
Step 2: After your product has been chosen, focus on the ‘Person’.
Do extensive research to build several profiles of who you would want to sell your product/services to – a real human. As we already know, people buy products/services based on what it does for them. In addition, this could be further broken down into these simple categories:
- What the actual Physical product is – Physical
- What problem is solved by owning the product – Functional
- How the product makes the customer feel or identify with others – Identity
Other research activities can include looking through user reviews to understand what pain points customers have or how customers search for products, to understand how to create messages that connect to them
Step 3: Understanding Your Channels.
Each channel has its unique characteristics and stories are told very differently on each channel. For example; storytelling on social media has to be short and straight to the point. However, on Email, it can be slow, gradual, and longer. Presentation is key.
Lastly, build your stories to be multi-device eligible.
Step 4: Executing and Production
Align your creative with the funnel stage of your customer. In other words, align your creatives based on the level of awareness of your potential customers. For example, you wouldn’t want to show creatives with a “buy now” offer to a customer who doesn’t know anything about your brand, product, or service.
Step 5: Measure, Learn, and Improve
Here you measure the performance of your creative assets once they’re live, understand what the metrics are saying and optimize your assets to improve your metrics.
Key metrics can include; Ad engagement, Average watch time, CTR (click-through rate), and conversion. Each metric should inform how users interact with your ad initially to how they convert. For instance, if your assets’ initial engagement metrics are low, then it might indicate your message isn’t resonating with your audience and it’s time to make an improvement.
And that’s pretty much it!
As always, if you’re looking to scale your business using some of the best digital marketing techniques, don’t hesitate to reach out to us. We’re a one-stop shop for everything digital marketing and will be excited to assist on your journey to building a profitable business.