6 Tips for Digital Marketing Creative
How to utilize digital marketing creative according to an ad agency in Lincoln, NE.
1. Focus on the Benefits
When it comes to marketing, focusing on the benefits of a product or service is the key to speaking to potential customers. Before you can dive into writing persuasive copy or creating an eye-grabbing design, you first need to put yourself in the shoes of the consumer. What makes your product or service unique when compared to the competition? What do people stand to gain when they use your product or service? Always answer the question, “what’s in it for me?”
Example of benefits:
If you offer a house cleaning service you might list these benefits:
“Spend your weekends with your family instead of being on your hands and knees scrubbing your kitchen floors. At ABC cleaning we’ll do the scrubbing for you! And don’t stress about your toddler inhaling the chemicals of a bleach covered floor, because we only use all-natural cleaning products that are proven to be more powerful than bleach!”
Why it works:
- This copy immediately addresses the question, “what’s in it for me”? (It frees up their family time.)
- This copy also focuses on the benefit that makes it unique when compared to the competition (toddlers will be safe due to the use of all-natural cleaning products).
With so many companies selling the same products, it is important to establish the benefits that make a product or service different from the rest.
2. Creative Scrolling
With more and more people using their phones to buy products online, it is important to remember how your online marketing campaigns look to a customer that’s super savvy. The more interesting you can make your imagery, the more likely you are to grab the attention of those who scroll through content quickly, only stopping for something that really speaks to them. Convince&Convert said it best when they encouraged companies to, “inspire a customer to give you their attention.”
3. Unique Data
A great way to engage with customers through digital marketing creative is to think about how the customer is engaging with data. Croud thinks gathering data involving location and audience are great places to start and can be the difference between making a campaign that simply looks nice and launching something that has meaning. Our agency typically devotes 3-4 hours on data mining before we launch a campaign, and then another 2 hours per month.
The more data you gather at the start and throughout the campaign, the more likely you are to get a good reading on how consumers are responding, hopefully solidifying the message you created for a specific audience.
4. Try Video
If one thing is for sure, video is here to stay. According to the DMI blog, 70% of consumers have shared a brand’s video AND 72% of businesses believe video content has improved their conversion rates. Those numbers are wild when you think about how easy it is to scroll past a static image or text-heavy ad. Videos are engaging, draw viewers in quickly, and, like the above statistic shows, can be shared with friends and family with similar interests.
It’s easy to find yourself looking up something on YouTube and, without knowing how it happens, all of a sudden there you are watching a video ad about a skincare product, blissfully unaware that you have the option to skip to the content that you actually want to watch. That’s the power of the moving picture.
You can use something as simple as the Certified Piedmontese video below or the custom animation video we created for Credit Union of America, which we won an award for.
5. High-Quality Content
Now, don’t let our talk of video fool you, consumers are still very passionate about clear, concise content. Because digital marketing creative offers smaller spaces for written content, every word counts. Take Facebook, for example, if a sentence or bullet point does not add to a product’s benefit or feature a fantastic selling point, then get rid of it. Writing for skimmers, or those scanning an ad for the main highlights is crucial. Read our blog post and get even more tips about marketing and growing members (or customers) on Facebook.
6. TEST – TEST – TEST
The truth is, you can create the most beautiful marketing creative the world has ever seen, but if people don’t take the action you desire then the ad has failed. This is why testing is so important.
How our agency runs marketing creative tests:
Design: We design three custom graphic images that push for the same goal. For instance, if we are promoting low auto loan rates, all three images will work toward that same promotion.
Launch: We launch them all the same day, but we assign a $10 per day budget to each individual ad (all showing the same audience).
Winner: Once each ad has spent a total of $30 we choose a winner based on which ad led to the highest number of conversions, or the highest click-through rate (if there are no conversions yet).
You would be amazed at how often the winning ad is not the one you expected it to be. Every audience is unique and will react differently to ad art. This is why we need to eliminate our marketing creative biases and allow the data to guide the way. To learn more about the A/B testing process, check out this article.
Keep the above tips in mind and you will be well on your way to top-notch online marketing creative.
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