The 4 Steps to Creating a Creative Strategy that Works.
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The future is upon us.
Gone are the days of telemarketing and ads in phonebook. Billboards and print ads are quickly becoming a thing of the past, and the reason is simple:
Digital Marketing is here!
The saying is still true – “the more things change, the more they stay the same.” The objective of marketing will never change, regardless of the medium. Conversions through sales, subscriptions, clicks, or views are still the ultimate goal of every ad. However, in the age of digital marketing, a fistful of creativity must be added to the mix.
But don’t fret! We’re here to help you create your Ad-Development Master Plan.
Here are 4 steps to a creative strategy that converts.
1- Establish & Solidify the Creative Foundation.
To begin developing a solid advertising direction, you have to know the brand inside-out. The mission, the values, the tone, and the culture. All advertising needs to be created in such a way that it will appeal to the target audience.
People often purchase based on an emotional or ethical connection to a particular brand. After all, lemonade stands aren’t successful just because of the refreshing beverages they sell. Many people buy them to support a child in their first entrepreneurial endeavor. By the same principle, people will support or engage with a brand simply because they like what they represent.?
The first step involves working closely with the client to solidify branding guidelines. Make sure that your ads reflect all the best parts of the business and that they are communicating the intended message.
Once that’s finished, you can move on to ad analysis. Review their performance. What was missing from the ad? Was it incomplete branding? How can you optimize it? Make all necessary changes and then begin to track metrics. For your best-performing creatives, analyze their performance over the last 6 months and compare it to the last 30 days. For the worst-performing creatives, track their performance over the last 6 months and make note of any dips or peaks in engagement.
Compile your findings in a document and keep it handy for the next stage.?
2- Complete Brand Reputation and Competition Research.
Now that you know the brand and its previous ads, you can determine whether the ad presence is reflective of whom they really are.
A brand’s reputation is everything. An effective ad displays the best of the brand and why they are loved, trustworthy, and worth your time or money.
Don’t try to guess the brand’s reputation on your own, instead, let the business tell you who they are. Do a deep dive through its social media pages, email list, and website for raw content. Take note of the benefits that are emphasized and the common questions users have.?
That’s what you should seek to address.
Don’t mimic the content that drives the most engagement, but replicate what they do for their clients, and aim to give them that same value.?
To figure out more of what the actual customer needs, check out the brand or product testimonials and reviews.?
Has this brand been mentioned on social media? Featured in a vlog or TikTok post? See what is loved (or hated!) about the product, and what the commenters mention most frequently on those posts.
And don’t forget the competition!
Research the creatives that perform well for the competition, and observe what you should, shouldn’t, or could do better. What gaps can you fill? What unique opportunities can you present??
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3- Compile a list of features, benefits, and testimonials.
Like any good door-to-door salesman, you have to know what your customers want so you can bring it to their doorstep.
Do your research so that you are able to quickly and easily answer the following questions:
It is worth your time and energy to compile the BEST testimonials from social media, blogs, and websites. Research your customer base, their habits, their needs and wants, etc. to make sure that you are highlighting the right features and benefits that your product offers to a prospective customer.?
4- Develop the Creative Roadmap.
The last step is to plan the trajectory of your ad creatives.?
To do this, you must first decide the type of ad. For Facebook Ads, your campaigns will be tailored to the particular objective that you’ve designated. This not only keeps you on track toward your conversion goals, but also tells Facebook what you want to accomplish with your advertising effort. Then Facebook can help you effectively optimize your ad spend.
Conversions are the ultimate goal, but here is a complete list of the different campaign objectives, and what they can also achieve.?
Awareness:?
Consideration
Conversion
Once you’ve decided on your ad objective, you must establish the messaging you’d like to deliver through your ad creatives and decide how many creative concepts to execute.
Finally, communicate to your team the goals you’d like to meet through the ad campaign. Delegate appropriate tasks and components of the ad campaign to the appropriate members of your team. Your Growth Manager will establish the type of concept and messaging to execute and determine the priority of the projects based on the outlined goals. The Media Team will develop the creatives and each of the variations per batch, and assemble the final creative with the copy and text-on-graphics incorporated.
It’s Time to Step into the Digital Age
Facebook Ads are one of the most powerful tools in Digital Marketing!
It has leveled the playing field in the advertising world and made “competition” in advertising truly competitive.?
With these simple steps and your own creativity, your ads will be lightyears ahead of the competition, and soon you’ll be flooded with conversions.?
If you’d like an extra edge as you develop your ad campaign to maximize your brand’s potential, GIVE US A CALL! We can set up a free strategy call with our team.