The United States is home to over 32 million different businesses — many of them small, up-and-coming businesses, too. If you fall into that category and want to grow your customer base, you need effective ad campaigns that speak to the right audience.
But with so many different factors that impact online trends, consumer habits, and the efficacy of marketing campaigns, what are the components that really matter?
Here are five of the most crucial aspects of any ad campaign that you should always prioritize.
1. Successful Ad Campaigns Need an Audience Persona
In short, an audience persona is your absolute ideal customer. This is who you are targeting in a marketing campaign. In the vastness of the internet today, an ad persona actually defines your business (and helps to grow it).
If you have the mindset of ”talking to everyone”, the reality is that you’ll sell to no one. This is because you are missing your opportunity to appeal to who your ideal customer is.
So, how do you define your audience persona?
- Assess what the purpose of your product or service is. In other words, what type of problem does it solve in today’s world?
- Think about how your product or service will help your ideal customer
- Don’t feel too constricted by any pre-defined rules — your ideal persona can include as many criteria as you need. But always ensure it’s specific enough to what your product/service offers
- An ad persona includes: age, gender, demographics, profession, location, personal interests, family status, and financial standing
Once you’ve collated your data on all of the above, the last crucial question you need to ask yourself is whether this person will actually pay for your product or service. If you have doubts, you might need to revise your target audience.
2. Focus on Need Creation
It’s all good and well advertising the basics of your product/service, but your ideal customer wants to know the details. Don’t make the mistake of leaving out all the best highlights and features. This is what actually sells.
By highlighting the best features and benefits, this allows your customer to relate to your product/service on a much more personal level. It gives you the chance to advertise how your product/service can solve a problem they might have.
This is known as ”need creation”. By painting a clear picture of what your product/service features, you can create the thought in your customer’s brains that they need it.
3. Speak Your Customer’s Language
A huge part of appealing to your ideal audience is speaking the right language throughout your marketing. This means that all of your ad copy should be easy to understand, according to who your audience is. In some instances, you might even need to write the ad copy differently in order to target certain audiences in different locations.
Before you launch an ad campaign though, you need to do your homework on the diversity of your audience and segregate your ad copy according to how it will appeal to whom the most.
Most of the time, ad copy that appeals to most audiences means breaking down long-winded, complex terms into short, concise, and easy-to-grasp concepts. It also means writing ad copy that’s relatable, and personable, using common words we hear in everyday life.
4. Focus on Creating Shareable Content
In today’s day and age, there aren’t many people who don’t have access to the internet or social media in some way, shape or form. This creates a colossal amount of opportunity for businesses, far and wide, because it means that just about anyone can see/access your marketing.
This is why you want to ensure your content is easy to share among your audience. If you fail to prioritize this step, you could miss out on a massive pool of opportunities to reach the right customer.
Always ensure an ad campaign is shareable across all social platforms, especially Facebook, Instagram, TikTok, Twitter, and LinkedIn. Encourage your audience to like, share, and comment on your marketing. It’s a good idea to offer them an incentive for doing so, such as winning free products or receiving discounted prices.
Encouraging dialogue and interaction around your campaign is key. And the more your audience shares your content, the more visibility and traction it draws.
5. Establish Measurable Goals and Track Them
Before you launch your ad campaign, you’ll need to sit down and draw up a set of measurable goals. In other words, what do you want this campaign to achieve? This is basically your benchmark.
Try to avoid generic goals, such as a ”good return on investment” or a ”boost in sales”. These goals are not quantitative. Instead, set goals such as:
- The purpose of this ad campaign is to increase revenue by 25 percent in a 90-day period
- This ad campaign will double our sales leads in a 90-day period
- The goal of this campaign is to increase our following by 500 or more people
These are simple examples of measurable goals. But they’re important because they set a clear precedent and expectation from the campaign. It also clearly outlines the metrics you need to focus on tracking.
Looking For Expertly Crafted Ad Campaigns?
Let’s be honest, the world of marketing today is vast. Some might compare it to diving into the huge expanse of the ocean, not knowing whether you’ll stay afloat or go under. The truth is, without the right guidance, your campaign could easily drown.
Media Shark is here to craft expert ad campaigns that offer real results. If you’re looking for a helping hand to reach your ideal audience and grow your business, get in touch with our team today.