Your brand’s new marketing campaign took weeks, maybe even months, to develop. Yet, when it launched, you didn’t get the response you expected.
If this has ever happened to you, you may need to find a new way to connect with your customers.
For instance, perhaps you’re targeting the wrong group. People who buy $10 flip-flops may be interested in shoes, but they’re probably not the market you need to reach if you’re selling $200 leather boots.
Read on as we explain how to create an effective, modern advertising strategy.
Companies need to be flexible because the current media landscape is constantly evolving. Your customers might be on Twitter today and on Facebook next week.
Even your customers’ desires might change over time. One product could go viral while another falls out of favor. If your advertising efforts focus on the less popular product, you’re missing out on potential sales.
Fortunately, you don’t need to consult a psychic to figure out what your customers want. You can use data, especially zero-party data, to find all of the answers you need. Unlike third-party data that is collected by companies that don’t have a direct connection to consumers, zero-party data is data that consumers explicitly provide to you.
No one can tell you the best way to create effective ads for your business. There are too many unique variables like location, products, and desired customers.
However, there are some general ideas that most businesses can benefit from. Consider these ideas when building your next campaign and follow what makes sense for your brand. The top strategies to create a more effective ad campaign include:
Take a look at your marketing strategy. What channels are you investing in? Who are you marketing to?
If a previous campaign failed, dissecting it can explain what happened. If possible, compare the failed campaign to a more successful one and note the difference.
For example, perhaps you targeted your ad toward college-aged males, but nobody clicked on your links. That’s a sign that your ad isn’t resonating or it isn’t reaching the right people. Perhaps you don’t have enough data, and the group that you’ve classified as college-aged males is actually much broader or narrower.
You should also look at your current brand reputation. This includes everything from how your website is viewed to how active you are on social media. Do customers view your brand as an authority in your field? All are contributing factors to how your customers think about your brand.
Properly segmenting your audience is crucial. Today’s consumers expect ads to be personalized. If you’re sending ads to the wrong people, you aren’t just wasting money, but you might also be damaging your brand.
Among the right crowd, your $200 leather boots will be seen as the ultimate luxury. Other groups might see them as wasteful and speak negatively about your brand online.
Zero-party data can help you segment your target audience. For instance, Klover has access to users’ receipt-level transaction information. That means that when you use Klover, you can find people with high spending histories who have purchased nice shoes before. You can make a second group for people who buy less expensive shoes, and so on.
It’s hard to know how you’re doing if you’re unclear about what you’re trying to accomplish. Set measurable goals so you can monitor your progress.
The goal you set depends on your marketing needs. A goal could be to increase your click-through rate or improve your social media engagement. Tie your goals to specific dates. Once you know what you want to do, you can devise a plan to achieve it.
If one of the keys to a successful marketing strategy is to remain flexible and open-minded, testing your campaigns is absolutely required. Otherwise, you might stick with a subpar strategy for too long. A $3 ROAS is fantastic, but what if you could quadruple the number with a different approach? You’ll never figure it out if you don’t constantly test new advertising methods.
These strategies can be enhanced by data. Change your website and see how long customers remain on your product pages. Is there a difference? Create two different ads and show them to two halves of the same audience segment. See which ad performs better.
Tests like these can greatly improve your advertising campaigns.
Once you have new ads rolling, it’s time to measure their success. There are different ways to do this, but perhaps the most useful method is to use closed-loop measurement.
If you show ads to a specific segment and your sales increase, how do you know if your ad was responsible? Perhaps you sell a seasonal product, and sales would have lifted regardless.
Klover has the answer. Closed-loop attribution lets you track your ads from first impression to first purchase.
Let Klover be your data solution. When you take advantage of our network of zero-party data, you’re accessing information that’s both verifiable and current. No more groping in the dark to find customers and guessing what they might need. Klover connects you with your target audience with effective ads using deterministic data.
Discover precisely how zero-party data can strengthen your business.