We are constantly confronted with advertising on a daily basis. Commercials on television, on the radio, on billboards, in our mailboxes and now on social networks. As we know, advertising plays an important role in communication and marketing. But how do you create good publicity?
1- Ask yourself the right questions
The first thing to do is ask yourself why you want to create an ad. It is necessary to identify the motivation for this desire, then clearly define its objectives. The goal can be notoriety, or even conversion, for example. What do we want to highlight in this announcement? What medium and format will we use? How long will the broadcast last? Which KPIs to choose? Which sentence will be highlighted? What will the view be like? Remember to write down your ambitions for this campaign, e.g. reach 5000 people, get 3000 likes, have a 0.9% engagement rate.
In short, we must ask ourselves all the questions that revolve around the creation and distribution of advertising. Don’t forget to communicate all information to the relevant teams so that everyone goes in the same direction.
One of the key factors in an ad’s success is that it has touched and moved its audience. For this it is necessary to define upstream the recipients of the ad, who is interested, who has or will need. By doing your market research, or by doing your targeting, you have been able to define a need that your business meets. You know which people are interested in one or more of your services or products.
Remember, your ad doesn’t have to be aimed at everyone. It may not match all of your targeting. For example, if you offer skin care products, your new ad features a cream for pregnant women and new mothers. You will be targeting these and not including older women who want to target their wrinkles, women who have a specific skin problem, or even men. Choose the right audience and adapt. Also, when setting up your advertising on social networks, remember to clearly identify the areas of interest of your targets.
3- Define the message
You must, in your communication strategy, define one or more messages per target. From these you can create a specific message for your advertising campaign. It will be a clear message, adapted to your target. That is to say, it must match the characteristics of your audience, their lifestyle, and address a topic they are sensitive to. Otherwise, your advertisement will completely miss the people it was intended for, or even go unnoticed! Remember that the sentence that will be on your visual or that will accompany your advertisement must be short, direct and attract the attention of your audience.
4- Create a view
To follow the message of your advertisement, the visual is very important. It’s what connects your brand to your audience. Above all, it is an important element in making good publicity. The visual should be clear and convincing. There shouldn’t be too much information or, on the contrary, not enough information. With your goals and messages defined, you know which direction you want to go. You know what you want to propose, the message this campaign will communicate. Send a strong message, show how strong you are, how different you are, how you meet the needs of your goals. Your audience will only see the image for a few seconds. You have to attract attention, with colors, a photo, a phrase, the music. In short, hit hard while remaining structured and clear.
5- Analyze the results
What is good advertising? Who decides if it worked or not? To do this, you need to analyze the results to tell if your campaign was successful or not. With digital it is possible to have the statistics of the ads transmitted on social networks. It is also possible to see the evolution of the campaign based on the objective chosen during its broadcast. It is up to you to analyze, based on the defined KPIs, if your advertising has worked, if it has achieved your goals, your ambitions, if you have results. Time to see if the targeting was correct, if the message has arrived. Otherwise it is an opportunity to modify, learn from mistakes, adjust certain parameters. You will then be able to make very good advertisements!
As you may have understood, creating good advertising is not done like this, good preparation is required. Furthermore, you also need to pay attention to every detail and be attentive to the results. You can now share ads that will work fine!