Everything in advertising is changing: the market, the target audience, the products, the tactics, the strategies. Only one thing remains unchanged: for success you need to follow a clear plan. The exception is viral advertising campaigns, the success of which is really hard to predict, much less to repeat. Therefore, step-by-step instructions for writing text are a constant basis of any advertising.
Basics of online and offline advertising
Almost all companies increase their advertising budgets every year. New research reports show that 9 out of 10 brands believe their marketing strategies are effective and plan to spend even more on marketing in the future, or at least the same amount as before.
But what exactly does it do? effective advertising? This question worries every advertiser who works with such a key concept as ROI. He is ready to invest money in copywriting, videos, PPC advertising and other means of promotion on the Internet, but on the condition that the investment is rational. Therefore, marketers always act according to a well-thought-out script: study, plan, create.
In fact, there are many stages in the creation of content, and some can be replaced by others, removed or added – it all depends on the specific situation and purpose. However, to simplify the launch of advertising campaigns, you can take as a basis a standardized instruction consisting of 10 key steps.
Be prepared for the fact that it will not be universal. The question of the ideal in such a situation is a rather rhetorical question. But you have to agree: it’s much better to have an approximate working template than nothing. Hubspot experts came to these conclusions and prepared a checklist of 10 key stages in creating your successful advertising campaigns.
Step 1. Determine the target audience
Before you create any content, you need to figure out exactly who you are going to create it for. According to Red Crow Marketing Research, a person sees 4,000 to 10,000 ads every day. Yes, there is no mistake – the numbers are amazing. Therefore, it is easy to imagine that any company can get lost among other advertising noise.
Therefore, in order to reduce the risks and increase the probability that your advertising will be seen by the people it will affect, you should study your target audience in advance. Prepare a portrait of potential customers, learn the consumer journey map and all aspects of the buyer persona.
Step #2. Conduct research
Research is a natural part of an advertising campaign. At this stage, you should get valuable empirical data about the market and its participants. For example, you can get to know your target audience deeply and answer key questions:
– How old are your customers?
– What are they doing?
– Which social networks do you use?
– What are their main objections?
– How much money are they willing to spend on your product?
This is the simplest yet necessary data to understand the motives and actions of your target audience. In addition, research can be about competitors in your or a related field, current market trends, etc.
Step #3. Choose a place to advertise
We usually talk about a platform (for online advertising) or a place (for offline advertising). Prior research will give you more assurance that you will place content where your target audience will notice it.
It is ideal to make a list of all platforms and evaluate them according to several criteria, for example, the percentage of presence of the target audience, the cost of publication, ROI, subjective advantages and disadvantages. This way you will choose the right optimal option or make a decision on a multi-platform strategy.
Step # 4. Determine the budget
Free promotion on the Internet is a very conditional expression. You may not directly invest money in it, but you will spend your time, effort, knowledge and other resources. Therefore, the principle of advertising is simple: in order to earn money, you need to have a certain budget for the development of the project.
In some cases, you not only need to create a content marketing budget, but also have it approved. To do this, you will need to prepare a table: total amount, distribution of funds among tasks, planned ROI. No business meeting in which you plan to ask for funds for a business is possible without a detailed financial report for the budget.
Step #5. Prepare a message and CTA
At this stage, you have everything you need to write a text or start advertising: priority platform and type of advertising campaign, information about your target audience, available budget. But you are still not sure about the accuracy of the wording of the message of your advertising strategy.
Decide what call to action is needed for your target audience: come to the store, go to the website, call, order, etc. Based on this, formulate the message of your advertising campaign and start writing a draft.
Step #6. Use creativity
For landing page or contextual advertising – regardless of the type of content, a good advertising campaign must be creative. This way it can be remembered and liked by the target audience and most importantly, lead to the desired actions on their part.
Text chips, images, videos, animated images, captions, hashtags can be used as creative. Maybe even a simple little thing will allow your ad or text to get a viral effect and become the most successful of all the previous ones.
Step #7. Define success criteria
The concept of success is very abstract. For one company, getting 1 million new subscribers to a YouTube channel isn’t such a big deal, but for others, being able to make 10 new sales within a month is cause for a high-profile corporate event.
Therefore, before you start advertising on the website or offline, make a list of evaluation criteria. Decide how you will analyze the results (this is a task from step #9).
Step #8. Get started
Each type of content has its own beginning: publishing a blog article, starting an advertising campaign on social networks, placing contextual advertising, publishing a video, publishing advertising on television or on radio stations and other options.
This is an extensive and labor-intensive process, the success of which is supported by a whole team of specialists. Therefore, those new to content marketing may need specific instructions for working with a particular platform (eg YouTube, Facebook, Google, etc.).
Step #9. Track and analyze results
There are various ways to evaluate the effectiveness of the text or advertising campaign as a whole. The simplest option is to compare the situation “before” with the situation “after” the announcement. To do this, you will need to use evaluation criteria, for example, the degree of user engagement, bounce rate, amount of traffic, impressions, orders, etc.
In addition, experts recommend auxiliary methods for evaluating advertising campaigns. For example, special automated software (there are paid and free options) with the ability to measure ROI and other criteria in real time.
Step #10. Make changes and repeat
After completing the advertising campaign and its objective assessment, you will be able to see the advantages and disadvantages, as well as make adjustments to the current content or make preparations for future publications. There will certainly be mistakes and that’s normal, because gradual improvement is an undeniable consequence of your experience and analytics.
For example, you may find that Facebook ads for your business are significantly inferior to creative audio spots for local radio stations; or that keyword-rich blog posts drive more traffic to the site. Therefore, the next advertising campaign will certainly be more professional and successful.
So, the final checklist for starting advertising:
– determining the target audience;
– conduct research;
– choose a place for advertising;
– determination of the budget;
– prepare message and CTA;
– use creativity;
– define success criteria;
– monitoring and analyzing the results;
– make changes and repeat;
In the process of creating any advertising campaign, you should adhere to the principles of modern marketing: create relevant, interesting, understandable, informative, useful content. Some brands have to use a 10-step instruction for this, others work on an intuitive principle. The main thing is stable success, which is reflected in the profitability of the company.