With the advent of the digital age there are more ways than ever to advertise in today’s market; by some estimates over $250b will be spent on advertising in 2020 alone. If you have a need to market your products or services but don’t know how to go about advert creation, following is a list of steps you’ll need to take.
• Choose your Target Audience – the type of advert you make will depend on who you want to speak to; consider creating ‘buyer personas’ that represent your ideal customer and their attributes and tailor your message to them.
• Conduct Market Research – find out all you can about the buyer persona you identified above – their age, activities, income, interests, social media they are active on and so on. This information will help you craft your advert message.
• Choose a Platform – today there are more options for advert placement than ever before. Think about what the most effective platform is for reaching your audience. You may decide that multiple platforms will give you the best results (for example, both social media and pay-per-click advertising).
• Decide on Your Budget – the amount you spend can often determine the success of an advert but make sure you can show a positive return on investment and break down the costs for all the elements you’ll need to advert creation.
• Create Your Message – think about the broad purpose or aim of your advertising campaign and try to sum it up in one (or a few) sentences. Take some time with this: you need to get your customer’s attention and then inspire them to action when you do.
• Develop Creative Assets – these are elements that will be used to create your advert and can include advertising copy, photographs, videos, consistent graphic elements and so on. You can use freelancers to outsource these elements.
• Define Metrics of Success – how will you know whether your advert has succeeded? You need to define in advance what the measure of success of your advert will be; this could be likes, sign-ups, sales and so on – whatever your goal was in creating the advert in the first place. Without these metrics you will not be able to show a return on investment or whether your advert was ultimately successful.
• Launch the Advert and Tracking – once you launch your advert make sure that you have defined methods for tracking information about how often it was viewed, whether viewers took a desired action, whether it led to a sale and so on. This will help you to assess your metrics to decide on the success of your advert.
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