Why A Winning Creative is Critical to Digital Marketing Success
In this episode of the ProfitEngines Podcast, PracticeBloom CEO Matt Coffy talks about the importance of having good creatives for your ads. Digital Marketing has become overcrowded, and you need to have the right strategy so that people pay attention to your ads.
00:47: The Creative Mindset
02:00: Standing out in the News Feed
03:22: Telling a story through creative
07:32: Google your competition
Welcome to the ProfitEngines podcast today’s episode number 8. We have an episode about the creative strategy, about getting good winning creative up on your posts, whether it’s a Facebook post, blog post, whatever you’re going to be doing on the Internet. There are some great strategies here in this episode. I want to remind you ProfitEngines is brought to you by PracticeBloom. So, if you have a project or you’re interested in getting help for your company in the digital landscape to build your own profit engines please go to practicebloom.com/start. Again, please go to practicebloom.com/start, and we’ll get you started with your own project. On with the show.
OK so here’s another quick episode for you to think with a creative mindset, especially pictures when you’re using them in blogs and you’re using them in Facebook and Instagram. We’ve had a lot of recent discussions with some of our clients around how to use creative better. I do a lot of, some would say it’s consulting, but it’s for me just trying to get pointers and we’re really going to talk about the secrets of creative. We’ve done so many different case studies around this in so many different variations of a theme. So this is really thinking through the process of creative. You have two, to maybe three seconds and I’ll say that because this is the key. You’ve got to convey it in two to three seconds. The whole process of what you’re trying to get across to an audience-especially Facebook when you’re thumbing through, it’s really two to three seconds that’s all you really have.
This is really how to capture attention. So, the comp images versus pictures. OK so the big thing here, this is the number one tip if you can think about this. Your Facebook feed is full of people’s pictures. It’s full of other people’s families and events and things that people are posting, posting, posting. If you post a picture, especially a stock photo, it’s just going to be another picture that people just scroll right by. So really think about images and things that you can combine that even if there’s a picture or something of an event and they’re putting imagery on top of it, something that’s going to break the pattern. So that’s what the number one thing to do is to break patterns. So people look at patterns, right? So patterns are the thing in Facebook that we kind of all go through and especially in Facebook and even in some blogs if you don’t see something that’s a pattern interrupt it’s difficult to stop and think.
So a lot of the things that happen are trying to get through the strategy of trying to create imagery that’s really going to be there. Now, conveying the message. So the message needs to be very obvious, right? So the concept is that if you can keep an obvious message into your strategy that tells the story in a very simple pictorial way. I think today was a good example. We were putting up some new blog posts and I said, you know what we really need to do is show a picture of like an offer on a platter and people looking at the offer, or you know not people but cartoon sort of looking faces looking at an offer with a dollar sign on it and then the title was you know how to have a great competing offer and then there’s a little picture of me down the bottom saying hey this is our episode number seven of our podcast. So really kind of conveying it’s about an offer and there’s an offer on the table relates to dollars. Just telling your stories is really important to think about your imagery see get the point across all work well in different modalities because that’s a great thing if you have a good image you can use it across the different social channels and started even on your blog and then do your distribution to use social channels from your blog. And that’s the really cool thing is to reuse an image and not just have one sort of image for different channels but really look at thinking through the imagery and thinking through the strategy of that image being in multiple places.
So really, if you can display the product or service. Right? So product, service, information. If that can be part of it, if you can get part of the info product service in it so that you get the concept, because a lot of people use the stock imagery and they just push it out there and they’re using trainee’s the headline in their ads or the headlines in their blogs to catch people’s attention when there’s this huge space that’s not even being used properly right below with this giant picture typically of just something that they’ve taken out of a folder that’s a stock image like just something random. I see it all the time, it’s like 90 percent of the people don’t even think through the image. Now, that’s really what you need to do; is stand out. Right? So that image needs to stand out, it needs to become part of the strategy, it needs to be a little bit different a little bit more cohesive with your matter. And the next thing to think is your branding. So, are there colors that match your brand? Are there fonts that match your brand? Are you trying to make sure that you stay consistent so that someone sees that again there’s this messaging trying to get into their sort of engagement process with your brand that’s similar. So they get the fact that it’s coming from you. Now again, you don’t need to make it look sales, but make it look consistent.
You know we use a light green border around our post so that people know they’re from us and I know that there’s a difference between-especially Facebook people know when it’s an ad really at this point, but you can make it not look like an ad because it can look and convey a really good story and that people are just interested in general. Now, the one thing I will say that overrides this-and then I’ll just get two more tips here- is use emotion, emotional content, because people do not buy on logic. They [people] buy an emotional content so when you when you see something you’ve got to be dragged in from the emotions and there are all the emotions that are involved and especially fear and greed and all those sort of Cialdini, we call them thought processes of people trying to get to a better position or save or get something related. So if you can bring in the emotional content and think through the ad and again, and we’re going to do the next episode and a bunch of reviews of ads and then critique them so you’re going to see this and how people use you know the the the emotional content of the ad to drive a thought process to get people to click the button which might be learned more or buy or whatever the terminology if it’s in Facebook or if it’s on a blog post or website. There are really good imagery strategies that you need to think through. There are images that take up so much of these spaces of these places that you have to think through.
Now here are the tips, especially on Facebook. Google search your competition. So if you can Google your competition go look at what they’re doing- I mean you’re not going to copy it, but you can see what they’re doing and what they’re trying to get across. And there might be some keywords in their ads that relate to the product or service that you’re trying to serve or the information that you’re trying to provide. Just Google that before you even start running the thought process on your ad so you can get some ideas and then come up with two or three variations of your image, and then bring it over to the designer and get it done or do it yourself with Canva or any of these online programs where you can do your own imaging. The key is don’t initially just take that first one go OK it’s done, take a second look at a different set of circumstances, use a couple different keywords when you’re searching Google. Again, this is a big tip out there.
Use the tools at your fingertips to get some variance to see some different types so you might start in one direction but end up in another direction as you kind of look through different keywords that relate to your product service or information. I hope this helps. We’re going to go through the details of some going through some critiques in the next episode.