Creating Our Own Ads, Part 2: Strategy
This is the second of a five-part series on how MultiView used our process of creating ads with clients internally to create our own company advertisements. Be sure to read part one about discovery, so the rest of the series will make more sense.
In case you’re just starting to read this series, let me explain what it’s all about. We’ve created several ads internally so we can better connect with our potential buyers – the same goal many of our own customers have. We also went through the same creation process they do to ensure we ended up with a strong campaign and experience every step for ourselves. By telling you how it went, our goal is to shed light on what happens after you partner with us and dispel the mystery behind creating ads that work.
With that, we move on to talking about the second part of our process: strategy. After gathering information and confirming details about what we wanted to do and how we were going to do it in the discovery phase, we now decide on the best approach to achieving our goals.
If we were onboarding a customer, this subject would be rolled into the initial discovery call. But one important aspect of strategy to remember is that this doesn’t stop after that first conversation; the truth is, it never ends. Part of creating a campaign that gets results is ensuring that it continues to get results, and that means periodically looking at the numbers, drawing conclusions about what’s happening, and making recommendations for better performance based on those conclusions. We take on the never-ending process of sizing up strategy for all our clients, and we’ve been doing the same for our own campaign since it launched.
But let me back up for a second here. It’s true that if you don’t know where you’re going, any road will take you there, which is why strategy is completely dependent on goals. The examples below of recommendations our account managers made to us after confirming our goals show how they pair with strategy.
- We want to raise brand awareness so we went with persona targeting – a way to get our message in front of potential customers with specific professional characteristics before they’re in the buying journey. Our account managers might also make this recommendation to you if your goals include launching a new product.
- We also want to grow market share and speak to potential buyers that are already showing interest in what we offer, so we decided that behavioral targeting was a good fit. It allows us to get our message in front of people doing research on search engines, consuming content, or looking up competitors. We can even retarget people who have visited our site and surfed away. This is also helpful if your goal is to enter a new market.
The point I’m trying to make here is that creating effective strategy requires a consultative approach, not that these goals must always be met using these solutions.
If you want to meet objectives like these and decide to partner with us to accomplish them, your recommendations will look much different because they will be tailored to your specific company and, most importantly, your specific customers. That’s the ultimate goal – because if you can’t talk to your customers in a way that resonates, all these other goals are meaningless.
Speaking of speaking to your potential buyers, you might notice that this discussion has yet to touch on a couple of crucial aspects to doing that well: art and messaging. That’s the creative part of making a winning campaign, and we’ll explore that next.