Six Tips for Writing Social Media Ad Copy That Converts

As many a business owner has discovered, writing ad copy for social media is more complicated than it initially seems. Throwing up a pretty picture and a few words off the top of your head is unlikely to convert into traffic and sales. There is a real art to writing good social media ad copy, but it’s something you can learn with some knowledge and a little practice. 

Here are some tips you can use to transform your flat copy into social media copy that packs a punch.

Be A Problem Solver

They say that the best products are invented when someone sees a need and creates a product to fill the gap. The same goes for social media ads. Life is full of challenges, and people are always on the lookout for ways to make their day-to-day happenings easier. You can grab the attention of existing and prospective customers in your social media ad copy by explaining how your product/service solves a problem for them. For instance, you can lead with a question about how the problem affects them and then briefly explain how your product/service eliminates the issue.

Be Real and Know Your Audience

Everyone’s seen their share of cheesy ads on social media. When you’re brainstorming ad copy for social media platforms, think about the kind of ads that capture your interest and make you want to click. Customers appreciate honesty in advertising. Remain genuine in your message. You also need to have a clear understanding in mind of the audience you’re speaking to so you know how to approach your pitch. 

Pique Their Curiosity

Your social media ad copy should clearly grab your audience’s attention with why they’d need your product/service and then state what you’re offering. Starting with a question is a good way to approach writing this type of ad. For example, ‘Struggling to write your own ad copy? Discover the trade secrets to simplify the process.’

Give Some Direction

You may not like to be bossy in your everyday life, but in your social media ads, you need to give a little direction. Once you’ve caught their attention, you need a call to action (or CTA) to let them know what you want them to do. Phrases such as ‘call now’, ‘click here to shop’, or ‘learn more’ let potential customers know how to get to you. You don’t need added details here about the product/service itself. Copy on social media platforms is meant to be attention grabbing to entice browsers to click. Once you get potential customers to your landing page you can be descriptive because now they’ve asked for the extra information.

Be Succinct

There are times in life when you want to be flowery and descriptive. Writing effective social media ad copy is not one of those times. Most people on social media aren’t interested in wading through a ton of description before they get to the intended message. The goal is to catch their eye so that they’ll want to click to find out more. 

Test and Test Again

Often Facebook ad copy and copy for other social media platforms needs some revising to really produce the conversions you’re looking for. This is where split testing comes in. The term refers to testing two different versions of social media ad copy to determine which performs better (more ‘likes’, ‘shares’, ‘comments’, etc.). Ideally, you would only adjust one element of the ad copy at a time to properly determine which change makes the difference. 

For example, you could adjust the headline, the call to action, or any other facet and test it against the original to see which version performs the best. In this way you’ll refine the copy down to the absolute best performing combination. That said, you may not have time to tweak your ad a little bit at a time. If you’re under a time crunch then coming up with two completely different sets of copy and split testing them against one another to see which converts the most is probably the best course of action.

Bonus Tip: Trust the Professionals

Still questioning where to go with your social media ad copy? At Bloom Ads we live and breathe marketing. The marketing game is ever-changing and we make it our job to stay on top of those fluctuations. Check out our website to learn more about our services.

How to Rock Your (Last-Minute) Back-to-School Ad Campaign

Summer has a way of slipping by in the blink of an eye. Even when you start out with the best of intentions for getting your back-to-school ad campaign on track, sometimes life just gets the better of you. If you’ve found yourself deeply entrenched in the dog days of summer with no back-to-school ad campaign in sight, not to worry. There are still some last-minute options available to rock that advertising push.

While you’ve probably missed the boat on using print marketing materials for this back to school season, social media marketing campaigns can be much quicker to put together and are often very effective. 

Photo Promo

Parents love to share photos of their kids, so what better way to engage your customers than with a picture contest ad campaign. Ask customers to submit their favorite back-to-school photos on your Facebook business page. Next, get entrants to vote and advise them to encourage friends and family to vote for their photos too. This drives additional people to your page and gets more eyes on what you have to offer. The photo with the most votes at the end of the promotion is awarded a prize such as a gift card or free product/service.

Think Targeting

When planning school campaigns, many retailers see their target audience as parents, but focussing in on specific types of customers may be more advantageous. Using offers tailored to specific groups can really concentrate your marketing campaigns to bring in traffic. For instance, according to a 2017 Bizrate survey, dads spend approximately $200 more on back to school shopping than moms do. College students are another group to explore speaking directly to. Also, don’t forget about teachers; offering a discount specifically for them can really win fans, as many spend their own money on supplies for the classroom. 

Using social media, such as Facebook and Instagram, is a great way to launch a set of customized promotions, especially when you’re working under a time crunch. Know your target audience and tailor the messages and offers specifically to them.

Email Exclusives

If you’ve spent some time building up your email list, then a quick way to get the word out about your specials is through that list. Many parents and students do their back to school shopping early, but there are always some hold-outs. Getting a friendly back-to-school ad campaign email with a special deal is an excellent way to pull in the stragglers. It provides a reminder that back to school is right around the corner and can include a special offer such as ‘free shipping’, ‘BOGO’ or ‘15% off’ to help attract bargain hunters.

Invest in Influencers

Don’t forget about local influencers when you’re working on your last-minute back-to-school ad campaign. These people are experts at getting the word out fast. Contact a handful of popular local influencers to see if they’d be interested in a basic partnership for the back to school season. Work out a rate for the number of posts about your brand that you’d like to see within the time period you have in mind. Some may even be willing to exchange their services for your product/service. Just be sure to look for influencers who regularly speak to your target audience.

Back To School Board

Pinterest may not be the first option that comes to mind when planning last-minute campaigns, but the site sees a lot of traffic and many users admit to planning their purchases on there. Create and share a few Pinterest boards dedicated to back to school and direct link the items to your product pages so that shopping them is easy.  

The Countdown Is On

You are likely feeling the pressure of launching a successful back-to -school ad campaign, but don’t forget that your potential customers are also feeling the crunch as classroom time draws closer. You can use that sense of urgency to your advantage by promoting limited-time deals. School campaigns that run for ‘one day only’ or ‘only for the weekend’ tend to be motivating, as they drive home the fact that there is little time left to catch a deal and get everything needed for back to school.

No matter which back-to-school ad campaign(s) you decide to go with, be sure that your offer is front and center. Last-minute shoppers don’t want to have to hunt around for the deal.  
Remember, we’re easy to reach if you have any questions about quick advertising ideas. Give us a call at 818-703-0218 or visit our website to learn more about our media buying and planning services. Also, keep an eye out for more helpful tips on social media.

Three Tips for Improving Your Relationship with Your Advertising Agency

You have a vision that needs to be realized. A story that needs to be told. Or maybe just an idea, an inkling, you think has potential for your marketing strategy. It’s your advertising agency’s job to translate that vision, story, or idea into reality.

In a perfect world, this process would be as seamless as a dance between two all-star partners. But in the real world, how do you stay in sync and make sure you’re getting what you need from your agency without tripping over each other’s feet?

We’ve worked with enough happy clients to feel pretty qualified to share some of our wisdom about maintaining a great client-agency relationship. Scroll down for our next installment of advertising tips – how to get the results you deserve by improving your relationship with your agency.

Advertising tip #1: Prioritize communication and transparency.

Sometimes, more is more.

Advertising agencies specialize in translating dreams into reality – but they can’t always read minds. You can help your agency do their part by giving them as much information as possible, both at the beginning of your relationship and throughout your work together.

First, define success and share it with your agency. To help you accomplish your advertising goals, your agency needs to know exactly what success looks like for you. Is it a certain number of impressions per month? 1,000 new leads by a certain date? A certain percentage increase in sales over the next year? Share your goal posts with your agency so that they can both create a strategy for hitting them and take initiative when it comes to monitoring and reporting.

Make sure your agency understands your product, service, or technology. Let’s say you’re introducing a new housing management software to the market. You hire an advertising agency to create display ads targeting potential customers in the university housing industry.

To create ad copy that highlights the unique benefits of your software and presents a clear call to action, the agency needs to understand exactly how your software works. Provide them with this information through briefs, product demos, or webinars before the project begins so you’re all on the same page (and so you can reduce time spent rejecting or revising subpar work).

Exchange feedback regularly. First, ask honest questions often. This helps your agency do its job to demystify their processes and strategies, which in turn empowers you to make better informed and more effective requests for future work. If you’re not exactly sure why your agency has chosen a particular keyword to bid for in your paid search campaign, just ask! Seriously – we’d be happy to bring you into our decision-making process with our best advertising tips because it makes both our lives easier.

It’s also important to give and receive feedback as work progresses. Confront us (nicely, please!) if something isn’t meeting your expectations. In turn, your agency may illuminate a limitation you may not have been aware of, or your feedback may make them aware of something they didn’t foresee – either way, it’s an opportunity to learn and improve. Take note of what your agency says about their rationale and processes so you can better understand their limitations, strengths, and workflow.

On the flipside, tell us when you’re happy with our work! That helps us know what’s working and, of course, gives us a rush of satisfaction. Pro tip: If you’re really happy with your agency, they’ll always appreciate you sending them referrals.

Advertising tip #2: Trust your agency to do what it does best.

Let us do the hard work we were meant to do.

Understand what your agency specializes in. This may seem obvious, but it can be easy to forget how complex the world of advertising has become. While some agencies, like Bloom Ads, have vast experience with all major types of advertising, others may specialize in digital marketing only, or even subsets such as SEO or content marketing. Still, others may write, produce, and place advertisements all in-house, while some may outsource certain parts of the process. Know what your agency specializes in and make sure your goals align with what they do best.

If you ask them to do something outside of their specialty, on the other hand, you’ll probably end up with subpar work and the relationship won’t be any better for it. (That said, they may be able to help find someone who can do it – doesn’t hurt to ask!)

Be open to our feedback. Advertising agencies should serve as subject-area experts. They want to do the best job they can by letting you in on their insider knowledge. By being open to their feedback, you can gain a better understanding of how the marketing landscape works for your industry or product, including what your competitors are doing.

Trust us (and your instincts). An advertising agency worth its salt will do the very best job it can to deliver results within its strengths and limitations. If you feel you can’t trust your agency, either because the results aren’t matching your expectations and communication isn’t fixing the problem, or because you just feel that they aren’t able to make you understand what they’re doing, it may not be a great fit.

Advertising tip #3: Strive for a true partnership.

Your agency should be an extension of your team.

Treat your agency as though they were your own employees. Seeing your agency as a part of your team helps you empathize with their strengths and limitations. This helps you craft requests they will understand and be able to fully deliver on while conveying to them your understanding and appreciation of what they do.

All roads lead here – in other words, all the tips in the list are really focused on this objective. Prioritizing communication and transparency is the foundation of creating a true partnership. Whether you use face-to-face meetings, regular video calls, or a sophisticated project management platform, staying in touch with your agency and keeping your communication honest and solutions-oriented will empower them to act in your best interest.Bloom Ads does its best work when clients treat us as extensions of their team. In return, we’ll treat your campaigns as though they were our own, putting our media obsession and expertise to use for your unique message. Learn more about our media buying and planning services today.

The Power of Personas: Why Are Marketing Personas Important?

Markeing personas help make your audience real.
Most industry insiders agree that good marketing is all about figuring out not just what to say to your audience, but also when and how to say it. In order to craft that perfect message and communicate it effectively, you have to understand your audience.

So what exactly does that mean, and how do marketers accomplish it? One important way is through marketing personas. Sometimes called buyer personas, marketing personas create clear portraits of potential customers, literally putting a name – if not a face – to the often nebulous concept of your “target audience.”

Below, we’ll define marketing personas, explain why marketing personas are important, and provide tips for developing personas for your own company.

What Are Marketing Personas?

A marketing persona is a fictional “sketch” of a key segment of your target audience. This sketch helps you create a marketing strategy that is more relevant and valuable to the customers who matter most to your business. Once again, good marketing is all about figuring out what to say, and how and when to say it. By bringing faceless consumers to life with concrete identifiers, marketing personas address that very challenge.

A marketing persona should include specific details about the fictional customer, including at a minimum:

  • Demographics, such as age, gender, salary, education, and family
  • Occupation/career details
  • Personal goals and values

One final piece of the puzzle that many marketers may want to consider is the customer’s stage in the buyer’s journey. HubSpot has famously defined the buyer’s journey as the process through which all customers go when moving from discovery of your product/service to conversion. This process includes three stages: Awareness (the customer becomes aware of a particular need), Consideration (the customer researches solutions – i.e. products and services), and Decision (the customer purchases your product or service – i.e. converts).

Let’s say your company sells high-end hiking boots. A persona for one ideal customer might describe Jessica, a 30-year-old single Los Angeles resident. Jessica works as an executive assistant in the entertainment industry making $60,000 per year. She has recently started hiking for recreation and is interested in purchasing her first pair of hiking boots. She likes her job, which requires her to present herself well and keep up with trends, so she values both quality and style in her purchase.

Your message to Jessica should communicate these values in a way that targets beginners who are still in the consideration phase of their shopping. Save the discussions of complex boot comparisons and updated features, on the other hand, for Tim, a loyal customer, seasoned backpacker, and retiree looking to upgrade his go-to boots as he prepares to hike the Pacific Crest Trail.

Why Are Marketing Personas Important?

Marketing is about meeting audiences’ needs profitably. As you can see in the examples above, marketing personas help you meet customer needs by more fully defining who those customers are or could be. When you can put a name, age, and range of interests and experience to a customer, you can better illuminate their values and get a clearer picture of what that person needs from your product, service, or marketing strategy.

So personas help you define and understand your audience… but why is that so important? In short, if you don’t understand who your audience is, you can’t understand their needs. If you don’t understand their needs, you can’t meet them – let alone profitably.

By defining your ideal customers’ needs, marketing personas help marketers use time and energy more efficiently and, ultimately, create better products and services. Marketing personas are important in all of the following tasks:

  • Refining ad campaigns
  • Content creation (including email campaigns and blog posts)
  • Social media marketing (such as on Facebook, Instagram, and LinkedIn)
  • General marketing problem-solving
  • Efficient and well-aligned product development

Tips for Harnessing the Power of Personas in Your Marketing Strategy

Be as detailed as possible. The more details you include, the clearer the picture of your ideal customer will be. A clearer sketch helps you both define and solve more problems for this customer, and refine your message to communicate how you can do so.

Consider the customer’s stage in the buyer’s journey. As we mentioned above, you should tailor your message to the buyer’s stage in engaging with your product or service. Someone who is still researching solutions needs a different message than someone who has already converted, or even someone who is just well-versed in industry terms and concepts.

Use templates. While each buyer persona is a unique sketch, you should standardize your process for developing personas by using or creating persona templates. This helps ensure you always include the same level of detail across campaigns, products, and departments, ensuring a more profitable use of time and resources.

We Can Help You Help Your Audience

At Bloom Ads, we’ve made it our life’s work to help clients craft the right messages for the right audience. Have questions about buyer personas, why marketing personas are important, or just how to get started on a successful marketing campaign? Explore our advertising services today.

Tips for Measuring Your Advertising Results

Reaping the best ROI on your ads means monitoring their success (or failure).

Measuring advertising results from media campaigns can be challenging. Fortunately, there are a few ways to go about measuring advertising results to determine your return on investment. In this article, we will list a few tips that will help ease the challenges of running an effective marketing campaign. Let’s get started!

Analyzing Campaign Performance  

Some variables are harder to control than others. However, collecting sales data before, during, and after the campaign can go a long way with regard to determining return on investment.

Timing is everything! Target a specific date range to see if there was any lift during the time period in which an ad campaign was running.

For a basic formula, ROI = gain from investment – cost of investment divided by the cost of investment.

Tone of voice is also an important variable to consider. If you know you ran a variety of ads, examine the results of each to determine which ones resonated the most with a target audience. Did messaging and tone change from one ad to the other? Was music played? What did the imagery look like when you ran the ad? In TV or radio broadcasts, for example, tone of voice can vary greatly depending on the time of day and audience segment.

Measuring Digital Advertising  

Measuring digital advertising is more straightforward so long as you have access to reliable data. For example, if your brand has an online presence, you can measure the amount of website traffic during a campaign period to determine the effectiveness of an ad.

Taking it a step further, one can specify unique URL parameters to identify the traffic source of a campaign to tie results back to specific copy, CTAs, imagery, and layout.

The key to success with digital measurement is having access to reliable analytics, so it’s best to sync with other members on your marketing team who may have access to better data.

Business Outcomes and Customer Experience    

A recent study conducted by the CMO Council found that marketers are now shifting their focus away from ad metrics towards measuring business outcomes. Ad personalization, for example, has become a great variable when measuring advertising results using the following metrics:

  • Retention rate
  • Lifetime value
  • Acquisition rate
  • Upsell/Cross-sell engagement
  • Revenue Per Transaction

Examining broader metrics allows marketers to zoom out and better understand the buyer journey, which can be a more effective marketing approach to tailoring messaging to the right time and place.

Defining Objectives, and Measurement

Defining objectives and measurement is of the utmost importance. Is your end goal to drive sales? Brand awareness? Retention? Having a clear set of objectives mapped out will pave the way to more measurable and actionable ad campaigns. The goal of this process is to drill down to the truth. What about a user’s behavior are we examining? Are key performance indicators (KPIs) actually representative of campaign success?

If the answer is yes, then you are on the right track. From there, you can begin to audit, analyze and tweak ad campaigns accordingly. The bottom line: Without a north star, it’s hard to determine a path to your specific goals. You can use data all day long, but reaching new or potential customers requires a more holistic approach. Measuring advertising results begins with defining your objectives and KPIs beforehand.

It’s important to remember never to settle. Continually analyze which platforms, publishers, or partners are performing best to identify gaps as well as what needs to be done in order to improve return on investment. As long as you work towards improving the value proposition of the brand, the easier it will be to measure the impact of your work.

Bloom Ads is Here to Help

Is your team looking to outsource its media buying and planning? Bloom Ads has a team of professionals standing by to help your brand create, administer, and measure effective media campaigns that truly deliver! Give us a call today at (818) 703-0218.

Tips for a Creative Marketing & Advertising Strategy

A creative marketing plan and advertising strategy is the key to a successful campaign. Even while using tried-and-true methods like television, radio, and print advertising, thinking outside the box can help your brand stand out and make a memorable, longer-lasting impression on your audience. Then there are all the ways you can branch out of those traditional avenues, such as social media and digital marketing.

Of course, creativity in marketing is often easier said than done. So how can you make sure your marketing strategy puts you ahead of the curve while meshing well with your unique product/service and message? We’ve got you covered with these tips for creative marketing.

Join Trending Hashtags

Social media is beyond valuable as a digital advertising platform. Social media marketing helps you reach vast yet targeted audiences, meet consumers where they are (i.e. on their mobile devices), and distribute brand awareness and conversions across multiple channels. One of our favorite tips for creative marketing on social media is to label your content with trending hashtags.

Well-written hashtags help contextualize your content so that users can find it more easily. By using trending hashtags, you can involve your local business in something that is happening nationwide.  Just remember to look into the trend before you post about it to make sure that it’s appropriate.

Tell a Story

Storytelling is effective on almost every advertising platform. Whether you are creating a new TV advertisement, developing a print ad, or crafting digital content, telling a story has always been the most effective way to grab an audience’s attention and transmit information in a meaningful way.

In today’s fragmented media climate, storytelling in marketing is more important than ever. By crafting a unique, specific brand narrative, you can cut through the noise and reach the consumers who need you most. A well-delivered story helps you connect with audiences on a deeper level, allowing your brand to speak to their specific identities and values. We can’t stress how important this tip for creative marketing truly is.

Hold a Contest

Contests can help generate engagement with your audience. In a marketing climate increasingly dependent on multichannel engagement, you’ll want your consumers to have as many opportunities to interact with your brand as possible. Contests specifically tailored to your product or service can help establish a community around your brand, through which customers can then express their unique selves and values.

Have your social media followers share photos or videos with you in order to win something relevant to your business. If you’re an activewear brand, for example, you may want to ask for skate or surf videos. There are as many kinds of contests as there are businesses. Find the right one for your company, and don’t forget to include a snappy, succinct custom hashtag!

Make an Infographic

People have different learning styles, and presenting the same message in a variety of ways – visually, verbally, in written form – tends to help it sink in best. But in today’s mobile, social-media-dominated climate, the power of imagery is stronger than ever. Just look at the popularity of Instagram if you need hard evidence.

Images can usually grab your audience’s attention more quickly than text. A picture is worth a thousand words, after all. And since some reports show that the average person takes no longer than 50 milliseconds to form a first impression, the speed with which you can get your message across is crucial.

Take advantage of visual marketing with a sleek infographic about your product or service. Whether in a print advertisement or shared as part of your digital strategy, an infographic can not only catch your audience’s eye, but it can also help them retain the information you are sharing in a deeper, more lasting way.

 

Still having a hard time putting these tips for creative marketing to use? Our digital marketing experts are here to help you develop unique content and an effective plan that works for your business’s needs.

Learn more about our media planning and media buying services directly on our website. You can also give our digital marketing experts a call at 818-703-0218 to learn more about the services our digital advertising agency can offer your business.

Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
20720 Ventura Blvd. Suite 140 Woodland Hills, CA 91364