How to Plan Great Marketing Messages for Digital and Social Media Ads
Gain Customers By Matching Message to Customer Moments and Ad Platform. Here’s How.
You are just getting started using a digital ad for your marketing because you know creating some advertising with a carefully selected message will connect with your intended audience. But how do you develop a good message?
Picking a message that appeals to how your product or service solves a customer need is key to making Google Ads work effectively….as well as Bing or any of the social ads — Instagram Ads, Facebook Ads, or Twitter Ads for that matter! The message needs to convey the value of the advertised offer enough for the customer to go to a landing page.
Many businesses, unfortunately, create a message with an overwhelming “buy now” tone in the text. It comes from a misunderstood belief that a customer will buy the advertised product the very instant he or she sees a message. The fact of the matter is that people are more distracted than ever, so planning several nuanced messages that note product/service benefits are usually more effective.
So what is a good starting point for a nuanced marketing message? Consider the following ideas as a starting point.
- Create urgency on seasonal items that are low in supply — You can let customers know that for events that supply of an item is running out. Now, to announce seasonal sales should not be arbitrary — FTC demands truth in advertising, so stretching the truth can create ethical and financial penalties. But your business can let customers know that items tend to sell fast if past sales numbers prove that fast-moving sales of an item have historically been true. Sharing a reminder is a great way to frame a message for the customer’s convenience.
- Promotions limited time — A paid search or social media ad can be set to a demographic or locality for limited-time sales, expos, or events.
- Remind people how a product or service is convenient. This is useful for a remarketing campaign — video ads are especially useful. The intended consumer can see, hear, and appreciate what the product or service should
- Highlight your shipping process — offers like free shipping or “free shipping when you spend $100 in purchases” can help remind people how easy it is to get a product or service for their need.
- Share dates for product availability — Sharing dates builds pre-sales interest and early orders.
Emphasizing personal convenience and time can help craft initial promotional ideas. Each idea must be refined around customer micro-moments to be a great fit for a digital ad.
The Value of Micro-moments
So what are micro-moments?
Micro-moments are instances in which a person has a need that a product or service can potentially solve. These instances are usually daily events in someone’s life. The instances can also be life-changing events, such as a wedding or graduation from college. The need can be very apparent or something expressed.
So imagine a family member looking for a mother’s day gift. That instance can be considered a micro-moment. A restaurant with a mother’s day brunch or a flower shop nearby are examples of products or services which solve the described need — a mother’s day gift.
So how do you identify micro-moments among your customers? The key starting point is defining a customer persona, and then imagining what typical questions or needs arise during the customer’s day that could relate to your product or service. There are a lot of ways to approach that last step. Sometimes the best way is to develop a mind map of these moments, comparing them to select a micro-moment for an ad.
Picking Persona and Micro-moments Makes Digital Ads Better
All of this reveals how picking the best appealing message is key to effective ads. As I mentioned before, many businesses unfortunately craft their ad message with a “buy now” tone. The nuanced features available in paid search, be it Google Ads, Bing, or a social ad such as those for Snapchat or Twitter, are meant to permit varied messages that can appeal to different customer needs, as well as where the message is being received.
So for planning a Snapchat ad, you would have to think about the campaign purpose, which related to an objective choice Snapchat provides — increase website visits, app downloads, video views, or awareness. The ad set is where choices for your persona can be selected based on age, gender, or audience activities. Most digital ads follow this format, but what you must look for are the choices that align with the type of customer micro-moment for which you have planned.
You don’t have a budget for every kind of marketing campaign. Carefully crafting messages with micro-moments in mind can provide the right adjustment.