THE IMPORTANCE OF CREATIVES IN PERFORMANCE MARKETING
Your creatives are the first thing that your targeting audience sees. You want to grab their attention! This article shares some tips and trends around the importance of creatives to help you when you start on your journey in performance marketing.
To succeed in performance marketing, we need to combine advertising with innovation to reach and entice audiences with authentic and relevant messaging. Content plays an important role in this as it aims to provide the consumer with value at every stage of conversion.
Creative thinking can be a powerful tool in marketing and business in general. Creativity has been fundamental to marketing success long before the internet came about. It has always been a key factor in standing out, as well as in traditional marketing. Many marketers prefer to focus on existing methods and techniques rather than developing fresh new ideas, which is crucial for the success of the digital marketing strategy today. In digital marketing, doing things differently is essential to remaining competitive.
Here are some reasons why boosting creativity is important to your business:
- Creative thinking helps you see new market opportunities
- Helps you come up with a unique solution
- Helps you to be innovative
- Creativity helps your digital marketing campaign stand out
- Helps you to stay relevant with your customers.
How do you know what kind of creatives you should be putting out there ? Research! It’s good to research what is trending right now. Alternatively, you can check out what your competitors are publishing. Ensure that these competitors are related to your niche and analyze their creatives and captions. Yes captions are equally as important if not more. We will dive into that soon. There are also spy services you can use online to analyze these competitors.
Once you’ve done your research and spying, it’s time to get started on your creatives. It is important to NOT copy creatives exactly because you want to stand out. Like mentioned at the very beginning, your creatives will be the first thing your audience sees so you want to be able to grab their attention immediately to stay on and read your captions. Your unique creatives will show much better results in the future.
Everyone is constantly scrolling through feeds and websites and you want to make sure that your creatives attract your potential customer almost immediately. The aim of a good creative would be to make them STOP scrolling to see what your brand is all about. It’s important to note that what worked a year or even just a few months ago might not perform as well now. Still images are a thing of the past. Currently, videos or animated creatives are in trend. They are eye-catching and grabs the attention of your audience easily.
Here are some tips on what you SHOULD NOT put in your creatives.
- Do not put too much information in your creatives.
- If there is too much text in your creative, you won’t be able to run it as an ad to its full potential.
- You want them to stay on longer to read your captions and take further action through your call to action.
You’ve mastered a good creative but wait, you’re not done yet! What about your captions?
Captions are just as important if not more. Your eye-catching and unique creatives have grabbed the attention of a potential customer but its your captions that will make them stay on and take further action. How much information you provide in the captions is something you need to be wary about. Too little, and your potential customer might lose interest. Too much, and they might not take further action to the next step. You want to be able to provide them with just enough information and details, whilst also providing intrigue for them to find out more.
Having the right creatives and captions comes hand in hand. It’s all about telling a story, capturing your target audience, converting them and hopefully retaining them as a loyal customer. It’s up to marketers to provide them with an interesting and engaging experience. Every single user is rapidly absorbing information that they will have to evaluate when deciding whether or not to honor the content with their attention. Therefore, marketers should provide real value to customers in the form of a highly personalized creative or ad that is both relevant and creative
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