The average consumer sees between 6,000 and 10,000 ads in a day. Being constantly inundated with paid content means that it has become easier and easier for people to tune out online advertisements. Studies have found that most individuals see an ad seven times before they engage with it.
Social media ads can be a great way to generate leads, convert new customers, and raise brand awareness. However, creating effective social media ad campaigns is both an art and a science, and it takes a lot of time and energy to craft something that will actually have an impact.
There are many strategies and techniques that can help your social ads reach more people and generate more engagement. But the biggest secret to creating an effective social media ad is understanding your audience and their values.
At the end of the day, people don’t purchase a product or service for the product or service itself. Instead, they are hoping that their purchase will meet some sort of internal value or need. These values can include things like health, safety, self expression, adventure and peace. Understanding these motivators and learning how to talk about them to your audience is the key to generating good social media ads. Anything less runs the risk of being irrelevant to your audience at best and losing their business at worse.
Here are three steps to understanding and targeting your audience’s values:
1. Create a customer persona. If you haven’t already, create a customer persona for your ideal audience. Break down their lifestyle, their habits, their background, and most importantly the problem they are trying to solve. This will help you better identify their core values.
2. Identify your motivating keywords. Different keywords and calls-to-action will appeal to different audiences. Make sure you are using the right words for your target customer. For example, an individual who is seeking adventure or self-expression might be motivated by keywords such as “discover,” “create” or “experience.” However, someone who is seeking relaxation or ease might be more motivated by terms like “enjoy,” “deserve,” “get.”
3. Experiment. Social media ads are all about experimentation. What your audience wants might change over time, so it is important to collect as much data as possible on how they’re interacting with your current post and ads. Double down on what seems to be working and don’t get too attached to your pet campaigns. Remember that these ads are about your audience, not your own personal taste and style.
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