What Do I Do?
I make people stop and click…that’s the short answer but I’m sure you’ll want more detail.
As the Creative Director here at Spark Outbound, I have worked with the team on many projects from video production to print advertisement to web design and so much more.
With duties that include planning company advertisements, monitoring brand campaigns, revising presentations, and shaping brand standards, I understand that one of my major responsibilities includes creating social media marketing ads particularly Facebook ads.
With the focus of on those types of ads, I noticed that my job is to do two things:
- Make a prospect stop scrolling.
- Click the button in the ad.
But is it easy?
It may seem that way to some.
If something captures your attention, you’re more likely to easily look at the image, read the copy in the ad, then click the call to action button to learn more about the offer.
The question is what is it that makes a prospect proceed through this process?
There are many considerations we take into account when we create the ad and to convert a prospect into a lead then eventually to a customer.
So What Makes A Prospect Stop?
Consider this…you are scrolling through your timeline on either Facebook or LinkedIn and you see an interesting ad that makes you stop.
Have you ever thought about what made you stop on that particular ad while you scrolled by the numerous ads before?
That is our job to know why.
One of the main reasons why is the creative assets used in that particular ad to capture your attention.
Which would be the best asset to use?
Would a video be the best option to use?
How long should the video be to get your message across?
What about just using a single image?
Which would be the best image to use?
What colors should we use?
Would only one image be enough to do the job?
Would a carousel of images be the best option?
How will we use the photos to help tell the story that you want to convey?
Do you even need an image or a video?
Couldn’t a text-only ad work? (My personal observation says no to this question. The job is to grab the prospect’s attention and this is difficult to do with text alone.)
While there are many other questions to ask and answer, this list of questions should provide an idea of what goes into getting someone to just “stop” swiping. Now that we got that out of the way, what makes a prospect click?
So What Make A Prospect Click?
So the prospect has stopped on your ad and is now deciding what is the next step to take.
It would be easy to just ignore your message and keep scrolling to the next post but instead they click the call to action button which leads them to your website or to fill out a form for more information.
What caused this?
Do you know what type of advertising copy to use?
- Human interest ad copy
- Educational ad copy
- Reason why? ad copy
- Institutional ad copy
- Suggestive ad copy
- Expository ad copy
Do you know the format used to create the copy?
- Before – After – Bridge
- Problem – Agitate – Solve
- Features – Advantages – Benefits
- Attention – Interest – Desire – Action
- Useful – Urgent – Unique – Ultra Specific
Even if the copy is perfectly written, would the prospect act on the first read?
Many companies think that showing the offer alone only once would make the prospect become a lead.
This may be possible but I have seen that it usually takes more than one exposure before a prospect reacts.
This concept is even known as the rule of seven.
Keeping that in mind, how many versions of the ads do you create for your campaign?
And what is the copy used for the call-to-action?
When the team and I work together for both our own campaigns and for clients, we take these questions and many more into consideration.
Before you scroll and click the next ad you see on your timeline, ask yourself “How simple and easy it is to make a prospect stop and click?”
Then remember the list of questions.