3 Tried-and-Tested Tactics to Attract More Eyeballs to Your Ads
Several entrepreneurs and marketers have this mistaken belief – pay to play. This means that in order to earn more money, you also have to spend money. Well, that may be true for business owners who need funding, but when it comes to marketing, it is not necessarily the case.
Allocating a huge budget for your marketing efforts won’t instantly launch your business or products to fame (and success). Throwing money for Facebook/YouTube ads, Pay-Per-Clicks and even print ads won’t necessarily mean that these will effectively turn into sales and conversions.
When you pay big advertising money, media channels can only give you airtime – but this does not include people’s attention. Remember, no matter how much money you put in, the audience can either switch channels, close windows or simply skip the ad if they want to.
The real challenge for both entrepreneurs and marketers is how to come up with ads that are compelling, convincing and intriguing enough to catch people’s attention. Because the bottom line is, you cannot buy people’s attention – you have to earn it.
Take GoPro for example. When they first started advertising on YouTube, they had to go against globally-known brands such as Nike and Samsung. These brands are hard to compete with, considering that they are established and well-funded companies with sexy products to boast for.
What GoPro did is use YouTube as an advertising platform, but their videos were interesting enough that it cannot actually be labeled as “ads.” They made interesting and high-quality video content that people wanted to watch intentionally – not something that they just had to sit through in the middle of funny cat videos.
Today, GoPro is now a famous seller of HD cameras that are fit for travel and adventure. In their videos, GoPro did not actually show-off their camera, what they were selling was a lifestyle. And you can do the same thing too! Below are the 3 tactics that GoPro has utilized so far:
Create Valuable Ads
Of course, the obvious thing that people will tell you is to create valuable, attention-grabbing ads. However, this is actually easier said than done. People don’t usually share ads unless it strikes a chord with them. Nowadays, it is not enough to just come up with an ad that can show-off your product, it should be share-worthy too.
A valuable ad is something that is original, entertaining and useful. It has to solve a problem or present a more convenient way to do things. The GoPro, for example, is basically just another camera brand, but it provided a more convenient way for users to capture moments and adventures on-the-go (literally). They did not have to talk about camera specs and its durability (doing such will only bore the audience), but they chose to entertain by showing all the cool things that can be done with a GoPro.
PROVE Yourself
Many people are now wary of scams and over-promised products – because they have all experienced or heard that before. Now to establish trust with your market, you have to show and prove to them that you’re the real deal. And you can do this by using social proof.
Again, take GoPro for example. They did not have to tell their audience that they are the real deal, their fanbase does that for them! This is evident on their Instagram page where photos of users who took their GoPro to an adventure are curated and shared for everyone to see. It did not just give them quality content and social proof, but it saved them thousands in the marketing budget and funds!
Just Show & Don’t Tell
As mentioned earlier, GoPro does not actually talk about camera specs, features and technical details that can prove the durability of their cameras. 60 FPS frame rates? High-Quality 4K capture? Sure, that sounds great and all, but no one wants to hear all that dry info, right? The audience needs to see stories and moments in action.
This is why GoPro banks on the actual lifestyle/hobbies that their customers are doing while using the GoPro. Whether that be surfing, biking, trekking, diving, mountain climbing, and rappelling – it all shows what the GoPro can capture and how it perfectly suits the leisure of having recreational travel and adventure lifestyle.
Now, these are the only elements that you should remember whenever you need to create ads for your target market – they should add value, garner social proof, and showcase a story.
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