Mindsets to communicate your product more efficiently
How do you communicate your product or brand to your audience? Is your communication generating leads or sales? If your answer to this question is “no”, it is a good time to review the way you are showing your product and the strategies you are applying.
Update your mindset
The last 10 years were pretty revolutionary in terms of Marketing and Branding. New technologies brought us to completely new consumer behaviour, which also demands us to update our mindset and the way we should build up strategies.
Most of the Marketing concepts that guaranteed success between the 70’s and the 90’s, are obsolete and with a very little success margin with the new generation of consumers. The way that we communicate with our clients has changed dramatically.
One good example is Video Advertising: for the old fashioned television, you tell a story that reveals the “big boom” in the end. In the online world of scrolling quicker than your eyes, all the “big boom” needs to be during the first 2 seconds, otherwise, your video is quickly left behind and lost among thousands of others.
Competition vs. Concurrence
Before the internet era, you had to fight only your concurrence. Nowadays you need to fight also your competitors and it doesn’t really matter their niche. You are competing with all the market your audience is interested in. For example, if you are a Clothes Store, you are also competing with electronics, beauty products, the entertainment industry and many other branches that your potential client consumes.
Nowadays you can’t think any more only about how to beat your competitors while doing advertising. You need to think about how to beat all the attractive content in the timeline of your potential client. This means to change your mindsets to communicate your product more efficiently and pop out.
First Emotions than Reason
A common mistake made by many companies is to start performing Online Ads focused on sales or to generate leads. Even though this is the final goal, you need to understand that there’s a long way to go before performing the final Ad that will actually lead you to your goal.
A very good funnel technique to approach your community is to first make a good branding performance and only afterwards sell your product. Meaning, first connect with emotions and then, later on, perform a sales strategy. Win your customer by the heart before leading them to a concrete sale – or a lead, depending on your product, goals and intentions.
As mentioned above, you need to keep in mind that you competing with all kinds of content online plus your concurrents. Also, when people are scrolling their Social Media or watching Stories, for example, they are not expecting to see Ads. They are expecting to see their friends, their family, some Memes and their spiritual Guru with a quote of the day. To be valuable to this user, you need to look like one of them. So change your mindset as a company and find yourself as a human.
Advertising look-a-like contents have a greater chance to be skipped or ignored than a community post. Your goal needs to be to look less like a company, although you are selling a product or a service. Just never forget that people that buy a drew machine are not in need of machines, they are in need of holes.
Which formats of Ads should I apply?
All of them. Each platform communicates differently and you need to adapt all your ads to the different platforms. But make sure that you design a “moving” post. Static images have bigger chances to be skipped. A moving figure, be it a video, an animation or even a Gif, tends to gain more attention from the public. Just never forget to bring your “Big Boom” to first 2 seconds of your video, otherwise, it won’t be relevant to your audience.
The Final Consideration: Content Production
A very important – and last, I promise!, information that I want to give is the Content Production. Don’t develop on the go. Plan it according to your strategy. A planned content will align with your strategy, goals and intentions, while a “Content on the Go” might be a bit messy and out of context. Planning, producing and performing ads cost a lot of money and you should not waste this money with an unprepared strategy.
We know that this is a lot of work and takes a long time to be done. In the meanwhile, you have a company to run, you need to take care of a bigger fish. Don’t be afraid of investing your money to good planning and strategic sales, because it pays off at the end of the day. If there’s anything we can do to help your company, contact us and drop a word.