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During my time at a marketing agency that exclusively served startups, I encountered companies that offered novel products or services that had never existed before. This created a challenge as it was often unclear who their target customer was, how the product solved their pain points, and how to effectively communicate customer empathy in a way that would inspire action.
To address these issues, we gathered data by analyzing content from similar companies that were solving problems in traditional ways, examining what interested their customers, and writing unique content articles on the startup's website in a similar vein. We then ran Facebook ads that linked to this content, testing for conversion rates and click-through rates, and repeating the process with subsequent pieces of content until we identified the most effective approach.
Once we had determined which content was the most successful based on Facebook CTR, we used this information to target customers by addressing their main questions and pain points. From there, we focused on creating effective Facebook ads, and what I discovered was that a picture truly was worth a thousand words.
Using a unique and attention-grabbing image, rather than a generic one, can make a significant difference when it comes to advertising. As people scroll through their feeds, they subconsciously try to avoid ads. Something that stands out and catches their eye will perform much better.
Incorporating something controversial or polarizing (within reasonable limits) can also generate engagement. Users are more likely to share an article that elicits strong emotions, regardless of whether they love or hate it. If the article addresses a topic they have debated with friends or family, the fact that a company has the courage to make a statement about it can be novel and intriguing to them. Even if the landing page is not as polarizing, the clickbait alone can create engagement.
The words used in the advertisement should complement the image or leave a question in the user's mind, prompting them to click and learn more. Across the board, from YouTube thumbnails to ads, the words should resonate with the image.
If you would like to share a Facebook ad, feel free to do so, and I can offer my thoughts if I have any useful insights to provide.
To address these issues, we gathered data by analyzing content from similar companies that were solving problems in traditional ways, examining what interested their customers, and writing unique content articles on the startup's website in a similar vein. We then ran Facebook ads that linked to this content, testing for conversion rates and click-through rates, and repeating the process with subsequent pieces of content until we identified the most effective approach.
Once we had determined which content was the most successful based on Facebook CTR, we used this information to target customers by addressing their main questions and pain points. From there, we focused on creating effective Facebook ads, and what I discovered was that a picture truly was worth a thousand words.
Using a unique and attention-grabbing image, rather than a generic one, can make a significant difference when it comes to advertising. As people scroll through their feeds, they subconsciously try to avoid ads. Something that stands out and catches their eye will perform much better.
Incorporating something controversial or polarizing (within reasonable limits) can also generate engagement. Users are more likely to share an article that elicits strong emotions, regardless of whether they love or hate it. If the article addresses a topic they have debated with friends or family, the fact that a company has the courage to make a statement about it can be novel and intriguing to them. Even if the landing page is not as polarizing, the clickbait alone can create engagement.
The words used in the advertisement should complement the image or leave a question in the user's mind, prompting them to click and learn more. Across the board, from YouTube thumbnails to ads, the words should resonate with the image.
If you would like to share a Facebook ad, feel free to do so, and I can offer my thoughts if I have any useful insights to provide.
