“Provide good content and you’ll earn the right to promote your product.” – Guy Kawasaki.
Creating contents just for the sake of being registered higher in the search engine result (SERP) do no longer work – unlike it used to be.
Algorithms are becoming smarter everyday. The dynamics have changed as how much engagement an article receives count much more to climb up the SERP ladder.
For example, Google’s algorithm PageRank (PR) is used to rank websites in their searches. The algorithm uses complex calculation to determine the quality and quantity of links to a webpage to determine a relative score of that page’s importance and authority. In short, by becoming relevant among the consumers, you will be placed higher in the search engines.
This is why it is important to continuously build engagement with your customers/viewers to ensure Google rates you higher the next time someone searches topics related to yours. So here’s my top 5 tips on creating contents that engages your customers:
- Natural Product Placement
- Basic Photography
- Text on Photo
- Solve Problems
- Market Focus
Natural Product Placement
Post photos of your product in its natural environment. Be as natural as possible.
Be careful when you select and upload photos for your ad. You have to be as natural as you can possibly be by becoming more natural and relatable to your market.
If you are selling handbags, get a model to showcase it dressed in evening or casual wear like the above when my previous startup shot an online campaign.
Or get your influencers pose next to a natural body scrub while applying the product on their skin.
These are examples which make the ads relatable to the market. Make your ad look less like an ‘ad’. Be natural. Most important of all, be relatable to your customers.
Basic Photography Done
Take photos which are well-lit. Doesn’t need to be professional quality as long consumers understand your product.
If you post casual photos with minimum quality, you’d best forget paying for sponsored ad at all.
You don’t need to spend on professional photographer, they can be expensive for small businesses to afford sometimes.
Get a good camera, doesn’t have to be a DSLR. A decent one or even phone cameras with a minimum 8MP is fine. The most important thing is the lighting on the product.
Make sure every feature of the product is well-lit and you will get good quality of images.
Send your selected image(s) to a photo editor specializing in Adobe Photoshop. If you can’t afford to hire one, use filters readily available on Instagram or Photomania.net just to name a few of my favorites.
Text on Photo
Try to reduce the number of words on every sponsored ad.
Some businesses always have the desire to include texts placed on photos. I’d recommend otherwise or maybe limit your words if you have to.
Online consumers these days can easily spot an ad from those ‘overlay text’ photos. They would normally end up not reading your sponsored content as they feel ads disrupt their feed.
If you still feel the need to put text on the ad photo, be short and direct. Only add texts which are ‘catchy’ to attract consumers to read further on your ad description/caption box.
I’d simply leave the wording on the ad description. Or I would sometimes add few words on the photo to create enough attraction for consumers to read further in the description box. Use catchy phrases such as “Luxury Brand: Never Seen Before Bags” or “Designer Bags for Rent”. Always leave people hanging which creates anticipation so consumers will read further and eventually end up on your website.
In the photo description box, highlight what your business does and what it offers.
Tell them how your business provides solution to people’s problem. Try to avoid ‘selling’. Many consumers find it difficult to take seriously of this kind of approach. Give them reasons why they should visit your site. Tell them how your product solves problems. Do not sell to them immediately.
This may be a challenge since some sponsored content platforms have a particular amount of words that can be typed.
Be direct and make sure the first line of the sentence catchy to ensure customers to be driven to read further. Keep in mind that the first line of the ad is what ‘makes’ or ‘breaks’ for your ad to be successful.
Poor Market Focus
Getting the right message to the right market takes elaborate planning on your market research analysis.
If you have done all the above and yet not getting results. You were most likely have chosen the wrong market.
When you started the business, who do you feel will likely receive the most benefit? And do these groups of people can afford the price you are aiming for? Where are they mostly located? For example, Mirsky Mode feels the lower and upper middle class benefit the most since the company offers designer handbags which caters to the group’s spending limit on luxury items around RM400-800. And these groups mostly located in suburbs and in certain ‘liberal’ cities in Malaysia. Based on this data, I’d focus my ad specifically on this group. Use as many data you can get, and create ads fulfilling the criteria.
The more accurate your market focus is, the better results you will get. Use your data. It is worth the time going through your market research, trust me.
Final Two Cent…
I can’t stress you enough on the importance of becoming relatable to your customers to get engagement. Focus less selling on your ad and try to become more engaging with your audience by becoming an expert on the problem – then, introduce your product to solve the issue(s). Try less on selling, give them reasons to visit you instead. That should be the focus of your sponsored ad.