We’ve been sharing a lot about how pivotal data is in developing and implementing an ad campaign. But, for those who are still working their way through the sometimes, confusing world of data, all this might still be a mystery. You might be saying “Yeah, I know I should, but how should I?” Well, if you’re that kind of person, then we’re just who you need to help you out!
The first thing to ask yourself is, what do you need? Whether your goal is to increase your fan base, attract more attention to a particular product or service, or encourage people to share your content more, each different goal has different approaches to meeting it. If you want to increase your brand’s exposure, you may try something flashy or funny that gets lots of people’s attention. If you want people to pay attention to a new product, you may do something more informational, or you may try a brand new marketing approach altogether, down to branding. Whatever that goal is, once you have a clearer idea of what that is, you can take a look at what the data is telling you to get that job done.
For instance, if your intention is to get people to share more of the content you’re making, you may look at the data around what people are already liking and sharing, and try to tap into that. Let’s use the example of YouTube tech videos. There’s a wealth of knowledge that YouTubers have about which of their videos people watch more often or stay tuned into for longer and even why they’re not watching, if you’re paying attention to the trends. When a new iPhone comes out, channels that put out even a short video see a spike in audience, and channels that don’t see a measurable dip in engagement. Popular Canadian YouTube channel Linus Tech Tips noticed this for themselves, after years of not covering new Apple releases, and finally went with the flow and made a video about the launch of the iPhone Xs, because they’d be silly not to. When you pay attention to what you need, the trends may not jump out at you, but you’d at least be better able to figure out where you need to go.
Then, you want to get your potential customers’ attention by finding the connections between the things you make and the things they love. Next time you’re watching a sports game on TV, take a look at some of the ads that run during the breaks. Even if they’re about insurance or cars, they always find a way to get the people watching – sports fans – to relate to their brand. Sometimes it works, sometimes it doesn’t, but all the time it’s important to make people see themselves in your brand. So, when you’re looking at the data at your disposal, you’re not just looking at how people look at your brand; you want to figure out how they think about every brand. If you sell tea, try to find data on all the possible reasons that people buy them; not just liking the flavour, but keeping warm in the winter, relieving stress and pain, giving up coffee. If you find data that shows that those reasons spike around particular times for certain reasons, those are the perfect things to connect your brand to. In this case, you won’t be selling them tea, but you might be helping them solve the problem of their chronic pain by showing them a natural alternative. Once you’ve found the data, it will show you the path to the ad campaign that can transform your brand’s visibility.
An important thing to remember is, the people who use your stuff aren’t always the same people that buy them. It seems intuitive, for instance, to advertise children’s toys to well, children. But, if you give it some thought, there are other people who would be better targets. Parents, for instance, are the people who actually buy toys! So are recent become aunts and uncles who never had to buy kid’s toys before. If the toys are connected to an old cartoon that’s recently gotten a remake, then older fans of the original cartoon are just as likely to buy it as younger kids. Keeping this in mind opens up fantastic opportunities for your ads to appear in front of eyes of people who expect it the least but need it the most. And you want to discover who those people are, because those people are less likely to turn away from those ads.
You don’t want your ad campaign to just be seen by the most people. You want it to solve problems for them. Which means prioritizing people who will be surprised enough by your ad popping up that they don’t immediately shut it down, and so relieved that you provide a solution for them that they check out your website or social media for more information.
As soon as you follow these steps to use the data you find for your next breakthrough ad campaign, the next thing is to actually use it. And that certainly doesn’t mean just look at it and try to justify a campaign that you’ve already made. You need to use it to build an entirely new campaign, specifically tailored to the needs and expectations of the people you realized actually spend money on your brand, and speaking to them through the things they already know and love. Once you do all that, you’re set. All that’s left now is for you to figure out where to get that data, if you don’t have it already. Hopefully, you’ve figured out where you can find that piece of the puzzle (hint: it’s Media InSite!).