People are selfish...
Every campaign is created for a specific reason, be it to sell a product, create awareness or collect data. But your audience doesn't really care about the bottom line, their motivations and desires are entirely separate. So how do we get such different priorities to mesh into a successful campaign?How do we get both needs and wants fulfilled so everyone is satisfied with the results, really what we are saying is “what’s in it for me?”
You may understand your brand inside out and know the message you want to get across, but before your campaign hits the eyes of the public here are a few questions that need to be answered, take a moment and get comfy in your audience’s shoes.
What is this about?
The time you have to grab your viewer's attention is minimal. A Microsoft survey found that since 2000 the average attention span dropped from 12 seconds to eight seconds. Satya Nadella, the chief executive officer of Microsoft explained, “The true scarce commodity” of the near future, he said, will be “human attention.”
First up, in a blink of an eye is it clear what your campaign is about? Never mind where your audience came from, is this page just as clear to a regular customer or someone who clicked on here by accident? What visual clues are you giving to help your reader quickly identify what they are seeing?
Look at your copy, are you explaining yourself succinctly, don’t make your audience go hunting for the answers.
What is your hook?
If you are satisfied that it is crystal clear what your campaign is about, the next step is to give a compelling reason why the customer should spend their time and engage. This incentive must be strong enough to get them to participate in the campaign, so make it clear why they should switch from passive viewer to active audience. What are you offering them, is it novelty, emotion, humour, something personal?
What am I supposed to do?
As concisely as possible explain what you are expecting your reader to do. Keep barriers to a minimum, don’t make your audience jump through hoops to get to the end as they will just get bored and go elsewhere.
Is this good enough to share?
Lastly is your campaign good enough that people would like to share it with friends?
Make sure you have made it as easy as possible for them to share, and that you have invited them to do so.
Looking to create your own campaign?
BeeLiked is a marketing platform offering a wide range of digital campaigns to help brands engage with their existing audiences and reach new customers through the viral and social nature of the contests and games. Our easy to use online platform is complimented by a highly creative team able to support both concept and content creation.
Talk to us today about how we can help create a buzz for your business.