We’ve all come across a great digital ad - the kind that makes you stop scrolling and compels you to click through and learn more. What is it about this type of ad that captures our attention? How can you create the same impact when designing your ads?
The answer lies in understanding and implementing the key elements of a successful digital ad. Following are five of the most important steps you should take to ensure your digital ads deliver the results you’re looking for.
While it may not be a top concern in all industries, marketers in financial services must always ensure their digital ads meet compliance requirements. Depending on the nature of your services or offering, you will be subject to SEC, FINRA, CFTC, state, or other rules and regulations.
Even the greatest ad will do you more harm than good if it runs afoul of compliance. Creating an ad without compliance in mind will waste valuable time and money as you deal with necessary revisions, or worse, pay the price for compliance violations with regulators.
Great digital ads provide insight and education – an “aha” moment, not a product pitch. Instead of touting what you have to sell, your ads should address the key concerns and questions of your target audience.
A digital ad often leads to a valuable, premium content offer that highlights your expertise and provides a solution to the reader. Content offers come in many forms: eBooks, checklists, guides, infographics, case studies, demos, etc.
To create a compelling, scroll-stopping ad and offer, take the time to understand what your investors want or need, and the problems they are trying to solve. Once you know that, you can deliver content they will value. In the process, you will establish yourself as a trusted resource.
When creating a digital ad, remember that viewers are busy and have short attention spans. Don’t overload them with copy or cluttered imagery.
You only have a few seconds to capture your reader’s attention. Stay focused on a single message and make sure every part of your ad drives it home.
Also, avoid adding too many different calls-to-action. This will only confuse the reader and increase the chances that they’ll take no action at all.
Digital ads reflect your brand, so every element must carry the same professional touch that you provide in every aspect of your business. For example, ads should always include your brand’s fonts and colors, and the style and tone of your copy should be aligned with your brand voice.
A professional designer who is well-versed in marketing, consumer behavior, and your preferred digital ad platform will ensure that your ad resonates with your target audience. This includes developing an aesthetically pleasing design that appeals to the hearts, minds, and eyes of your audience.
When is a digital ad most effective? When users take immediate action. Thus, your ad needs to explain precisely what you want the reader to do. This is known as a call-to-action (CTA) and is a cornerstone of digital marketing.
The best digital ads have a strong CTA that guides your prospects to the next phase of their engagement with you. A common CTA is an offer of downloadable content in exchange for the viewer’s contact info. Make sure your CTA is clear and concise, and, whenever possible, personalize it for your specific target audience.
Are you considering digital advertising to attract new leads and AUM? Do you seek to enhance the effectiveness of your digital advertising program? To learn more, download our free eBook: “Asset Manager’s Guide to Growing Assets with Digital Advertising”.