Having worked with over 20 brands across several industries, Ashit Malik is a highly experienced all-round marketer. He is also the founder of SocioShoot — a performance marketing agency based in Delhi. In this AMA we discuss his insights on campaign best practices, channel priorities, and more!
Creating content for your ads is a detailed and organised process involving the following steps:
Selecting a Product: When it comes to choosing a product that a brand would want to advertise among their selection, there are several factors to consider. These includes trends, sale activity, profitability, customer review, hypothesis testing, shelf life, and more.
Understanding the Product’s Quality: After choosing a product, identify its attributes or qualities — including its features and properties — to derive a thorough understanding its value and use-case.
Benefits: In order to derive the product’s value proposition, you need to associate a benefit to the product’s quality. Keep in mind that each quality may have several benefits.
Defining the Value Proposition: The end goal of content creation behind these ads is to form the basis of their value proposition. These value propositions are the value that is directly attributable to the end-user.
Drafting your content and creatives with the value proposition: Once you conceive the value proposition the product quality. Build the ad around it using creative text and appealing content, illustrations and images, consequently forming your ad. Which in turn helps you paint a better picture of your target audience.
In a situation where the cost of your campaign is relatively higher than your conversion rate or CTR (click-through rate), sometimes the reason for this has nothing to do with the product or the targeting but has to do with the creative aspect of the ad. When a campaign is performing poorly, more often than not the predominant reason for that is with the creativity behind the campaign. Facebook prefers ads that appeal to broader audiences than they do targeted advertising. And if you want to appease a broader audience, the messaging and creativity of your content takes the cake.
Allocating your budget to your channels is a difficult task, but a straightforward one nonetheless. Your goal here is to try and proportionally assign your budget based on the level of output each channel produces. To give you an idea, consider this example. If your goal was lead generation, and you had a number of leads you wanted to achieve using two channels — Google and Facebook. The first thing you would do is assess the quality of leads you would get from each channel, you can do this by sampling both the channels. Assign small but equal budgets to both channels and monitor them for a period of 7 days, and use this to assess the quality of the leads by checking its cost per lead to decide on the proportion of the channels.
On average, fashion brands generate an ROI of 600% to 700%. With the exception of one client generating an ROI of 19x, due to their niche market share. FMCG (fast-moving consumer goods) ranges between 200% to 400% on the cost per acquisition, owing to the fact that they work on a reorder model. Fashion brands don’t prioritise their CLTV (customer lifetime value) as much as FMCG does, evidently due to their recurring purchases from their clientele.
Inbound marketing pairs well with your content marketing. Pushing out content is a great contributor to generating inbound leads. Some good practices include:
· LinkedIn and Instagram posts
· Conducting workshops
· Free training sessions
The first thing you should do is understand what the audience and audience demography of the channel caters to. You wouldn’t want to post your professional campaigns on sites with a casual audience.
Understand the site’s Pixels — this is a code that collects information on visitors used to retarget them with more relevant ads.
Prioritise which channels you choose based on the availability of Pixels over the channels that don’t, as having Pixels helps with being able to remarket to other channels.
Ultimately, your flexibility on these channels depends on your marketing budget. At the end of the day, you’re probably going to only settle for a few of these channels due to its cost. A lot of these channels have minimum costs — for example, LinkedIn and Snapchat will cost you a minimum of ₹500, Facebook ₹75, and Google can cost you as low as ₹10.
It for the most part boils down to two things. The first of those things is to be good at Excel or rather to make it a habit to start recording every transaction and to record data on a daily basis, this will give you more clarity and will aid your decision making when you want to scale your marketing performance. The second is your content. As a performance marketer, understanding the intent and idea behind your content will make you value your marketing efforts better.
Facebook’s organic reach is at a remarkably low rate, even despite post frequency. However, something that does work well on Facebook is your groups and communities, and building a community around common interests or practices that promote your brand is something that Instagram cannot replicate. That being said, Instagram is more optimised for organic reach and better post engagements due to the availability of content like reels.
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