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It's no secret that providing an excellent user experience through social platforms guarantees that they'll likely consume our content and become a potential long-term customer.
So, the better your company's graphic design, the more likely it is that people will identify with and feel comfortable with your brand.
However, a comprehensible design—that is, one that simplifies the product's structure and manages to express a clear function—is much more successful than an aesthetic one. This is because it is more visually striking, which doubles its effectiveness.
There are several ways to capture a user's attention, including clarity in the delivery or presentation of a message; not all internet users understand information in the same way.
The more attention you get, the greater the concrete results—as is the case for entrepreneurs who want to convert visitors into sales.
We're often drawn to striking images, bold designs, and creative effects. However, before implementing these elements in an advertising campaign, we must analyze the readability of the content and the message we want to convey.
In short, you need to thoroughly investigate the information you'll be providing. The message is just as important as how it's presented.
Do you have clear communication, but don't know how appropriate it is for your target audience?
There are simple methods to verify whether a message is appropriate or needs to be modified. One is to show the design to a third party and ask for their feedback. We can start with trusted people, such as family, friends, or coworkers.
However, the ideal is to identify the audience to whom we want to direct the ad or website and run a test with them.
For example, if our objective is to promote a pet funeral insurance plan, it is advisable that the person evaluating the advertising have one at home.
An additional test could be to show the ad to children and older adults, as they are part of different generations, meaning the information can be interpreted differently. Even if we assume the message is clear, there will always be those who understand it completely differently.
This strategy is the best way to analyze how our brand is perceived by users on different online platforms. It also evaluates whether the campaign, element, or platform achieves the desired goal.
To achieve this, various user experience techniques are used, such as A/B testing, which involves testing two versions of the same design. That is, the design is shown to different people and the impact is analyzed based on the stated objective.
In the process there are three useful tools, if we talk about design, we have Maze, this platform allows us to load the prototypes generated with other software, such as Figma, and send them to various people to perform specific tasks. This helps us evaluate and verify how well it works for users.
Now, as for websites, we have Google Optimize; which allows you to test results with different traffic. So, if you're unsure which word, phrase, or image to use, this tool will make the selection process easier.
Finally, social media campaigns also offer the opportunity to test advertising results. As we've mentioned, the most attractive design isn't necessarily the best. Experimenting with the goal of optimizing results is part of continuous improvement and efficiency in marketing efforts.
If you are interested in this process for your company, please write to us at: sales@firstname.com we will be happy to help you.
Nowadays, advertising is necessary for any company, although before it is applied as a strategy, some questions arise regarding this topic, and one of them is: is advertising an expense or an investment?
Well, many entrepreneurs have realized that allocating a monthly budget for promotion is necessary, however, this is where the question arises: how to determine its results? And this is when the objective of said marketing plan must be created.
First, let's think about the purpose of the money to invest, that is, will we focus on getting a greater reach, increasing the number of followers, increasing sales, getting new clients, generating awareness, among others. But, regardless of what you aim for, keep in mind that, without a clear objective, we will lose money.
Some people think that being part of the digital world is an expense because it is difficult for them to establish whether their efforts are yielding results or to what extent they are being effective for their business.
But they ignore the great advantages that there are, such as more people knowing about the products or services you sell and this will attract new customers, and at the same time, it is possible to learn specific aspects that are useful for the growth of their company.
So before you start paying for advertising, be clear about your goals. Most people immediately think of increasing sales, but there are other goals, such as brand recognition or customer loyalty, or even improving your reputation. These are aspects that can, therefore, increase your income more efficiently.
Remember that goals will allow you to establish concrete and coherent actions to achieve them.
If we know that we want to increase sales, the first questions to be answered are: how and where will they be closed? Let's start with the communication channel to be used, that is, choosing whether it will be printed material; traditional media (radio, television, press); the Internet, or a combination.
As we see today, society is immersed in cyberspace, which can be divided between the well-known social networks, search engines, websites, emails, video channels, among others. Here it is time to stop and think: which of all these channels would give the best results, according to my business?
However, it is necessary to carry out tests, not based on assumptions, but on data to corroborate them, but if there is no budget to experiment, we can carry out analyses and trend studies.
And then, optimizing advertising campaigns according to the figures in the reports, and if in the case that the strategy does not give the expected results, it does not mean that advertising is useless, but rather that it is necessary to try new ways to achieve the stated goals, and the data can be of great help.
In technical terms, it is about putting forward a hypothesis, designing the information collection process and verifying whether it complies with the initial hypothesis. As an example, we can say that if we want to increase sales by 10% with an investment of X value, through social media campaigns, it is necessary to be clear about how we will measure this increase associated with advertising.
Subsequently, if the result is 10% or more, it means that it was successful, but if sales increased below that value, it is necessary to reevaluate the strategy and this is where feedback plays a fundamental role.
There are several reasons, one of them could be that the budget invested was too low, another that the advertising did not reach the right client, three that social networks were not the right channel, but search engines, and so on, there may be others that go even from the message or the projected brand.
The important thing is to learn from each new advertising campaign or, more generally, from spending, until we understand what works and gives us long-term results.
When there is clarity about what is needed to achieve the objectives, we talk about investment and when it is measurable. That is why it is feasible to say that an increase in advertising spending brings an increase in the company's results and this is known as the return on investment or ROI, which means: How many pesos do I earn for each peso invested in advertising?