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It’s April, and that means it’s Brand Optimization Month! There’s always room for improvement and opportunities to grow your brand, even for the seasoned programmatic veteran. Whether your company is new to the Genius Monkey platform or looking to expand its services, here are some key principles that will help you make April a great month for brand growth!
Make Split-Testing a Part of Your DNA
Many advertisers look at split-testing as finding THE singular method for advertising to an audience, but that’s just not realistic; tastes and expectations are always changing, and individual members of any audience will react differently to different messaging.
Rather than occasionally putting together a test when numbers start to slip, get into the habit of constantly split testing! By continually optimizing, advertisers can maximize the impact and effectiveness of each individual ad. When each ad hits harder, each campaign reaches further and efficiency increases.
Many platforms will have split-testing (or brand lift tests, A/B tests, etc.) built into the system, especially for display ads. Genius Monkey encourages this kind of testing because it encourages advertisers to act on data, and the data will never lead you astray. The Genius Monkey platform makes the tools and reports available for users to split-test any of the programmatic channels, as well as an expert team to help you understand the results.
During Brand Optimization Month, users of the Genius Monkey platform can qualify for campaign credits when they begin a new split-test campaign, up to $4,000 free advertising dollars for your brand! For more information, get in touch with your Genius Monkey representative and get optimizing!
Humanizing Your Brand
Customer loyalty isn’t just about discounts or rewards points, but in feeling seen, understood, and valued. Brand loyalty is a powerful tool that must be earned, and doing so benefits both consumers and companies in the long run. Here are some ways advertisers can earn the trust of their audiences:
Give Your Brand a Story
People connect with stories, so your brand should provide one. Perhaps your company has a unique origin story that can be made part of your identity; maybe you could share a tale of overcoming adversity that led to the values or ideals that your business champions.
If there isn’t a suitable story like that in your company’s history, then you can tell the story of the exact consumer your offering serves best. Use this hypothetical to show how your products or services make life better, and the experience consumers can expect when they do business with you.
Give Your Brand a Voice
Brand voice is made of a few different components, including company tone in professional and casual environments, brand values, and customer service when things go wrong. Social media is a great place where advertisers can demonstrate all three:
- Posts can have a more lighthearted tone that shows a more relaxed or nuanced side to your brand
- Responding to comments and good-faith complaints can do a lot to alleviate customer concerns
- Social content can highlight the values of your brand, letting your consumers know what is important to the company outside of turning a profit.
These values don’t need to be political: shine a spotlight on the company’s mission; emphasize your legendary customer service; highlight community interactions and/or service. One study suggested that 89% of Americans are far more likely to purchase from an entity with values that align with their own.
Identify the Holes in Your Funnel
No sales funnel is perfect, and it’s important to know where the weaker points are. With view-through and touch-point tracking, users of the Genius Monkey platform are able to see at what point customers are making their exit. The methods for closing up those gaps are numerous, but here are some general principles:
Top Funnel
If customers are leaving before they even start, then the brand isn’t making a strong enough impression. The message isn’t catching the eye, or perhaps isn’t showing up in front of the eyes of the ideal audience. To fix it, find ways to make the offer stand out more! Mix up the messaging and the way the offer is presented. Alternatively, try targeting look-alike audiences to see if they are more receptive.
Middle Funnel
When consumers are leaving toward the middle of the funnel, then the offer is interesting enough to catch attention, but not substantial enough to prompt further research. This is the time to hit them with short, digestible info to recapture their attention. Fun facts, impressive stats, short case studies, and client testimonials are excellent ways to highlight success and tease deeper information.
Bottom Funnel
Closing the deal is perhaps the hardest part of the sale. To arrive near the bottom of the funnel, a consumer has to be intrigued enough to search for more information, but perhaps are not convinced that the offer is the best choice for them.
This is where a brand voice and values can really make a difference; stand apart from the competition with case studies and bigger discounts. A retargeted email offering free shipping at just the right time can be the right motivation to get an undecided consumer off the fence.
Make This the Best Year Yet
When your marketing is driven by data, then you’ll always know you’re on the right track! Through continual tweaking and optimization, advertisers can rest easy knowing their ad spend dollars are being used to increase both the quality and quantity of consumer engagements. Increased conversions and decreasing costs aren’t just the goals of Genius Monkey; it’s our business model!
Are you ready to take the guesswork out of digital advertising? Get in touch with Genius Monkey today and see how you can evolve your marketing strategy to the next level!
