Paid Social + Cohesive Branding

With millions of businesses leveraging paid social advertising to drive awareness, conversions, and create lifetime value, it may seem like an overwhelming task to stand out. So how is YOUR business able to be differentiated from the competition? By having badass branding creative that complements paid social advertising tactics.   

Why is this important? Branding is more than just the company name, logo, and fancy fonts. Branding is all about your company voice, your imagery, who your target audience is, and how you make your customers feel. 

By having a cohesive branding strategy across all touchpoints, (awareness, consideration, and conversion), not only are we able to connect with our customers, but we are able to create recognition and a loyal customer base.

Crafting Creative That Speaks to Consumers Based on Where They are in the Buying Journey

When it comes to creative, there is no “one size fits all” option. Imagine meeting someone you are interested in. You wouldn’t ask for their number or go in for a kiss right away, no! You’ll need to nurture that relationship. Same goes for different stages of the consumer journey leveraging nurturing creatives. Consumers need to be nurtured before they turn into customers. Let’s break down how a solid creative strategy impacts each stage!

• Top Funnel (Prospecting): This stage of the funnel is the first touch point. Here, consumers are unfamiliar with your brand, company, service, or product. At this stage we want to create awareness and buzz with a mixture of education, storytelling, and entertainment. A few things to consider when leveraging creative in an integrated campaign:
  • Focus on unique benefits (unique selling propositions) Informational — who you are, what solution you offer
  • Engaging — fun creative that doesn’t require the consumer to do much work.

• Middle Funnel (Retargeting): This stage of the funnel leverages conversion-focused creative. Driving first-time purchases for users who have engaged, and are now familiar with your company, brand, or product.
  • Incentivize — perceived value of freebie or free shipping
  • Showcase product for brand recognition
  • Comparisons to similar products in the industry
  • Testimonials and reviews — built trust and generate social proof
  • Ask for the sale with a strong call to action (CTA)
  • Risk Reversals
  • Money back guarantee
  • Free trials
  • Satisfaction guarantee

• Bottom Funnel (Retention): This stage of the funnel is post-purchase. Here we want to utilize creative that is focused on generating lifetime value of our brand to our customers and drive repeat purchases as we continue to grow our customer base.
  • New product launches
  • Replenishment creatives
  • Offering subscriptions
  • Exclusive offers or special discounts