Once you’ve committed to a campaign and you have a good understanding of who your audience is, the next step is to produce content as an engagement vehicle to make your campaign worthwhile for your “people” to engage with your brand.  Forced advertising is increasingly becoming more expensive and less effective.  Competing distractions online is one of the main reasons for this.  That being said, advertising while never die, because there will always be a need for brands to make that initial connection.  The big question is, what will you do with that ever-important first attempt?  Will you go the traditional route and talk about your brand, or how your product or service can help them?  We believe there is another way.

We recommend that you focus on this one thing for 90% of your advertising – Providing value.  “Value” is a loaded term.  To answer this, put yourself in the shoes of your customer/audience and think, what’s in it for me?  Here are some helpful questions to keep in mind from a customers point of view:  Why should I click on this ad?  What will I receive in return?  Will this entertain me or bring me a sense of joy?  Will this give me isntant gratification?  Will this make my life better?  These are questions you need to ask yourself when you are putting together any campaign.

After you’ve grabbed the attention of your target audience, keep your objectives in mind and think about your subsequent actions with those customers.  We always believe that one of your initial goals for any awareness campaign is to invite your audience into a more intimate conversation.