If you’re reading this, you may be familiar with why native ads work as a marketing tactic. If not, check out 3 Reasons to Go Native for a quick overview. Regardless of how much you already know, you should look into adding native ads into your marketing mix. According to a study by IPG Media Lab and Sharethrough, consumers look at native ads 53 percent more often than traditional display ads. So how do you get consumers to look at your native ad? Here are some tips to create powerful and enticing native ads:
Identify the right media channels
Consider the channels where you’d like your ads to appear. Channels you may consider are social channels like Facebook and Snapchat or news sites, such as the Wall Street Journal. While some might sound like a good fit on the surface, they may not be suited for your target audience. For example, if you are in the skin care industry, it would not serve you well to advertise on a serious-toned news site such as the Economist. Aim to choose a platform that fits organically with your brand and the customers you serve.
Know your audience
Your campaigns can reach more consumers by creating sponsored content that relates to the platform it’s living on. Adjust your content for different audiences to make it successful. Let’s take the case of a skin care brand, you may tweak your content for a younger generation by delivering a new beauty trend. In comparison, an older demographic would be more interested in anti-aging products. Read the publication yourself, get familiar with the content so you understand what they’re all about, or even talk with the editor or publisher to learn more.
Create valuable content
Be helpful. Be entertaining. Be humble. Your native ad must add value to the reader. So whether you are interviewing an interesting person, giving a different perspective on a topic or giving advice, make it relevant and informative.
Test and test again
A/B testing can be a persuasive tool in enhancing and understanding placement for optimal performance. Test with one variable at a time, such as font size, image placement and ad size. Even a minor tweak can make a huge difference. Use the results to optimize ads so that they’re performing as well as possible.
Think outside the box
Don’t be afraid to step outside your comfort zone and be creative! Try a new platform, a creative solution or a new format. This is a chance to go beyond the norm and make a long-form piece of engaging content targeted at your specific audience.Maybe you already have some tips of your own and if you don’t, now you’re armed with 5 solid ones to get you creating compelling native ads that your audience will read.
Push notifications can be used in a number of ways to notify your customers about offers and deals, order status, reminders, announcements, and more. Depending on the industry, content of a successful push notification can vary dramatically. However, using the right words and tone can make a big difference with engagement and click-through rates. Improving the text of the notification is an easy first step. Keep these 6 tips in mind when writing your push notification copy.
Understanding your audience and personalizing the push notification message to appeal to them will be key in gaining your users’ trust. Create personalized content. It will bring value and help spike engagement with your users.
Push notifications are brief by design. So, when you have a limited character amount, the need to convey your message in a clear, succinct manner is key to getting your point across. The best performing message is 25 characters and under. The shorter your message, the easier it is for the user to scan the message, thus increasing the chances of a click.
Make the message beneficial to the user. Market research suggests that users are likely to get annoyed by purely promotional push notifications, yet far more likely to approve of notifications that they believe are helpful to them and provide them useful information.
Write messaging that prompts users to take action. For example, if you’re a retail brand, provide a clear benefit the user will receive from an offer. Studies show using the word “off” (for discounted promotions) resulted in a 5% boost in click-through rates.
Be creative, maybe even funny!
Grab the user’s attention by using some creativity. Use catchy calls to action or one-liners to make your push notifications funny. This will keep them engaged, interested and entertained. Surprise them with a good laugh and it’ll be a positive and memorable experience with your brand.
By nature, push notifications are disruptive to the user receiving them. It’s like being in-the-zone while working on your computer, and then a co-worker stops by to ask a question. It’s not a bad interruption, but nonetheless an interruption from what you were doing. Make your message warrant an interruption to make viewers feel rewarded rather than annoyed.I hope you now have some great tips to add to your copywriting arsenal for push notifications! Messaging will depend on your audience and what type of message you’re sending, but with these tips you’ll be able to cover six different types of copywriting.
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