At B&Y, there’s a tried and true process we go through with each client to ensure we’re getting to the root of who they are and who they want to be to their target audience. (We’ve covered the steps here: brand discovery, brand research, audience discovery and establishing your brand’s voice.) But the big question remains: when you effectively do all of that, what kind of results can you expect to see on the advertising side?
Take our client SPAX, for example. As we were building the digital presence for the SPAX® brand, we followed that very process. We learned who their consumers were, what they wanted to hear about the products and how to say it in a way that resonated with them. The end result was a monthly Facebook campaign that far exceeded Facebook’s average results.
SPAX Monthly Facebook Campaign Performance VS. Facebook Ad Averages:
Performed 506.67% better than average
SPAX: $0.05 ($0.09 per link-click)
Performed 1811.11% better than average
Getting results like these isn’t impossible — but it does require you to put in some work to establish your brand, and create a persona and messaging that resonates with you AND your audience. If you don’t understand who you are and what your audience values, how are you ever going to connect with them on a level that will translate to successful advertising efforts?