Marketing with creativity a lot more successful
We all know that creativity is important. Incredibly important even and essential within B2B marketing; you can’t escape it.
Yet many campaigns have other priorities than creativity. And that’s a shame!
When you start creating a new campaign, you need to include the creative aspect from the start.
But… unfortunately, many organizations do not have the right data or the right knowledge to do this.
Or they lack good examples of creative campaigns or previous campaigns that have run well using creativity.
That’s why in this blog we tell you why you should never forget creativity in campaigns and what is important for a good, creative campaign.
A campaign that appeals to your target group.
Does creativity contribute to the growth of your company?
The answer is simple: YES!
Powerful ads leave more impact. They ensure that the advertisement and the message behind it are remembered by the consumer.
And the more it is remembered, the faster the link is made between the advertiser and the consumer.
Of course, you might say, but this is not nearly as obvious.
Good ads stick in the mind of your target audience.
Almost half of the success of your campaign and of good advertisements is determined by the creative aspect.
Once you have a strong creative strategy, create campaigns that win. Campaigns that appeal to the target group.
The interaction of these types of campaigns is higher and they get more clicks and conversions.
With the right campaign material, you have up to almost twice as much price power, and there is five times more shared market growth.
And in addition, a strong, creative campaign is also 16 times more profitable.
These are some of the results of a study by LinkedIn’s B2B Institute and System1.
Few creative ads according to research
LinkedIn’s B2B Institute and System1 examined what percentage of their analyzed ads scored between one and five stars.
From previous assessments (through the ESOV strategy) by System1 from more than 40,000 advertisements, the organization has been able to draw up the scale below.
The ‘star rating’ and market growth go hand in hand, assuming 10% ESOV in each category.
“Brands that set their share of voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those that set SOV below SOM tend to shrink. The rate at which a brand grows or shrinks tends to be proportional to its “extra” share of voice (ESOV), defined as the difference between SOV and SOM.”
– LinkedIn Ads Blog, January 2020
The score scale is organized as follows:
^ Image 1:LinkedIn’s B2B Institute and System1 report, page 10:
Of the 1,700 ads analyzed by LinkedIn’s B2B and System1, only 0.1% (!) achieved five stars on the one-to-five-star scale.
- 76.7% of all ads scored 1 star
- 18.8% of all ads scored 2 stars
- 6.0% of all ads scored 3 stars
- 0.4% of all ads scored 4 stars
- 0.1% of all ads scored 5 stars
^ Image 2:LinkedIn’s B2B Institute and System1 report, page 11:
Which aspects are important for the profitable and creative success of advertisements?
Before you can start with the creative part of your campaign, there are a few basic parts that need to be looked at:
- research ad recognition and ad recall;
- calculate the sympathy for ads and the clarity.
Once this is clear, you can move on to the creative part.
In general, the successes can be divided into these five categories: the storyline, characters, music material, emotion, and smooth advertising:
- Story: those who can tell the story well can achieve their goal;
- Characters: we all want to be able to encourage someone (or something);
- Musical material: music appeals to the heart and to the imagination;
- Emotion: like music, emotion speaks to the heart;
- Smooth advertising: brand recognition reinforces the message (by using recurring logos and/or characters).
Nikon:
Nikon has a recurring song that is used in a lot of video ads. ‘Welcome, Home‘ (2007) is a song by Radical Face and has been used since 2010 for the Nikon ads, which were broadcast in several European countries:
Albert Heijn:
When it comes to smooth advertising, the Dutch supermarket chain is a standout. For a period of 10 years, there was always the same premise: a character.
Namely Harry Piekema’s Henk van Dalen!
Actor Harry Piekema as Albert Heijn’s Henk van Dalen character (2004-2014)
Respond to the emotion
The emotional value associated with advertising plays a major role in your marketing success.
Marketing expert Les Binet says: “Use the power of emotion. Automatically thinking of your brand when buying is only half the battle. Advertising should also reinforce brand preference. The other approach is to create associations between the brand, the buying opportunity, and a relevant feeling and feeling that encompasses buyers to choose the brand.”
Responding to emotions also creates affection.
When we find a brand attractive, positive thoughts arise about its benefits.
For example, it is likely that customers will also rate your products and services more positively.
Creative work and data-driven marketing go hand in hand. Together they ensure success and more customers.
As already mentioned, creativity is important, but creative material is essential.
People are story thinkers, not logic thinkers.
So, there you go.
Invest in the creative!
Read More: 3 steps that will help you grow your brand
Create perfect lead magnets that customers can’t ignore
You scroll for hours and hours on social media along different pages. Ask yourself: “What really catches my attention?”. When do you stop scrolling and take the time to read something?
While scrolling, you are distracting your brain, overstimulating it, and taking your focus away. As an organization, you want your content to stand out. You want to stimulate the customer and ensure that you come to the attention.
In this blog, we tell you how to create lead magnets that do not pass your customer by.
A good example: how do you tell a detailed story to a good friend during a big and busy concert? Pretty tricky huh? It can also be difficult to make your ads stand out on platforms such as Facebook and Instagram.
Productive Mindset for lead generation
Advertisements on social media are often aimed at getting people off the platform. So basically you use a platform to advertise and then you want the customer to go off that platform and visit your website. Quite a difficult task.
If you want to succeed in that, you have to ensure a productive mindset among users. A productive mindset consists of:
- Focus
- Attention
- Interest
Focus, attention, and interest can be retained by sending the perfect message at the right time and in the right place. What helps you with that are lead magnets.
The secret ingredients for epic lead magnets
When you start using lead magnets, you have to focus on a target group that is problem-aware. After all, they are looking for a solution. The image below shows you where they are located.
A lead magnet ensures that you make this group solution-aware. With your lead magnet, you offer a solution to their problem.
Ingredient #1: the target group that benefits from the lead magnet
Ask yourself: is the target group defined without being too niche?
Below you can see examples of lead magnets that have worked and have not worked. The bottom lead magnets did not achieve the right result because the focus was too much on a niche target group.
| Lead magnet | | Target audience |
| 9 Health Benefits of Beans | Healthy foodies ✅ |
| A legal checklist for starting a business in Rotterdam | Entrepreneurs in Rotterdam ✅ |
| 5 must-haves for reaching retirement age | Parents reaching ❌ retirement age |
| 7 Tax Saving Strategies for Pharmacy Owners | Pharmacy owners ❌ |
Don’t make the target audience too specific. It becomes all the more difficult to get hold of them.
Ingredient #2: The applicability of the content
Ask yourself: Can the reader use this now or is there more work to be done?
We’ve been talking about attention retention. You can only hold a user’s attention for a short time. After all, they want to scroll further quickly to see holiday photos or cool videos.
In this short time frame, you have to make sure that the reader does not have to do too much work to take action. Otherwise, you’ll lose them. Below you can see two examples of lead magnets that have or have not worked. Are you watching?
| Lead magnet | | Kind |
| Spaghetti with scallops | Recipe ✅ |
| 5 easy exercises to learn the English language | Exercises ✅ |
| 7 financial strategies for brokers | Strategies ❌ |
| How to: buying investment properties | Buyers guide ❌ |
Recipes always do well. You read the lead magnet in the afternoon and can get started the same evening. Users can put themselves to work right away.
The same goes for 5 easy exercises to learn English. This lead magnet is successful because an important ‘keyword’ is used. The word ‘easy’ tells the reader that there is not much work behind this lead magnet. Other words you can use are for example: simple, simple, or small.
For example, a word that you should avoid in a lead magnet strategy. That word makes the reader think that there is still a lot of work to be done. At that point, readers drop out.
Ingredient #3: The relevance of the lead magnet
Ask yourself: is the content on time or is it poorly timed?
The title of your lead magnet is important. With this, you finally trigger the reader. A successful lead magnet often contains a year or time in the title. It makes the reader aware that it is or may be relevant at the moment.
Take a look at the examples below:
| Lead magnet | | Timing |
| Why you should buy real estate in East Groningen right now | Good content: right time ✅ |
| Why You Should Consider Building a Modular Home in 2022 | Good content: right time ✅ |
| How to buy a house as a starter | Good content: wrong time ❌ |
| How to sell your dental practice | Good content: niche time ❌ |
Two lead magnets have had no success. Why is that? The timing of both lead magnets was wrong. For many people, it is currently hardly possible to buy a house because of the scarcity of the housing market. Starters continue to rent and cannot yet buy a house. A good example of timing is key.
Ingredient #4: The emotion the lead magnet evokes
Ask yourself: Could this topic work in small talk or is it too focused on productivity and work?
When the latter is the case, you won’t get many downloads. Topics that appeal to the reader are often topics that you also discuss in the bar, for example. It should be a topic that people like to talk about.
| Lead magnet | | Emotion |
| How we can positively influence our daily lives with compassion | Compassionate and caring ✅ |
| 10 lessons to find happiness in life | Happy and fulfilled ✅ |
| Is it cheaper to buy or rent a water heater? | Productive and informative ❌ |
| Three essential checklists for a safe working environment | Practical and work-related ❌ |
When you scroll through your social media feed, you don’t think of a water heater. That is exactly the reason that this lead magnet was not a success. It’s a topic that doesn’t appeal to readers easily.
To respond to the emotions of readers, you can use a number of smart words. Words like positivity, impact, and happiness release dopamine in our brains. We make a connection between these words and our feelings. A successful lead magnet responds to these emotions.
Convert readers to buyers
A successful lead magnet contains the above 4 ingredients. The last step is that users actually read the lead magnet. The infographic below gives you insight into how you can ensure that a lead magnet is read.
It doesn’t stop at sending one e-mail. Many emails end up somewhere between the dozens of emails you receive in a day. Therefore, send users a reminder to open the lead magnet.
Follow the further step-by-step plan to actually turn readers into buyers. Step by step you create the perfect lead magnet and if you need help from any marketing agency then we are always ready with our market-tested lead generation strategies.
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Good luck!
