Doubling Down on Building Your Brand – Deploying Contextual Creative

Let’s face it, the COVID-19 pandemic has been arguably very hard on small businesses. However, this is not the time to slow down on gaining new leads and revenue streams. Many businesses have found creative ways to survive and thrive during these tough times. If we’ve learned one thing, it’s that now is the perfect opportunity to focus on transformation and repositioning your strategy.

As we have learned, certain businesses have been slow and consumer buyer habits are in question due to the current state of the world. But don’t worry, this is the perfect opportunity to build a clear brand position for your company! A clear brand positioning allows customers the opportunity to get to know who you company is and what it’s all about. This way, when an individual is in need of someone in your line of work – you’re top of mind. This is especially important now more than ever because individuals are in the mindset of helping people and businesses during the pandemic.

Ready to begin doubling down on building your brand? A great way to begin is by utilizing contextual creative. What is contextual creative you may ask? This is when you are strictly promoting to those individuals who are most likely to be interested in your product or service and staying relevant to current times. By using contextual creative, your advertisements are being targeted to those who have searched for relevant keywords that are connected your post, live in a certain area, fit the demographic of your business, and more. This type of marketing can be used to boost empathy and relevance for your business. This isn’t the only benefit of contextual creative, when these posts are effectively targeted they are able to:

  • Offer a helpful user experience: Let’s face it, no one wants to be bombarded with ads that aren’t relevant to them. Contextual creative ensures that your ad is (hopefully, when targeted correctly) enjoyable to the audience you’re targeting it to.
  • Protect user privacy: Contextual creative does not rely on data storage solutions, which means the personal data of those you’re targeting is protected.
  • Generate higher engagement rates: By targeting those interested in your product or service and reaching a wider range of people than your organic following, you are sure to generate higher engagement rates on your posts.

For example, when COVID-19 hit, our company, Hey Now! Media, went back and adjusted all campaign messaging for each of our clients, graphics, and more to make sure they were relevant to the times. This included removing all imagery and creative based around live events, hand holding, hanging out in large groups, and more. This was to be sure that the messaging for our clients didn’t create any questions or concerns. Many may have gotten the impression that they aren’t complying with CDC guidelines or taking things seriously if the current campaign continued to be deployed.

As times keep changing, it’s important to adjust your messaging and not just apply blanket statements. If you are not able to modify your current campaign, you may need to start from square one. Remember to keep a close ear, keep listening, and react accordingly.

Want to learn more about how businesses are transforming online during COVID-19 to generate new leads and revenue streams online?

Download our newest webinar “Top 3 Ways for a Small Business to Pivot and Thrive Online” using the form below and keep up to date with the rest of the additions to our webinar series!

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