The following article is part of a new series presented by Jewish Content Network which will discuss business ideas, marketing advice, and feature new business technologies, in an effort to help small business and organizations thrive and succeed. 

The Jewish Content Network the online advertising marketplace, has announced a new service: a personalized marketing audit. Every advertiser on the platform automatically qualifies to have  a marketing consultant from the Jewish Content Network review their account and recommend changes to improve their campaign results.

Below is a list of some of the topics that are covered in a marketing audit. Even if you are not yet an advertiser, these points can be helpful in optimizing any marketing campaign you have running or plan on launching in the future.

Graphics

We spoke with one client this week who was advertising via Instagram ads. His ad had a small font that didn’t really say anything about his business.

Using Canva, we quickly created a new ad for him that included his logo, a statement that indicated what problem he solves for people, and a call for people to take action.

Different ads require different types of graphics. A banner ad traditionally has text overlayed on it. Instagram posts often do too. Native ads though, which are designed to look like articles, usually just have a simple thumbnail image. We find clients often confuse pairing the proper type of image with the right type of ad format that best suits it.

Messaging

This goes hand in hand with graphics, like in our last case study. It’s vitally important that your ad let people know what you do, and why they should use you.

Copywriting 101 teaches that you should first stir up the problem in people’s minds – what problems do they have? Just how much of a negative impact do those problems have on their lives? Are there problems they don’t even realize they have?

The next step is to explain how you solve this problem – what are your main services? What sets you apart from others who provide similar services?

Finally, you want to make sure people know exactly how to reach you, and what their next step should be. It could be as simple as “call us today!” and providing a phone number, but the difference in results before and after a call to action can be staggering.

Once you’ve got that taken care of, you can start getting creative with your messaging, making it more intriguing to potential clients. But the first step is being clear. So many ads we encounter don’t clearly explain what the business is even offering, and that’s the crucial first step.

Landing pages

Where are you sending people to when they click on your ad? Please don’t say a PDF.

Although technically outside the scope of our business, because we are in the business of publishing ads, we take a personal interest in the final destination of where clients are “landing”. It can easily make or break a campaign and we want our clients to be successful.

• Some key components of a good landing page:
  Simplicity. The best landing page is not the homepage of your site. It’s a dedicated page created with this specific advertiser and this specific campaign in mind.
• Clarity. Just like with your ad, it’s important that your page be as direct and to the point as possible. No need for extra fluff either. Just invoke the problem, explain your solution, and call people to action.
• Lead capture. This one is huge. You must make it as easy as possible for people to reach you, via as many channels as you can realistically handle. Add a phone number, and make sure it’s a link so people can just click to call. Add an email. Add a contact form for people who prefer it. Consider adding a chat widget, or even a chat bot – we recommend Crisp and Landbot, respectively. The point is, don’t let your perspective client ever have an excuse not to contact you once they’ve decided to.

We welcome you to become a Jewish Content Network client and get a marketing audit from one of our professional marketers. But regardless, this checklist can be a great way to audit your own marketing campaign – how many points form the post above can you apply to your business? We’d love to hear any feedback and insights from you.

Chaim Chernoff is the Chief Marketing Officer at the Jewish Content Network. Always on the lookout for latest digital marketing trends, Chaim aims to help businesses expand their presence and grow their business in the digital world.  Got any marketing questions? Send an email to: [email protected]