The initial period of launching and scaling an ad is frustrating. During my early days as a marketer, when ads took 4-8 weeks to show some results, I was impatient and used to re-strategise the campaign before it even got a chance to perform.

This thought process and disbelief are common. Even if we understand how ads work, we would question our strategy if an ad failed to perform. 

You’re not alone. 

Today, I want to delve deep into the world of ads, uncover the common pitfalls, and provide you with actionable insights and strategies to elevate your marketing game and drive better conversions.

Let’s start by debunking the myth that “ads don’t work.” The truth is, if your ads aren’t performing well, there are underlying issues that need attention. It could be related to your creative, messaging, targeting, or even the perceived value of your product.

In the D2C world, your ultimate goal is to create a sustainable and profitable product. This involves effectively marketing your offering, driving conversions, and consistently delivering on your promises. It all begins with finding your “product-market fit” and establishing a repeatable process.

Here are three key issues that may be hindering your success and some practical solutions to overcome them:

Lack Of Awareness

People can’t buy from you if they don’t know you exist. Boosting brand awareness should be your top priority. Consider leveraging various channels to get your message out there. Organic content, including social posts, articles, videos, and podcasts, can help you reach your target audience. 

Additionally, explore paid advertising options to maximise your reach and ensure your message reaches the right people. Collaborate with creators or influencers who have an established audience to promote your product or service. Don’t underestimate the power of word of mouth, and encourage your customers, friends, and family members to share their positive experiences. Lastly, consider hosting digital or in-person events to generate buzz and engage with your potential customers.

Compelling Messaging 

Your messaging is the key to capturing your audience’s attention and driving conversions. It’s essential to be able to explain your product or service in one to two sentences, keeping it concise and impactful. The clearer and more compelling your one-liner is, the more effective your longer-form content will be. 

Whether you’re creating an ad, designing a physical label, or developing a landing page, focus on quickly conveying the value and benefits your offering provides to the person on the other side of the screen. Craft a narrative that resonates with your target audience and helps them envision the positive transformation your product or service can bring to their lives.

Pricing Matters

While everything has its worth, there are market forces that influence the acceptable price range for products and services. Pricing too high can be a significant deterrent to potential customers. Take the time to research your competition and alternative offerings in the market. Understand the price points at which similar products or services are being sold. 

Consider split-testing different price points using landing pages and tracking how your target market reacts. You might be surprised to discover that a slightly lower price can significantly impact your conversion rates. A real-life example involved a skincare brand that initially priced its facial mask pack at INR 2,100. When the brand was struggling, they decided to test three different price points: INR 700, INR 999, and INR 1,500. They found that INR 999 had the highest conversion rate, reducing their cost per acquisition and setting them on track to achieve 70 lacs in sales within just sixteen weeks.

It’s better to uncover a lack of demand or unsustainable economics early on than to invest years in a fruitless endeavour. Each attempt brings valuable insights and lessons learned, propelling you closer to success.