By Chantal India, on 9 September 2021
Native advertising is a very effective way to draw attention to your brand. But as with any marketing technique, it is essential to follow the best practices that help you achieve the desired result. Let's take a look at what they are!
5 Best Practices for Your Native Advertising Campaign
1. Understand Your Audience
You may already know that one of the great keys to marketing is personalization. Content that leaves one person completely indifferent can generate a very strong reaction from another. If you want your native advertising to be effective, it has to respond to the interests of your audience.
Before creating your content, stop and think about who you want to reach and what those people are looking for. To clarify your ideas, it is a good idea to create buyer personas and fill out all the information you have on what your target audience is like, what they want, what their problems are, what their interests are, etc.
2. Segment, Segment, Segment
Once you are clear about who you are targeting, the next step is to make your native advertising content connect with that audience. To do this, you'll need to work on segmentation.
Today, the options for targeting your digital advertising go far beyond age, gender, and location. In particular, you will want to target people whose interests and behaviors are aligned with your brand.
In the case of native advertising, advertising content appears in the context of a medium, so this also has to be aligned with the audience we are targeting.
3. Think About User Intent
Another crucial factor in generating a good experience with native advertising is to take into account user intent.
Native advertising always appears in context, and that context gives you clues about what users are looking for and the results they expect to find. Your native content should match these results and respond to the user's search.
4. Create Quality Content
In digital marketing there are no shortcuts. The market saturated with content, so quality is essential. You have to offer content that is really relevant and provides value. You also need to get creative and make sure your native advertising content is attractive and fits well in the medium where it is shown.
If inspiration fails you, think about the types of media that your target audience consumes. Analyze the content published on these platforms, especially the most popular pieces, whether they are videos, articles, listicles, etc. What do they have in common and how can you incorporate something similar in your native advertising?
In digital marketing, there are many options to measure the results of what you are doing almost in real time, so there is no excuse for not testing and optimizing your content based on results. If you want to improve your native advertising campaigns, create different versions of each piece of content and analyze the metrics to see which ones work better. You're sure to get some surprises!