At Overdrive, when it comes to creativity, we believe in one philosophy—your creativity should be driving conversions. Creative should not only look good but also maximize your target’s need to engage.
See Overdrive CEO Harry J. Gold explain Overdrive’s approach to conversion-oriented creative. Even the best media plans can’t succeed if your creativity doesn’t encourage desired behavior.
Video Transcript
“You must have your head around creative. You must ask yourself, what do you want people to do right now? And nine times out of ten, what we’re selling is a conversation. Now, of course, if you’re a SaaS company, you have free trials, demos, and things like that. But by and large, eventually, for most large enterprise sales, you’re going to have to talk to someone. And that’s what salespeople want. They want digital marketing people and teams to sell conversations. They want people who have said, hey, I’m ready to talk.
You have to do two things with your creativity. One is to go with the groove. You have to really understand what people need and what they already know because you don’t have that much time to tell a big story on a landing page. Second, you have to encourage action. You have to give something of value, and you have to encourage them to fill out the form, request a demo, or do whatever it is you want them to do.
In this mobile-first environment, take that singular thing you want people to do, look at your creative, and say, “What do I want people to do right now?” If it’s clicking on some sort of button or link, that’s what you’re selling on the page or in the ad. If it’s filling out a form, you have to tell them, “Hey, here is the value of filling out the form.”
In this case, you’ll get plans and pricing for GE, and that’s what you’re looking for. This landing page increased conversion rates by 500% over white papers. Why? Because people wanted plans and pricing for EMR systems. They didn’t want to consume a ton of content. They wanted to know who the provider was and how much it cost. So, in this case, we tested Get Per and Pricing, which did very well. The other thing it did was create quality leads. Why? Because people were giving us accurate information to get the quote. Because they were expecting to hear back from us.”
Watch the entire recorded Crafting the Demand Gen Customer Journey webinar and get the slides to learn how to craft and optimize a whole end-to-end customer journey.
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