Creating a digital campaign that actually works isn't just about throwing ads on social media or having a nice website. It's about making real connections with people. Randy Schrum, a digital marketing expert and entrepreneur, shares what really makes a campaign work and bring results.
1. Keep the Message Clear
People don't have time to figure out what your ad is about. They will simply scroll past the message if it is not clear. Randy says your message should be short, simple, and to the point. It should explain exactly what you're providing and why it's important.
Tips to keep it clear:
- Use simple words
- Say what problem you solve
- Show the main benefit right away
- Avoid long or fancy sentences
2. Know Who You're Talking To
Not every ad is for everyone. A good campaign speaks directly to the right people. Randy suggests learning more about your audience what they like, what they need, and what problems they face. When you understand them, you can create content that feels personal and helpful.
3. Make It Easy to Take Action
Once someone clicks on your ad, they should know exactly what to do next. Whether it's signing up, making a purchase, or watching a video, the next step should be simple. Randy says everything—from the ad to the landing page should guide people easily.
4. Use Strong Images and Videos
People notice visuals before they read the text. A good image or short video can grab attention and make someone stop scrolling. Randy points out that your visuals should match your message and help explain what you offer.
Good visuals often include:
- Bright or eye-catching colors
- Clear and friendly images
- Short videos with captions
- Real people or real-life situations
5. Be Honest and Build Trust
Today, people are tired of fake or pushy ads. Randy says the best way to engage your audience is to be genuine. Share honest stories, show real results, and talk like a real person. When people trust you, they're more likely to do business with you.
6. Keep Testing and Improving
Even a great campaign can get better. Randy recommends trying different versions of your ad to see what works best different headlines, pictures, or even buttons. Keep an eye on how people react and make adjustments as necessary.
Final Thoughts
Randy Schrum believes that successful digital campaigns come down to three key things: connecting with people, delivering a clear message, and always improving. When you communicate directly with your audience, use strong visuals, and build trust, your campaign is far more likely to lead to real results not just views, but genuine actions.
