Here are 6 things to keep in mind when creating ads or campaign.

Be Authentic

First and foremost, your content and outreach must remain true to your brand. This means understanding your business and your voice, but also understanding your customers and how they want to communicate.

What they want is authenticity.

Authenticity is about transparency as much as it is about building trust. Communication that resonates with your audience will boost loyalty and drive sales.

Be Relevant

Content should be creative and innovative, but it should also relate to your customer’s interests and needs.

Your different audience segments respond to and tap into the opportunity it presents. Relate to your consumers on an emotional level by tapping into how they feel or by making them feel something – joy, love, empathy or appreciation.

Be Consistent

Aligning your messaging across all platforms reinforces your brand, your voice and your message. It makes it easier for audiences to remember you and keep your products.

Use language, tone, messaging and content that appropriately represents your brand, so audiences across all platforms are targeted and driven to purchase.

Be Memorable

It’s not enough to just sell. Your customers increasingly expect a story they will remember — content that is valuable and engaging…not a sales pitch. For different audiences, what creates value will vary.

It is critical to test what works and what doesn’t. Locking down the most effective approach, strategy, language and platform will depend on when, where and how you want to reach your customers. Don’t be afraid to try new creative formats (like a slideshow or video ad on social) or tell a deeper story.

Be Discoverable

The discovery phase for a shopper is significant and can be the difference between you or your competitor getting the sale. Be present and searchable to make your brand and your product a viable candidate during key points of consideration.

However, keep in mind that customers are not always ready to buy, or ready to compare products during the idea-gathering phase. Know your customers’ mindset and take it into consideration when showing ads. Push too soon and you may turn a customer off.

Be Simple

Keep your primary message straightforward and simple; reaching your audience is as much about being direct as it is about being creative. Use strong and clear language with calls-to-action that encourage buyers to act quickly, driving them from engagement to purchase.