Performance-Based Programs: Assets

Multiple Diverse Assets Make a Strong Campaign

What makes a good asset?

An “asset” is the driving force behind your CPL (and sometimes your CPC) campaign. Identifying and utilizing the correct types of assets can make or break a performance-based campaign. As a marketer, your goals are to drive leads and conversions, but what types of assets are most likely to perform well?

The digital marketing team at ABM has run hundreds of performance-based campaigns and has learned over time which types of assets will make or break a campaign. The best types of assets are those that are both engaging and educational. Remember, the goal of any asset is to inform the reader while establishing your company as a thought leader in the industry. Those who provide informative information on their product or services without overtly pitching their products are often those with the highest lead conversions.

Why do I need more than one asset?

The digital marketing team always advises a client to provide multiple assets (at least 3) for each campaign. There are a few reasons for this:
Firstly, no matter how great the campaign or asset is, there is no way to predict how well the audience will react. They might love it but their interest wanes over time, or they might react poorly to your best asset.
Secondly, having multiple assets will ensure that the audience is receiving fresh material and remains engaged.
Finally, in the long-term, multiple and varied assets give diversity and longevity to a campaign, which serves to establish you and your organization as a thought leader in your field.

What is the maximum number of assets I can run in a campaign?

We do not have a restriction on the number of assets that you may send us. Actually, the more you have the better! It is up to the digital marketing manager to discuss the assets with the client and decide which assets are best to utilize, when to use them, and how to use them to best achieve your goals.