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Ultimately, you want to start with good brand awareness campaigns and utilize Meta + Google ads as mid-to-bottom funnel channels. Why? Because average CPCs are climbing so before making the investment you need to validate your product offering in the marketplace first. You need to establish your brand, found your tone of voice and build a initial fans + early adopters from where to create hype from.
Aside from this, your brand needs to have figured out it’s core click-to-purchase strategy. This is the phase of a new business venture where you’d iron out your messaging, pricing strategy, perfect shipping thresholds, web experience and competitive advantage.
- Branding – define your brand, your ideal customer, what your ideal customer’s pain points are and what their key objectives are. This is what will lay the foundation for messaging that speaks to your target audience and encourage them to consider the product you have to offer as something invaluable in their lives. Think outside of the box and put yourself in the minds of your audience.
- Pick your introductory product – think of your customer and what their key barrier to purchase is. Is shipping a key impediment? Lower it for first time customers for a limited time. Does your audience just not trust your claims? Offer a guarantee or a money back promise. No sure how the product experience or fit would be their bodies? Send them to a product that all people of every size can purchase. If you don’t have a product, go to the popular sections of wish list websites, Pinterest or Amazon suggest to get an idea of what products are trending.
- Utilize high volume, low cost platforms – Think, what is the best way to reach the most amount of people at a somewhat reasonable cost? This is where you think about maximum impressions. Of course, not all impressions are valuable impressions, but your CPMs and CPCs will be low enough to reach a wide enough audience in where a percentage will be inevitably your target audience. A few ways to do this is through Display, Shopping, YouTube of Pinterest ads to generate cheap yet high qualified traffic to your website. These ad types allow for advertisers to take advantage of platform liquidity, or the opportunity to reach people for both high and low quality actions. If you can’t do paid, utilize TikTok or IG Reels to push COMPELLING content to an audience that cares. Notice I capitalized the word ‘compelling’
- Use Meta, Google PMAX, Google Search as MOF to BOF purchase captures. The algorithms on these each platform will learn through website traffic history and events. This the initial dataset from which Meta and Google’s algorithm will learn and replicate to find more conversions.
| Low-tier spend ($20d) | Mid-tier spend ($50-$100) | Top-tier spend ($200+) | |
|---|---|---|---|
| Metrics to watch | CPM, CPC | AtC%, PUR | PUR, CVR, CPA, ROAS |
| Signals | This tells you how much you are spending for the reach your ad is getting. | This tells you about purchase intent. It’s a good signal of purchases to come | Once you’ve achieved consistent sales, you want to look at how CaC plays into the cost you’re paying for a new customer coming through the platform. |
- Content you use for ads must hit all of these marks to be effective: a strong hook, informative, tackles an objection, have a core proposition about the product/brand and call to action.
- Easy to understand website experience where it takes less than three clicks to get from landing page to checkout.
- Ultimately, make paid results go farther through a strong influencer/ugc content strategy on organic channels. You can not forget about this no matter how much you feel paid marketing will get you in front of buyers faster. At the end of the day, trust in your brand can not be developed through ad spend alone – you need to engage with your base because this is the stepping stone to a strong retention strategy
- Last, but certainly not least, and this ties to step #2 – make sure you have a good product. I got into marketing because I truly believed my product would change the lives of the people I had created it for. We ultimately want to promote products that make another person’s life easier, help them feel more confident in themselves or overcome a struggle. Eventually these are the products that win. When products win, they are easier to sell.
I hope this post shows you that already have all the tools at your disposal to make your brand start on the right foot. Whether it is a hair product, snack product or a service of some kind – the market is not as saturated as you think it is. You just never had the right marketing advice to help you grow.
