Whenever I'm out in the world talking to people about marketing, there are usually some themes that I keep returning back to. Those are the topics where I can see Founders really leaning in. Recently these conversations have been around the subject of how to craft an effective advertising program for your business.
There is a right way and a wrong way to run ads. But let's first start with the biggest mistake I see founders making when running them; it is trying to sell to everyone and anyone without considering the buying stage of that individual prospect.
When we talk about ads that are asking for someone to take a big action like purchasing with you or booking the call, they are considered "bottom of the funnel" ads. Conversion rates on these types of ads are not favorable when run to cold audiences. A cold audience means a group of people that have no prior knowledge of you or your business. Therefore, it is our job to intentionally craft a strategy to help warm them up.
In this episode, I'm going to break down the exact formula you should be implementing in your ads program to get real results.
You have to remember, ads are not just about final sales. Good, warm leads are the golden ticket to increasing revenue. This may be a bit of a flip of the switch. We need to be thinking about advertising as part of the bigger strategy rather than that "money out \ money in" equation. A better way to think about it is: money out/warm leads in.
The focus then shifts to selling through the email list while those same leads are working their way through your ad funnel. This will produce nurtured, ready buyers that are prepared to fall in love with your brand and purchase with you.
So let's break it down.
What is the exact format of a profitable marketing program?
We need to start thinking about the buyer's journey. We need to get people ready for the sale. This process has three stages: a bottom, a middle, and a top. In all three of these stages, we need to think about constructing a very specific content strategy that's going to appeal to potential clients at each stage of this buying game.
Ready to learn more?
Take a listen. 👇🏻
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Victoria is a Marketing Mentor to early-stage founders. She has built compelling brands around the globe and has worked as a marketing director across several verticals. She is passionate about helping women think BIGGER about their businesses and giving them the tools to grow. She'd love to connect on LinkedIn or email her at firstname.lastname@example.org.