Episode Details

Ep 198 Stopping the scroll and making the sale with ads, AI, email and more

Episode 198 Published 1 week ago

Description

It’s one of the most crowded times of the year, and your customers are more distracted than ever. So how do you get them to stop scrolling and actually buy?

In this live recording of Start, Scale, Succeed, I’m joined by two paid media experts. Aggie Moroney is founder of White bee Digital, a paid social agency that scales e-commerce brands through Meta, Pinterest and TikTok ads and runs a CPD-accredited course on Meta ads. Anna Frappwell is founder of Neon Digital Clicks, a profit-first agency that scales kids, baby and women’s fashion brands through paid media and conversion rate optimisation.

We dig into how buying behaviour has changed, the ad creatives working right now, and why the “boring basics” will make you more money than any trend.

In this episode we cover:

The “messy middle”: why customers no longer buy in a straight line, and why switching off ads after seven days of data could be a costly mistake
“Lipstick offers”: using a lower entry price point to build trust with hesitant customers
Why founder-led video beats a static image for showing quality and building trust
The ads performing above average right now: simple, bold graphics, stop motion, and packing and unboxing content
The five stages of awareness, and why your creative is now doing the targeting
Why it takes around seven touchpoints to make a sale
The most common ad mistakes, including skipping your brand messaging and chasing trends
How to create scroll-stopping ads on a small budget
Getting your foundations right first: website conversion rate (aim for 3%+), email automations and knowing your numbers
How ads “show your cracks”, and why you’re never finished optimising
Using AI to mine your customer reviews (and your competitors’) for objections and customer language
What a brand context document is, and why your prompts are becoming business IP
Where AI still falls short, and why you can’t replace human connection
Planning Q4 and Black Friday without panic
Live Q&A: driving traffic for a premium candle brand, collecting reviews, and when to move from Shopify email to Klaviyo

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