In this episode we focus on how to nail your 2023 paid strategy. This is the second of a 2-part series where we take a look at a broad range of topics that will be important to get right in the upcoming year. We will look specifically at what to consider when hiring external vendors, how to optimize your conversion rate and why first party data collection is going to be key.

Topics Covered

Hiring external vendors vs. in-house

• The importance of team size and resources for how you make decisions
• The quarterback model of one internal person managing lots of partners
• External vendors can give you insight into the market and are learning faster than in-house
• Why partner experience can help you avoid costly mistakes
• Complexity of managing multiple stakeholders and communication challenges

Conversion rate optimisation & AOV improvements

• Monitoring your funnel steps and minimizing leakage
• The sunset of Google Optimize
• How landing pages, product pages and other parts of your site interact to drive conversion
• How to make sure you pick the right setup for your size and resources

First party data collection

• Is Email still the king of retention and engagement?
• How to engage leads using discounts and increasing user commitment
• Asking the right questions to effectively market to your list
• The importance of a real email nurture programme
• Lead forms vs. landing page and the quality vs quantity trade-off

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This is the first EP of Paid Media Office Hours. In it we focus on how to nail your 2023 paid strategy. We take a look at a broad range of topics that will be important to get right in the upcoming year from content production to increasing your conversion rate.  

Spoiler alert: this won’t be about ChatGPT, iOS14.5 or if you should run TikTok ads. Instead we will focus on topics that are often overlooked and will give you valuable insights into improving your strategy going forward. 

Topics Covered 

Organic vs. paid marketing

• The shift from paid to more organic marketing due to the rise of TikTok 
• The importance of community and organic engagement in creating a better purchase journey
• Repurposing content across channels such as Reels, Shorts and TikTok 
• Interplay between organic and paid marketing and how team set up can impact success

Knowing your audience

• What does this mean in 2023? 
• The importance of talking to your customers to be able to understand their goals, desires and problems 
• Tactics such as review mining, post purchase surveys in the absence of real customer insight 

Process for content production and testing  

• How process can improve communication between client and partner through SOPs
• Testing processes and budget allocation for different levels of risk appetite 
• Importance of producing original content and then building distribution off the back of this for multiple channels 

Hosted on Acast. See acast.com/privacy for more information.