On this episode, we’re talking about different offers ideal for social media. Let’s get into it.
How’s it going? My name is Gabe. This is Straight Facqts, where we give you honest conversations about how social media works and how you can be able to best leverage that knowledge to scale your business with these social media advertising platforms.
On this episode, we’re talking about different offers that you can be able to give to your audience. Specifically, the different entry points that you can give to optimize where they are within your funnel. And that’s one thing that you need to be aware of as well.
“Understand your audience and understand how to be able to best position what your offer is.”
With paid social, you’re going to be interjecting your ad to a wide variety of audiences. That’s also going to be different in comparison to where they are in their marketing funnel.
They could be ready to purchase right now or it could be somebody on the opposite side of the spectrum. They have just started researching the solution you’re offering, and they may not be ready for six months to a year.
So, they’re going through their research stage right now which is why they interacted with your ad. But the likelihood of you asking them to purchase now is actually going to be a turnoff.
What you need to be able to do then, is understand your audience and understand how to be able to best position what your offer is.
“It’s about the funnel you have set up for them to be able to convert, based on where the audience is in their buying decision.”
A way that we can break that down more specifically is, what’s the entry point?
There are different entry points that you can give to your audience based on where they are in the funnel.
The lower that you are in the funnel, meaning the more you’re requesting from them, the more friction that environment is going to give to the audience. Because of that higher level of friction, it’s then going to give you a lower conversion rate.
On the other hand, you can have an offer that’s much higher in the funnel, which is going to be less of a commitment for your audience, which will give you a lower cost per lead.
However, it’s not just about what your cost per lead is. It’s about the funnel you have set up for them to be able to convert, based on where the audience is in their buying decision.
“If you’re coming from a B2B standpoint, it’s good for them to be more top of funnel, because that’s what paid social is.”
For instance, if you’re just giving them e-guides, but the audience is ready to purchase right now, you should have some type of communication with that audience.
So, yes, it’s an e-guide, they’re doing the research, but how can they be able to jump the line if and when they’re ready to purchase?
Now, that is going to be a smaller portion of your audience. You’re not going to have 60% of the people who are ready to purchase right now.
And by positioning your offer for them to purchase right now, you’re going to exclude a higher portion of your audience. That means you’re going against the grain.
Hence, if you’re coming from a B2B standpoint, it’s good for them to be more top of funnel, because that’s what paid social is.
“When you’re testing your offers, it is not a one size fits all.”
Typically, it’s going to be the audience’s first touchpoint for your brand.
So, give them something like an e-guide which they read on their own. Or something that’s a little bit more down funnel like a demo of your product, just to see how it works.
You can even make more of a commitment and do a webinar.
You can do a three-minute demo of how your product works. That’s nice, that’s awesome. Or, you can be able to test out a webinar, where it’s a 45-minute masterclass essentially talking about the different benefits of your service and what makes you different.
Now, that’s going to be much more of a time commitment for the audience. So that may not be as optimal for a first touchpoint.
When you’re testing your offers, it is not a one size fits all.
And if you are testing the same offer around six months from now, you are essentially limiting your capability to optimize. This isn’t just in terms of cost per lead, but our goal is to be able to get the most optimal LTV to CAC ratio.
“You want to make sure that you’re constantly testing and positioning your offer to optimize where the audience is in the funnel.”
If there’s a particular funnel that you can be able to set up like a webinar, you’ve got a bomb diggity webinar.
Not only do you have a bomb diggity webinar, but you can be able to give the audience even more of that content cut up and further educate them.
So, they may not be ready to purchase right now but the content that you have from that webinar that you’re going to be continuously educating the audience with, is three months worth of content that’ll better position them. Therefore, you have a funnel set up and you have a communication set up.
Most of it is probably going to be through automation that communicates to that lead about how they can benefit from you. That is only going to a better position. But if you ask for a purchase right away, like I said earlier, that is going to be a turnoff for that audience.
So, you want to make sure that you’re constantly testing and positioning your offer to optimize where the audience is in the funnel.
Something that we’ll definitely be talking about on later episodes is how you can be able to best communicate to that audience through automation. Or to be able to build that funnel because a lot of your audience is not going to convert right away. We’ll show you how you can be able to hold their hand, educate them, and position your product or service when you’re ready.
“Instead of sending somebody directly to purchase your product, you can get them to sign up for your newsletter.”
Now, this is a B2B predominant strategy, but you can also use this for B2C as well.
Instead of sending somebody directly to purchase your product, you can get them to sign up for your newsletter. If they give you their email, you’ll give them some crazy deal like 20, 30, 40, 50% off your product for the first time that they purchase.
Once they sign up there, that’s going to give you a lower cost per lead. Then you have an email automation set up that you can be able to further communicate with that audience.
While they may not purchase right away, you know that through email, you have a strong campaign going on.
“Testing different entry points, not just different creatives, is going to have a big impact on your performance.”
With the different touchpoints you’re going to have with them over six months, the likelihood that they’re going to convert is going to be much higher.
And essentially, for the cost per acquisition that you did, say that lead was only three, four, five bucks, you get a cumulative of those over a thousand.
You know that your conversion rates are going to be much more effective than to send them to a product to purchase right away, when they weren’t even familiar with the brand.
But by doing email automation, they’re going to be much more familiar with your brand and the benefits and the lifestyle that you’ll be able to bring forth, if those are some of the benefits of your product or service. Cool.
So, that’s one thing that you should always be testing. Testing different entry points, not just different creatives, is going to have a big impact on your performance.
Ad Review: Shampoo Brands
Speaking of a big impact on performance, let’s get into rating different creatives now!
I have not even checked out the videos. So, you are getting a marketing freestyle of how I see what is good, what is bad. We’re going to be exploring that together.
All right, let’s get into it. We’re rating three different shampoo companies. The first one is Dove!
Dove Ad
All right, one more time, sound off. “Experience hair care like no other.” You see the Dove product, you see visualizations of what they are.
“10 times stronger.” And then, you can see the visual they have for stronger. Actually, I wish that copy where it says “10 times stronger” was right here and there, because that’s where you see strength.
I get why they put it there, but still, I wish that was better positioned, because you can have copy here that says “be your best self” or something like that “because your hair is 10 times stronger.”
Although it is rather quick. How long is this in total? This is six seconds. It does the job it needs to, but it doesn’t shine. It feels like it’s just a bunch of best practices rolled into one, but nothing that makes me go, “Ah!”
All right, Head and Shoulders, let’s get into it.
Head & Shoulders Ad
Decent. I take away most of my hate on the previous video.
Going through, it shows product right from the beginning on both of them. I wish there was a face that was showing up, but you can see “reduces hair loss due to breakage.”
So, you see the benefit there and they call it out just in case, if you can’t read it from the product.
“Protection from flakiness and dryness,” and then you see a visual of the hair. So it reinforces that.
“Scalp health is hair health.” Decent. I wish that they could have used something besides a stock image. It’s okay. I mean, it’s good for a stock library, but it does not have as authentic of a feel. Decent video.
By the way, I think I’m just going into all these absolutely hating, and then something’s just going to rise from the pile. That’s a terrible way of doing it, but that is how these are being rated.
Let’s get into the third one, Pantene. All right.
Pantene Ad
Oh man. It’s almost good. It starts out good. I wish there was a face in there.
“Give your conditioner a boost,” and you see everything, the boost that it gives you. “Hydrate, strength and color, and enhance anti-frizz” are in this conditioner. Awesome.
What does that say at the end? “Remix your conditioner.” But it’s so short and there aren’t good visualizations of what those benefits are.
It’s great that they show that in the beginning of the video, but at such a short time that is spent in the video, I wish that they could have strengthened that messaging even further.
Yeah, there is no face there as well, so that is limiting the potential that it can be.
Final Rankings
I am rating the performance on all three ads underneath an acquisition lens and not a branding lens. I’m judging it based off how many people are going to see this ad, click the ad, and purchase the product right then and there.
Dove is clearly flying above the rest. I gave it a little hate, but right now I’ve got to congratulate you. You are number uno.
I’m going to follow that up with Head and Shoulders. It’s not heads and shoulders above Pantene, but that gets number two because it’s showing a face. It’s giving more context and more of a story to what those benefits are.
I do like Pantene’s opening scene, although you are number three. I think that it’s good. However, it’s not something that you do a great job of building. That is not to say that your video is not good, but it is definitely not great.
So Dove, Head and Shoulders, Pantene, is what it be!
That is this episode. Let us know if there’s anything that you would change in the comments. If you have any feedback, feel free to reach out to us. My name is Gabe. This is Straight Facqts.
Those are the different offers ideal for social media!
Watch the video here:
