Let's Explore the Proprietary Digital Advertising Strategy That We've Used to Acquire Tens of Thousands of Leads, Generate Millions in Sales and Build Dozens of World Class Brands in the Process
But First... What Is Digital Advertising?
Our proprietary acquisition branding strategy is a step-by-step process or 'funnel' that your customers will travel through as they discover and engage with your brand - from the first moment they become aware and are educated about your brand, product or service to when they actually make a purchase decision.
Each stage of the 'funnel' represents a digital ad campaign driving traffic to different pieces of content, webpages, and offers. The specific content and creative we use at each stage will vary depending on your unique business goals.
Here at the Brand Awareness stage, we are filling the top of the funnel. The goal of this first stage/campaign is to generate massive, targeted attention for your content and overall brand. The best way to approach this stage is to give value first. This could be a fun video, such as “3 Tips to ....”, or it could be as simple as an engaging video tour of your facility.
Getting views from highly targeted local customers for as low as $0.01 a view. (Mass exposure)
Creates and builds trust with your potential customers before selling them anything.
Builds a warm 'retargeting' audience that we now own and which we can later retarget with other ads (we’ll overview in the next stage).
The next step in our strategy is to retarget everyone who engaged in the initial awareness campaign or that visited your website to gauge their interest in your brand, product/service. Ultimately, to determine if they're ready to purchase by making the most enticing and clear offer right off the bat. We typically do this by offering your 'perfect offer' or your most popular promotion/package.
This could be as simple as a popular package or bundle, a special discount on a popular product/service, etc. However, depending on your business and sales process, it may even make sense to use what we call a 'lead magnet' such as a free video training series or Ebook. These kinds of lead magnets cost nothing to deliver, but provide massive value and are extremely easy to create. More importantly, they get your prospects to raise their hand and demonstrate interest.
Not only does this stage help us generate immediate high-quality leads to fill your pipeline, it also allows us to build a database of potential customers that we can sell to later if they don't buy now. It’s extremely important we 'own' our prospects and take the social engagement offline ASAP because once we have their information, it’s easy to follow up via email, phone, Facebook messenger, LinkedIn, etc., for as long as you need to or until someone tells you to stop.
Retarget warm audiences who consumed your valuable content in campaign #1 (brand awareness stage) with your 'perfect offer' to get your prospects to raise their hand and demonstrate interest.
Cost per lead is far lower when retargeting an audience we already own, i.e people who viewed our awareness stage videos, resulting in lower ad spend and greater volume of leads.
Builds a database of customers who are most likely to buy in the near future, allowing us to take the conversation online and commence the sales process.
Those who opt-in right away can be followed up by your sales team and moved through the sales process. Those who don't will be retargeted by our final lead-nurture campaign until they convert.
Lastly, the lead-nurture campaign is the third and final campaign in the funnel. This campaign is designed to retarget all of the prospects who have seen your ads or maybe even opted in but haven't yet converted to a sale.
The goal is to follow them around social media and the web with ads focused on showcasing social proof, case studies, reviews, client testimonials, etc., nurturing them until they convert and are ready to make a purchase decision. Think of this as plugging the hole in the bucket. This is a commonly missed component in most advertising strategies, and oddly enough, one of the most profitable.
Here are a few examples of successful ads we’ve run in the past for this stage in the funnel.
Note: We make the most of multiple ad types, including photo, video, carousels, etc. We also test all kinds of offers, headlines, and text, never just one single ad.
Retargeting only potential customers who made it through your awareness and lead-gen stage.
You’re advertising to an extremely warm audience developed in step one and two. This means it costs next to nothing, and conversion will be extremely high as you already know they are interested.
Always test multiple offers, different headlines, text, and creatives.
Focus on showcasing social proof, testimonials, reviews, case studies, etc.
You may not realize it yet, but this framework is more flexible and efficient than most people realize.
What this strategy does is create a full advertising funnel that works to get your brand in front of your ideal customer, generate leads who are interested right away, and nurture those that aren't ready yet, but will be soon. It is a complete customer acquisition system that delivers consistent, predictable, and scalable results that you can build your business around.
Not to mention, this strategy also creates three distinct 'advertising buckets' which you can constantly add new content and offer. This is an evergreen strategy that can be set up once and leveraged or for years to come.
But most importantly, each of the steps described above runs 24/7/365, generating massive awareness, leads, and sales all at the same time!
Here Are The Next Steps
Our core offering as an agency is the planning, development and management of your paid social, search and PPC campaigns. In other words, Facebook Ads & Google Ads. We offer two primary service options:
The first option is our fully-managed service (starting at $2,800/month). This involves us managing all aspects of your paid social, search & PPC ad campaigns on a month-to-month basis. Including strategy, planning, development, optimization, ongoing management, reporting, and all aspects of design, copywriting, etc.
The second option is a project-based solution (starting at $10,000) which involves us building everything out, launching it, optimizing, and then handing it off to you or your team (with ongoing training and support) so you can run your own ads in house.
We typically offer a 2-3 week lead time from the moment you sign up until the moment ads are up and running. This factors in several meetings with our team, creative development, edits/changes, waiting for approvals, etc. However, we're known to offer turn around times as quickly as 3-5 days for special requests or urgent last-minute campaigns if we can accommodate them.
As a Suits Social client, you'll always have a team of 4 dedicated to your account and advertising efforts. You will have access to them all in realtime via a private WhatsApp group chat.
These are the team members who you'll be working with:
1. Account Strategist - This is your main point of contact at all times for all things. This is also the person acting as your ad buyer, managing your ad account on a daily basis, strategizing, and planning. They are accountable for your results and success!
2. Marketing Coordinator - The marketing coordinator assists the account manager in all areas of campaign execution, from assisting in the research and preparation of ad campaigns, all the way to detailed reporting and analytics.
3. Creative Director - The creative director is our team lead for anything related to content creation, media production, organic marketing, and more. They manage a team of designers, writers, photographers, videographers, and social media managers, often working together with the account manager to execute on your campaign objectives.
4. Account Executive - This is the most senior executive team member assigned to provide high level oversight and support. The account executive is responsible for the management of our account teams, and accountable for the overall success of each client and campaign. This is also the person you'll speak to regarding any major issues with your campaigns or assigned team, changes in the scope of work, or questions about billing.
Our fully-managed services are paid for via a variable rate monthly retainer. We quote you a monthly rate to develop and manage your ad campaigns based on the specifics of needs of your project, which increases or decreases based on your total ad spend. There are no setup fees or additional charges of any kind - no surprises ever.
In the world of advertising (and business in general), the only guarantee is that there are normally no guarantees.
If you're ready to learn more and/or get started, the first thing you're going to do is book a 30-minute strategy call.
Following the call, we will prepare a custom proposal outlining a detailed scope of work and recommended deliverables.