In order to gain the attention of a relevant audience, you have to connect with content first, which is why I have a specific strategy that I follow. Here are the steps I take in order, starting from awareness, discovery, consideration, conversion, and finally, retention.
Phase 1. Awareness/discovery- For my e-commerce projects, I like to start by making 2 short-form video ads, as well as 2 picture display ads for A/B testing, either by myself (UGC style) or by paying a UGC creator to film with a script and a product that I give them. I also use a hybrid style of both organic posting and paid campaign ads on multiple social apps, such as Meta, TikTok, Instagram, as well as google. For maximum reach, I start out by posting organic content on apps like TikTok, and in particular, I like to make posts that cause audience engagement (think of challenges). For example, in my latest e-commerce project https://strongdaily.myshopify.com, I advertise the push-up board, and do a challenge- for every like the post I get, I do a follow-up post doing it after. I do this because likes/comments= a boost in the algorithm, and thus more traffic to my website, as well as starting with more trustworthy branding, and not just an ad. Afterwards, I create a short form, paid ad, and content strategy is-Hook within 3 seconds, explain the benefit of the product (and for whom it would help) as well as what it comes with, and CTA-“sales ends soon, so click the link in my bio”, “buy now on our website”, etc. I follow this strategy for both TikTok, and Instagram. Meta, however, works better with picture display ads. As for Google, I use SEO tools for the website, and organic methods like blogging. The initial goal for phase 1 is to gain as many clicks to the product page as possible, as well as around $0.50-$1.20 Cost per click for my paid ads.
Phase 2-consideration/conversion- After phase 1, from all socials leading to my landing page for my push-up board, I keep the page simple and to the point, with a discount for the product that “ends soon” to create urgency. Products will also have reviews for social proof, all of which help gain conversions. I aim for an average conversion rate of 2-3%.
Phase 3-retention- I keep an email signup for customers, as well as deals for the ones that do sign up, so that way i can continue to retain those customers for future products. I also make sure to DM customers with deal information.