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

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 Mentioned in this episode: Google’s “Messy Middle” research Klaviyo (email marketing) Judge.me (reviews platform) ChatGPT Deep Research and Claude Midjourney (animating static product images) Connect with Aggie: White bee Digital, https://www.instagram.com/whitebeedigital/ Connect with Anna: Neon Digital Clicks, https://www.instagram.com/neondigitalclicks/ Connect with Nicole: Host Nicole Higgins The Buyer and retail coach Nicole Higgins Links https://www.instagram.com/thebuyerandretailcoach/ https://www.linkedin.com/in/nicolehigginsuk/ https://thebuyerandretailcoach.com/ https://thebuyerandretailcoach.com/newsletter-sign-up/ https://thebuyerandretailcoach.com/free-discovery-call/ https://thebuyerandretailcoach.com/blog/ Sponsor Neon Digital Clicks Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns. Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of. Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition. At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth. If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck. https://runwaytoresults.com/ https://neondigitalclicks.co.uk/ Hosted on Acast. See acast.com/privacy for more information.