EP. 2: Crafting the right message (P.M.T Approach mini series)
What’s this episode about?
Second of a 3 part mini series about (what I like to call) the P.M.T Approach. It’s all about getting your marketing in front of the right people, with the right message at the right time – see what I did there 😉.
This episode is all about the right ‘message’ to move your audience through your funnel (and towards purchasing!)
Episode key takeaways:
Why you need different messaging for different parts of your audience
Examples of copy to use in your Facebook Ad’s at each stage
How your pricing will determine your messaging goals
When to be direct and ask for the sale, and when to build awareness of your brand
3 strategies I use to nudge people who have ‘Added to cart’ or are close to purchasing over the line!
KEY LINKS:
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Read the transcript:
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
Hello, and welcome to growing pains. The marketing podcast for parent and baby brands who want to grow and get more consistent sales, but without the overwhelm of feeling like you have to be online 24 7, I'm Sophie, your host, and a Facebook and Instagram ad strategist who specializes in parent and baby brands as well as a mom of two.
Join me each week as I alongside some wonderful guests, she had practical tips and advice about how you can use and combine marketing strategies to get more impact for your effort. A quick warning, before we start, I can get a little bit sweary, so just be careful of any little ears listening along.
Hello, and welcome to the second episode of growing pains. This is actually the second of our mini-series looking at the PMT approach, which is all about me explaining why I think people messaging and time is [00:01:00] incredibly important to your marketing overall, but also to your Facebook ads.
Now, this episode is all about messaging and if you haven't listened to the first episode, I'd really recommend it because I am going to be referring back to it later. Let's get started with our cold audience. So just to recap, these are people who have never heard of you before, but are likely to be interested in your business. So the messaging for these people that you remember, they've not ever heard of your brand, they've never heard of you. They don't know your ethos.
They don't know what you are. They don't know anything about you. You've got to get your messaging has got to be really clear and you've got to know what you want from them so that you can really clearly ask them. For this one, we're really going to be thinking about pricing. And if you've got a lower value product or service by lower value, what I mean is probably under 50 to a hundred pounds.
Then if it's under that amount, all your average order value is under that. So you might have like lots of little things that people might buy from you, but your average order value is under [00:02:00] 50 to 100 pounds. Then. You can go straight for the kill. Like you can go straight in and ask them to buy from you.
And you can kind of, if you listen to my previous episode, I talked about the little sock company that I literally saw an ad, and I just went and pat chest and, you know, the average cost of the socks, I think alight between maybe five and 10 pounds. It's really, it's quite small. Ask of someone is something that you could see and be almost like an impulse patches.
Now, the reason I say between 50 and a hundred pounds is because it really depends on your demographic and your product as to where the 50 pounds that were a hundred pounds is an impulse patches. If you've got like a luxury product that is aimed of people that, have a reasonable amount of disposable income and maybe a high net worth,
more disposable income under a hundred pounds might be an impulse purchase to them. That might be the level. That's fine for them. If you're aiming your product at people who have slightly less disposable income or a lower income bracket, then if it's under [00:03:00] 50 pounds, then I would go straight for the ask.
And in these ads, you need to be quite clear about the pain point that you solve or the benefit that will bring to them lives. You know, the reason your product exists In a bit about your ethos and your imagery needs to be incredibly clear about what you offer and what you want them to do, like using messaging in your ad, like buy now or click the button below to shop now really, really clear.
Try and keep the actual copy. Quite short bullet points using emojis are really good. And in the first line of the ad, you really want to hook people in like you want to make sure they know this is for me. I really clear, you know parents of, are you a parent of a baby under two?
Like you don't have to be quite that explicit, but you need to know that it's. Now if your product or service is over 50 pounds or a hundred pounds, depending on kind of why you're sitting then actually all you need to do is move them to the next step. You need to move them into your warm [00:04:00] audience. And the way you can kind of do this is you want to get them onto your website.
With like a smaller, ask them, go and buy from me. So that could be I'm leading a blog. It could be going to have a look at something that's a value to them on your website. That's interesting, but isn't quite asking for this. It could be to join your email list, which is a brilliant way of they're nurturing people over time.
It could be to follow you on social media. So with that, you could set up a engagement campaign where you get more engagement on your posts, and then you can encourage people to follow you. Or it could be that they, you run a video and you just want people to kind of watch your video and then the longer they watch, the more you'll be able to assume that they're interested in what you offer.
And at this stage, this kind of messaging that you're were. For these people is much more about brand awareness. It's much more around the ethos of the company, why they might look to buy from you again, the kind of pain points you solve, or the benefits that you bring to people's lives. Like what is your USP, why you, and you're just warming people up.
You're just getting people, you just say that they know [00:05:00] what you offer and why you are. And you're moving them down into your warm audience. Because once they're in your warm audience, you can then nurture them over time. So often what we're doing at this top of funnels of this cold audience, we just want to move as many people as we can into our warm audience so that we can nurture them with our various different marketing activities.
And often with small businesses in particular, if you've got a relatively small budget, some of the best ways of using your budget is to. Use Facebook's targeting, you know, getting out to the right people use this ability to reach a lot of people consistently. Like if you're spending about 10 pounds a day, unless you're in like one of the big peak periods like Christmas, when ads do get very expensive, you
Should be able to reach between like 1,002 thousand people a day. Especially with something like a relatively low ask, like joining an email list or engaging with you on social or something like that. So you're consistently reaching that amount of people every single day. That's what ads brings you.
But, if you've only got a [00:06:00] small budget, spend your budget there and then use other marketing means to actually get the conversion. So to actually get the conversion you could use your email list is a really great way of doing that posts on your organic social and you know, all those kinds of things that you do normally to get people to buy from you, you know, use your budget at the top and then use your other marketing methods for this warming that you obviously can use ads as well.
But just in terms of, if you've got a really small budget and you're looking at the best way to you. Often, that's what I'll talk about. Using your ads, to get people into email list and then nurturing them from that. So that's your warm audience? That's your cold audience. Sorry.
Moving them onto your warm audience. Now, people who are already in your warm audience , what kind of messaging do you use for them? And again, it's all about taking the next step. We really want to get people onto your website and we want to get them looking at specific products.
Ideally, adding to cart. I mean, obviously ideally patching from you, but always just look at the next step. You want to get them onto the, onto the website, adding to cart. That gives you a [00:07:00] really great opportunity then to target them with emails and other messaging. That's when you can get into the next level of messaging for your whole audience, but for your warm audience, what we want to do, this is less of an intro and this is more direct.
Once they're in your warm audience, you need to assume that they kind of know your brand. They know roughly what you offer and they know your ethos like you eco-friendly or are you luxury or are you design led or are you, you know, really practiced. What is it about your brand that makes you stand out and makes you interesting to them?
They should know that already. So what really we're doing here, you want to be a bit more direct about what you want them to do. And ideally, like I said, that's getting them on your website. If your e-com, if you're a service-based business that might be booking a call, it might be booking a service with you, like a relatively low cost service.
So what is it that you want them to do? A warm audience is absolutely brilliant for sale or for launching a product because these are people who are already interested in what you offer. And you'll see, especially around Christmas time, black Friday, [00:08:00] from about September time. You'll hear me talking about the warm audience so much, because from September.
In terms of using ads, one of our biggest goals is building this warm audience, because if we can get them in this pot, once we get to Christmas and the ads get really expensive and the big brands come in with a huge budgets, the way you can compete with them is to going out to people that already know you already, like you already trust you and are ready to buy from you with your Christmas offer or your Christmas product or whatever.
It's a brilliant way of using old budget really effectively. So we always want to be building our warm audience. So you'll hear me talking about them a lot then, but for now it's all about moving them onto your website so that we can ideally get them to add their products to cart. And then once they have done that, they're in your hot audience and these people who've gone on your website, love what you do and are almost ready to buy.
We, we use ads to try and just nudge the movie. And there are three different ways that I tend to do this [00:09:00] one is using testimonials. So social proof is incredibly important at this point. Really reassuring them that it's a good use of their money that they either the product is going to deliver what you say it's going to deliver.
Especially with parents likely to have a huge amount of time necessary to research everything. So really want to make sure that we're spending our money on it. It's actually going to walk. Another way is it is. And actually often at this point, 10% of can, can help people who were kind of on the fence, just get them over the line.
And then finally, you could do some kind of value add, so a free delivery, like a gift with your product. It doesn't have to be a huge thing. But it can, something can just be enough to get people over the line. And really you'll hear me talk about this all the time is test, test, test. So you don't have to pick one and then that's it forever more.
You have to give a discount, you could test a testimonial lead ads. See how many sales you then come from. From that you could test a discount, you could test different levels of discount and you could test 10% versus 15%. [00:10:00] You could test a discount versus free delivery or an extra gift. Like you can test all sorts of different things and packaged up in different ways.
And see which one gives you the best conversion rate for the least amount of gift, essentially. And in terms of messaging, like, what are you actually writing on these ads? Your. You can be much, much more direct. So in terms of the headline, it could be something like, did you find something you liked I'm using emotive can be really good hair to kind of soften the slightly stalkery below of like, oh, that's a bit creepy that you knew.
I was looking at that the eyes one that like, kind of looking to the side is a really good one. I use quite a lot. Did you find something you like. Don't forget to, you can say, you know, don't forget to go back and look at these anything along those lines really about like, we're so glad that you, you know, thanks so much for looking on our website is also another one as well.
So just seeing, and then kind of pushing. You know, go and check out, you know, while stocks last, that sort of thing, like a little bit of time if you can introduce some kind of time [00:11:00] pressure, like if you're running a sale, obviously that's really good. Like, you know, one day left or, you know, while stocks last, that sort of thing that works quite well, but you don't always have that opportunity.
You always want to make it genuine as well. You don't want to be disingenuous and put like a false time in as well. And the finally, so people who've purchased from you. The messaging we kind of want for them really depends on your product or service. All they're going to be buying from you again.
So if they are, it's a product that they might run out and then they need to buy again working out roughly how long it takes someone to use em, and then using messaging around. Is it time for more like, you know, don't forget to buy more, you know, have you run out, you could do some brilliant ads around.
I sent some great ones for like subscription boxes and things that you have to buy over and over again. So really making sure you've kind of got that those timescales nailed is really interesting here. The next one is again, similar to your warm audience sales or launching new products. You really, really want to be making sure that you are including people who've purchased from you because [00:12:00] they are.
Really people that are likely to purchase again, make, you know, loyal customers are going to be the ones that give, bringing in those consistent sales will help you kind of make those consistent sales. So making sure that you're including them in your sale and you're launching new product audiences as well.
So those are the four different audiences and the kind of messaging you can use. H they're different levels. Obviously I've kind of been talking about Facebook ads, but you can use this across all of your different marketing, like, for example, if you are on your organic social media, thinking about Instagram, really think about when people might be coming to your Instagram, where they might be in the different funnels.
You know, thinking that if you looked at your top nine, your like your top nine posts on your Instagram, is there one that really explains what you do? Like if I went onto your top nine and I was just totally cold, just looking at your Instagram, would I know what you do really quickly and really easily.
And [00:13:00] if I already knew you all that some posts that kind of build that, not nurture me, that builds. Rapport that kind of a little bit more you know, a little bit insight into your life, a little bit of behind the scenes, a little bit of, you know, you making the products and then for people who are hot, actually, you really want some like direct messaging, like any kind of time pressure testimonials kind of, you know, make sure you buy now.
Directing people to the website and the, for people who've already purchased, making sure that you're, you know, showcasing all your different products and reminding them to buy again, have you run out, like, make sure you buy again. So kind of making sure. You're integrating those messages throughout your Instagram, as well as on your ads as well.
And also you can use the same principles for emails as well, segmenting your list by kind of the interact where people are in your funnel and making sure you're sending out the relevant messages to them at different times. So I hope that's been useful again. This is a mini series, so this is the second one.
And in the third one, we're [00:14:00] going to be talking about timing. So when do you get these ads out to be. So that you're not annoying them or missing the mark and you're, but you're also not missing opportunities for people to buy from you. And because you get the most from your budget, I will speak to you then.
Thank you so much for joining me this week to go alongside this. Mini-series I've created a special download for you all. That's going to help you look at how you build your audiences, craft your message, and get in front of people at the right time to get your copy, you can go to the social pod.com forward slash PMT approach.
Or just click on the link in the show now. Before you go, make sure you subscribe to the podcast so you can receive new episodes, right when they're released. And if you ever enjoyed these podcast episodes, I'd really love to ask you to leave a review in apple podcasts reviews are one of the major ways that apple ranks their podcasts, and it only takes a few seconds, but really does make a massive difference to new people.
Finding me. Thank you [00:15:00] again for joining me, Sophie, in this episode of growing pains, see you next time.
