Gessica Bicego

When it comes to creatives, you must create the emotion that resonates with your brand. You need to make people think. It can be a piece of content, etc., so that when they do see the follow-up performance marketing ad, they click on it. You can have more awareness types of campaigns, work with experts, etc. and then have the ads to close the deal.

Test a lot of creatives to find the ones that work. But keep in mind that often a creative might show potential, and you need to double down on it to create the iterations that will become wins. Create at least 5 to 6 concepts or iterations every two weeks.

Basic rules when evaluating creators:

1. Be proud of the creators you’re engaging and will be associated with
2. Check the passion they put into their work (will they just be reading bullet points?)
3. Look at their reach -> engagement rates (10-15% of views to comments is a great ratio)

Do not limit yourself to creators and influencers that are only in your niche. Sometimes creators from a different niche can work also, and even better.

Stop depending too much on paid acquisition, and start building your brand.

Look at blended ROI and not just your performance campaigns’ ROI, particularly if you want to test different upper funnel channels. You want to maximize the number of customers for your spend. Example: it’s ok to have some channels not performing as well as others; what you need is the right balance. Gessica has some channels that are 4x as expensive as others.

Paid content marketing is a performance marketing channel but because you pay for CPC, you get so many impressions that it can become stronger than TV for branding.