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It’s time for another @fast content strategy update.
This week I’m sharing how our paid strategy complements our organic strategy (a thread).
This week I’m sharing how our paid strategy complements our organic strategy (a thread).
First, some context:
Our product (Fast Checkout) let’s you buy stuff online with 1-click. This means we have two different audiences: people who buy stuff online (aka “buyers”) and people who sell stuff online (aka “sellers”). Marketing to both audiences is essential.
Our product (Fast Checkout) let’s you buy stuff online with 1-click. This means we have two different audiences: people who buy stuff online (aka “buyers”) and people who sell stuff online (aka “sellers”). Marketing to both audiences is essential.
We want “buyers” so excited for our product that they ask for it from their favorite online stores. We want “sellers” to add Fast Checkout to their website so that their customers have a better online check out experience.
While there is certainly overlap, our organic efforts currently focus more on buyers, whereas our paid efforts focus more on sellers.
That means our paid content needs to clearly, concisely, and instantly inform sellers of the Fast Checkout value prop.
That means our paid content needs to clearly, concisely, and instantly inform sellers of the Fast Checkout value prop.
To maximize our paid efforts, we need to test.
We’re testing videos, photos, colors, copy, targeting, and platforms. We want to see which combination best gets sellers to sign up for Fast Checkout. If it works we lean into it, if it doesn’t we modify it. Here’s an example.
We’re testing videos, photos, colors, copy, targeting, and platforms. We want to see which combination best gets sellers to sign up for Fast Checkout. If it works we lean into it, if it doesn’t we modify it. Here’s an example.
We are currently doing this with limited spend.
Once we have a better idea of what paid content is driving the most results, we will further fine-tune the ads that are working hardest for us and increase our overall spend. Here’s an example.
Once we have a better idea of what paid content is driving the most results, we will further fine-tune the ads that are working hardest for us and increase our overall spend. Here’s an example.
Our content will continue to evolve.
Our successful organic content will help inform what we do on the paid side, and our successful paid content will help inform what we do on the organic side. We’re still early in the process, so we will continue to improve as we learn.
Our successful organic content will help inform what we do on the paid side, and our successful paid content will help inform what we do on the organic side. We’re still early in the process, so we will continue to improve as we learn.
