Sell Smart, not Hard

Howdy Readers 🥰 

In this newsletter, you’ll find:

🔧 Converting BOF Audiences: The Power of Addressing Objections (Without the Hard Sell)

🛠️ Unlock the Power of Google Analytics Benchmarking

🚀 54 Google Ads Experiments for Lead Generation Summarized

If you’re new to ScaleUP then a hearty welcome to you, you’ve reached the right place along with 50k+ CEOs, CMOS, and marketers.😉 Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!

TOGETHER WITH INBOX MAILERS

Are your email stats and overall deliverability plummeting? 

Let’s face it, email marketing plays a vital business and revenue-generating role in today’s marketing strategy. And when your email open rates are suffering, so is your business.

But, there’s a new game-changing solution that can help you generate up to 3X higher open rates. LEGITIMATE open rates.

This new technology combines marketing automation with human psychology. It works by sending your emails when your subscriber is actively in their inbox. This perfectly timed email increases your chances of getting that open and decreases your chances of getting lost in the inbox.

But, it can help more than just increasing your email open rates. With higher email open rates and engagement, you can see an increase in your overall email deliverability, inbox placement rates, and higher sender score.

Book a free demo and See it in action for yourself!

BOF CONVERSIONS

🔧 Converting BOF Audiences: The Power of Addressing Objections (Without the Hard Sell)
^{Insights from Nativ Yanko}

When converting bottom-of-funnel (BOF) audiences, the secret isn’t in pushing harder—it’s in addressing their concerns directly. Here’s a fresh approach to turning hesitation into action without overselling your product.

Why Addressing Objections Matters

BOF audiences are already familiar with your brand, but they need help to make a purchase. Often, this hesitation comes from unaddressed concerns or skepticism. Instead of avoiding these issues, the key is to tackle these issues head-on in your ads instead of avoiding them.

The Approach: Start by recognizing that when someone encounters your ad, they’re likely bringing some doubts or objections with them. These might be about your product’s price, quality, or effectiveness. By acknowledging these concerns early in your ad, you demonstrate transparency and build trust.

Steps to Effectively Address Objections

1. Understand Your Audience’s Concerns: Research and gather insights on the common objections your potential customers have. This might involve looking at customer feedback, social media comments, or even competitor analysis to see what people are worried about.

2. Bring Up Objections Early: Instead of waiting for the customer to voice their concerns, you bring them up right at the start. For example, if cost is a common concern, you could say, “We know we’re not the cheapest option out there, but here’s why our product is worth it…” This proactive approach disarms skepticism.

3. Turn Objections into Opportunities: After addressing the objection, pivot to highlight how this potential drawback is a strength. For instance, if your product is more expensive, emphasize its superior quality or longer-lasting benefits. This not only reassures the audience but also reinforces the value of your offering.

The Impact on BOF Audiences

BOF audiences are at a critical decision point—they’ve interacted with your brand and are considering a purchase, but they need that final push. By directly addressing their concerns, you’re providing the reassurance they need to move forward. This strategy works because it doesn’t feel like a hard sell; instead, it feels like a conversation where their worries are acknowledged and resolved.

To convert BOF audiences, it’s essential to move beyond generic, one-size-fits-all ads. By addressing objections early and turning them into selling points, you create a more engaging and trustworthy message. This approach not only boosts conversions but also strengthens the relationship between your brand and potential customers.

Keep refining your strategy, and watch as more of your hesitant prospects turn into loyal customers. 🚀

GOOGLE ANALYTICS

🛠️ Unlock the Power of Google Analytics Benchmarking
^{Insights from Google}

Google Analytics Benchmarking feature is crucial for businesses looking to optimize their performance by comparing their data against industry peers. This tool provides actionable insights across various metrics, allowing you to fine-tune your strategies for better outcomes.

The Breakdown:

• Eligibility & Setup: Enable the “Modeling contributions & business insights” setting in your Admin account to access benchmarking. Your property must have sufficient user data to be included in a peer group.
  

• Metrics Available: You can analyze metrics across categories like Acquisition, Engagement, Retention, and Monetization. These include New User Rate, Bounce Rate, Average Revenue Per User (ARPU), and more.
  

• Benchmarking Data: View your property’s trendline compared to the median and range of your peer group. Metrics are updated daily, ensuring you have fresh data.
  

• Peer Group Customization: Adjust your peer group by selecting an industry category that aligns with your business. Options range from Arts & Entertainment to Shopping and Travel & Transportation.

Sample Scenarios:

• New User Rate: If below the 25th percentile in your peer group, consider boosting acquisition efforts.
  

• Average Engagement Time: If above the 75th percentile, capitalize on this by increasing conversion opportunities.
  

• Bounce Rate: A higher bounce rate than peers indicates site optimization needs.
  

• ARPU: Low ARPU suggests the need for strategies like upselling or personalized offers to increase revenue.

Using Google Analytics Benchmarking, you can gain invaluable insights into your business’s performance, helping you identify strengths and areas for improvement. This data-driven approach ensures you stay competitive and continuously improve your business strategies.

GOOGLE ADS

🚀 54 Google Ads Experiments for Lead Generation Summarized
^{Insights from Search Engine Land}

Over two years, my team conducted 54 Google Ads experiments on a lead generation account, focusing on bidding strategies, keyword match types, and campaign settings. This article summarizes the key findings and their implications for optimizing your Google Ads campaigns.

The Breakdown:

• Exact Match vs. Phrase Match: Exact match keywords consistently delivered better performance with lower CPAs and higher conversion rates compared to phrase match. While phrase match can be useful for discovering new search terms, an exact match is generally more effective, especially when there’s sufficient search volume.
  

• Maximize Conversions vs. Target CPA Bidding: Target CPA bidding outperformed the maximize conversions strategy in driving more leads at a controlled cost. Maximize conversions often led to excessively high bids, which didn’t stabilize even after extended testing. This suggests that Target CPA is a more reliable bidding strategy for lead generation.
  

• Target CPA Levels: Testing various CPA levels revealed that a target CPA of around 120 provided the best results. Lowering the target CPA below 120 did not improve performance, while the 120 level consistently delivered higher conversions at a better cost per conversion. This shows the importance of experimenting to find your optimal CPA level.
  

• Manual vs. Automated Bidding: When sufficient conversion data is available, transitioning from manual bidding to automated strategies like target CPA or maximizing conversions generally yields better results. Manual bidding should be reserved for accounts with limited data.

These experiments offer valuable insights into optimizing lead-generation campaigns on Google Ads. While the findings can serve as a guide, it’s crucial to test these strategies within your campaigns to validate their effectiveness. By leveraging these insights, you can refine your strategies, improve performance, and maximize ROI in your Google Ads efforts.

QUICK HITS

📚 What would having a never-ending library of content do for your brand? Meet minisocial, they are fully-managed solution partners for your brand with high-quality micro influencer creators who produce fully licensed content & share it with their followers. Get started today and get 25 micro-influencer posts & assets for only $1,700!

🧱Walmart Marketplace is expanding with new premium beauty, collectibles, and pre-owned categories offering over 20 premium beauty brands, 5 million pre-owned items from 1,700+ merchants, and a Collector shop for exclusive pre-orders to boost growth and refine Walmart’s digital offerings.  

🚫Most influencers are deeply concerned about a potential TikTok ban, with 84% expressing worry and 52% being very concerned. If the ban happens, 40% of high-profile creators plan to shift to Facebook over Instagram (33%) due to better engagement and audience reach.

ADVERTISE WITH US

Wanna put out your message in front of over 50,000 best marketers and decision makers?

Find our Partner Kit here🤝

We are concerned about everything DTC and its winning strategies. If you liked what you read, why not join the 50k+ marketers from 13k+ DTC brands who have already subscribed? Just follow this.

At ScaleUP, we care about our readers and want to provide the best possible experience. That's why we always look for ways to improve our content and connect with our audience. If you'd like to stay in touch, be sure to follow us EVERYWHERE🥰

Thanks for your support :) We'll be back again tomorrow with more such content 🥳