Time To Rethink Your strategy?

Happy Thursday Moementum family!

You know what’s crazy?

It’s come to my attention that there’s a lot of brands out there that are just winging their content strategy.

And now that Q4 is here, the hottest question of the year is

“What does your strategy look like?”

So today, we’ll be looking at what a proper acquisition strategy looks like.

I’ll give you a high-level view of how we spend, how we track, and how we improve.

Let’s get into it.

How We Spend, How We Track, And How We Improve

This is a high-level overview of our 3-step process for how we go about creative production.

We start with step 1, creative production.

Then we have step 2, creative rollout.

And finally step 3, creative feedback.

Step 1: Creative Production

As part of the creative production process we have research, ideation, analysis, and production.

Research:

This is where we dig into the market, the competition, and the target audience. We’ll spend time looking at trending ads and organic videos, and seeing if there are any gaps in the market that our content can fill.

Ideation:

Once the research is done, we’ll start coming up with ideas for creatives. Here we generate a bunch of different concepts, usually collaborating across different departments.

The goal here is to come up with ideas that are not only engaging but also hit some unique angle that ties into what we came up with in the research phase.

For example, if our creators are noticing a certain style of hooks or videos popping off right now, we’ll use the same concept and adapt it to our own products and branding.

Analysis:

Before anything goes into production, we’ll analyze how viable the creatives are.

• How will this perform?

• Does it align with our voice and broader strategy?

• Will it move the needle in terms of engagement and conversions?

It’s crucial that we actually look at the data here as well, so we’ll weigh each concept against past results and similar creatives.

Production:

Finally, we bring the ideas to life. This is where we actually create the creatives.

Step 2: Creative Rollout

Once the production process is complete, we roll it out to the ads manager.

We place the ads into a Google sheet and sort them by the funnel level (top, middle, bottom) and landing page they go with. This lets us see everything organized, rather than clogging it all up in Slack.

If you’d like a copy of the exact same sheet I’m using to organize the creative rollout process between my brands, feel free to duplicate the same sheet here.

After that, our media buyer steps in and sets up the campaigns in the ad manager.

They’ll do the targeting, budgeting, and optimizing for CAC, CPM, etc.

Step 3: Creative Feedback

Finally, we have the creative feedback stage.

From the ads, our media buyer creates a 7-day feedback report. What worked? What didn’t work? What adjustments can we make to improve performance?

We also have a weekly C&M (Creative & Media) sync. Our strategists work closely with the creative and media buying teams, so we make sure to have intentional weekly meetings to make sure everything’s running smoothly.

For instance, if the media buying team notices that CTR (click-through rate) is high but conversions are low, it’s a sign that the ad is good but the offer might not be resonating. From there, we’ll adjust funnel placement or targeting.

Another example would be if the CTR is low, we’ll have the creative team come up with different hooks to make the ad more compelling.

Closing Thoughts

At the end of the day, how we spend, how we track, and how we improve our marketing is what keeps us moving forward.

Brand-building as a whole is a never-ending cycle of constant learning, optimizing, and growing. No matter how successful a company is, there’s always something to improve.

At the end of the day, it’s all about being flexible and constantly seeking ways to get better. That’s how we’ve grown, and it’s how we’ll keep winning.

Keep crushing your week, and keep the Moementum rolling!

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