This is the first EP of Paid Media Office Hours. In it we focus on how to nail your 2023 paid strategy. We take a look at a broad range of topics that will be important to get right in the upcoming year from content production to increasing your conversion rate.

Spoiler alert: this won’t be about ChatGPT, iOS14.5 or if you should run TikTok ads. Instead we will focus on topics that are often overlooked and will give you valuable insights into improving your strategy going forward.

Topics Covered

Organic vs. paid marketing

• The shift from paid to more organic marketing due to the rise of TikTok
• The importance of community and organic engagement in creating a better purchase journey
• Repurposing content across channels such as Reels, Shorts and TikTok
• Interplay between organic and paid marketing and how team set up can impact success

Knowing your audience

• What does this mean in 2023?
• The importance of talking to your customers to be able to understand their goals, desires and problems
• Tactics such as review mining, post purchase surveys in the absence of real customer insight

Process for content production and testing

• How process can improve communication between client and partner through SOPs
• Testing processes and budget allocation for different levels of risk appetite
• Importance of producing original content and then building distribution off the back of this for multiple channels

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