Akvile DeFazio

speaker

121 appearances 1 recordings 1 series first heard Feb 2025 last heard Feb 2025

Akvile DeFazio’s voice in public audio — every appearance, attributed to the second.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · Creative strategies for designing scroll-stopping social media ads · 5 Feb 2025 podcast

People are going to drop off at higher rates.

So one thing that we do on the ad side and have the metrics for that is we can look at those hook rates and we know for different platforms what they might be like a good baseline for it.

So say that your hook rate is really high, but your conversions, whether that's a lead sign up or a purchase, is really low.

You might take that as okay, this is really interesting in the beginning, but then people drop off and then maybe go you know, you look at click through rate of how many people go to the site from that piece of content.

And you can see the people are interested, but there's something where there's a drop-off.

So it's either, okay, do I need to work on the landing page?

Or maybe do I work on the last, you know, the closing part of the video to really get that closing rate up.

And the opposite, if you have a low hook rate, but you have a high conversion rate, then you might want to say, okay, let's test different hook rates in the beginning, whether it's a question, a statement, or problem or solution or, you know, something shocking usually works really well.

But to find the right formula, that's kind of how we look at it and how we can optimize the performance and understand how people are engaging with that piece of content.

Yeah, huge question.

I'm just thinking like, well, you know, it helps to have a seasoned actor or somebody with it's a big known personality online or an influencer.

But even just for smaller businesses, I think if you make it engaging and captivating and you use bold colors, you you you highlight all of the different senses, so you know, visually, acoustically, textually.

that really works well.

But what I've kind of started seeing a few bigger brands do, like um Road, they do makeup and it's uh Justin Bieber's wife, Hailey Bieber's company.

And I've been keeping up with that just because I have some clients in the beauty space and her marketing team I think is doing a really great job because they're kind of going into

basically so say for a lip gloss they show like really juicy raspberries and like you visually know like oh I don't like not interested in the chapstick but like that looks so visually compelling and I know what a raspberry is like and it's fresh and it's like nature's candy that that type of marketing where you're activating other parts of your brain with those kind of sensory

touch points.

I really need to find the name of this again.

Um, that's working really well.

So I'm talking to clients about like how we can incorporate that as well to where that activates that other part of the brain.

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