PPHK Traffic Strategy

🌟 Peaceful Parent, Happy Kids

Traffic Strategy • October 26 – December 5, 2024

Focus: Warm & Hot Audiences (Course Launch Campaign)

Total Campaign Budget: $800-1,000

Solution-Aware

🔥 Phase 1: Warm Audience

Build Trust & Authority

Dates
Oct 26–Nov 10
Duration
2 weeks
Budget
$240-300 (30%)
Daily
~$17-21/day
🎯 Objective
Build trust and establish authority while highlighting transformation through education and social proof.
📱 Ad Formats
Lead Magnet Ads: Promote free valuable resources to nurture the audience
Value Videos: Dr. Laura explaining "The brain science behind peaceful parenting"
Testimonials / Social Proof: Quotes or short clips from parents who transformed their homes
🎬 Available Videos to Use
Co-Regulation How Children Learn to Self-Soothe - Demonstrates the method in action
The Neuroscience of Attachment - Deeper dive for engaged learners
It's Never Too Late to Teach Your Child Emotional... - Hope & transformation message
The Never-Too-Late Power of Soothing From Co-Regulation - Addresses parent guilt/worry
🎁 Lead Magnets Available
Holiday Survival Guide
Self-Compassion for Tough Moments (Printable)
50 Ways to Calm Your Nervous System
Love Notes for Your Child (Printable)
Happier Holidays Cheatsheet
⚡ Lead Magnets to Create
  • The Peaceful Parenting Reset: 5-Minute Science-Backed Shift to Calm
🎯 Targeting Strategy
People who engaged with any PPHK post (likes, comments, shares) - Meta tracks this
Email list retargeting (custom audience upload) - Newsletter openers who haven't purchased
Website visitors (last 90 days) - Requires Meta Pixel
Engaged followers (past 90 days) - Meta tracks this
💡 Psychological Triggers
Self-Compassion / Guilt Release Reciprocity Authority / Trust Social Proof Hope & Transformation
Product-Aware & Most Aware

🚀 Phase 2: Hot Audience

Convert & Close

Dates
Nov 10–20
Duration
10 days
Budget
$320-400 (40%)
Daily
~$32-40/day
🎯 Objective
Convert warm leads to buyers and re-engage past visitors with high-intent conversion campaigns focused on course value, bonuses, and community.
📱 Ad Formats
Conversion Ads: Highlight course value, bonuses, and urgency
Testimonial / Case Study Videos: Show transformation stories from real parents
Behind-the-Scenes (idea): Dr. Laura speaking about why she created the course
Community Showcase: Highlight the support and belonging aspect
🎯 Targeting Strategy
Email list (custom audience upload) - Newsletter openers who haven't purchased
Lead magnet downloaders from warm phase - From Mailchimp (if we have a way to track this)
Course page visitors who didn't purchase - Requires Meta Pixel
Engaged followers (past 90 days) - Meta tracks this
Website visitors (last 90 days) - Requires Meta Pixel
Video viewers 50%+ from warm phase - Meta tracks this
Custom audiences from Meta Pixel events (landing page & checkout views) - Requires Meta Pixel
🎬 Available Videos to Use
Repairing the relationship and building resilience - Shows transformation outcome
Course closing invitation - Direct conversion message
Dr. Laura invitation videos - Course benefits and "join us" messaging (if available)
⚡ Content Needed
  • Video testimonials with parents (or convert written testimonials to video format)
  • Video testimonial from Karla Puckett
  • Additional video testimonials (if available)
  • Behind-the-scenes video: Dr. Laura on why she created the course, or a "tour" of what's inside the course showing key modules and transformations they'll experience—ideally both to give different angles
  • Community highlights and member stories
  • Ad copy variations
💡 Psychological Triggers
Social Proof Authority / Expertise Consistency & Identity Future Pacing Before vs After Belonging & Community
Final Push

🎯 Phase 3: Retargeting Strategy

Remind, Reassure & Close Cart

Dates
Nov 21–Dec 5
Duration
2 weeks
Budget
$240-300 (30%)
Daily
~$17-21/day
Note
Includes Thanksgiving
🎯 Objective
Convert those who visited or engaged but haven't purchased yet by creating urgency, providing reassurance, and emphasizing community.
📱 Ad Campaign Examples
"Still thinking about it?" Gentle reminder ad addressing hesitation
"Doors close soon" Urgency ad with countdown
"Here's what parents are saying…" Testimonial carousel for final reassurance
🎯 Targeting Strategy
Site visitors (last 90 days)
Added to cart but no purchase
Email list (non-buyers from CSV upload)
75–95% video viewers
Engagers with IG/FB posts in the last 90 days
Website visitors (with Meta pixel)
🎬 Available Videos to Use
Course closing invitation - Main conversion message for final push
It's Never Too Late to Teach Your Child Emotional... - Addresses last-minute hesitation/fear
Testimonial videos - Social proof for final reassurance
⚡ Content Needed
  • Urgency banners/visuals: 72 hours, 48 hours, last chance!
  • Carousel testimonials for final push (can use written testimonials converted to graphics)
  • Short 15-30 second urgency clips with Dr. Laura
  • Ad copy variations with urgency messaging
💡 Psychological Triggers
Urgency & Scarcity (Ethical) Social Proof Future Pacing Authority & Belonging Consistency / Identity Belonging & Community

Future Project: Cold Audience Strategy

Subscriber Acquisition Campaign • Planned for February 2025

To be implemented after November campaign evaluation

Unaware & Problem Aware

🧊 Cold Audience - Subscriber Acquisition

Introduce & Build Relationship

Timeline
Ongoing
Launch
February 2025
Budget
TBD
🎯 Primary Objective
Reach people who are NOT yet familiar with Peaceful Parent, Happy Kids approach and convert them into email subscribers. These subscribers are unlikely to purchase the course immediately—we're building a relationship over time (estimated 1 month+).
👥 Targeting Strategy
Lookalike Audience: Based on past course purchasers (1,000-5,000 people source audience recommended by Meta)
Geographic Limitation: United States only (for ease of book delivery)
Interest Targeting: Parents interested in positive parenting, child psychology, gentle parenting approaches
📊 Success Metrics to Track
Number of new subscribers acquired
Cost per subscriber
Time from "never heard of you" to "ready to buy" (first purchase)
Conversion rate: subscriber → course purchaser
Engagement rates with nurture emails
📱 Content Strategy
Educational Videos: Introduce Dr. Laura's approach using neuroscience-based content
Lead Magnets: High-value free resources to capture email addresses
Problem-Solution Content: Address common parenting pain points
🎬 Available Videos to Use
5 minute-How Safety Shapes Behavior - Explains neuroscience foundation
Neuroscience of Peaceful Parenting - Establishes authority and science-backed approach
How Babies Develop the Neural Wiring to Self-Soothe - Addresses sleep/self-soothing struggles
Regulation, Connection & Coaching - Introduces the core framework
🎁 Lead Magnets for Subscriber Acquisition
Self-Compassion for Tough Moments (Printable)
50 Ways to Calm Your Nervous System
Love Notes for Your Child (Printable)
The Peaceful Parenting Reset: 5-Minute Science-Backed Shift to Calm (if created)
⚡ Implementation Plan
  • Priority #1: Complete and evaluate November Warm/Hot campaign first
  • After November evaluation: Review what worked and what can be improved, then fine-tune strategy for January course launch
  • Then launch Cold Audience project: Potentially February 2025 or another non-enrollment month
  • Track & measure: Monitor how long it takes cold audience to convert to course purchasers
  • Optimize based on data: Adjust nurture sequence timing and content based on conversion patterns
💡 Key Considerations
Realistic Expectations: Cold audience unlikely to purchase immediately—focus on relationship building
Long-term Investment: This is about filling the funnel for future course launches
Quality over Quantity: Using lookalike of past purchasers ensures we attract people likely to eventually buy
Data Collection: Will reveal the actual customer journey timeline from awareness to purchase