The Performance Marketing & Growth Newsletter #6

3 Actionable Ideas + 2 Learning Suggestion + 1 Core Insight

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My 3 actionable(no gyan) ideas

1. Bring structure to your performance marketing meetings

   1. Start with the north star metric: CAC or ROAS

   2. Identify channels/campaigns performing + non-performing on North star

   3. Build an action plan to amplify what’s working & improve what’s not.

   4. Evaluate past experiments

   5. Run through all open task items

   6. Read this for more context.
      

2. Change your “Thank you” to nurture & qualify the lead further.

   1. Don’t: “We will reach out to you in 24 hours”.

   2. Do: Think ways to ease their decision making,

      1. Embedd a video explaining the next steps, or

      2. Make them download a pdf to add value in their life, or

      3. Quiz, etc, to further know about the lead or

   3. Read this for more context.

3. Switch off Audience Network as placement in your Facebook ads(conversion objective). The intent of the traffic is too low from AN.

BONUS

• If you are a new freelance performance marketer, build a growth plan for your biz

  • List founders to approach for free ad account audits.

  • Have a risk-free financial model for founders

    1. More variable-focused. Eg: Pay x or all only if I drop cac by 10%.

  • Read this for context.
    

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My 2 Learning Suggestions

1. Blog: Do things that don't scale by Paul Graham

2. Learn to build hooks in your video ads.

   1. Trick: Changed 3 frames in first 6 seconds

   2. Check this video, for example.

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My 1 Core Insight

You have wasted time all this while by 

Trying to fix

• creatives, 

• landing page, 

• audiences, 

• ad platform optimization? 

But the problem can be in the 

• "medium" of converting the traffic. 

Here are the 10 different ways to convert traffic to revenue. 

A. Direct purchase

• Full price ticket item

• Low ticket item & then upsell. 

B. Generate Lead & Pitch - Sales led

• Free

  • 1:1 Telecall of 10 mins or more. 

  • 1:1 Videocall of 30 mins or more

  • 1:Many Videocall of 45 mins or more like "Webinar"

• Paid

  • All 3 items of free but charge a small fee.

  • Ex: "Join the webinar at Rs 49".

C. Experience Product - Product Led

• Free Trial: partial or complete product access + free of charge but only for a limited time.

• Freemium: partial product access + free of charge, without a time limit.

Let's take just lead generation biz, the sales lead approach. There are 3 different ways to convert in the Free lead gen model. 

The point is, 

• Have you experimented with them?

• Did you brainstorm other creative ways to convert traffic?

• Do you put equal emphasis on the medium of conversion as on creatives, lps etc? 

Note: 

And every stage of scale may require you to shift between the medium of converting traffic. Ex: You start 1:1 Videocall but move to 1:Many Videocall (webinar)

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I hope you find it useful.

If you have any suggestions to make it better, please reply to this mail.

I read and reply to every mail :)

Rohit