Facebook Advertising Tips: How to Beat 99% of the Competition (We Did)

Posted by Bill Colbert on Feb 20, 2017 7:33:47 PM

"Your ad is performing better than 99% of ads like yours." 

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Topics: Facebook Ads

Content Marketing Ideas for Fitness: How to Use Facebook Live to Drive Leads

Posted by Bill Colbert on Jan 24, 2017 8:28:04 PM

There's no shortage of content marketing ideas out in the universe. So many in fact, that focusing on one can cause a paralysis by analysis of sorts unless you have a process to get started.

The commercial fitness equipment industry has an especially wide range of content marketing opportunities. Not only can you create content that's of value for the equipment buyer, but you can also use content to create interest and add value for the end-user. The later can even work to influence the former.

Facebook Live gives the impression that people have to be on live. That's a bit of a misnomer because there is a lot you can do with your newly-created video content. 

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Topics: Facebook Ads, content marketing strategy

Content Marketing Strategy: 3 Steps Anyone Can Use to Create Content

Posted by Bill Colbert on Jan 24, 2017 11:38:44 AM


If you wish you had a blog, you're probably not alone. If you feel like you never have time to write, you're definitely not alone. When content marketing isn't your forte, it can be tough to know where to start. Hey - I can't just whip up a financial model for a real estate deal in an hour. We all have our strengths and weaknesses.

I want to outline a simple process anyone can follow to come up with content ideas --interesting content ideas, for their blog or website. There are few other marketing efforts that allow you to attract prospects in so many different ways.

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Topics: content marketing strategy

How To Maximize the ROI of Sending Your Marketing Team to a Conference

Posted by Bill Colbert on Nov 21, 2016 7:54:10 PM

Traveling to a trade show as an attendee has a cost to it. You pay to get in, but you also have travel, hotel, and food costs. To add to that, let's not forget the opportunity cost of time away from whatever else you could be doing. Depending on who you send, it can end up being the younger members of your team struggling to find their way to the next breakout session. Or to the parties that night.

So how do you justify the expenses to yourself or to your boss? Here's the thought process and formula I used recently while attending HubSpot's Inbound conference in Boston. Setting goals beforehand took me out of my comfort zone (in a good way) and sharpened my focus.

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Topics: Customer Acquisition

Lead Nurturing 101: How to Improve Conversions By Moving to Activity-Based Nurturing

Posted by Bill Colbert on Nov 15, 2016 10:22:32 PM

Leads are really important, especially when you're a pet detective. Don't let them go to waste with bad lead nurturing.

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Topics: lead nurturing

Content Marketing Strategy: Why Product Demos are Killing Your Sales

Posted by Bill Colbert on Oct 25, 2016 10:19:24 AM


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Topics: content marketing strategy

B2B Lead Generation: How to Segment Your Post-Conversion Marketing Automation

Posted by Bill Colbert on Sep 22, 2016 9:42:56 PM


Just like the immortal character "Beanie", played by Vince Vaughn in Old School, you have to be careful about making sure the right message goes to the right audience. Sometimes you need to use earmuffs. (And not just in Chicago in February.) Here are two b2b lead generation strategies you can use as a B2B or SaaS company when setting up marketing automation workflows.


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Topics: b2b lead generation, lead nurturing

Facebook Advertising Examples: 4 Images Styles for B2B and SaaS Companies 

Posted by Bill Colbert on Sep 19, 2016 3:34:06 PM

You're all ready to start advertising on Facebook. You've selected the type of ads you want to run. You've thought of a good headline. But you just...need...to...figure out...a great image. There's so many options but, how do I know what works for me? The truth is, you won't. Or, more specifically, you won't know the best option until you test several variations. There are some great, helpful studies to be found about what types of images get the most engagement, but when you're advertising on Facebook, you're going to want to test, test and test again. Not to worry though. I've managed hundreds of thousands of dollars in Facebook advertising spend and have found success with a number of different types of ads. I'm going share with you some Facebook advertising examples that you can take and use to help your SaaS cost per acquisition go as low as possible.  


Facebook advertising examples: The straight-into-the-camera single-human image.

This image has worked well for me for two reasons: 1) The girl is pretty far zoomed-in-on. You can clearly see her face. 2) the red and blue colors are eye catching. They contrast nicely with the muted, clear background of the studio setting. When advertising on Facebook, color contrast can have a drastic impact. Tip: What you can do in Photoshop to make the color pop even more is to add an adjustment layer to increase the vibrance, hue, saturation, or sometimes all three.

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Topics: SaaS, Facebook Ads

Customer Acquisition Strategy: How we increased conversions 95% to lower cost per acquisition

Posted by Bill Colbert on Aug 22, 2016 1:18:22 PM


Having a great explainer video can be a critical component to your customer acquisition strategy, particularly with the emergence of video ads on Facebook. But once you sit down and try to create one, it's probably going to take more time than you thought. In this article, I'll explain how a great explainer video was central to our success when I ran marketing at amSTATZ. Hopefully you save some time as you develop your own customer acquisition plan by reading about our keys that I learned from multiple iterations over several months. The first video we produced was done for $0.00. That's right; a member of the customer success team used iMovie to do it all. The video was a great value for what it cost, and converted at 9%, meaning 9% of page visitors would submit their email to start a free trial. But it was 3:11 in length, the footage of the product looked grainy, and the voice over quality wasn't great; you could hear that it wasn't recorded in a real sound studio. The second video brought our email-submission conversion rate to 17%. Now, 9% to 17% may not sound like a lot, but, it's actually huge.

Here's the video that saw the huge jump in conversions:


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Topics: Customer Acquisition

Is UberPOOL Driving Uber's Brand Off The Deep End?

Posted by Bill Colbert on Mar 14, 2016 3:57:00 PM

A private driver, on demand. They showed up in like, 2 minutes. They were friendly and took you right to where you needed to go. Ahhh...the good old days. Life sure was better way back in... 2015.

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Topics: Technology




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Your customer acquisition strategy should be focused on improving your conversion rate over time to lower your cost per acquisition. More importantly, your cost-per-acquisition (CAC) should be lower proportionately to your forecasted customer lifetime value (LTV) This free guide will show you how we:  

  • Improved our conversion rate by 95%.
  • Found our ideal customer persona.
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