Did you know that there are only 7 Internet software/services with over 1 billion monthly active users (MAU)?
Just take a look at this:
If you’re looking for growth in your business, the right places to look are where your target audience is already hanging out. You probably won’t be able to advertise to people directly on MS Office or Windows, but you do have a shot at finding them on platforms such as Google Search, Facebook, and YouTube.
In this post, we’ll give you 7 surprising ways to scale your revenues using paid advertising this year. Some of them involve the channels above, some don’t.
Remember, it’s about finding your right target audience.
Ready? Let’s go!
I’ve been preaching YouTube advertising for the past few years and I still feel strongly about it (after all, we were able to add about $6M in annual run rate for a company just solely on YouTube ads). Here are the key points on why I think it’s particularly effective:
You can read more on YouTube advertising in my previous posts here:
Gmail advertising is a relatively new format that Google brought back recently and it seems like it’s here to stay this time. We’ve seen click-through rates as high as 75% and clicks as low as $.10.
But what about conversions?
On a client campaign targeting a $150 cost per acquisition (CPA), we were able to acquire leads for as low as $7.
You read that right.
You can read our Gmail advertising guide to learn how to get started.
Facebook Lead Ads is a relatively new format and for the time being, it’s mobile-only.
Here’s what it looks like:
The concept is simple:
On a recent campaign, we compared Facebook Lead Ads to a conversion optimized campaign and here’s a small sample of the results for the same client that had a target CPA of $150:
On the conversion optimized campaign, our CPA was a little higher at $115.
What this all means is that Facebook Lead Ads is worth exploring further. On the surface level, it intuitively makes sense: if you’re able to fill out a form within the app, the conversion rate should be higher. However, your mileage may vary.
Here are two downsides to Facebook Lead Ads right now:
One thing we truly believe is that you’re going to be seeing A LOT more paid content distribution. Facebook naturally likes it when people share content because people tend to engage with it by liking, commenting or re-sharing.
In terms of engagement, direct product advertisements don’t do as well because people are naturally turned off by ads. Just think about this: Derek Halpern of Social Triggers says that 20% of your time should be spent on developing a piece of content. The other 80% should be spent on promotion.
Let’s try to break this down with some simple numbers.
You can learn about how to get started with Facebook paid content promotion here.
I must confess, I haven’t done a lot of LinkedIn advertising recently because the cost per click (CPC) rates are extremely high. BUT, if the numbers work for your business, LinkedIn might just have the exact person you’re looking for.
The one thing I want to touch upon is the different ad formats available for LinkedIn. You can use the native sponsored ad, which looks like this:
Or you can use a large image, which looks like this:
Some thoughts on what you can do with LinkedIn ads:
Other marketers have reported seeing phenomenal results using the image. Again, your mileage may vary, so test it!
Sometimes the old content filled with information that many people already know about needs to be resurfaced—after all, there’s always someone new to the game who could benefit from it. As for us, we’ve produced a bit of content in the last few years.
Just think about this: if you’ve invested a ton of time in your content, wouldn’t it make sense to extract maximum value from the blood, sweat, and tears that you put into it?
Here’s an example of an interview that we repurposed on Entrepreneur Magazine:
You can repurpose your content into infographics, videos, SlideShares, and more. If I put in countless hours to create my content, it doesn’t hurt to invest a few more to extend its reach.
My podcast, Growth Everywhere, has over 200 interviews with entrepreneurs. This is evergreen content that will stand the test of the time because they’re all ultimately short biographies with tidbits of actionable advice all over the place.
New podcast content will always continue to push my old content down inside of podcast apps so the question is: what should I do with all the old stuff that’s still relevant?
How about repost it so my subscribers can see it?
After trying this, my daily downloads has so far increased by 100% (and that number continues to grow!).
Other areas that we’ve started to dive into, but haven’t fully explored yet for 2016:
Once we’ve tested this and have more data, we’ll post our findings!
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