Family first, then business, then pleasure. Cofounder at https://carthook.com/ and cohost of http://bootstrappedweb.com/.
Here's CartHook's campaign from January to March of this year.
CartHook has been slow in adopting content marketing. Paid advertising, contrastingly, has a clear ROI.
So what'd they do? Content Marketing + Paid Advertising
They took free content, retargeted their audience, and then offered a free trial.
Each post was promoted for 7 days ($4k in ads). Got 127 retargeted free trials, which cost $32/signup.
These signups converted at 30%, which are paying $200/month.
$4k spent to get $136k ARR!
360 registrations on a partner'd webinar showing a huge success story ($1M -> $2M/year in sales) translated into $212k in new ARR for $4k spent.
Write and promote: an attention post, a market trend post (what's your unique insight into the market?), write a product post (what does your product...), a killer feature post (what is your differentiating feature that people need in order to succeed?). Then repurpose the content and host a webinar showing real results from someone using your product (promoting and retargeting this too).
How much time did you spend on this? How will you repurpose this campaign in the future - what's the 5-year strategy?
It caught us off guard how well it worked - we're not sure. Unless we really nail the next idea it probably won't work as well.
Is retargeting just within facebook?
Yes. We also tried retargeting within Google but it didn't work as well.
Why did you promote the pieces serially instead of in parallel?
To capture and build up maximum attention, though we might not do it like this in the future.
Are there other channels over email that are on your radar?
I'm sending out a beautiful PDF eBook of notes from every MicroConf 2018 Starter and Growth talk – both Speaker and Attendee. Want a copy?