Intro

This chapter emphasizes the critical role of strategy in successful advertising, particularly for webinars. It discusses a case study where poor planning led to failure despite high ad spend, illustrating the importance of qualified leads and alignment with business objectives.

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Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.

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In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy

- Final thoughts on the strategy success formula: goal, budget, and target

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491