My business partner and I have operated a solar installation company for 3.5 years now spending just north of 1mil on digital marketing.
Before establishing this business I have been in the SMMA space for a decade and handle a dozen accounts.
This is just a brain dump of lessons I've picked up over the years, hopefully it helps!
#1 - Remove emotion
Some people that I've worked with and even other marketers, get very emotionally attached to a particular ad or way of doing things that has worked well in the past, but it is no longer working.
Every time you advertise your business, the vast majority of your decisions should be rational and logical as to why you're trying something different, or whether you should stop doing something.
#2 - Diversify your ad platforms
If any of you use Facebook ads, you would know you're only an ad account ban away from totally losing all new customer inquiries.
So look for other opportunities to spend your budget in other platforms additionally, like Facebook, TikTok, YouTube, and Google.
Just think of these other platforms like having an additional fishing pole in the water – the more fishing poles you have, the better chance you have of catching a fish! 🐟
#3 - Get good at scripting ads
With the majority of content being consumed nowadays being predominantly video format, it will help you tremendously to understand scripting. (Hook, body of content/relatability, CTA)
And then when you find a good script that works well in generating new customers from your ads, you can use something like Chat GPT to come up with iterations of that script for you.
#4 - Get even better at editing ads
Whether you're using a platform like Canva to edit images, or a video editor like CapCut, having a basic understanding of how to edit these assets and to do it quickly will enable you to push out an infinite amount of ad variations, as you need them.
And you will need them!
#5 - Always accept different strategies, 💁🏻 Even if you've tried them in the past.
Personally, I have a playbook of all the strategies I've used over my decade of advertising, and let me tell you, I am constantly cycling between these strategies that may not have worked last year, but for whatever reason, possibly a platform update, they start working now!
#6 - Simplify your ad campaign structure
Back in 2017-2018, the general consensus among marketers was to have quite detailed ad campaign structures.
I'm talking about the top of funnel, middle of funnel, bottom of funnel – I'm talking about going really granular with targeting.
I'm talking like having 50 different ad targeting things going on at once.
These days, for the vast majority of my clients and myself, I have two campaigns running – one is top of funnel or going out to a cold audience who've never heard from the business before, and the second campaign is remarketing people. That's it!
#7 - Check in on your ads daily
If you really, truly want to understand how your ads are performing and you want to keep your finger on the pulse, then checking in on performance daily will tremendously level up your understanding of them.
I check all the accounts I manage at 6:00 am in the morning and 7:00 PM at night.
#8 - Test new ideas for no longer than 4 days
This does a few things for you: No. 1, you're not waiting weeks to see some form of result.
No. 2, you'll likely get enough impressions to make a decision of statistical significance so that the idea you had is being scientifically validated, or invalidated, without your speculation.
And this also allows you to optimize a lot faster!