Most marketers are still infatuated with the idea of the content calendar.
They spend long, tedious hours researching, planning, and writing their seasonal content that is quickly outdated and that they will have to redo the following year.
At Blitz, we ditched the content calendar years ago and now create content based on what is valuable and relevant to our audience. We then sequence our content into different customer journeys so that people naturally find what they are looking for whether it be a course, full-service package, or a useful guide.
We believe it’s time to invest in an EVERGREEN funnel that will drive you reliable business for years to come instead of seasonal content that dries up.
Here’s how you can combine two of our favorite and most effective concepts, the 3×3 video grid and the Dollar a Day strategy, to get more leverage out of your content.
Your 3×3 video grid consists of three different types of videos: your WHY, HOW, and WHAT. Together these three-main parts work to connect the parts of the funnel. Initially, you will have 3 one-minute videos in each phase, so 9 videos in total.
It’s important to maintain an equal distribution of content in each phase. Don’t skimp at any stage in the funnel. This will help you build retargeting sequences and optimize your videos for your target customer.
When you’ve created your videos, create custom audiences of people who watched a certain video for 10-seconds or more.
Together, these custom audiences will work as the bridge to the next part of the funnel (WHY to HOW to WHAT). The people most interested in your brand will navigate through your funnel and “opt-in” to the bottom of your funnel, the WHAT stage, which is when you make the sale.
It’s crucial to utilize the Facebook For A Dollar A Day (FDD) to test your videos against different audiences to find your best combinations. The FDD strategy allows us to test on a small budget to see if the content will perform well or not.
If the content performs well, amplify it by increasing the budget. If it is not performing well, there are three options – change the audience, change the content, or kill the ad.
Let’s take, for example, one of your HOW videos. You run the video towards two separate audiences for $1 dollar a day for 7 days to gather some initial data.
You can reference our Standards of Excellence to benchmark your ad performance.
Some key metrics depend on your objective and your specific products and services, but you should still use standard diagnostic metrics to identify where in the funnel you can improve.
Aim to keep your view-through rate high, 50% reach to 3-second views and 50% 3-second views to 10-second views. When you get a video with an average watch time longer than 10 seconds, you have a winner. The average on Facebook is only 6.
Keep in mind that you will end up killing 90% of your ads. This means that only 10% of your ads will turn out to be winners. Great painters were only great because they painted a lot. It’s the same premise of taking many shots on goal. Iterate, test, amplify or kill and repeat.
When an ad performs well for the first 7 days, extend it for 30 days for $1 a day.
If it continues to hit those amazing results, you can even extend it for the rest of the year. The dollar a day budget is perfect for long-term evergreen campaigns because the budget won’t burn out a sizeable audience (50k or bigger).
Keep these winners documented in your Greatest Hits Library, a compilation of your best ads, to reference past success.
Soon, you will fill the entire 3×3 funnel with greatest hits that run 1$/day year-round and drive a healthy and reliable stream of leads for your business.
Test out our Facebook for a Dollar a Day strategy and let us know how it works for you.
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About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.