Colin James Belyea

How to get customers (without getting lucky):

Harsh marketing truth 🤫 If your business model can't support paid acquisition, you'll have a hard time making other channels work, too.

• Ensure proper measurement: Compliment your promo code redemptions and custom URL visits by measuring overall lift via search queries and organic site visits within your campaign geo while testing Read the full case study here: productchannelfit.substack.com/p/unlocking-ne… #OOH #digitalmarketing

• Pick placements with high dwell time (people see them for longer than a flash) and high frequency (they see them often) • Focus on direct response creative. Start with large logos, visible URLs & promo codes, and a clear call to action

Out-of-Home Ads can compete with your digital ads, but only if you do them right 💡 Here's what @mills_simon recommends from his OOH campaign done with @opencare:

Like this story? Please share this post, read the full article, and subscribe to Product Channel Fit newsletter: productchannelfit.substack.com/p/unlocking-ne… #OOH #advertising #marketing #growthmarketing

4. Ensure Proper Measurement: Although you can look at direct promo code redemptions and custom URL visits etc, you also want to be measuring overall lift via search queries and organic site visits within your campaign geo while testing.

Most marketers laugh at out-of-home ads. They speak of "Legacy Ads" is the same breath as floppy discs and rotary telephones. But what if I told you some D2C brands can match the CAC of their digital ad CAC with OOH? 👀 🧵

Strong creative gives ad accounts the opportunity to crush: - Compounding positive results - Home run creative - Virality Skimp on either at your own risk!

Strong media buying protects ad accounts from risk: - Runaway budgets - Excess spending on poor results - Poor structure hindering long term results

Making paid acquisition work is hard. Building strong ad channels requires experienced media buying and creative vision.

Everyone and their mother is saying "Creative is king", but strong creative without a well-structured ad account is playing a short-term game. Optimize your ad accounts for learning, and results will compound.

@amandanat More depth. Less fortune cookies!

What kind of content would you like to see more of in your feed?

@PhilKiel I feel like this sentiment comes from the quant class of media buyers who don't have the vision for ad *quality* and have to lean on quantity to cover their deficiency 🤷‍♂️

Read a few agency ads recently stating "Media buyers need to be testing more creatives than ever" While media buying has changed, and it is creative led, the priority should be test better ads, not more ads. 100 pieces of 💩, are still just 💩

@EvieDigital @SigmaOS I've been using Arc by the Browser Company - enjoying it so far!

What's your favorite productivity browser? I'm trying @SigmaOS, and so far so good. There's TryShift too but it's been a while since I used them. #Productivity