CXL Institute Growth Marketing Minidegree review Part 10

By Curt Maly for CXL
  1. TOFU: Top of Funnel market which is our cold audience
  2. MOFU: Middle of Funnel market which is our warm audience
  3. BOFU: Bottom of funnel market which is our hot audience
By Curt Maly for CXL
  1. Belief: Help the audience believe that there is a need for the product or solution.
  2. Engage: Help the audience understand why your offer is best positioned to solve that problem or provide that solution.
  3. Lead: Help the audience to the next step by leading them to your solution or providing them with something valuable in exchange of their information.
  4. Transact: Help the audience do business with you through offers and retargeting.
  1. Belief:
    a. Create content pieces that addresses the TOFU audience
    b. Aim to raise awareness of the problem
    c. It also acts as a filtering process if the content is created intelligently
    d. Run reach, video view, brand awareness and post engagement campaigns.
  2. Engage:
    a. Warmest market that helps the Lead and Transact stages
    b. Aim to strengthen the brand solution
    c. Look for educating and entertaining the audience (edutainment)
    d. Some of the best content pieces can be the 15 sec FB video
    e. Use Reach, video-views, landing page views and engagement as ad types
  3. Lead:
    a. When the warmest market starts exchanging information
    b. This market is warmed through the Belief and Engage section so is completely problem and brand aware
    c. Stay product/service focussed
    d. Help users engage with the brand and enter the sales funnel
    e. Use website traffic/conversions, video views, clicks to website, lead ads as ad types
  4. Transact
    a. Serve strong calls to action at this stage
    b. Masterful retargeting strategy that will drive sales to those who have not yet purchased your solution
    c. Some of the ad types that can be used here is conversion ads, DPA, video views, image ads and stories, clicks to website.

We then looked at some of the ad formats:

  1. Image: We recommend using images of your product or brand.
  2. Video: Adding movement to your ads can make them more eye-catching in News Feed.
  3. Slideshow: Slideshow ads combine multiple images or videos, text and sound. You can use between 3 to 10 images or a single video in a slideshow ad.
  4. Carousel: Carousel ads allow you to showcase up to 10 images or videos within a single ad, each with its own link.
  5. Collection: The collection format includes an Instant Experience and makes it easier for people to discover, browse and purchase products and services from their phone in a visual and immersive way.
  6. Instant Experience: This is a fullscreen experience that opens after someone clicks your ad on a mobile device. Create an Instant Experience to visually highlight your brand or products and services.

Some of the content inspiration that we can look at:

  1. Page transparency in Facebook (never knew about this)
  2. Buzzsumo
  3. Google alerts
  4. Google image search

What are the best content and posting strategies

  1. Posting 4 times daily (set a cadence) at 6am, 11am, 4pm, 8pm
  2. 10x4x1–10 fun/interesting posts that are relevant to your audience, 4 more informative posts, and then 1 strong call to action post.
  3. 10x10x4–10 FAQ’s, 10 SAQ’s, 4 WAN’s (Why Act Now)

Recorded Video Length Suggestions

  1. 15 sec — Quick video to take action for simple next steps
  2. 30 sec — 01:30 — Cold/Warm Market
  3. 01:30–05:00+ — Warm Market to build rapport or move to next step in the conversion process
  1. Create 2 Videos (5–7 Minutes Each) at the Cold market stage to qualify the traffic and include the CTA to opt in in the video.
  2. Create 2 Videos (15–30 Seconds Each) at the Thank you optin video suggestion and include CTA to Next Step in the Funnel
  3. Create 2 Videos (60 seconds — 120 seconds) at the Sales page (before checkout) stage and include CTA to join now or buy now
  1. Increased Visibility
  2. Increased Engagement
  3. Easy To Shoot so takes less effort and time
  4. Easiest way to provide Customer Support
By Curt Maly for CXL

The Golden AD strategy:

Golden Ads strategy by Curt Maly

Why do we need it?

  1. Track the activity of your website visitors and those who came from a Facebook ad or an Instagram ad.
  2. Measure the results of the ad
  3. Build retargeting audiences
  4. Feed the algo

What is FB pixel?

  1. Core Audience: Used at top of the funnel and setting that belief system
  2. Custom Audience: Used at middle of the funnel and setting that digital newspaper
  3. Lookalike audience: The most powerful of them all and can be really used to drive bottom of the funnel and also fuel middle of the funnel audience
  1. Breakdown effect: The effect when FB collects all the low hanging fruit at low cost but then the cost increases and this can broken down by refreshing the audiences rather than stopping the campaign.
  2. Hot28/7: This is the hottest audience in the last 28 days which reflects the middle of the funnel. The hot7 reflects the hottest audience that have interacted with the brand in the last 7 days.
  3. Power of 5: The five different areas where FB automation plays a key role:
    a. Auto advanced matching
    b. Account simplification
    c. Campaign budget optimization (my personal fav)
    d. Automatic placements
    e. Dynamic Ads




Startup Growth | Business Development and Sales | Creative thinker

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