How To Run Paid Acquisition Campaigns For Your Subscription Business

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet Beer Drop.

Beer Drop is an all Colorado beer subscription delivering only the freshest beers from Colorado’s best small breweries you won’t find in stores. 

As a growing business, Beer Drop came to Tuff looking for a growth marketing partner that would help scale customer acquisition leveraging ppc and paid social. With clear goals and an aggressive testing plan, we’ve worked closely with Beer Drop to continually hit our growth goals and customer acquisition targets. The Beer Drop team works strategically on the product while the Tuff team is responsible for executing growth strategies that deliver quality traffic. This combination, so far, has been pure magic. 

  • In the first month, we started slow. We focused on audience research, targeting, and message development. We validated that Facebook and Google were the right fit for Beer Drop and could successfully deliver subscribers. 
  • In the second month, we tripled our budget and went for scale. We expanded our geo-targeting, introduced video, and refined the sign up flow. 

From initial launch to today, as an integrated team, we’ve been able to increase subscriptions by 531% while simultaneously driving down cost per subscription by 61%.  

Building and optimizing a customer acquisition strategy on Facebook and Google to get results like this is not easy. It’s not rocket science either, though. If your execution is data-driven and marketing and product can work as one, you can see results like this, too. 

Talk to your existing customers

When it comes to successful ppc and paid social campaigns, we spend 50% or more of our time understanding what the customers’ needs are. This is so often overlooked but incredibly critical. You have to know who your target audience is, what their problems are, and how they want to interact with you. Having these questions explicitly answered will allow you to build a much stronger customer acquisition strategy on Facebook and Google based on both qualitative and quantitative data.

During this phase, we like to: 

  • Talk to customers 
  • Read customer reviews 
  • Read competitor reviews 
  • Study social channels and followers 
  • Follow Google Analytics flows and analyze heatmaps 
  • Analyze Google Analytics audience data

Test different audiences and messages

When it comes to paid channels, especially Facebook, it’s easy to narrow in on visuals. This is important, absolutely, but don’t get stuck here. It’s more important to test early and often with multiple audiences than to spend weeks on creative development. 

At Tuff, for Facebook audiences, we take the 80/20 rule. We launch campaigns with 8+ audiences, find the top performers early and push spend to them, and then kill the rest. We did this with Beer Drop, too. In month one, we launched with 45 audiences across 5 campaigns. In our second campaign launch, we only launched with the top 30% of audiences in phase one. 

For Beer Drop, “top performing audiences” meant audiences that purchased subscriptions. This isn’t always the case though. When you are evaluating success and making audience optimizations, you have to link back to your campaign objective. Did you optimize for reach? Did you optimize for clicks? Did you optimize for sales? You need to evaluate campaign performance against the action you told Facebook you care the most about. 

Focus on your lowest hanging fruit

If you’re testing the waters with paid social and ppc, if you can focus on the low hanging fruit, do it. With limited time, money, and people, you want to put your best foot forward first. For subscription-based service, that could be: 

  • People who’ve added stuff to cart and have purchased
  • An email list you’re trying to reactivate
  • Retargeting audiences to a specific landing page 

That said, I’ll be honest, for Beer Drop, we ignored this completely. Beer Drop is based in Colorado and has more brand awareness in this market than any other state in the US. Our initial plan was to experiment with campaigns in Colorado because we thought the existing brand presence would help us convert at a higher rate. We changed directions before launch because of our overall business objectives. We needed to find out if paid acquisition would work in cities and states that had never heard of us before. It’s a balancing act really, how do you pair business objectives with the right experiments to give them the best chance to be successful? 

Optimize for subscriptions and not clicks

For Beer Drop, we tested out two types of campaign objectives. We ran a batch of click objective campaigns and a batch of subscription campaigns. This is an important distinction because it influences what optimization and bidding options you have throughout the campaign setup and ultimately how the ads are served. 

Our click objective campaigns, example below, we developed around a “quiz” concept where we wanted to drive as much traffic as possible to the quiz, collect an email, and then retarget. The engagement and click stats were bonkers. To no one’s surprise, people love beer quizzes almost as much as they love beer. Although we had incredible results here, we ultimately killed it because it wasn’t helping with our end to get more subscribers at an efficient cost. 

Our subscription objective campaigns, example of one of the ads below, were setup using custom conversion event tracking. We place code on the subscription confirmation page and tell Facebook to help us get our ads in front of people likely to subscribe. This doesn’t always work for newer brands or startups like Beer Drop but for us, because of our data-driven target and user-specific copy, it worked. 

Using real photos as social proof

Users have become pretty numb to overproduced videos and fancy creative. A few years ago the conversation with paid, especially Facebook, was “how do we stand out enough to get someone to stop scrolling?” but now, it’s “how do we get more real, more authentic, and blend in with our target audience?”. This is exciting for the small budgets and teams who want to test and experiment often. 

Here is a good example. The video below has no editing, took 3 minutes to film, was shot on an iPhone, and ever since launch, has been our best performing ad in almost every campaign: 

124 comments and 43 shares in two weeks? Yup, yup! 💪

To get this right, using real photos to drive results, revisit the “Talk to your existing customers” section of this post. It’s the one consistent thing you have to do all the time!

Learn from your traffic and make user flow optimizations

It’s not just about impressions or clicks, right? It’s about driving actions and subscribers. The customer acquisition equation is only complete when we focus as much on pre-click as post-click (and engagement and retention but let’s stick with acquisition for now!). 

When someone clicks on your Google ad or Instagram ad, what happens next? We like to use tools like Hotjar, Heap, and Optimizely to learn what users are doing when we actually get them to landing page or website. How can we make things more clear on the page, provide the right value, and remove friction? 

Beer Drop’s product team led the charge here. They’ve made small tweaks and adjustments at every stage of the user flow over the course of the last few minutes which has inched our conversion rate up and up. We would never see this type of growth, a 531% increase in MoM subscribers, without a product team committed to user improvements.

When it comes to paid social and ppc, remember that 90% of your traffic from these channels will be on mobile. Review your page in mobile, design in mobile, and make improvements based on mobile behavior. 

Use enough budget to test and get data to make better decisions

There’s no one set budget for starting out on Facebook and Google. When we think about test allocations, we start with the goals: “What do I want to learn from my paid advertising? What is the end goal? 

In the first phase with Beer Drop, we set out to answer:

  • What are my users responding to? 
  • Can I prove market fit on Facebook? 

We’ve seen that in order to answer questions like this, that you need daily budgets in the $200 to $400 a day range to get meaningful data. And be prepared, the early months are often not very profitable. I know everyone wants results, heck I’d be lying if I didn’t say Tuff is driven solely by results, but the trick is to have a smart testing plan to get data that’s statistically significant to your paid social and ppc efforts. What you prove on $100 in spend is not significant enough to say that it’s going to be the same if you spent $10,000. 

Whether you’re just testing the waters or ready to scale, figuring out how to acquire new customers on Facebook and Google is difficult. We’ve spent the past few years working with all kinds of different businesses, with small and large budgets, across a range of industries to help them figure this out. We’re still partnering with Beer Drop closely and will update this post with future results, challenges, success stories, and more. 

In the meantime, if you want to explore more about how to scale your customer acquisition with Tuff, or want a first-hand look at the data showcased above, touch base to set up a free, 30-minute growth strategy session with our team. We’d love to learn more about who you are and what you do so that we can help you find your way to the next level.

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.

tuff-increasing-mobile-app-installs-tuff-case-study

16,947 App Installs Later: 8 Simple Ways to Grow Your App Installs With Facebook and Google Campaigns

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. 

Your app is live and you’ve been steadily growing users over the last couple months. Now what? How do you scale faster without seeing massive spikes in cost? 

We teamed up with our partners at WatchBox and Rever, two very different companies with very different apps, objectives, and target audiences, to figure out if we could leverage Facebook and Google campaigns to: 

  • Increase mobile app installs by 3x 
  • Maintain Cost Per Install (CPI) targets below the industry average

And the results after 30 days? 

Spend:
$7,886.18

Quality Installs:
5,165

CPI:
$1.53

Industry Average:
$2.07

Focus:
In-App Actions

 

    Spend:
    $12,623.58

    Quality Installs:
    11,782

    CPI:
    $1.07

    Industry Average:
    $1.51

    Focus:
    Install Volume

Based on the data above, we doubled our investment for both accounts and scaled even larger – and we’re still experimenting with ways to improve efficiency. In this post, we’re happy to share what we’ve had success and hope they are helpful as you scale customer acquisition efforts on your own. 

Adopt the 80/20 audience strategy

When it comes to using Facebook campaigns for customer acquisition, app install focused or other, you strategy should be driven by the target audience. Who are you targeting and what do you care about? 

Start by analyzing your existing users and build from there. Where do they spend time online? How do they talk about your app? What other Facebook pages do they follow? What other apps do they use? 

Take this information and jump into your Facebook Audience Panel. Using a mix of lookalike, custom, and saved audiences, build a minimum of 10 separate audiences to target. Give each audience an intuitive name so it’s easy to remember and keep organized. 

You can also leverage Facebook’s audience insights tool. This will analyze the people who already follow your Facebook page and give you insights on the other pages they follow, like, and engage with. Use these insights to build out audiences using interests and behaviors. 

Find your hook

What is going to make someone hit download or subscribe? Finding the answer to this is key for increasing mobile app installs. 

After building out our target segments in Facebook’s audience panel, we create Facebook campaign concepts for each target segment. Both the copy and creative is developed with a particular audience in mind. We want to find the message that resonates the best and kill everything else. For example, we ran all three of these ads below to the same audience with the same creative. The only thing that was different was the copy. The winning ad quickly surfaced to the top and we were able to kill the other variations. 

Facebook mobile app install ad. Facebook mobile app install ad with video. Facebook mobile app install campaign.

Create multiple ads and formats on Facebook

We’ve seen success with single image ads, carousel ads, and video ads. If you have limited funds, a scenario that many startups — and even enterprise companies — face, you don’t need anything fancy. 

You can use the same creative for you single image campaigns as you do for you carousel campaigns. And if you don’t have a video, put it on the list for phase two. More tests give you better insight into which format will deliver better results. 

Facebook mobile app install example. Facebook mobile app install carousel ad.

Upload as many assets as possible for Google campaigns

Before you do anything on Google ads, make sure you configuring conversion tracking for installs. If this isn’t setup, there’s no point in running campaigns. 

Then, when you go to build your app campaigns, make sure you upload as many creative specs as possible. Google takes care of most of the optimizations for these campaigns and since it’s constantly learning, you want to give it as many creative combinations to test for you. Here are the specs you want to upload: 

Text install volume and in-app action campaign types

What’s your focus? Do you want to drive as many installs as possible regardless of the quality? Or do you want to only get downloads from users who are likely to use or purchase your app? When you go to setup your campaigns on Google, you can select from the below options: 

Install volume: campaigns that optimize towards driving app install volume 

In-app actions: campaigns that optimize towards cost for specific in-app event(s) post install (reaching X level, a sign up, etc.). For this you will need conversion tracking set up, either with Firebase or a 3rd party mobile measurement company. 

We start with the Install Volume campaign type to get data back quickly. Then, once we see success there, we integrate Firebase and run in-app campaigns. The Firebase integration can be technically tricky to setup, so if you are short on dev resources or don’t have dev support, skip this. 

Split campaigns by device

iOS and Android campaigns will perform differently. To know where you want to allocate more spend, knowing you CPI by device is extremely helpful. In the example below, you can see what had way better results on Andriod. We were able to identify this after a few days and push spend there. 

Facebook mobile app installs for iOS and Android.

Split campaigns by location

Similar to device, locations will perform very differently. Instead of lumping all your locations into one campaign, consider breaking them out, especially if your customer acquisition goals are international. 

For Rever, we were focused on install volume so allocated 65% of the budget to our best CPI market (EU). In phase two, when we were focused on upgrading free users to paid users, we shifted spend to the US because the market had the best free to premium conversion rate. 

Learn and then scale

If you’re new to Facebook and Google, building the right campaigns for customer acquisition is about traction – not scale. We start out with a max daily budget of $150 and this is spread out across anywhere from 15-25 ads sets (or audiences). That means each of the audiences in the first phase only get $2-3 bucks per day/max. 

Phase one is all about learning so you know exactly where to allocate the big bucks. At the end of two weeks, you want to know: 

  • What are my top three audiences? 
  • What device give us the best CPI? 
  • What message and creative is the best? 

With the answer to these questions, Increasing mobile app installs becomes easier. You can kill 80% of your ad sets and push all your budget into the top 20% to supercharge your customer acquisition results. For example with Rever, we had 12 different ad sets in our initial launch. Each ad set launched with $3/day budget. 

Once they went live, we start to kill low performing ad sets, drop in new ad sets, and push budget to the top performers. The below screenshot is the outcome after 14 days where you can see two audiences eventually received all the spend because they were driving the highest quality results. 

Facebook mobile app install results.

If you want to explore more about how to scale your customer acquisition, or want a first-hand look at the data showcased above, touch base to set up a free, 30-minute growth strategy session with the Tuff team. We’d love to learn more about who you are and what you do so that we can help you find your way to the next level.

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.

tuff-increase-landing-page-conversion-rate

How Wireframing Will Improve Your Landing Page Conversion Rate

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet Xendoo.

Xendoo is an online accounting and bookkeeping service partnering with small business owners to take on their business financials and accounting with a dedicated team of CPAs. They give small business owners time back to focus on their business and give them peace of mind by knowing their books are being done correctly. Founded in 2016, Xendoo received an initial round of funding in 2017. We were lucky to start working with them later that year.

“Not only are they a true pleasure to work with, they achieve phenomenal results. Highly recommend the team to people that are committed to growing their business. When you hire TUFF, prepare to hang on for a great ride.” – Lil Robets, CEO, Xendoo (View our reviews on Google & Facebook)

We partnered with Xendoo to improve their landing page conversion rate and as a result, they had their highest client acquisition month ever with:

  • 35% increase in conversions MoM
  • 82% Increase in new clients MoM

Why Xendoo Focused On User Experience

A website is one of the most powerful user acquisition channels for businesses today, and for good reason. If you build it right, your website can be the best and most cost-effective marketing tool you have. Especially when you’ve done the research to know which complimentary user acquisition channels are going to drive the most growth for your audience.

For a fast-growing startup, it’s common to outgrow the early versions of your site. As you scale, your positioning will evolve, your brand identity will become more established, and you’ll hone in on your ideal users.

As this happens, it’s critical that your site also evolves. If you put consistent effort into improving the user experience of your website and everything that goes with it, you can consistently improve your conversion rate and scale your user acquisition.

Xendoo launched their site in late 2017 with two core goals in mind: client acquisition and fundraising. The site needed to serve and secure new clients, but it also needed to attract investors. We launched our paid client acquisition efforts in January of 2018 and immediately started growing a slow, but steady, client base. As Xendoo gained more traction throughout the year, the site data started pouring in and areas of improvement were easily identified.

So, how did we double their conversions (yes, that turned into almost twice as many clients per month!)?

Let’s dive in and take a look.

Xendoo’s Playbook

Customer Research

Designing a great user experience requires understanding the problems different visitors have and then working to solve those problems. Before we worked on the structure of the website, we leveraged Google Analytics, LiveHelpNow (live chat), and CallRail (phone calls) to identify hurdles that stopped people from moving through the conversion funnel.

Three distinct themes surfaced:

What services does Xendoo offer exactly?
Ideal: When someone lands on this page, they should immediately know how it’s going to help them.

What services do you integrate with?
Ideal: This should be quick and easy to understand.

How do I start a free trial?
Ideal: Consistent language and visuals around one primary CTA.

Clear CTA

Leaning on the data we turned our focus to the site structure, designing the primary CTA first. Making the CTA the first element you include in your skeleton layout will ensure that the rest of the website supports the CTA and isn’t buried on the page. When working on user flow, you need to ask yourself “What is the number one thing we want users to do?” and “What value does our service or product fulfill for the user?” The intersection of these answers is your primary call-to-action. For Xendoo, this CTA was a month of bookkeeping for free.

Wireframes

Once we had the CTA’s identified, we built the site wireframes. Wireframes are a blueprint to define the information architecture and layout of your website or product. They allow you to take a step back from the design and develop a clear understanding of all user paths throughout a site. This is one of the most essential, yet overlooked, steps in creating a high-converting website.

Mock Up

The final step in the wireframe process was to develop a sample mock. It’s a common practice for designers to use “Lorem Ipsum” while wireframing and designing mockups. But, when it comes to increasing your conversions your content is equally, if not more important, as your layout and design. Once we had the copy down, we were able to work it into an illustrative mock that set the tone for the entirety of the site design.

Results:

  • Best client acquisition month ever!
  • 35% increase in conversions MoM
  • 82% Increase in new clients MoM

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.

tuff-grow-email-list

How to Grow Your Startup’s Email List

Person typing on laptop for growing email list

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet Daycation.

Daycation is a Miami-founded startup that allows people to book “daycations,” gaining access to hotel amenities without staying the night. Traditionally, people must check in as hotel guests to access amenities like pools, lounges, hot tubs, gyms, and private beaches. Now, with Daycation’s network of beautiful, on-demand hotels, users can visit their site and easily book hassle-free day experiences.

We worked with Daycation to grow their email list. In two weeks, we added 1,000 new subscribers at an acquisition cost of $1.15 per subscriber. In addition to the list growth, 25 of the new subscribers booked a Daycation within 30 days of joining the email list.

Why Daycation Focused On Growing Their Email List

For starters, email has been the #1 most profitable marketing channel for ten years in a row. From this one statistic alone, it isn’t hard to see why you need to grow your startup’s email list. It is a key piece of any well-rounded user acquisition effort.

From a growth perspective, it is the statistics on customer acquisition costs that make email a no-brainer for a business like Daycation. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter.

While we had launched a number of acquisition channels for Daycation, including paid social and chat, we were looking to build an email list of valuable subscribers. Because Daycation is a transactional marketplace, we were confident that email marketing would be a more effective channel than social for driving people to their website and getting them to sign up and purchase a day pass.

So, how did we attract 1000+ new subscribers in two weeks?

Let’s dive in and take a look.

Daycation’s Playbook:

  • Everything begins with great content or value. People will find your site because of your amazing content. They will keep coming back because you provide relevant value. Your content will be the foundation of what you email to them, which will be the reason they stay subscribed (or hit unsubscribe!). For Daycation, we decided to run a cabana giveaway in Miami. In exchange for an email address, people entered for a chance to win a day pass and cabana for four at one of Miami’s top luxury pools.
  • Once you have the right content, you need to start putting your landing page together. Creating a high converting landing page isn’t rocket science. However, creating an effective page involves more than simply designing something that looks good. For Daycation, we leveraged these nine components of a killer landing page and mocked a wireframe using InVision.
  • The page went live, and we needed to get the word out. For Daycation, that meant adding a banner to the homepage of the site, as well as tapping into paid social. We launched Facebook and Instagram campaigns, targeting a specific subset of customers who were most similar to their best current customers.

Screenshot of a Facebook ad for Daycation

Screenshot of an Instagram ad for Daycation

  • Every interaction with someone is a chance to influence their opinion about your business. The minute you collect an email you can start providing relevant value and the message you send is critical. Using Customer.io, when someone signed up for the giveaway, we triggered the confirmation email below. For a large percentage of this list, this was the first email they ever received from Daycation. This is a large opportunity to make a lasting first impression. Try your best to step away from a transactional mindset and show your companies personality.

Screenshot of an email from Daycation

  • We ran the giveaway for two weeks, spreading the word to as many people as possible. Once the campaign ended, we announced the winner through email, sending the entire list a $10 off coupon code on their next Daycation.

Screenshot of an email from Daycation

The Results:

Duration:
2 Weeks

Ad Spend:
$1,215.76

New Subscribers:
1,264 new subscribers

Cost Per Subscriber:
$1.15

Subscriber Purchases (within 30 days):
25

Next Steps:

Our focus on email didn’t end with the cabana giveaway. You’re not just looking to grow your startup’s email list and present a nice vanity metric. It can be easy to just focus on building the list and see the number of subscribers growing and call it a success. Once you have a healthy list of emails, you need to continue focusing on the value you provide to your users with email. What is the end goal and conversion you’re looking for them to make? 

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.

tuff-increasing-conversion-rate-with-landing-pages

How To Build Conversion Focused Landing Pages That Drive Leads

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet The Buy Guys.

In this post, we’ll share the story of The Buy Guys, a Florida-based home buyer and seller that has purchased over 10,000 homes in the last ten years. We helped increase their leads by 138% this year by optimizing landing pages to increase conversions and serve as a growth engine.

Tuff has been a trusted partner of my company. They deliver quality work and clearly communicate what’s being done and when. I especially appreciate Tuff’s ability to manage projects from start-to-finish and provide guidance on how we can best achieve our goals. Tuff has proven to be an important strategic and tactical resource for us. – Geoff Duncan, The Buy Guys, Chief Marketing Officer (View our reviews on Google & Facebook)

Why The Buy Guys Decided to Update Their Website

Whether you’re launching a site for a new startup or overhauling the site of an existing brand, your website is often one of your most important lead generation channels. Which makes sense, right? People go to your website to learn more about your service or your product.

But here’s the thing: Your website is also the one marketing asset that could benefit most from regular improvements to help boost conversions.

Previously, The Buy Guys allocated the majority of their marketing time and effort to print mail – a successful channel in the home buying industry. But as The Buy Guys matured and more people were spending time researching home selling and the home selling process online, it was critical they improve their online experience. Working with their CEO and COO in January, we decided to work on a digital marketing strategy that would focus on increasing leads and sales.

So, how increase their leads by 138%?

Let’s dive in and take a look.

The Buy Guys’ Playbook:

Start with user research.

You always need to design your website with your target audience in mind, you can’t design it for yourself and your subjective style preferences. To start to get to know the audience interacting with The Buy Guys better, we took both a qualitative and quantitative approach using CallRail, their call tracking software.

The qualitative approach was listening to 100 phone calls recordings to see what kind of words customers were using, what was the very first problem they explained over the phone, what were they hearing, thinking, feeling, saying? Using a spreadsheet, we took notes on each call and tagged each call with a trend we had identified among customers (i.e. ‘unhappy with realtor).

The quantitative approach using CallRail was to export data from over 1,000 calls to see larger trends such as time of day people are calling, what page the visited before calling, where are they calling from. We believe the best strategies are built on customer research and 3-5 detailed personas that can represent the larger audience. Personas give your team a shared language to use when talking about customers and make sure you’re building for them, not you.

Build the wireframe (don’t skip this step!)

After developing user personas backed by qualitative and quantitative research, our designer put this information into action by mapping out a bare-bones layout for your new site. We like to call this part, “the blueprints.” When the wireframe is completed and approved, you have a clear understanding of all of the user paths throughout the site, as well as what content you need to prepare for the redesign. At Tuff, we do wireframes between the strategy and redesign phase as a way of mapping out the strategy in a way that sets us up for success in the design phase.

Through the wireframe, we can accomplish the following:

  • Confirm that our site’s new layout is in line with our UX goals for the redesign.
  • Make sure that everything on our redesign wishlist is accounted for in the new layout.
  • Create a visual roadmap to serve as a foundation for the often chaotic design phase.
  • Give your design team a head start. With the layout and content map already completed, the team can focus on design and brand development.

Designing the site

And now, the fun part, designing the site. During this phase, we bring together all of the elements of our project: our strategy and goals, the completed wireframe, our updated copy and images, and the brand style guide. Using the wireframe as our guide for layout, and the brand style guide and updated content as our guide for visuals, we redesign the site for both desktop and mobile – thinking strategically about how to lay out our content for easy consumption, not only on our audience’s computer but across all of their devices.



Once the mockup is completed and approved, it’s time to start the site build. We chose to build thebuyguys.com using a versatile theme on WordPress.org, a great choice for its flexibility with design and easy ability to be customized. Upon completion of the build, our team went through several rounds of quality assurance testing, before we got to the final step before launch: adding tags.

Review and improve

When your website launches, you should already be recording all of the available data with tools like Google Analytics or Hotjar. With these tools installed, you’ll soon have data that you can start to use to improve pieces of your website.

For example, once The Buy Guys site launched, we quickly realized that their site traffic was heavy on the mobile side. In fact, over 70% of their traffic was mobile. Knowing this, we were able to prioritize mobile updates and start A/B testing our CTAs above the fold on mobile exclusively.

Rather than starting from scratch each time your website becomes outdated, your can think of the website as a project that’s never truly finished. You have to continuously oil your growth engine.

Results:

With the launch of the new website, we:

  • Increased paid advertising spend month over month by 49%
  • Increased leads by 138.02%
  • Decreased Cost Per Lead (CPL) by 36.92%
  • Increases conversion rate by 3.68%

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.

tuff-customer-acquisition-using-facebook-ad

How To Scale User Growth Using Facebook Ads

We sometimes get questions about how other clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. 

Fresh Meal Plan is a healthy meal delivery service located in South Florida. Looking to find traction in the Florida market and scale their growth, they partnered with Tuff to launch high-impact Facebook and Instagram campaigns to increase ROI and quickly drive key learnings on what’s working and what’s not.

Why Fresh Meal Plan Tapped Into Paid Social Acquisition

Scaling growth is hard and it requires you to be rigorous about the channels you experiment within the early stages of your business. It might seem easy to find one right away and then dump all your money into that one tactic but that almost never happens. As a startup, you have to work towards the right channel – and understand that it takes time.

One of the channels we saw the most success with for fueling user acquisition for Fresh Meal Plan was with social ads. With a wide range of targeting options to help you find the right niche, customer acquisition using Facebook ads can be a highly cost-effective channel. After an initial kick-off meeting with Fresh Meal Plan to align on goals and ROI expectations, we launched geo-specific Facebook and Instagram campaigns following a 3-step process.

The Three Step Process

Step 1: Conduct user research before design

Figuring out the right targeting is key to reaching the audience most likely to convert. Be it in-depth customer segmentation or listening to customer phone calls, we never create a Facebook or Instagram without researching user behavior first. As an agency, you can lean on your client’s customer-facing team members or, if you’re in-house, partner with your support team to learn more about your customers.

We’ve found that it’s better to spend more time building out target segments and do the right design for them than doing the right campaign for the wrong users. For this account, we built out 5-10 core and custom audiences in Facebook.

For our core audiences, we relied heavily on interest and behavior targeting. For example, we created an audience of users who expressed an interest in CrossFit on their Facebook page. In addition to core audiences, we also built out Lookalike Audiences using website traffic and existing customer email lists.

Step 2: Develop custom creative for each audience

After building out our target segments in Facebook’s audience panel, we created Facebook campaign concepts for each target segment. Both the copy and creative is developed with a particular audience in mind.

Step 3: Retarget with a compelling offer

To combat ad invisibility and get the most of customer acquisition using Facebook ads, we try to always include a compelling offer or call to action in our retargeting effort. Doing so can drive great results, especially if your goal is to generate sales rather than solely drive clicks.

 

Results

Over the course of 30 days, we achieved the following results for customer acquisition using Facebook ads, driving significant market awareness and sales for the brand. Since then, we have doubled the budget and scaled our acquisition efforts to new markets:

  • Clicks: 1,984
  • New Customers: 228
  • CPA: $15.85

Whether you’re just testing the waters or ready to scale, figuring out how to acquire new customers on Facebook and Google is difficult. We’ve spent the past few years working with all kinds of different businesses, with small and large budgets, across a range of industries to help them figure this out. 

If you want to explore more about how to scale your customer acquisition with Tuff, or want a first-hand look at the data showcased above, touch base to set up a free, 30-minute growth strategy session with our team. We’d love to learn more about who you are and what you do so that we can help you find your way to the next level.

We’d love to work with you.

Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.