During Pipeline Summit, Ewa and Sam described 2 business cases with the detailed explanation of their marketing funnels and covered some tips about ad budget distribution. In this slide deck, you will get 3 strategies that you can start implement already today to your business.

1. CONTENT + PAID TRAFFIC = $$$
by Ewa Wysocka & Samuel P.N. Cook

2. Who are we?
● Good Tribe Consulting (Ewa)
● James Cook Media (Sam)
● Traffic & Conversion Meetup
(Seminars, Workshops and
Masterminds)
● Strategy & Psychology of
Online Sales First! (Tools
and Technology Second)

3. What works?

4. Build a FUNNEL => blend CONTENT & PAID TRAFFIC

5. Go for:
LTV > 3 x CAC
LTV - Customer Lifetime Value
CAC - Customer Acquisition Cost

6. Case #1
● B2C
● LTV ~ 110 PLN
(video courses)
● CAC should be max
36 PLN

7. Webinar Campaign
FB video ads
FB retargeting to
video watchers
ONLY FB retargeting
to Webinar
Signups ONLY

8. Ad budget distribution
20%
20%
60% (!)

9. Conversion results
2896
(40%) 966
(30 %) 145 units
(15%)
7240

10. Price per events
1,7 PLN
5,1 PLN
34 PLN
0,68 PLN
0,05 PLN

11. Case #2
● B2B Business Training
● LTV = $10 903 (a line of
Business Coaching
Products: main product,
upsells and downsells)
● CAC should be max $3 654

12. Application Calls Campaign
FB video
ads with
CTA
Offer
Optin in
Ad

13. Ad budget distribution
5,3%
0,27%
93,7%(!)
0,23%
0,067%

14. 44
(67 %)
Conversion results
44
(67 %)
65
(7,5 %)
35
(79%) 17
(49%)
864
(14%)
6 043
(10%)

15. Price per events
$ 7,94
$ 105,52
$ 155,88
$ 3 712
$ 0,88
$ 0,09

16. 3 Strategies You Can
Implement Right Now

17. 1. Master the flow & psychology of your
Online Funnel

18. 2. Use Facebook video
campaign to warm
up cold traffic before
you ask for anything
(even an optin).

19. 3. Spend over 50% of your budget on your
front end content.
Over 50% of
budget!

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